EUBerry: Competitiveness and marketing strategies of sustainable berries validated for improved health benefits - Introduction to the project and preliminary results

M.J. Groot, P.F.M.M. Roelofs, E. Kaim, S.J. Sijtsema, K.L. Zimmermann, K. Zmarlicki

    Research output: Chapter in Book/Report/Conference proceedingConference paper

    Abstract

    The EUBerry project is not only building on technical research but also studies berry production and consumption from a social sciences perspective. This paper aims to describe the approach used in the EUBerry project about business economics as well as marketing. In addition some preliminary results are presented. The social sciences part of EUBerry consists of four parts: economic viability, market situation, marketing strategies and evaluation. The economic viability of new production methods will be calculated beforehand as well as at the end of the project. The ex-ante analysis about critical success factors, with regard to expected costs and returns, gives the conditions for the improvement and implementation of new developing methods and can be seen as research guide. In this paper preliminary results of the ex-ante analysis for blueberries will be presented. With respect to market description, the initial market situation of fresh berries in selected European countries will be described. This description will be based on desk research as well as interviews. These results are taken as a basis for the development, testing and evaluation of marketing strategies, adapted from health benefits of berries in order to increase consumption. These marketing strategies will be tested together with SMEs. An overview of this marketing “plan of action method” will be given.
    Original languageEnglish
    Title of host publicationProceedings of the Tenth International Symposium on Vaccinium and Other Superfruits
    EditorsO. van Kooten, F. Brouns
    Place of PublicationLeuven, België
    PublisherISHS
    Pages337-342
    Volume1017
    ISBN (Print)9789462610026
    DOIs
    Publication statusPublished - 2014
    EventTenth International Symposium on Vaccinium and Other Superfruits, Maastricht, The Netherlands -
    Duration: 17 Jun 201222 Jun 2012

    Conference

    ConferenceTenth International Symposium on Vaccinium and Other Superfruits, Maastricht, The Netherlands
    Period17/06/1222/06/12

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    Cite this

    Groot, M. J., Roelofs, P. F. M. M., Kaim, E., Sijtsema, S. J., Zimmermann, K. L., & Zmarlicki, K. (2014). EUBerry: Competitiveness and marketing strategies of sustainable berries validated for improved health benefits - Introduction to the project and preliminary results. In O. van Kooten, & F. Brouns (Eds.), Proceedings of the Tenth International Symposium on Vaccinium and Other Superfruits (Vol. 1017, pp. 337-342). Leuven, België: ISHS. https://doi.org/10.17660/ActaHortic.2014.1017.41