Research

Our main focus points of research are:

  • Market Research
  • Marketing

for agricultural products and food, both on a national and international scale. Main points of teaching and research are markets for organic food.


Current larger third party funded research projects:

  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Stärkung von Verbrauchervertrauen in Ökolebensmittel durch Transparenz und Framing“. (Confidence in organic food). Duration: September 2019 - September 2022.
  • BMBF-Project "Agrarsysteme der Zukunft: GreenGrass - Innovative Nutzung des Grünlands für eine nachhaltige Intensivierung der Landwirtschaft im Landschaftsmaßstab, Teilprojekt D". (GreenGrass) Duration: March 2019 - February 2024.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Marketing of Suboptimal Food in the Organic Retail Sector" (Suboptimal food). Duration: July 2019 - June 2021.
  • Project on behalf of Bäuerliche Erzeugergemeineschaft Schwäbisch Hall e.V. (Evaluation information campaign PGI). Duration: February 2018 - May 2020.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project „Recognition of Organic Farming in Village Population“ (OeLaDorf). Duration: September 2017 – December 2019.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "The significance of vegan organic products for organic agriculture" (vegan organic products). Duration: June 2017 - Dezember 2019.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Organic sales potential". Duration: November 2016 - December 2020.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Marketing and commercialization of products from endangered livestock breeds" (Endangered livestock breeds). Duration: July 2016 - December 2019.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Regional Feeds and Feedstuffs". Duration: May 2016 to March 2020.

Larger third party funded research projects completed in 2019

  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project"Analysis of the market for organic poultry" (Organic Poultry). Duration: September 2016 - February 2019. Final report available http://orgprints.org/35056/

Larger third party funded research projects completed in 2018

Larger third party funded research projects completed in 2016

Lager third party funded research projects completed in 2015:

Lager third party funded research projects completed in 2014:

  • EU - Project "Data network for better European organic market information" (OrganicDataNetwork). Duration: January 2012 to December 2014.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Communication strategy for sustainably produced aquacultural products" (Fishlabeling). Duration: November 2012 to October 2014. Complete text under: http://orgprints.org/28279/
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Willingness to pay for beef from extensive pasture based suckler cow husbandry" (Suckler cow). Duration: June 2012 to October 2014. Complete text under: http://orgprints.org/27867/
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Conserving diversity through utilisation: Development of communication strategies for agro-biodiversity in gastronomy" (Communication of Agro-Biodiversity). Duration: July 2012 to September 2014. Complete text under: http://orgprints.org/28070/

Larger third party funded research projects completed in 2013:

  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Regionalfenster - An evaluation of consumer acceptance" (Regionalfenster). Duration: September 2012 to August 2013. Complete text under: http://orgprints.org/28149/
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Extension of organic farming in Germany: Determination of reasons for re-conversion of organic farms to conventional agriculture and development of a sustainable approach to prevent it” (Re-conversion). Duration: September 2010 to February 2013. Complete text under: http://orgprints.org/22697/

Larger third party funded research projects completed in 2012:

  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Development of a marketing concept for organic goat meat from dairy goat farms" (Marketing concept for organic goat meat). Duration: November 2010 to December 2012. Complete text under: http://orgprints.org/22310/.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Generation of market incentives for domestic feed production through improved marketing strategies for regional organic animal products" (Incentives domestic feed production). Duration: August 2011 to September 2012. Complete text under: http://orgprints.org/21638.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Preferences and willingness to pay for organic wine" (Organic wine). Duration: November 2010 to May 2012. Complete text under: http://orgprints.org/20975/.

Larger third party funded research projects completed in 2011:

  • EU - Project "Economic analysis of certification systems for organic food and farming" (CERTCOST). Duration: September 2008 to November 2011.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) Research Project "Consumer purchase and consumption behaviour regarding organic food" - Analysis of the state of the art. Duration: April 2011 to December 2011. Complete text under: http://orgprints.org/20055/.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Structural data of organic food shops: Survey on the status quo and development of an instrument on the ongoing structural description of the organic market segment, Organic Food Shops" (Structure analysis). Duration: December 2009 to November 2011. Complete text under: http://orgprints.org/20521/.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Foreign supply of organic apples. Consequences for German organic apple producers". Duration: August 2010 to July 2011 (Foreign supply of organic apples). Complete text under: http://orgprints.org/19352/1/19352-08OE110-uni_kassel-zander-2011-angebot_oekologische_aepfel.pdf.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Alternatives to castration of piglets without anaesthesia in organic farming – Analysis of the impacts of other castration methods on the acceptance by consumers, producers and animal welfare associations" (Piglet castration alternatives). Duration: December 2008 - February 2011. Complete text under: http://orgprints.org/18652.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Increasing the sales potentials of organic food products. Identification of gaps in the product range and specific purchasing barriers for organic products" (Gaps in product range). Duration: August 2009 to February 2011. Complete text under: http://orgprints.org/18433/.

Larger third party funded research projects completed in 2010:

  • CORE organic project "Farmer Consumer Partnerships" (FCP). Duration: June 2007 to August 2010.
  • CORE organic project "Quality analysis of critical control points within the whole food chain and their impact on food quality, safety and health" (QACCP). Duration: June 2007 - June 2010.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Market analysis for organic aquacultural products" (Aquaculture). Duration: November 2008 to April 2010. Complete text under: http://orgprints.org/17160/.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Sales analysis for regional and fiar traded organic products (Fair and regional). Duration December 2008 to April 2010. Complete text under: http://orgprints.org/17109/.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Dynamics of purchasing behaviour concerning organic food" (Panel research III). Duration: July 2009 to February 2010. Complete text under: http://orgprints.org/16983/.

Larger third party funded research projects completed in 2009:

  • EU - Project "QualityLowInputFood" (QLIF). Duration: March 2004 to May 2009.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Dynamics of purchasing behaviour concerning organic food" (Panel research II). Duration: July 2007 to April 2009.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) -  Research Project "Purchasing barrier price? - Analysis of the willingness to pay and the purchasing behaviour on organic products" (Purchasing barrier price). Duration April 2007 to April 2009. Complete text under: http://orgprints.org/15745/.
  • German Research Foundation (DFG) - Research Project "The influence of health claims on the buying behaviour of consumers" (Health claims). Duration: July 2006 to January 2009.

Larger third party funded research projects completed in 2008:

  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project “The impact of health claims on buying behaviour: Differences between organic and conventional foods” (Health claims organic food). Duration: April 2007 to January 2009. Complete text under: http://orgprints.org/16643/.

Larger third party funded research projects completed in 2007:

  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Sales shelves for organic food in bakeries" (Sales shelves). Duration: January 2006 to July 2007.http://orgprints.org/15197/

Larger third party funded research projects completed in 2006:

  • EU - Project "European Information System for Organic Markets" (EISFOM). Duration: February 2003 to January 2006.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "In depth analysis of the perceived demand for organic food products on the basis of panel data" (Panel research I). Duration: October 2004 to September 2006. Final report see: http://orgprints.org/10394/.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Assessing the effectiveness of sales promotion and special price campaigns for organic food products on the market" (Sales promotion). Duration September 2004 to August 2006. Final report see: http://orgprints.org/10445/.
  • Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project "Curing additives in organic meat products" (NPS). Duration: April 2005 to September 2006. Final report see: http://orgprints.org/10446/.

Larger third party funded research projects completed in 2004:

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Financers of larger research projects at the Universities of Stuttgart-Hohenheim and Neubrandenburg (before 2003)

  • EU
  • Federal Ministry of Consumer Protection, Food and Agriculture
  • Ministries of Agriculture  of the Federal States of Baden-Württemberg and Mecklenburg-Vorpommern
  • Ministries of Economics of the Federal States of Saarland and Mecklenburg-Vorpommern
  • Central Marketing Organization of German Agricultural Industries

Completed research projects for enterprises, associations and institutes at the Universities of Stuttgart-Hohenheim, Neubrandenburg and Kassel

(1) Market research sector

A  Market research in the areas of consumer surveys, product tests, price tests, packaging tests, product placement tests, test of communication tools and campaigns for commercial firms:

  • Supermarket chains (e. g. Tengelmann, Edeka Nord)
  • Specialised retail shops (winestores, organic food shops)
  • Processing enterprises (mills, meat processors, butchers, bakers, brewers, fruit juice manufacturers)
  • Rural and agricultural services
  • Farmers marketing associations
  • Farms with direct marketing
  • Horticultural and landscaping enterprises
  • Landscape planning enterprises
  • Consultancies (e. g. BBDO Campaign)
  • Professional journals

B Market research for associations and organisations

  • Centrale Marketinggesellschaft der deutschen Agrarwirtschaft (CMA) (Central Agency for Agricultural Market Data)
  • Zentrale Markt- und Preisberichtstelle (ZMP) (Central Agency for Market and Price Data Information)
  • Bund Umwelt and Naturschutz Deutschland (BUND) (Friends of the Earth Germany)
  • Fachhochschule Neubrandenburg (University of Applied Sciences Neubrandenburg)
  • Bauernverband Mecklenburg-Vorpommern (Farmers' Union Mecklenburg-Vorpommern)
  • Verein Urlaub und Freizeit auf dem Lande, Lower Saxony (Association of Farm Holidays and Recreation)

including market research and empirical data collection in numerous countries:

  • Belgium
  • Denmark
  • Germany
  • France
  • Ireland
  • Luxembourg
  • New Zealand
  • Netherlands
  • UK
  • USA
  • Peoples' Rep. of China

(2) Marketing sector

A Development of marketing concepts and strategies for:

  • Farmers' marketing associations
  • Farms
  • Services of farm enterprises (e.g. farm holidays, childrens' birthdays, horse-riding holidays, on-farm processing of food, home-delivery services)

B Development of marketing measures for:

  • Specialised food shops (winestores, organic food shops)
  • Processing enterprises (butchers, bakers)
  • Farmers' marketing associations

C  Purchasing procurement

  • Food wholesale (wine)
  • Gastronomy (wine, food)
  • Farmers' marketing associations

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