Public and consumer expectations from agriculture and food innovations Prof. Wim Verbeke Department of Agricultural Economics Ghent University, Belgium [email protected]@WimVerbeke1 European Conference “Designing the path: A strategic approach to EU agricultural research & innovation” Brussels, 26-28 January 2016
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Public and consumer expectations from agriculture and food ...
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Public and consumer expectations from
agriculture and food innovations
Prof. Wim Verbeke Department of Agricultural Economics
First exposure leading to emotional reactions Unnaturalness of the process Playing God – Messing with nature
Good deal of curiosity Ethical motives; Solution to
meeting food insecurity If not needed as a nation,
perhaps as a planet
Questions about: - Long-term impacts - Health implications - Cultural practices - Livestock and farms
Concerns about: Risks, Mutations, Defects But unavoidable progress
Verbeke et al. (2015) Meat Sci 102
Stakeholder, farmer and public reactions towards
the use of insects in animal feed
Perception of insect-based feed and resulting foods
Insect-based feed and resulting foods seen as: • more sustainable, nutritious and healthy • less microbiologically safe (feed) • allergenic, and a harder sell (foods)
Verbeke et al. (2015) Anim Feed Sci Tech 204
Perceived challenges facing the use of insects in animal feed
• “Consumer acceptance” seen as the main pitfall despite favourable personal WTA • Perceived market-related challenges dominate over perceived technological challenges
Verbeke et al. (2015) Anim Feed Sci Tech 204
Perceived benefits and risks of using insects in animal feed
Top-3 perceived benefits (overall score 3.71 on 1-5 scale)
• Lower dependency on foreign protein imports
• Better valorisation of organic waste
• Improved sustainability of livestock production
Top-3 perceived risks (overall score 3.04 on 1-5 scale)
• Possible adverse impact on local biodiversity
• Introducing microbiological contamination in the food chain
• Competition with other agricultural activities
Verbeke et al. (2015) Anim Feed Sci Tech 204
Towards sustainable consumption:
Perceived match or mismatch between
health and sustainability
Consumer segments based on involvement with healthy and sustainable eating (n=2,720; 2014; BE, NL, UK, DE)
Uninvolved 15.4%
Moderately involved, 30.5%
Health involved 22.5%
Health and sustainability
involved, 31.6%
1,0
1,5
2,0
2,5
3,0
3,5
4,0
4,5
5,0
1,0 1,5 2,0 2,5 3,0 3,5 4,0 4,5 5,0
Involvement with healthy eating
Involvement with sustainable eating
Challenges in “Designing and following the path” involving citizen-consumers