Scientifically supported co-creative development, validation and practical implementation of novel business models, marketing and communication strategies in the area of community catering for food from biodiversity and climate-friendly agriculture with the participation of all key stakeholders along the value chain.

Background

Awareness of the need to protect the limits of global resources has increased since the 1980s in general and for the aspect of biodiversity in particular. Communal catering is a major potential lever for promoting - or inhibiting - sustainable developments in the area of nutrition. Therefore, the research interest lies in the investigation of biodiversity-promoting measures in the context of out-of-home catering and the actors involved in the value chain.

Aims of the subproject

Subproject 6 is working on the promotion of biodiversity and regional value chains in community catering.

The aim is to develop and implement innovative business models for communal catering in a co-creative process as part of four workshops. The focus is on food in daycare centers, (high) schools and company canteens. Here, regional producers, processors and canteens are networked and the marketing of food from biodiversity-enhancing, regional agriculture is promoted.

Within this framework, the various stakeholders identify key factors and barriers to sustainable, regional communal catering on the basis of an analysis of international and national best practice examples. The aim is to develop innovative solutions to bring biodiversity-promoting products (e.g. pulses) to the plates of canteens and canteen kitchens via regional supply channels. The focus here is on the diversity of pulses (including black chickpeas, etc.).

This will be accompanied by social science research in the form of an analysis of key factors and challenges for a sustainable and fair design of out-of-home catering. In addition, guideline-based expert interviews will be conducted with AHV stakeholders, taking into account regional and international experiences - conceptually oriented towards the sustainability dimensions and the food justice approach. The evaluation is carried out qualitatively with MaxQDA.

Workshops – Dates & Contents

Four co-creative workshops are held to develop, validate and implement business models, marketing and communication strategies. The innovation method of design thinking is used to develop concepts with heterogeneous groups of stakeholders.

1. July 2024 - Identification and prioritization of approaches to innovative business models for biodiversity-promoting dishes in community catering (First workshop implemented on July 5, 2024 with representatives of large producer groups and canteen kitchens).
2. December 2024 - Development and prioritization of solution approaches with regard to feasibility and effectiveness as well as participatory identification of key factors of sustainable, regional school catering.
3. March 2025 - Development of organizational models with concrete measures and follow-up tasks, in particular target groups, offer, resources, participants, coordination team).
4. 2025 - Exemplary implementation with the partners - Putting the organizational model into operation.