NUTRI2CYCLE uses an integrated approach to support a transition from the current suboptimal nutrient household in European agriculture to next-generation agronomic practices characterized by improved up-cycling of nutrients and organic carbon. The project proposes and showcases scenarios identified as having potential to improve nutrient flows and reduce GHG emissions in agricultural systems, and elaborates hypothetical scenarios to predict the effect of these innovations at the European scale.
CREDA leads the qualitative analysis of opinions, attitudes, and expectations regarding adoption of the proposed technologies at various nodes along the value chain. Two types of focus groups are organized: the first focuses on the supply side (farmers, industry, and institutions) while the second focuses on the demand side (food service industry, retailers, and consumers). An open-ended questionnaire is used to create an an outline of the focus group sessions. CREDA also leads the analysis of consumers’ preferences, opinions, and attitudes toward, as well as willingness-to-pay (WTP) for, environmentally friendly and sustainable food labels. Specific emphasis is placed on the analysis of consumer WTP for products associated with lower GHG emissions and optimized C, N, and P loops at the farm and regional scales. Recycling and waste management behaviors are also analysed, as are trends in the relation between consumption patterns and choices (i.e., vegetarianism, flexitarianism, etc.) and preferences toward sustainable food products.