Project description DEENESFRITPL 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. Show the project objective Hide the project objective 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. Fields of science agricultural sciencesagriculture, forestry, and fisheriesagriculturesustainable agriculturenatural sciencesbiological sciencesecologyecosystemssocial scienceseconomics and businesseconomicsproduction economics Keywords Digital transformation digital data food innovation value proposition agri-food industry mixed methods Programme(s) H2020-EU.1.3. - EXCELLENT SCIENCE - Marie Skłodowska-Curie Actions Main Programme H2020-EU.1.3.2. - Nurturing excellence by means of cross-border and cross-sector mobility Topic(s) MSCA-IF-2020 - Individual Fellowships Call for proposal H2020-MSCA-IF-2020 See other projects for this call Funding Scheme MSCA-IF - Marie Skłodowska-Curie Individual Fellowships (IF) Coordinator BUDAPESTI CORVINUS EGYETEM Net EU contribution € 151 850,88 Address Fovam ter 8 1093 Budapest Hungary See on map Region Közép-Magyarország Budapest Budapest Activity type Higher or Secondary Education Establishments Links Contact the organisation Opens in new window Website Opens in new window Participation in EU R&I programmes Opens in new window HORIZON collaboration network Opens in new window Other funding € 0,00
