- Funding Partner: Federal Ministry for Agriculture, Forestry, Regions and Water Management
- Lead Partner Organization: KMU Forschung Austria
- Project Management: MMag. Dr. Wolfgang Ziniel
- Team at FH Salzburg:
FH-Prof. Mag. Dr. Robert Zniva, Philip Lechner, BA, MA, Carina Gschoßmann, BA (Department Business and Tourism) - Duration: August 11, 2023 - August 31, 2025
Direct marketing plays a key role in regionality, sustainability, and food security. It connects agricultural businesses directly with consumers, strengthens local economic cycles, and reduces transportation distances. In light of current challenges such as climate change and economic uncertainties, its importance is steadily increasing.
As part of the ReLaDi project, the Retailization team, in collaboration with the Institute for SME Research Austria, is studying the resilience, structure, and digitalization of agricultural direct marketing in Austria. The goal is to identify success factors for a crisis-resistant and sustainable direct sales approach for farmers and to illustrate innovative solutions. To achieve this, the project will conduct a nationwide survey of agricultural direct marketing in Austria.
The results aim to advance practical approaches for sustainable agricultural development, thereby strengthening the resilience of Austria’s food system, reducing barriers between consumers and producers, and enabling agricultural businesses to benefit from potentially higher added value.
