This innovation complements supply-side changes by strengthening consumer awareness through gastronomy, canteens and retail. Many consumers are not aware of the environmental and regional benefits of pasture-based organic beef.
The initiative will develop and test a targeted communication strategy, starting with a status analysis in 2026 and followed by tailored materials and formats (e.g. menu communication, visual storytelling, campaigns with partner organisations). Implementation will take place through canteens and restaurants, using real consumption settings to reach people directly.
The goal is to engage at least 1,000 consumers by 2028, improving understanding of regional sourcing, whole-animal use and sustainable diets. This is expected to increase acceptance of a wider range of cuts and reinforce demand for regional organic meat.
By making the value of Bio‑Weiderind visible at the point of consumption, the innovation supports market uptake, strengthens the regional brand and contributes to long-term system resilience.
