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New and innovative direct selling concepts for agricultural products - state of the art, best-practice-examples, analysis of consumer expectations and recommendations for stakeholders (InnoDirekt)
Project
Project code: 2815NA192
Contract period: 01.12.2017
- 31.01.2020
Budget: 85,619 Euro
Purpose of research: Applied research
Keywords: economy, competitiveness, socio-economics, regional value addition, consumer behaviour, marketing, market
The project 'New and innovative models of direct selling of agricultural products: state of the art and development of recommendations” (FKZ 2815NA092) undertakes an analysis and an evaluation of new, innovative approaches of agricultural direct marketing from farmer to consumer. Therefore, best practice examples of agricultural direct marketing will be selected and evaluated in Germany, France and Austria. Also, based on the analysis of statistical data available in Germany, the importance of the direct marketing as source of income will be documented. Differences between ecological and non-ecological working farmers will be described. The aim of the project is to give decision-making support to consultants and farmers, which are considering an agricultural reorientation. Based on the results of the analysis of consumer expectations, the project also aims to give recommendations in order to improve the processing and marketing strategies of the farms. Recommendations of action will also be formulated for politicians and administrations. Namely the opportunities and risks of the new, innovative approaches will be reviewed. The project which starts in October 2017 and lasts for 27 months covers three work packages. Work package 1 includes the survey and analysis of the status quo of agricultural direct marketing in Germany as well as the projects for the future of farms and the respective regions. It is based on a literature review and the analysis of existing statistical data (Agrarstrukturerhebung 2016) as well as on a survey on about 100 direct selling farmers in three German Länder (Bavaria, North Rhine-Westphalia and Berlin-Brandenburg). Considered questions amongst others are: the number of farms offering direct marketing, the spatial distribution of agricultural direct marketing, the kind of products marketed in the regions, forms of organisation and distribution, opportunities and risks of these forms of direct selling. Work package 2 undertakes the survey and analysis of particular innovative approaches of agricultural direct marketing. Therefore, a literature and internet review in the German-speaking countries and France are carried out and the status quo will be described. Also ten flagship projects will be selected and described in details. The following DELPHI-surveys will be conducted within three German research areas and within the flagship projects: a) about 15-20 regional experts (e.g. rural development managers), b) about 150 customers (consumers) in the selected flagship projects. Work package 3 includes the formulation of recommendations. The recommendations will be discussed during three workshops with representatives of administration, economy and consultancy within the research areas. The recommendations will be revised on the basis of the workshop results. The recommendations will be integrated in guidelines for stakeholders (agricultural consultants, regional manager etc.). The results of the projects will also be presented on fairs and printed in professional journals.
Section overview
Subjects
- Market Analysis/Marketing Strategy
- Agroeconomics
- Organic Farming
Framework programme
Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
