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After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.

Multinational enterprises (MNEs) in the agri-food sector are continuously transforming their global value chains (GVCs) to address sustainable development challenges of food security (SDG2) and climate change (SDG13). However, the central role of non-governmental organisations (NGOs) in (re)creating GVCs across multilevel stakeholders through innovative approaches to solve sustainability challenges remains under investigated. This explorative study investigates how international NGOs influence the transformation of large-scale industrial animal agriculture to a more sustainable (cell-based) agri-food GVC. The authors conducted a case study on the Good Food Institute (GFI), an international NGO, that has been an active player in the transition to alternative sources of protein to solve animal-based agriculture sustainability issues. The results show that an international NGO can contribute to the transition to a more sustainable GVC and can enhance the GVC’s innovation capabilities.

Food systems research is typically focused on productivity and efficiency. But in the face of impending challenges of climate, investment, markets, and incomes small holders may do well to shift to diversity and sufficiency. The transition requires institutions such as Farmer Producer Organisations (FPOs) to play the role of intermediaries. This paper aims to understand this challenging phenomenon using a case from India.

In this article, drawing from the emerging literature of PO as a sustainability transition intermediary, this paper uses the case study of a women-owned FPO and explores its role in contributing to sustainable food systems through practices of non-pesticide management of agriculture. This paper explores, through non-participant observer methods, focus group discussions and interviews with multiple stakeholders how an FPO embeds sustainability in its purpose and the challenges faced in transforming producer and consumers towards sustainable food systems.

The study argues for early articulation of the “sustainability transition intermediary” role in the FPO’s vision and mission. Second, FPOs’ role of being a transition intermediary is impacted by the key stakeholders and the durability of relationship with them.

By studying FPOs in India, from the framework of sustainability transitions, this article adds to the limited literature that looks as POs as sustainability transition intermediaries.

The purpose of this paper is to propose a model that will demonstrate how the integration of Salam (exclusive agricultural commodity trade) with Takaful (micro-Takaful – a subdivision of Islamic insurance) and value chain can address major challenges facing the agricultural sector in Kano State, Nigeria.

The study conducted a thorough and critical analysis of relevant literature and existing models of financing agriculture in Nigeria to come up with the proposed model.

The findings indicate that measures undertaken to address the major challenges fail. In view of this, this study proposed Bay-Salam with Takaful and value chain model to solve a number of challenges such as poor access to financing, poor marketing and pricing, delay, collateral requirement and risk issues in order to avail farmers with easy access to finance and provide effective security to financial institutions.

The paper is limited to using secondary data. Therefore, empirical investigation can be carried out to strengthen the validation of the model.

The study outcome seeks to improve the productivity of the farmers through enhancing their access to finance. This will increase their level of production and provide more employment opportunities. In addition, it will boost financial inclusion, income generation, poverty alleviation, standard of living, food security and overall economic growth and development.

The novelty of this study lies in the integration of classical Bay-Salam with Takaful and value chain and create a unique model structure which the researchers do not come across in any research that presented it in Nigeria.

This work aims to investigate the current financial structure of Italian agri-food micro, small and medium enterprises (MSMEs) to understand how MSMEs face innovation challenges, which are also required to support sustainable development.

To reach the goal, an empirical longitudinal analysis is performed on a sample of Italian agri-food firms. In detail, to highlight the changes in the use of financial sources between 2013 and 2019, a descriptive ratio analysis is carried out on the data extracted by the AIDA database. In addition, statistical analyses were performed, including t-tests and U Mann–Whitney. Finally, a fixed-effects model is created to analyse the panel data. To ensure homogeneity, the sub-sectors of production and transformation are separately considered.

The financial structure analysis shows an increase in the equity percentage in the funding sources, attributable to an attempt to compensate for the reduction of banks' funding. However, even though this change has not compromised firms' profitability, the undercapitalisation of companies is still present. Therefore, more equity investments are required to support the innovation process.

The value of the present research is to highlight the choice of using new alternative financing sources instead of traditional banks' credit to implement sustainable and innovative development Italian agri-food sector (AFS). This choice is forced by reducing finance from banks and other financial institutions because of the credit crunch. This issue is even more relevant, considering that MSMEs have structural financial problems but have to fulfil the mission of pursuing innovation in the same way as large companies. Therefore, this paper expands the literature on agri-food, delving into an issue typical of MSMEs and combining agri-food with the need for innovation.

This paper aims to explore the evolutionary dynamics of innovation ecosystems in the food industry by adopting both open innovation and convergence approaches to derive practical policy implications to develop impactful innovation ecosystems to promote food production sustainably.

Starting from the cutting-edge case of Foodvalley in the Netherlands, the study adopts a backcasting approach to reach a future vision of food ecosystems from a sustainable food production perspective. The authors set the backcasting analysis in four steps: (1) description of the present and trends analysis, (2) selection of trustworthy criteria and goals, (3) development of future images and (4) analysis of how to reach the images.

The trends analysis has identified three existing innovation fields – protein shift, circular agrifood and food and health – and two strategic directions – convergence and localness decrease. The study reports how a long-term commitment may lead the valley toward a best future scenario.

The study suggests that policymakers and stakeholders can promote innovation strategies in sustainable food production ecosystems by encouraging collaboration between different sectors, reducing regulatory barriers, attracting innovative actors, and investing in education and training programs. To achieve measurable environmental and social impact outcomes, policies should promote entrepreneurship and create an enabling environment that encourages innovation and risk-taking.

The originality of this paper concerns the backcasting perspective applied to the analysis of the food ecosystem. This approach facilitates the identification of a path direction for successfully managing open innovation and industry convergence toward a desirable future of sustainable food production.

Amidst compounding crises and increasing global population’s nutritional needs, food supply chains are called to address the “diet–environment–health” trilemma in a sustainable and resilient manner. However, food system stakeholders are reluctant to act upon established protein sources such as meat to avoid potential public and industry-driven repercussions. To this effect, this study aims to understand the meat supply chain (SC) through systems thinking and propose innovative interventions to break this “cycle of inertia”.

This research uses an interdisciplinary approach to investigate the meat supply network system. Data was gathered through a critical literature synthesis, domain-expert interviews and a focus group engagement to understand the system’s underlying structure and inspire innovative interventions for sustainability.

The analysis revealed that six main sub-systems dictate the “cycle of inertia” in the meat food SC system, namely: (i) cultural, (ii) social, (iii) institutional, (iv) economic, (v) value chain and (vi) environmental. The Internet of Things and innovative strategies help promote sustainability and resilience across all the sub-systems.

The study findings demystify the structure of the meat food SC system and unveil the root causes of the “cycle of inertia” to suggest pertinent, innovative intervention strategies.

This research contributes to the SC management field by capitalising on interdisciplinary scientific evidence to address a food system challenge with significant socioeconomic and environmental implications.

This article investigated how consumer choices guided by their underlying microfoundations can either facilitate or hinder socio-technical transitions in the agri-food system. To this end, consumers from five countries (Argentina, Brazil, China, France and Italy) were asked to choose products common to the food basket of these five countries (coffee, yogurt and chicken) with different sensorial and ecological attributes.

To this end, 1,417 interviews were carried out in these countries. Data were collected on four choices (from the most sustainable to the least sustainable) as well as sociodemographic elements and whether or not the price was mentioned. These choices were observed using two logit models (A and B).

The article provides evidence that the propensity to choose ecologically beneficial foods is affected by country, gender, income and level of formal education as well as by the microfoundations of choice, such as individual values and attitudes.

To offer truly sustainable products, it is essential to take into account the role of countries and the microfoundations of their inhabitants’ food choices. By recognizing this crucial element, we can raise the probability of successful eco-friendly products, reducing their impact on the environment and enhancing welfare.

According to the results observed in this paper, to truly offer sustainable products, we must take into account the microfoundation and the sociotechnological transition elements. By doing so, we hope that efforts toward sustainability not only benefit the environment but also the surrounding communities. So, paying attention to consumers' food choice process helps to create products that are truly sustainable in every sense of the word and will benefit very much the society, in other words, will have a greater social implication.

This article makes a significant contribution to the theory by revealing how micro-foundations driving consumers' choices toward sustainable food products can accelerate the ecological sociotechnical transition in agri-food systems. By shedding light on this crucial aspect, we can pave the way for a more sustainable future.

The study aims to explore the relationship between the SDGs and the environmental and social impacts of university classes. It evaluates the potential contributions of different teaching models to the SDGs, providing insights into sustainable teaching systems.

In-person classes exhibited hotspots in transportation and energy consumption. Scenarios I and II, involving virtual and hybrid classes, increased eutrophication potential and water scarcity due to higher food consumption, negatively impacting SDGs. However, all scenarios showed positive contributions to SDGs 2, 3, 6, 9, 11, 12, 13, 14 and 15.

This research integrates Life Cycle Assessment (LCA) with the United Nations Sustainable Development Goals (SDGs) to assess the environmental and social impacts of classes at the Federal University of São Carlos, Sorocaba campus in Brazil. Three scenarios were analyzed: (I) virtual classes, (II) hybrid classes and (III) in-person classes with improved energy efficiency.

The study primarily focuses on environmental and social impacts, excluding other factors like class quality. Integrating Life Cycle Costing and Life Cycle Sustainability Assessment could provide a more holistic evaluation in the future.

The methodology adopted offers valuable insights for managing the impacts of university performance and aligning teaching systems with the SDGs. It enables institutions to make informed decisions for sustainability in education.

The research emphasizes the importance of considering social impacts alongside environmental ones when assessing sustainability in educational institutions. It encourages universities to engage stakeholders in sustainability efforts.

This research innovatively combines LCA and the SDGs in the context of university education providing a replicable methodology for evaluating and enhancing sustainability in teaching systems and from a more quantitative perspective.

Achieving the Sustainable Development Goals (SDGs) is a global initiative that is becoming increasingly important in the industrial and service sectors. This paper analyses how the SDGs are being implemented in the agrifood supply chain by social economy enterprises.

Case study methodology was used to understand how companies implement the SDGs. Semi-structured interviews were conducted with managers from two cooperatives in the agrifood sector.

There are no differences in the way that the SDGs are implemented by social economy enterprises involved in the food sector supply chain. Therefore, the SDG approach is an alternative that can be applied by food sector supply chain companies to achieve the sustainability favoured by the cooperative model.

The value of the present study lies in its analysis of the sustainability of the agrifood supply chain from an SDG-based approach that is more comprehensive than other commonly cited approaches in the academic literature.