More regional pasture-raised beef and lamb in Brandenburg and Berlin supermarkets

Beef and lamb connoisseurs wanted to take part in group discussions: A communication concept at the University for Sustainable Development (HNEE) - in the Faculty of Landscape Management and Nature Conservation - focuses on the added value of species-appropriate animal husbandry, short transport routes and biotope care for cattle and sheep. Criteria for the development of target group-orientated marketing structures are being developed in order to bring more regional pasture-raised beef and lamb to sales markets in Brandenburg and Berlin. Among other things, the "WertWeideVerbund" and "Schäfer schützen" projects are calling on consumers to take part in group discussions.

Since the beginning of 2021, HNEE has been investigating the potential for marketing regional pasture-raised beef and regional lamb in food retailers and specialist butchers' shops. The aim is to identify criteria for the development of target group-orientated marketing structures. "Consumers are tracked down and their needs identified so that the range of regional meat on offer can be even better tailored to them," explains project team member Anne Wiedemann. The "WertWeideVerbund" and "Schäfer schützen" projects (including the sub-project "Lammfleisch value chain") are supporting the development of coordination and cooperation structures for grazing beef and lamb and have now created a communication concept. "We want to take a closer look at how more cattle and sheep can be kept on pasture again, how farmers and retailers can market the beef and lamb and how customers can buy the meat," says project team member Josephine Lauterbach. The added value of regional pasture-raised beef and lamb lies above all in the species-appropriate husbandry and short transport routes of the animals as well as the services provided by the cattle and sheep in maintaining the biotope.

In several group discussions with interested consumers, the scientists now want to find out how this described added value can be communicated even better to potential customers. Anyone who likes to eat regional beef or lamb and enjoys talking to other consumers is therefore invited to take part online in mid-April 2021.
The group discussion should last around one and a half to two hours, and a catering package worth 15 euros will be sent to your home in advance. Participation requires a computer with a microphone and camera as well as stable internet access.
Please register by 10 April 2021 by email to Anne.Wiedemann@hnee.de or by phone at: 015736781752. The number of participants is limited. Places will be allocated according to the order of registration.

About the projects

Extensive cattle grazing on grassland fulfils society's desire for species-appropriate animal husbandry and also has a variety of positive effects on a range of ecosystem services. The "WertWeideVerbund" project sees itself as a regional value creation network for beef from species-appropriate grazing and is funded by the Federal Ministry of Education and Research as part of the "WIR! Change through innovation in the region" programme. Together with stakeholders from agriculture, processing, communal catering and food retailing, the aim is to establish value-added networks for beef from species-appropriate grazing in the region. Further information can be found on the website of the WertWeideVerbund. Duration: 01.02.2021 - 31.07.2023.

The "Shepherd Protection Network" ("Netzwerk Schäfer schützen") is a project funded by the Ministry of Agriculture, Environment and Climate Protection with the aim of sustainably strengthening sheep farming in the state of Brandenburg and making the profession of shepherd attractive again. Among other things, a value chain for regionally produced lamb is to be established. Further information can be found on the website of the Shepherd Protection Network. Duration: 01.05.2018 - 31.12.2022