88 ENGLISH SUMMARY Pig Your Own – Ideas for new connections between meat consumers and producers Ollie van Hal and Jan de Wilt InnovationNetwork Report No. 12.2.296, Utrecht, The Netherlands, April 2012. Innovative ideas often come from an unexpected source. This insight inspired InnovationNetwork to organize a Battle of Concepts (www.battleofconcepts.nl) for students and young professionals. The question was: ‘Devise an alternative system for the current livestock farming chain. A new system where consumers take an active part as co-creators and co-producers in the meat production chain.’ From the 48 entries a jury awarded prizes to the most innovative and interesting ideas. This booklet of InnovationNetwork describes nine of these concepts. The entered concepts are a valuable source of inspiration for implementing projects of change in the real world. InnovationNetwork seeks to stimulate and facilitate practical innovation, so the Battle of Concepts fits in well with the ‘Livestock Farming Unchained’ project. This concept looks for ways to put the consumer and producer into direct contact with each other, so that they can work together in the meat production chain (co-creation). Consumers can thus opt to become part of the production chain and obtain influence on how animals are reared and slaughtered. In this way, the dissatisfaction over the current intensive livestock farming industry can be turned into a force for positive action. Similarities and differences The concepts presented here show similarities and differences. All cast the consumer in a more active role. The level of involvement varies from a well-informed consumer who promotes transparency in the chain through his buying behaviour to a participant in a group of consumers who rear their own animals in an urban environment. Pagina 89
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