Field of marketing & marketing services
Feasibility study: 30% organic farming in Bavaria achievable by 2030?
ECOZEPT has carried out a feasibility study on the target of 30% organic farming in Bavaria by 2030 together with FiBL Projekte GmBH. The target of 30% was formulated in the referendum on biodiversity "Save the bees" in Bavaria at the beginning of 2019 and was supported by 1.8 million Bavarians. The parliamentary group BÜNDNIS 90/DIE GRÜNEN in the Bavarian State Parliament commissioned ECOZEPT and FiBL to examine the feasibility of 30% on the production and market side. In the feasibility study, current statistics on the organic market and publications from the specialized press were evaluated. Based on this data, different growth scenarios for the organic market were developed and compared with the developments of the organic sector in other countries. The core of the analysis was a survey with experts from the Bavarian organic sector focussing on the growth dynamics of the market its determinants. The results show clearly: 30% organic market share in 2030 can be realistic if value chains are strengthened, demand is stimulated and a market observation is institutionalised.
The feasibility study can be accessed here (German language): https://www.gruene-fraktion-bayern.de/fileadmin/bayern/user_upload/download_dateien_2018/Anfragen_Antraege_Gutachten/Machbarkeitsstudie_30__OEko_in_Bayern_FiBL_Ecozept_20190805_NEU.pdf.
A summary article of the study in the journal Ökologie und Landbau (issue 01/2020) can be downloaded here: https://www.ecozept.de/studien
Client: Parliamentary group BÜNDNIS 90/DIE GRÜNEN in the Bavarian State Parliament, Duration: May 2019 - August 2019
Preservation and valorization of orchards in the administrative district of Freising
The Landscape Conservation Association Freising (Landschaftspflegeverband Freising) in Germany would like to promote the marketing and thus the use and preservation of orchard in the administrative district of Freising. Ecozept is developing a marketing concept for products from orchards in cooperation with other partners. A market analysis will be carried out, focusing on demand and sales potential for various product groups, such as apple spritzer. The concept aims to serve as a model for comparable regional marketing approaches throughout Bavaria. Client: Landscape Conservation Association Freising; duration: November 2019 - July 2020
Local (organic) food in school canteens in the region Occitanie (South of France)
The regional council in Occitanie has raised the food policy to one of its „major regional tasks in 2018“ and fixed an ambitious objective: in 2021 a 40% share of local or “high quality food” in school canteens shall be reached, half of it coming from organic agriculture. 191 schools of 2nd degree as well as 2 central kitchens of the region are concerned. In cooperation with Inter Bio Occitanie (regional umbrella organization for organic food), ECOZEPT supports the canteens in 8 departments (Aveyron, Lozère, Gers, Tarn et Garonne, Haute Garonne, Hérault, Gard, Aude) when it comes to operationalize the objectives, especially in terms of restructuring the sourcing of the products. Mandator: Region Occitanie. The project runs from October 2018 – October 2021.
Cara: Structuring local value chains for catering supply in Royan Atlantique
At the request of the Community « Agglomération Royan Atlantique » in France (CARA), ECOZEPT is conducting a project on structuring local supply chains. This covers a diagnostic of today’s agricultural products supply on the territory, the development of an action plan in cooperation with local producers and a first mobilization of local actors. The work is focused on collective catering supply, even if other forms of local products valorization will also be considered (January – August 2018).
Value chain for essential Aquilaria oil in French Guiana
The regional agency for development and innovation « Guyane développement innovation » commissioned an economic feasibility study on the establishment of an essential Aquilaria oil value chain in French Guiana on a micro and macroeconomic scale. For this, ECOZEPT conducts field surveys at the downstream level with international buyers and at the upstream level with producers and processors of the sector. These surveys will provide scenarios and decision support tools. Finally, the chosen scenario will help prepare the construction of a contractually settled sector (February - September 2018).
Analysis of the position of the specialized organic distribution in the food market of tomorrow
Valorisation of organic leguminous in water protection areas
At the request of BioBourgogne and Eau de Paris, ECOZEPT assists a group of producers, the GIEE Agribio Vanne and Othe in Burgund, in order to make effective use of the organic field crop and organic oil and protein seed crop which contribute to the preservation of the water quality of drinking water protection area. The group seeks for collective solutions for the sorting, processing and marketing of these products. ECOZEPT carries out a market study, identifying potential customers and selecting the products to be developed and the investments to be made (selection of sorting and processing equipment). Organic lentils, which is a key crop in the rotations for organic farming, is at the heart of the project. A market for this product is to be developed at a regional or even at a higher scale. (April -December 2017)
Inventory and market potential of regional food in canteens in Departement Haute-Loire
The French “Département de la Haute-Loire” aims to re-localize food supply on a regional level and therefore started a PAT („Projet Alimentaire Territorial“ – a sort of regional food policy council). In this framework and together with Delphine Ducoeurjoly and the environmental organization CPIE du Velay , ECOZEPT undertakes an inventory of regional and organic food and develops a strategy for their use and monitoring in 36 regional canteens (mostly schools). With this objective, ECOZEPT coordinates a public participating process with local actors. (June 2017 – June 2018)
Repositioning of the regional brand „Pays Cathare“
On behalf of the Department of Aude in the South of France, ECOZEPT is working on the repositioning of the regional brand "Pays Cathare" in the food sector. The market context of the "Pays Cathare" brand has changed over the past few years: the trend towards local and regional products opens up new perspectives, while the competition between the various regional brands is growing. In this context, ECOZEPT conducts extensive interviews with market players of local value chains, as well as with consumers. The aim is to achieve a strategy of repositioning the brand "Pays Cathare" tailored to the area and to develop a concrete action plan. (June 2017 – June 2018)
Support for the public purchasing association (GRAP Nord Bourgogne) to develop local food items
The public purchasing association GRAP Nord Bourgogne aims to coordinate and optimize the food purchases of its members. The association wishes to undertake an in-depth effort to capture more local products through its public procurement. ECOZEPT, in partnership with Delphine Ducoeurjoly and Landot & Associés, is assisting the association in evaluating its technical and legal scope for action, developing the most appropriate strategy to develop a meaningful local supply and evaluating the impact of this strategy. (mai 2017- december 2018)
Field trip for French organic vegetable farmers to Bavaria
On behalf of the French farmer’s association "Nous Paysans Bio" and its partner „Ferme de la Motte“ , ECOZEPT prepares and organizes a 3-day-field trip to Bavarian organic vegetable farmers in June 2017 (including translation). The visits aim to show production techniques as well as commercialization aspects and production rules ("Nous Paysans Bio", March – June 2017).
"Pasture city Augsburg" : marketing of regional lamb meat
In order to develop and maintain grazing activities in the “Lech”- river areas near Augsburg (Bavaria), the Landschaftspflegeverband Stadt Augsburg e.V. (society for landscape and nature protection) supports local shepherds. ECOZEPT is mandated to elaborate a marketing concept for lamb meat and to support shepherds in their marketing activities. In the long run, ECOZEPT also has to develop a communication concept for all products out of extensive pasture activities. (Landschaftspflegeverband Stadt Augsburg e.V., 2017-2020).
Green belt Munich: supporting urban agriculture in Munich
In the framework of the project "Cooperation between City and Agriculture", the city town of Munich wants to maintain agricultural activities within the borderlines of the city in order to offer multiple functions of these "empty spaces" to the citizens (ecological, food production, leisure, etc.). Therefore, ECOZEPT supports farmers in their commercialisation and distribution activities (especially direct selling), as well as in promotional activities with a special brand. Furthermore, ECOZEPT advices the town coucil in strategic matters. (ongoing since 2010).
Analysis of agricultural value chains in Lozère
At the request of the General Council of Lozère and the association of "De Lozère", Ecozept has carried out in partnership with Gilles Dechambre a strategic analysis of the agro / food value chains in Lozère (southern France) from a commercial and logistical point of view. In this perspective, Ecozept realized an inventory of the agricultural value chains and benchmarked existing initiatives in France concerning the commercial and / or logistical structuring. Finally, scenarios were formulated on the possible forms of structuring and the potential actions to achieve this (12/2014-6/2015).
Organisation of the Bavarian Organic-Experience Days: Since 2001, Ecozept has worked on different sub-aspects of this project and since 2014 as project manager on behalf of the Staatsministeriums für Ernährung, Landwirtschaft und Forsten and in cooperation with the Landesvereinigung für den ökologischen Landbau in Bayern e.V. We are responsible for the acquisition, handling and support of the events and activities of the organic sector under the umbrella of the “Bavarian Organic-Experience Days” Bavarian-wide. The creation of advertising media, advertisements, the handling of the homepage and the facebook-channel is part of the daily work done by us and our partner bioculture as the Bavarian-wide public relations. (Client: StMELF (Staatsministerium für Ernährung, Landwirtschaft und Forsten), since 2001.
Regional organic food in public schools: 40 colleges in the Region of North-Pas de Calais are joining a new project that aims at “10% organic every week”. We assist and offer consulting to the supply chain actors: farmers, processors, wholesalers, public buyers, and cooks in order to smoothen the new procurement practices. The project started in the winter of 2014/2015 and is meant to last for three years.
During the course of nearly three years, Ecozept assisted the north-French Region of Nord-Pas de Calais in the application of its action-plan for the organic sector. Several missions were carried out: we launched a regional brand of organic bread, analyzed the regional organic milk sector, ran a study on organic feedstuff and prepared the integration of organic into public catering (schools). Since 2013
Sustainable agricultural products in the Swabian Alb Biosphere Reserve
In order to develop high quality regional products, ECOZEPT assisted the Biosphere Reserve Management in developing common criteria for sustainable production methods as well as a marketing concept, including brand development, based on a large participatory approach (Geschäftsstelle des Biosphärengebiets Schwäbische Alb, Münsingen; August 2014 to April 2016)
How do we get local organic food directly from the farm into public catering? Three districts of the French region Picardie were chosen to experiment on with this “revolution in public procurement”. Everything had to be re-invented and adapted: organization of supply-chains, processing-facilities in kitchens, cooking and eating habits, pricing, rules of public tenders concerning food commodities … In close cooperation with farmers, cooks, policy deciders and stakeholders, we put all the necessary synergy together to make the pilot-projects work. A sound basis for future up-sizing!
Structuring offer and demand of regional organic products in the northern France (Commissioned by: Caso, 2011)
Structuring offer and demand of regional organic products in the Biovallée (Commissioned by: CCVD, 2011)
Creation of a corporate retail store (12 producers) for the commercialization of organic products (Commissioned by CIVAM 34, 2011/2012)
Biogard: Structuring a regional value chain for organic arable crops: lentil, chickpea, cereals (approximately 20 producers). (Commissioned by: BIOCIVAM 30, 2011/2012)
Analysis of the organic sector in Germany. With regard to the new action plan for organic farming in France, we analysed the sector of organic pork, poultry and cereals in Germany and developed recommendations for the future action in France. (Commissioned by: Agence Bio. Spring 2008)
|Regional Marketing for the Region „Wesermarsch“ (estuary of the river Weser, next to the North Sea). Analysis, expert interviewing and workshops. (initiator: proRegion e. V., 2007)|
|Structuring of the value-added chains perfume plants, medicinal plants and aroma plants in the French region Provence / Vaucluse. Strategic reasoning for the future potential of the region “provence” (initiator: ADEV, Avignon, 2006/2007).|
|Organization and implementation of a consumer information stand about organic food & farming on the National Garden Festival in Munich 2005 (BUGA). (Commissioned by: Association for the Promotion of Organic Farming Berlin-Brandenburg for the Federal Ministry of Food, Agriculture and Consumer Protection, 2005)|
|Conception and implementation of sales promotion measures to improve the distribution of organic food from Bavaria. (Commissioned by: Bavarian State Ministry of Food, Agriculture and Forestry, CMA - Central Marketing Organization of German Agricultural Industries - 2005)|
|Regional partnership in Bavaria concerning the national organic agriculture information campaign (Federal Ministry of Food, Agriculture and Consumer Protection). 04/2005 - 03/2006|
|The market of fair trade and organic tea in France. Study preparing the market entry of the company "Teekampagne Projektwerkstatt" in France. 2005|
|Organization of advanced training on processing and selling of organic products. For the staff of organic bakeries / confectioneries and for newcomers in the organic market. (Commissioned by: Synergie, 2005)|
|Know-how transfer and internal support in management, controlling and coaching. For the staff of the butchers of "Hephata - Organic butchery" (Commissioned by: Synergie, 2005)|
|Deeper expansion of the local marketing by TAGWERK. Research of themes and strategic workshop.2004|
|Conducting seminars for the branches of organic meat and cereals in cooperation with the Synergie consultancy and The Research Institute of Organic Agriculture (since 2004, supported by the Federal Ministry of Consumer Protection, Food and Agriculture).|
|Organization of organic agriculture stands at the Central Farms Festival 2004 (ZLF) in Munich. (Commissioned by: Association of Organic Agriculture in Bavaria -LVÖ-)|
|Creation of the "Bio-Bus Tours" for school classes, clubs and groups. "2003 to 2005. (Commissioned by: Federal Agency for Agriculture and Food)|
|Marketing of organic flour and pastry in France. Study preparing the market entry of a German milling company. Since 2004.|
|Organic product marketing through organic hotels. Development of a promotion project and realization of a market study on the levels of hoteliers and consumers. Ordered by the Bioland Markt, Augsburg. 2003/2004|
|Marketing of organic products at the Augsburg's town hall market. Development of a promotion project. Ordered by the Bioland Markt, Augsburg. 2003/2004|
|Organic pastry. Development of a promotion project for the expansion of the bakery Siegrfried Schedel, Unnersdorf. 2002|
|Creation of check-lists and working manuals for bakers and butchers as part of the "Prävobio" project (evaluation of the presentation of organic products in different sales channels) initiated by the Federal Ministry of Consumer Protection, Food and Agriculture. (Commissioned by: The Research Institute of Organic Agriculture (FIBL), from 2003 to February 2004)|
|Optimization of regional & organic food marketing of the Regional-Regal company - consumer survey. In collaboration with the Technical University of Munich. 2004.|
|Conception and implementation advice for the regional marketing initiative of Regional-Regal, Chiemgau/Salzach. (Commissioned by: active region Chiemgau/Inn/Salzach, since 2002)|
|Training project for the staff of organic producers (2001/2002, commissioned by: Bioland Bavaria)|
|Export marketing for Bavarian food products in France (2002/2004, commissioned by: Bavarian State Ministry for Food, Agriculture and Forestry)|
|Marketing, conception and introduction of a regional brand of apple juice. (Commissioned by: Ortenburg municipality, 1996)|
|Development and implementation of regional marketing and management of the Ortenburg's farmers market. (Commissioned by: Ortenburg municipality, 1996)|
|Recruitment partnership with the OGANEX Paris organic trade fair in southern Germany. (Commissioned by: Tarsus Group, London. 2002)|
|Recruitment partnership with the Natexpo Paris, international meeting of the organic sector. (Commissioned by: Natexpo, 2004, 2005)|
|As a scientific collaborator of the Technical University of Munich (Chair of Agrifood Marketing), Burkhard Schaer has worked on the following projects :|
|Development of a regional beef and meat brand. (Commissioned by: Reiter Fleischwaren, Augsburg 1996)|
|Marketing and controlling conception for the governmental cooperative marketing for Bavarian agriculture products. (Commissioned by: Bavarian Ministry for Food, Agriculture and Forestry. 1998)|
|Creation of a promotion project for regional organic products distribution. (Commissioned by: Bavarian Ministry for Food, Agriculture and Forestry - 1997-1999)|
|Organization and realization of seminars for market prospecting and specialized excursions. (Commissioned by: German Capacity Building International -DSE-, Feldafing, 1996-1999)|
Field of market studies
Hemp-based food products: analysis of international market potential
There is a high demand for hemp-based food products. Both organic and conventional markets are growing strongly and product innovations are emerging daily. Ecozept analyses the potential of this market in France and abroad for a large French group of hemp producers and will recommend marketing strategies. The methods used are a trilingual FR-DE-EN bibliography and a series of expert interviews in two rounds. Duration: September 2018 - March 2019.
INNODirekt: New and innovative direct selling concepts of agricultural products
The BÖLN -funded research project “New and innovative direct selling concepts for agricultural products: state of the art and development of recommendations” undertakes an analysis and an evaluation of new, innovative approaches of agricultural direct marketing from farmer to consumer. Therefore, best practice examples of agricultural direct marketing will be selected and evaluated in Germany, France and Austria. Also, based on the analysis of statistical data available in Germany, the importance of the direct marketing as source of income will be documented. Differences between organic and non-organic working farmers will be described. The aim of the project is to provide decision-making support to consultants and farmers, considering an agricultural reorientation. Based on the results of a consumer expectations analysis, the project also aims to give recommendations in order to improve processing and marketing strategies of farms. Recommendations of action will also be formulated for politicians and administrations. ECOZEPT is conducting this survey together with its partner mareg (markt®ion). The project runs from December 2017 until January 2020 (BÖLN-funding #: 2815NA192). Further information on OrganicEprints.
Ad-hoc market study "Canned organic fresh-water fish"
German national strategy for organic farming
Organic products in the out-of-home-sector: case study France : Within the framework of the commissioned BÖLN study “Development and Testing of a Small Market Analysis for Use of Organically Produced Food in the Out-of-Home Catering Market”, the German-French consulting office Ecozept has examined the out-of-home catering market in France on behalf of a’verdis. Key issues were the approach to the gathering of structural data for sales development and the use of organic food in the individual and mass catering as well as the impact of legislation and control procedures on the market development (December 2015 - April 2016).
On behalf of PROMPERU (Export Promotion of Peruvian Products), ECOZEPT did a market research study on the following peruvian organic products in the french market: bananas, mango, quinoa, amaranth and brazil nuts. Through expert interviews as well as review of specialized literature Ecozept provided recommandations regarding commercialisation possibilities (10/2014 - 12/2015).
Analysis of the demand for organic lavandin in Europe and market expansion to new trade channels. (Commissioned by: CPPARM, 2012)
|Fokus Balkan: Market research on the organic market in the Balkans. Frameworks, Protocols and Networks for better knowledge of consumer behaviours. (Commissioned by: European Commission, 2008-2011)|
|Analysis of the distribution of fresh organic pasta in the specialized organic retail in Germany. (Commissioned by St Jean, 2010)|
Ecological household products in France: Survey among 50 organic retail shops concerning the development of ecological household products in the specialized retail, tendencies and successful brands. (2010)
Consumers and organic food in France: Survey among more than 920 organic consumers in organic and conventional retail concerning the perception of organic brands, strength and weaknesses of the channels of distribution, requirements toward organic products and perspective of the branch. (2010)
|Analysis of the organic markets in the food and non-food sector in different countries (Germany, United Kingdom, Scandinavia and USA). (Commissioned by: Organics Cluster, 2010)|
BioExport: advanced training and support for 21 french companies in the Rhône-Alpes region on their export activities and development. (Commissioned by Organics Cluster, 2008/2009/2010)
|Distribution of organic delicatessen salads in Germany. Storechecks and guidance of market launch. (Commissioned by Kambio, 2009/2010)|
|Organic retail in France 2009: survey among 149 organic retail shops concerning the situation and perspective of the specialized retail in France: key data, structure, current challenges. (2009)|
|Analysis of the value-added organic chain in Germany. (Comissioned by: Agence Bio, 2009)|
|The natural cosmetic market in France. Survey among 149 organic shops in France concerning the situation and the perspectives of natural cosmetics in the specialized organic retail sector. (2009)|
|Analysis of the value-added chains perfume plants, medicinal plants and aroma plants. Requirements, current situation and possible future developments. (Commissioned by: Agence Bio, 2009)|
|The organic retail market in Europe – A common project of ORA, bioVista and Ecozept, co-ordinated by Susan van Osch. 2007 / 2008|
|Analysis of organic food supply chains in Europe: Conception and conduction of expert interviews, reporting (for FIBL, Switzerland, within the EU-projekt QLIF)|
|Tracing Food Commodities in Europe: Consumer behavior aspects in Germany. TRACE Project, 6. European research project (Commissioned by: European Commission - Athens' University, 2005)|
|Organic shops in France. Survey among 165 organic shops in France concerning the situation and the perspectives of the organic retail sector. Study in cooperation with ENITA Clermont-Ferrand and the specialised magazine "Du Sol à la table", 2004.|
|Organic shops in Germany. Survey among 165 organic shops in Germany concerning the situation and the perspectives of the organic retail sector. Study in cooperation with the Technical University of Munich, 2004.|
|Price comparison of organic food in specialised shops and in conventional supermarkets in Germany and in France. Own study, 2004. Published in French in "Du Sol à la Table" n°70, November 2004.|
|Consumer behavior towards local traditional food (primary research by focus-groups, for the European research project TYPIC, 2002-2005).|
|Regional analysis of marketing capacities & knowledge for regional organic products in the exemplary region of Chiemgau-Inn-Salzach (Commissioned by: active region/ Chiemgau-Inn-Salzach, 2003)|
|Organic apples - global market. Literature research and experts' interviews for a cooperative of organic apple producers in northern Italy. (Commissioned by: Synergie, Bad Wildbad. 2001/2002)|
|Sustainability in food economics. Inquiry into the success factors, problems and constraints of the marketing of sustainable food production. (Institute for Rural Development Research of the J.W. Goethe University, Frankfurt-on-the-Main, for the European research project SUS-CHAIN, 2002-2006)|
|Inquiry into the marketing problems along the marketing chain of organic cereals. In cooperation with the Synergie consultancy company (Bad Wildbad) and the Öko-Service company (2002-2003).|
|Telephone survey among organic food store managers in France. In cooperation with Synergie, Bad Wildbad. Parts of the results published in "Organic specialised business in Europe", Bad Wildbad, 2002.|
|Inquiry on consumer level about the confidence towards organic foods in Germany and in France. In collaboration with the Weihenstephan university and ENSA Montpellier. 2001 / 2002, published in French.|
|Inquiry on consumer level about fair trade food in France. In cooperation with ENSA Montpellier and Max Havelaar (2001/2002). Published in French in "Economies et Sociétés", N°3 / 2004.|
|Expert interviewing about the organic products specialised retail in France. Ordered by Synergie, Bad Wildbad and FibL, Switzerland (2002). Published in "Organic specialised business in Europe", Bad Wildbad, 2002.|
|French market for organic food. Ordered by Agra-Analysen/Agra-Europe, Bonn (2001)|
|The French agricultural policy and its aftermaths on the countryside. (Commissioned by: Landbouwuniversiteit Wageningen, Hollande, as part of the FAIR project - The socio-economic impact of rural development policies: realities and potentials, 2002)|
|Incomes and employment in the French countryside: the effect of incomes combination and agriculture innovation. (Commissioned by: Landbouwuniversiteit Wageningen, Holland, as part of the FAIR project - The socio-economic impact of rural development policies: realities and potentials, 2001)|
|The CTE (Contrat Territorial d'Exploitation - "territorial land-use contracts"), success or failure for a new agriculture policy instrument? Desk top study for Agra-Analysen/Agra-Europe (2002).|
|Organic food markets and marketing. Series of lectures held at the universities of ENSA Montpellier and ENITA Clermont-Ferrand since 2001.|
|Fair trade food markets and marketing. Series of lectures held at ENITA Clermont-Ferrand since 2002.|
|Food marketing. Series of lectures in ISEM Montpellier, since 2002.|
|Organic food: markets, marketing and consumer behavior. Training for the Drôme Chamber of Business and Industry (2004).|
|Marketing of regional products (Participation to the congress for the "First general assembly for regional products" at Castelnaudary, France, August 2001).|
|Consumer behavior towards regional specialities (for the European research project DOLPHINS, 2001).|
|The role of agriculture in the French society. Contribution for the annual report 2002 of DLG. In cooperation with Professor Helmut Hoffman, Technical University of Munich.|
|Marketing of regional specialties (for the European research project DOLPHINS, 2001).|
|Special aspects of organic food marketing. Contribution to the "organic farming portal" www.oekolandbau.de on themes like "organic food supply chain", "exportation" and "regional and organic". (Commissioned by: Synergie, Frankfurt-on-the-Main, 2003)|
|Consumer's behavior with regard to organic eggs and poultry. Primary research by means of focus-groups for Synergie, Frankfurt-on-the-Main, 2003.|
|Consumer behavior towards organic cosmetics. Primary research by means of focus-groups for Synergie, Frankfurt-on-the-Main, 2003.|
|Organic shops in France. Phone inquiry at 100 organic shops in France. 2003.|
The French quality logo "Label Rouge" and its potential use by Bavarian beef and meat producers. Expertise for the Bavarian Ministry for Food, Agriculture and Forestry, and the CMA, 2002/2004.