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Improving Transfer in the Food Sector by Applying a Target Audience-Centered Approach—The Development of a Nonprofit Marketing Campaign Guide Based on a Case Study of the LAV Platform

Author

Listed:
  • Christina Strotmann

    (Institute of Sustainable Nutrition (iSuN), Münster University of Applied Sciences, Corrensstr. 25, 48149 Münster, Germany)

  • Linda Niepagenkemper

    (Institute of Sustainable Nutrition (iSuN), Münster University of Applied Sciences, Corrensstr. 25, 48149 Münster, Germany)

  • Christine Göbel

    (Institute of Sustainable Nutrition (iSuN), Münster University of Applied Sciences, Corrensstr. 25, 48149 Münster, Germany)

  • Fara Flügge

    (Institute of Sustainable Nutrition (iSuN), Münster University of Applied Sciences, Corrensstr. 25, 48149 Münster, Germany)

  • Silke Friedrich

    (Institute of Sustainable Nutrition (iSuN), Münster University of Applied Sciences, Corrensstr. 25, 48149 Münster, Germany)

  • Judith Kreyenschmidt

    (Institute of Nutritional and Food Sciences, Cold Chain Management Working Group, University of Bonn, Katzenburgweg 7-9, 53115 Bonn, Germany)

  • Guido Ritter

    (Institute of Sustainable Nutrition (iSuN), Münster University of Applied Sciences, Corrensstr. 25, 48149 Münster, Germany)

Abstract

This article presents a marketing campaign guide to support nonprofit and governmental organizations, such as academic research institutes or governmental agencies, that wish to develop support tools for the food industry. It offers a systematic and target audience-centered approach which guides nonprofits through the various steps of a marketing campaign, from defining the required values of a new product or service to ultimately launching it. The text also explains how a target audience-centered marketing approach was applied in a case study of developing and transferring the LAV platform (LAV—Avoiding Food Waste, from the German “Lebensmittel Abfall Vermeiden”), a website that has been specifically set up and targeted to small- and medium-sized companies (SMEs) in the German food sector that wish to reduce food waste in their operations. Currently, there are more than 500 tools available in the English or German language which attempt to support companies in the food sector in their food waste reduction efforts. However, so far there has been no platform that could gather all these tools to facilitate SMEs’ access to them. The LAV platform compiles various relevant tools from academia as well as from industry and makes the most suitable tools available in a toolbox published on the Internet platform. Here, the tools are structured by topic and market segment; its user-friendliness was tested applying participatory methods which involved SMEs and industry organizations. The LAV platform, as well as target audience-centered marketing approaches more generally, could act as role models for other international projects that also have the goal of setting up and promoting tool-gathering systems.

Suggested Citation

  • Christina Strotmann & Linda Niepagenkemper & Christine Göbel & Fara Flügge & Silke Friedrich & Judith Kreyenschmidt & Guido Ritter, 2017. "Improving Transfer in the Food Sector by Applying a Target Audience-Centered Approach—The Development of a Nonprofit Marketing Campaign Guide Based on a Case Study of the LAV Platform," Sustainability, MDPI, vol. 9(4), pages 1-26, March.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:4:p:512-:d:94318
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    References listed on IDEAS

    as
    1. Engstrom, Rebecka & Carlsson-Kanyama, Annika, 2004. "Food losses in food service institutions Examples from Sweden," Food Policy, Elsevier, vol. 29(3), pages 203-213, June.
    2. Christina Strotmann & Christine Göbel & Silke Friedrich & Judith Kreyenschmidt & Guido Ritter & Petra Teitscheid, 2017. "A Participatory Approach to Minimizing Food Waste in the Food Industry—A Manual for Managers," Sustainability, MDPI, vol. 9(1), pages 1-21, January.
    3. Sonnino, Roberta & McWilliam, Susannah, 2011. "Food waste, catering practices and public procurement: A case study of hospital food systems in Wales," Food Policy, Elsevier, vol. 36(6), pages 823-829.
    4. Christine Göbel & Nina Langen & Antonia Blumenthal & Petra Teitscheid & Guido Ritter, 2015. "Cutting Food Waste through Cooperation along the Food Supply Chain," Sustainability, MDPI, vol. 7(2), pages 1-17, January.
    5. Garrone, Paola & Melacini, Marco & Perego, Alessandro, 2014. "Opening the black box of food waste reduction," Food Policy, Elsevier, vol. 46(C), pages 129-139.
    6. Halloran, Afton & Clement, Jesper & Kornum, Niels & Bucatariu, Camelia & Magid, Jakob, 2014. "Addressing food waste reduction in Denmark," Food Policy, Elsevier, vol. 49(P1), pages 294-301.
    7. Andrew Parry & Paul Bleazard & Koki Okawa, 2015. "Preventing Food Waste: Case Studies of Japan and the United Kingdom," OECD Food, Agriculture and Fisheries Papers 76, OECD Publishing.
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    Cited by:

    1. Strotmann, Christina & Baur, Vanessa & Börnert, Nora & Gerwin, Paula, 2022. "Generation and prevention of food waste in the German food service sector in the COVID-19 pandemic – Digital approaches to encounter the pandemic related crisis," Socio-Economic Planning Sciences, Elsevier, vol. 82(PA).

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