VALUE assessment through direct encounters

The Bernese FoodTalk took place for the second time on September 6, 2024 as part of the Bärner Bio-Märit. Prof. Dr. Thomas Brunner, Professor of Consumer Behavior at the BFH-HAFL, Regina Moser, producer at natürlichMoser and Philippe Riem, producer at Riem Bioprodukte, discussed the topic "Bärner Bio: WERTschätzung durch direkte Begegnung".

What does direct marketing mean and what opportunities does it offer?

Thomas Brunner describes direct marketing as direct contact between producers and consumers without intermediaries, for example in the form of a farm store. Regina Moser goes one step further in her definition by saying that, as a producer, she can help determine the price in direct marketing. The discussants see opportunities in direct contact with consumers, e.g. at the market. Direct marketing enables transparency about the origin of the products on the one hand and freshness on the other, if something is harvested on Friday and sold on Saturday. It can also raise awareness of how food is produced. The carrot tastes particularly good, even if it is crooked.

How can consumers' appreciation of Bärner Bio be increased through direct marketing?

There is a consensus that appreciation can be lost if there is no connection to the food and its production. Consumers need to see more of how something is produced again and get a feel for nature and the work involved in production. According to Brunner, we know from research that less food ends up in the bin if you have a connection to the food. Awareness can also be created through education and knowledge. However, according to Brunner, this is often not enough. Actual behavior often deviates from knowledge. Further motivating factors are needed. For Moser, personal values are also important. These are already developed in childhood, which is why Riem emphasizes the importance of practical relevance in this phase of life. Children should visit farms at school to understand where the food on their plates comes from. School gardens are also needed and the topic of food appreciation needs to be placed higher on the political agenda.

Further information about the Bärner FoodTalk can be found here: Bärner Bio-Märit with FoodTalk and networking event (bernistbio.ch).

The event was moderated by Benjamin Krähenmann from Crowd Container. The following organizations are responsible for the Bärner FoodTalk: Crowd Container, Nutrition Forum Bern, Organic Bern, "Bern is organic", Bern University of Applied Sciences, School of Agricultural, Forest and Food Sciences.