Vertical farming is an interesting new way of producting vegetables, herbs and other plants. For market acceptance of the products it is necessary to find out what consumer awareness is, how and where vegetables grow and how they position vertical farming in relation to field and greenhouse cultivation. The results of a qualitative and quantitative study among Dutch consumers and buyers of all types of fresh vegetables and herbs learns that positioning of vertical farming is a challenge in the Netherlands.
A presentation by Gemma Tacken, senior market researcher at Wageningen University & Research.
In consumer research, she is especially interested in acceptance and perception of new developments or transitions. New technical developments in food production like vertical farming and cultivated meat versus consumer demand for natural solutions like organic, seaweed, algae and insects are very interesting to explore.
About Gemma Tacken
Gemma Tacken Msc is a senior market researcher & marketing expert at Wageningen Economic Research, with 25 years’ experience nationally and internationally. Her expertise is consumer behaviour issues related to animal products: dairy, eggs, meat and (farmed) fish. In her long career she worked for private companies and policy makers related to food chains.
About Wageningen University & Research
Wageningen University & Research is a collaboration between Wageningen University and the Wageningen Research foundation. Our mission is: ‘To explore the potential of nature to improve the quality of life’
Over 7,200 employees, 13,200 students and over 150.000 participants to WUR’s Life Long Learning, from more than hundred countries work everywhere around the world in the domain of healthy food and living environment for governments and the business community-at-large.
The strength of Wageningen University & Research lies in its ability to join the forces of specialised research institutes and the university. It also lies in the combined efforts of the various fields of natural and social sciences. This union of expertise leads to scientific breakthroughs that can quickly be put into practice and be incorporated into education. This is the Wageningen Approach. Collaboration with other parties such as government, business and NGOs is indispensable. This is in line with the Finding Answers Together ambition.
The scientific quality of Wageningen University & Research is affirmed by the prominent position we occupy in international rankings and citation indexes.