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Institute
Regionally and sustainably produced food is becoming increasingly important to both consumers and policy makers. Extensive cattle grazing systems linked to biodiverse grassland meet consumer demands for animal welfare and provide a number of ecosystem services. In the Federal State of Brandenburg, suckler cow husbandry is of particular importance due to the low yielding soils and the high proportion of grassland areas. Grazing of lower quality grassland with cattle can increase biodiversity and preserve the cultural landscape. Since the offspring of suckler cows is mostly sold to supra-regional fattening farms, the valorisation of grassland has yet to take place within the region. The reasons for the transfer of added value are manifold and range from a lack of regional structures for slaughtering, processing and logistics to a lack of market opportunities and low profit margins. In order to increase the regional added value of beef from pasture-based farming, business models need to be developed that distribute risks and benefits along the value chain, and correspond to consumers who are willing to contribute to sustainability efforts.
Using the approach of a living lab, the R+D project ""WertWeideVerbund"" aims to develop and test models of cooperation and coordination between stakeholders in the beef value chain in Brandenburg.
The present paper aims to illustrate the basic requirements and expectations of the different stakeholder groups along the value chain of beef for the development of regional value-based cooperation. Interviews and focus groups with farmers, slaughtering, processing, potential bulk purchasers (canteen kitchens, food retailers and butchers) and interest groups (farmers, landscape conservation) will be conducted by August 2021. Furthermore, a panel study with 1000 participants will identify consumers’ priorities for beef consumption.
Preliminary results show that, in addition to organisational-legal requirements, the definition of a common value basis is of particular importance for the development of cooperation. For this purpose, the stakeholders along the value chain defined minimum requirements as well as requirements for a premium quality standard for high animal welfare husbandry of cattle. The discussed quality requirements include aspects such as suckler cow husbandry, minimum grazing period (at least during the vegetation period), fattening (e.g. dry bedding options, outdoor access) and feeding (minimum share of farm-produced feed, GMO, origin of soya-based feed, etc.). With regard to animal welfare, other relevant criteria involve animal health (use of antibiotics), transport time and stress-free slaughtering. Furthermore, aspects such as transparency along the value chain (regionality), participation in a quality assurance system (e.g. Participatory Guarantee Systems, animal welfare officers) and fair remuneration of the producers are also considered as basic prerequisites in order to successfully establish a value- based cooperation
Starting in September 2021, potential business models, based on the discussed quality requirements, will be developed in cooperation with interested stakeholders and tested and evaluated in an iterative process.
Overcoming the efficiency paradigm—The challenges of introducing local organic beef in canteens
(2023)
Introduction
In recent years, there has been a growing recognition that public canteens can play an important role in supporting the transformation toward sustainable food systems and providing access to sustainable and healthy food for everybody—including the most vulnerable groups of the population. One important way in which canteens can contribute to this transformation is by increasing the share of organic and local products. These new political and public demands contrast with the organizational development of canteens over the past few decades, which has mainly been characterized by an increase in economic efficiency and a reduction in costs. Based on a project that was carried out in the Berlin-Brandenburg region (Germany), this paper exemplifies some of the challenges canteens face in the process of introducing organic and local products.
Methods
The empirical results are based on 31 qualitative interviews with canteen managers and kitchen staff as well as with the processing company involved. In addition, a survey of 500 canteen guests was conducted in the participating canteens.
Results
The analysis shows that the canteens had to adapt various organizational practices to ensure a healthy and sustainable diet at manageable cost. Introducing local organic beef in the canteens requires close cooperation with local farmers and processors, a change in procurement practices, transparency around the origin of the products, as well as adapted menu planning.
Discussion
Based on the empirical results, the paper discusses how these challenges can be met and which supportive measures can be taken on different governance levels. To change entrenched practices, process facilitators who support local cooperation along the value added chain are needed, and practical knowledge and professional training must be provided. The article concludes that there is a great potential to foster a sustainable and healthy diet via public and private canteens if the tension between efficiency and sustainability orientation can be overcome by adapting framework conditions.
Pasture-based cattle rearing systems provide numerous ecosystem services and meet current consumer demands for animal welfare. However, the development of regional value chains from pasture-based beef are inhibited in economically less developed regions, such as North East Germany, as they lack regional slaughtering and processing capacities and show weak cooperation between stakeholders. The real world lab "WertWeideVerbund" aims to co-produce new beef value chains and business models, addressing consumer demands and value chain actors’ interests at the same time. Target group specific and regionally adapted communication approaches are part of these business models and aimed at unlocking market potentials. We conducted an online survey to define consumer groups for pasture-based beef, evaluate their preferences for communication approaches and define their willingness to pay for those products. The questionnaire was partly based on previously collected qualitative data from focus groups and on an extended literature review of existing quality standards for pasture-based beef. The survey revealed different consumer segments based on demographics, frequency of beef purchase, general shopping behaviour and willingness to pay for pasture-raised beef. Respondents preferred communication approaches with a focus on animal welfare and were not particularly interested in regional origin and ranked it equal to other aspects such as information on producers, quality and taste, and biodiversity and climate protection, indicating that there is a demand for further explanation on the advantages of regional production.
Weniger Fleisch zu essen, dient der eigenen Gesundheit und schont die Umwelt. Soll es doch einmal Fleisch sein, sollte es aus artgerechter ökologischer Haltung stammen. Das Forschungsprojekt GanzTierStark untersucht, wie der Konsum von regionalem Bioweiderind in der Gemeinschaftsverpflegung etabliert werden kann.