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The role of digital data for food cleaner production innovation and cleaner value proposition.

Project description

A new proposition for cleaner food production

Better use of natural resources during food production is necessary to reduce environmental impact. Digital technologies and data can help ensure sustainable and cleaner food production. The EU-funded FooDization project will develop the cleaner value proposition concept that is defined as an ecological value that firms promise to deliver to customers if they purchase their environmentally friendly products. The project will explore how food firms employ digital technologies to innovate their production process and how cleaner production innovation influences value proposition. Specifically, it will explain how digital data can be employed by food firms to realise cleaner production innovations. FooDization will also show how cleaner production innovation affects value proposition.

Objective

Food is essential for life but its production causes the overexploitation of natural resources. Customers’ awareness of sustainable food production is only poorly growing. Still, the ecosystem is sending explicit signs requiring an urgent shift towards cleaner food production which also must capture the consumer’s preference because sustainable economic growth is not achievable without significant changes in firms and customers’ behaviour. Digital transformation is pivotal to cleaner production. The most helpful for firms is to exploit the digital data generated by digital technologies about the use of natural resources during food production to reduce environmental impact. Yet, we still lack a clear understanding of how food production firms are exploiting digital data to foster cleaner production innovations and shape the value proposition. FooDization aims to explore how food firms employ digital data to innovate their production process and how cleaner production innovation influence value proposition. An expected contribution is a theoretical framework which (1) will explain how digital data are employed by food firms to make cleaner production innovations; (2) will show how cleaner production innovation affects value proposition; (3) will display the indirect relationship(s) between digital transformation and value proposition. In doing so, FooDization will lead to a new concept, the cleaner value proposition that is defined as an ecological value – created by the exploitation of production digital data – that firms promise to deliver to customers if they buy their cleaner-innovated-products. FooDization’s managerial guidelines might help food firms recognise how cleaner value proposition better attracts new conscious customers. In the food sector, this could help firms achieve competitive advantage by improving not only food production efficiency in the use of natural resources but also create a more sustainable and appealing value proposition for customers.

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Keywords

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Topic(s)

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Funding Scheme

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MSCA-IF - Marie Skłodowska-Curie Individual Fellowships (IF)

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Call for proposal

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(opens in new window) H2020-MSCA-IF-2020

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Coordinator

BUDAPESTI CORVINUS EGYETEM
Net EU contribution

Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.

€ 151 850,88
Address
FOVAM TER 8
1093 Budapest
Hungary

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Region
Közép-Magyarország Budapest Budapest
Activity type
Higher or Secondary Education Establishments
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Total cost

The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.

€ 151 850,88
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