BioVal: Improving biodiversity along the food value chain

How can biodiversity be improved along the entire food value chain?

We are addressing this key question in the BioVal (Biodiversity Valuing and Valuation) research project. Since 2021, we have been working with companies to determine how the protection and promotion of biodiversity in food production can be implemented in a meaningful way. This was prompted by the need to specifically address the threats to biodiversity posed by modern agricultural practices.

BioVal develops practical solutions to minimize the negative impact of food production on biodiversity. It examines how the participating companies can contribute to the promotion of biodiversity along the product life cycle, anchor appropriate measures in management and communicate them successfully.

Five specialized research modules have already yielded important practical findings:

Module 1: Social values

To date, there have been few studies on the extent to which society is aware of the connection between food production and consumption and the threat to biodiversity and how this awareness can be increased. The aim of the project is therefore to record social values in relation to biodiversity and food production as well as awareness of the effects of food production on biodiversity among various social groups in Germany.

A first online survey on society's perspective on biodiversity in food production in June 2022 with 1028 consumers in Germany between the ages of 18 and 75 showed that the topic is highly relevant. For example, 55% of respondents believe that the decline in biodiversity will have a direct impact on their personal lives.

79% of respondents believe that food producers should inform their customers about the measures they are taking to protect biodiversity and 85% consider it important for companies in the food industry to actively contribute to the conservation of biodiversity.

Despite this high importance, however, only 17% know exactly what biodiversity means and many are unsure how they themselves can contribute to the protection of biodiversity.

A group discussion to understand more precisely how consumers' awareness of biodiversity can be increased in everyday life showed that the protection of biodiversity is hardly present in consumers' minds when buying food. The participants in the focus group were not consciously aware of corresponding labels on products. In addition, consumers do not differentiate between different product or product groups when it comes to the importance of biodiversity protection - for them, it does not matter in which category the measures take effect.

However, it became clear that there are major uncertainties regarding the effectiveness of biodiversity protection measures, and there is a certain skepticism towards unknown labels and seals. Credibility can be achieved here primarily by linking up with well-known, established institutions or brands. At the same time, information and education must be clearly differentiated from product advertising in order to create trust.

Participants want short, concise but specific information. It is particularly important to address them personally by establishing a direct link to their everyday lives. This can be achieved through vivid examples, interesting facts and a targeted transfer of knowledge.

Module 2: Biodiversity impact assessment

Methods for product-related measurement of the impact of food production and consumption on biodiversity are currently neither fully developed nor established - a challenge for companies that want to integrate biodiversity into product development and supplier management.

BioVal reviewed the existing method for biodiversity impact assessment according to Lindner et al. (2019) in cooperation with the partner companies (FRoSTA, Ritter Sport, Seeberger) for its practical suitability. In an iterative process, the method for estimating terrestrial biodiversity was optimized in terms of its applicability and user-friendliness in order to ensure an easily accessible and at the same time scientifically sound method.

In parallel, workshops were held and white papers published during the course of the project to allow participants to contribute to the further development of the method and to inform the general public about advice on assessing biodiversity in LCA.

Module 3: Biodiversity in companies

Biodiversity has so far played a subordinate role in management literature and business practice, even in the food industry, although it has a strong impact on biodiversity through agricultural land use. There is a lack of both practical and theoretical knowledge about how biodiversity-promoting business practices can be communicated. Consumers are therefore often unable to recognize which products protect biodiversity, which means that this aspect is hardly taken into account when making purchases.

BioVal therefore investigated the following questions: How can biodiversity be integrated into the management decisions of food companies so that the impact on biodiversity is taken into account along the entire value chain? How can such a commitment be communicated in a meaningful way in order to sensitize consumers to biodiversity conservation? And is there a willingness to pay for biodiversity-friendly products?

In collaboration with FRoSTA, Alfred Ritter and Seeberger, real-world laboratories are researching how corporate and production processes can be made more biodiversity-friendly. These real-world laboratories work on a transdisciplinary basis, with science and practice jointly defining problems and developing practical solutions. Accompanying research supports the process.

Module 4: Transdisciplinary integration

A transdisciplinary approach based on the multi-level perspective (MLP) helps to connect the different levels of action (niche, regime, landscape) and raise awareness of biodiversity along the value chains.

The project focuses on two main questions: How can companies integrate biodiversity into their decisions, and how can this commitment be communicated to consumers? To find this out, a conjoint analysis was carried out at the end of 2023 with 1,500 respondents aged between 18 and 75. In this analysis, respondents were asked about their attitude towards biodiversity, their willingness to pay for food produced in a biodiversity-friendly way and their preferences regarding biodiversity protection statements on product labels.

It turned out that consumers attach great importance to food being produced in a biodiversity-friendly way. Information about biodiversity protection on products encourages consumers to buy them, although price is important, but is only the decisive criterion for around a third of respondents. People with a high level of education, above-average income and women, who tend to be more open to the topic, are particularly interested in biodiversity. Younger consumers (18-40 years) respond well to visual representations and simple slogans such as “Promotes biodiversity”, while middle-aged consumers (41-60 years) have a strong awareness of the problem and positive attitudes, but are more price-conscious. Trustworthy information, such as references to known standards and independent audits, are also seen as crucial for the purchase decision. Accordingly, a combination of relevant communication messages, such as slogans and biodiversity values, can appeal to a broader target group.

The results of this analysis are incorporated into recommendations for target group-specific communication and were discussed in May 2024 in working group meetings together with companies from the food industry, taking into account their own experiences.

At the same time, the practicability of the biodiversity assessment methods developed in Module 2 is being tested in cooperation with companies. Data requirements and technical hurdles will be analyzed in workshops in order to integrate the methods into sustainability management and life cycle assessment software.

Module 5: Formative evaluation

To ensure the quality of the transdisciplinary research process and knowledge integration in the BioVal project, the ZTG accompanies the project with a formative evaluation. This evaluates the quality of the participation processes and knowledge transfer, as these are decisive for the medium and long-term effectiveness of BioVal. The evaluation starts at the beginning of the project and is seen as an integral part of joint learning, with the focus on cyclical processes such as experimentation, reflection and adaptation. A central goal is the joint reflection of processes, results and influencing factors in order to identify risks at an early stage and ensure the practical relevance of the solutions developed

The formative evaluation focuses on the following questions: Which methods are suitable for interdisciplinary and transdisciplinary integration? How does the transdisciplinary approach influence the handling of risks in the real-world laboratories? Which project methods are particularly effective? How is knowledge utilized in the biodiversity working group and which strategies for knowledge transfer are most effective? The evaluation is based on success criteria and expectations developed together with the practitioners. The evaluation activities are structurally integrated into the project, including the work in the real-world laboratories and the meetings of the Biodiversity Working Group.