On 15th July 2021, the project ReBIOscover announced its official start in a kick-off event. More than 30 interested participants with different backgrounds attended the kick-off to listen to the project partners’ presentations of their tasks. The aim of the project is to promote the use of ancient and regional cereal varieties which are genetically heterogeneous and hardly cultivated. The results of the project should support the SMEs to enable an increased use in practice. The Chair of Marketing and Consumer Research, as one of the four project partners, will develop target-group specific communication strategies for consumers. The Means-End-Chain theory will be used as the basis for the analysis. The project is supported by funds of the Federal Ministry of Food and Agriculture (BMEL) under the Federal Program for Organic Farming and Other Forms of Sustainable Agriculture.

We are looking forward to the next meeting and a fruitful cooperation.