@masterthesis{Decher, type = {Bachelor Thesis}, author = {Decher, Isabelle}, title = {Analysing Marketing Strategies of Agroforestry-Grown Walnuts: Lessons for the Lower Rhine Region}, school = {Hochschule Rhein-Waal}, abstract = {Agroforestry (AFS) could help fight climate change by sequestering carbon (Nair et al., 2021). However, few markets accurately reflect the value of agroforestry products, posing a barrier to farmers implementing AFS (Litschel et al., 2023). In addition, while AFS could i.e. help the Lower Rhine Region reduce nitrate pollution, there is little research on AFS in this region. This thesis aims to reduce these barriers to AFS in the Lower Rhine Region by developing a marketing strategy for one promising agroforestry product: walnuts (Juglans regia). To do this, consumer prices of 62 walnut products from 15 stores in the Kleve area were collected over 46 days to gain an insight into the local market. Secondly, expert interviews were conducted with three German walnut producers to assess their marketing strategies. The SIVA framework (Solution, Information, Value, Access) by Dev and Schultz (2005), was used to analyse the transcripts. Then, the results were adapted to the context of the Lower Rhine Region and agroforestry to provide marketing guidelines for producers of AFS-grown walnuts in the Lower Rhine Region. Results show that not only could new walnut producers successfully compete with imported walnuts in the Lower Rhine Region, but that agroforestry could also be a significant asset to their marketing strategy.}, language = {en} }