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In this second edition of the Roots to Resilience series, we feature Caroline van der Weerdt, a behavioural innovation expert with a strong background in international business and marketing. Caroline focuses on the behavioural adoption of innovative digital solutions, particularly within the agri-food sector, where digitalisation is a critical enabler for sustainability and future-proofing.

Through her extensive work on projects such as SmartAgriHubs, Ploutos, ZeroW and QuantiFarm, Caroline has developed a unique perspective on how behaviour change and innovation adoption can be accelerated by addressing the mutual value across stakeholders. Her expertise lies in understanding the drivers and barriers to change and designing strategies that resonate across diverse international contexts.

Q&A with Caroline van der Weerdt

1) What role do you think consumer behaviour and preferences play in shaping sustainable practices within the food industry?
“Consumer demand is a main driver for supply, as we learn from basic economic theory. But this only holds true to a certain extent. In fact, this belief cloaks the role that industry and retailers have themselves to motivate and support consumers in making sustainable choices. Demand will drive supply, but vice versa it works just the same, once more sustainable alternatives become at least as attractive as non-sustainable ones.”

2) How can businesses in food production effectively balance profitability with the need for more sustainable practices?
“This requires a paradigm shift, from focusing on short-term profitability to realising that the exhaustion of resources, and unhealthy people on an unhealthy planet, will compromise profitability—or even the existence of the business—in the long run. Business cases should increasingly be attuned to the longer term and include natural resources that the business, directly and indirectly, depends on.”

3) How do you see marketing standards evolving to support sustainability in agriculture and food systems?
“How about we do a mind game in which we swap traditional marketing strategies—often curiously centered around unsustainable practices—for endorsements from societal players for certain products. I have a marketing background myself and feel a deep connection to its merits and potential, but I do think it needs a paradigm shift as much as the business strategy itself.”

Caroline’s insights highlight the need for systemic change in the agri-food sector, from rethinking marketing approaches to embedding sustainability into long-term business strategies. Her work underscores the importance of understanding human behaviour and finding mutual value across stakeholders to accelerate innovation adoption.

This interview is part of the Roots to Resilience series, showcasing experts and innovators driving sustainable change. Keep an eye out for more compelling stories that explore how we can reshape food systems for a better future.

 

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