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Nutritional Sustainability Inside–Marketing Sustainability as an Inherent Ingredient

  • Current discussions about the concept of nutritional sustainability show a high complexity of this topic leading to many different definitions. Regarding communication issues of nutritional sustainability between actors of food chains this complexity should be reduced. One opportunity to tackle these challenges of reducing complexity might be the concept of ingredient branding. Therefore, the aim of this mini-review is the identification of conditions for ingredient branding application as a communication strategy for nutritional sustainability which might overcome challenges in communicating the complexity between the different stakeholders of supply chains. In doing so, the specific case of agrifood chains is discussed based on the selected characteristics of globalization, increasing consumer demands, foods incorporating credence attributes and price. Along the agrifood chain, a sourcing strategy reflecting nutritional and sustainable aspects might lead to an ingredient branding strategy implying a brand policy for a special ingredient within the final product which is an important component but cannot be clearly recognized by the user. A “nutritional sustainability inside” strategy should reflect the multifaceted information along the agrifood chain and should be based on standardized criteria for nutritional sustainability.

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Author:Sabine BornkesselORCiD, Sergiy SmetanaORCiD, Volker Heinz
Title (English):Nutritional Sustainability Inside–Marketing Sustainability as an Inherent Ingredient
Parent Title (English):Frontiers in Nutrition
Document Type:Article
Year of Completion:2019
Release Date:2023/04/21
Tag:Communication in agrifood chains; Ingredient branding; Nutritional sustainability; Reducing complexity; Sustainable sourcing
Page Number:6
Faculties:Fakultät AuL
DDC classes:600 Technik, Medizin, angewandte Wissenschaften / 610 Medizin, Gesundheit
Review Status:Veröffentlichte Fassung/Verlagsversion
Licence (German):License LogoCreative Commons - CC BY - Namensnennung 4.0 International