VORWERTS

The VORWERTS research project investigates and evaluates the adoption of agroecological innovation and transformative action using the example of wheat-grain legume mixed cultivation in the real laboratory. Eight regional organic value chains will be involved in the research process in a participatory manner. The overall aim of the research project is to investigate and optimise the adoption of agroecological innovation and transformative action using the example of wheat-grain legume mixtures for human nutrition under practical conditions. VORWERTS provides instructions for transdisciplinary practical research and develops concrete recommendations for the application and dissemination of wheat-grain legume mixtures in regional organic value chains. This ‘use case’ is intended to serve as a ‘blueprint’ for future real-world laboratories and the structured monitoring of agroecological transformation processes.

The overall objective of VORWERTS is structured as follows:

• Evaluation and optimisation of agroecological innovation along the entire value chain from primary production to the consumer using the example of mixed cultivation of winter wheat and grain legumes for the production of baked goods
• Evaluation and optimisation of the production and processing of mixed-crop bakery wheat along the value chain (cultivation, harvesting, preparation, processing, marketing)
• Investigation and evaluation of eco-functional intensification through food crop mixes and the potential for decoupling land use competition (feed production vs. human nutrition) through mixed cropping
• Establishment of a practical research approach to analyse and implement agroecological innovation in regional organic value chains as a so-called ‘real laboratory’
• Analysing and promoting transformative action through the co-production of knowledge involving all stakeholders from production to final consumption

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.