EU CAP Network Focus Group 'Alternative solutions for livestock product differentiation'
- Innovation, knowledge exchange & EIP-AGRI
- Food Supply Chain
- Digitalisation
- Fostering Knowledge & Innovation
This report presents the main results of the EU CAP Network Focus Group 'Alternative solutions for livestock product differentiation', the meetings of which were held on 20-21 November 2024 (Lisbon, Portugal) and 9-10 April 2025 (Vienna, Austria).
- Programming period: 2023-2027
- Cross-cutting impacts
This report presents the outcomes of the EU CAP Network Focus Group 'Alternative solutions for livestock product differentiation'. This Focus Group discussed the overarching question: 'Which approaches are there to differentiate livestock products for enhanced market diversification and new business models?' It contains contributions from twenty experts from across Europe, who met twice: on 20-21 November 2024 in Lisbon, Portugal, and on 9-10 April 2025 in Vienna, Austria.
The report presents a summary of the results of the work carried out by the Focus Group, and offers an analysis of the different solutions that can be applied and integrated to develop business models for livestock product differentiation. It features innovative approaches for product differentiation in livestock systems, strategies for supply chain organisation, and information and communication tools, including success and failure factors, also providing examples of good practices and innovative solutions.
The Focus Group experts developed four complementary documents, so-called 'Mini Papers' (MP), to complement this report:
- MP 1: Quality and innovation in livestock to address evolving market demands
- MP 2: Labelling and certification in practice: a tool to promote livestock product differentiation
- MP 3: Evidence-based environmental benefits for the differentiation of specific livestock products
- MP 4: Information and Communication Technologies for product differentiation
Some key findings include:
- One of the challenges for livestock farmers in differentiating their products is to understand the expectations of consumers, and their willingness to pay more for livestock products that match specific product attributes.
- Farmers can differentiate the sale of their products through different marketing channels and access new markets to generate greater added value. Direct sales is one of the most important marketing channels in the differentiation of animal products.
- The opportunities for product differentiation for livestock farmers can be distinguished into exclusive product attributes, such as flavour and nutritional value, and non-exclusive product attributes, such as better environmental protection, biodiversity, and animal welfare.
- Good information and communication strategies are crucial for the success of differentiated livestock products. Product certification can be an important success factor for product differentiation and commercialisation.
- New EIP-AGRI Operational Groups are needed to change and valorise livestock systems and ecosystem services, particularly in mountain and ecological territories. Other OGs could assess difficulties in labelling and certification, as well as integrating Information and Communication Technology in production, processing and distribution processes.
- Future research projects should respond to research needs from practice along two main stages in the supply chain: (a) farming practices, and (b) communication with consumers.
Author(s)
EU CAP Network