VORWERTS

In the VORWERTS project, the Section of Agricultural and Food Marketing is responsible for analysing the success factors and challenges of small-scale, regional organic value chains. To this end, focus group discussions are held with the partners in the value chains as well as with customers and sales staff and the content is analysed.

Another component of the project for the specialist area is the development of marketing and communication materials for the agroecological innovation of mixed cultivation and the baked goods produced from it. As part of a participatory project workshop with partners from the value chains as well as customers and sales staff, the basic orientation of consumer communication is discussed and ideas for communication materials are developed.

The materials developed in this way will be used in two baking campaigns in 2025 and 2026. These baking campaigns will be scientifically supported by the Section of Agricultural and Food Marketing through sales tests. To this end, the sales figures of the baked goods from mixed cultivation and similar competitor products from the existing range will be recorded and the effect of sales-promoting measures of the communication materials developed will be analysed.

The sales tests in 2025 will be supplemented by a customer survey in the bakery branches. The aim of this quantitative survey is to obtain information on purchasing behaviour and the relevance of different product attributes.