Orchard meadows: consumer perception and communication of a traditional agroforestry system in Germany

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Springer Nature
Europe has a large variety of historic cultural agroforestry systems which provide numerous ecosystem services. Traditional agroforestry landscapes are characterized by a high level of biodiversity, but they lack an economic basis due to considerable time and financial effort required for cultivation, maintenance, and harvesting. Orchard meadows (OM) are a typical example for agroforestry systems. They combine large fruit trees with undercropping or livestock raising. This study investigates consumer knowledge and preferences for OM products and the possibilities of improved communication to increase consumer demand. Focus groups were conducted with German consumers. The results demonstrate that consumers have a very positive perception of OM juice in terms of taste, local production, health, and environmental benefits. In order to increase the demand for OM juice, communication with consumers needs to be improved by highlighting these positive attributes.
© The Author(s) 2023. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/. The Version of Scholarly Record of this Article is published in (Agroforestry Systems, 2023, available online at: https://link.springer.com/article/10.1007/s10457-023-00840-4 . Keywords: traditional agroforestry systems; orchard meadows; biodiversity; consumer preferences; apple juice.
Philipp, S.M., Zander, K. Orchard meadows: consumer perception and communication of a traditional agroforestry system in Germany. Agroforest Syst (2023). https://doi.org/10.1007/s10457-023-00840-4