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RDS at the DMeC in Barcelona

29/06/2023

Societal stakeholders have started to rethink agricultural supply chains and discuss strategies to improve its resilience to be better prepared for future disruptions. One of the main pillars of such a resilient system is regional farming and distribution. At Digital Marketing & eCommerce (DMeC) conference 2023 at University of Barcelona Robert Zniva and myself had the pleasure to present our research with Johanna Muggenhuber and Tanja Doppler. Based on a literature review and a two-step qualitative study design we identify and categorize farmers’ direct-to-consumer activities and investigate the role of technology in this context.

Our findings show that while none of the investigated shop formats can compete with one-stop-shopping at traditional super- or hypermarkets technology-facilitated direct marketing can help farmers to diversify and establish a second, complementary pillar of their business model.

[Translate to English:] CC und RZ
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