89 The general impression is that the concepts include lots of interesting ideas. Many have a similar basis. But there are two factors where the concepts demonstrate differences, namely the extent of the consumer’s influence and the scale of application. Influence and participation In all concepts the consumer has a say in the production methods, though the degree of influence varies quite strongly. The concept that gives the consumer the most influence over the production method is Crowdfarming. Here, consumers become shareholders of a livestock farm and are given a say in the production methods and business strategy. They also run a financial risk and are entitled to a share of the operating profit. Other concepts use the same kind of strategy as dating sites. One example is Customeat, which involves an online platform where consumers state their wishes and producers describe their production methods. This information is then matched. The My Meat concept launches Vianda, a brand created with direct consumer input. There are also concepts based on consumer cooperatives, which act as purchasing organizations for their members and thus have considerable market power. With one of the concepts the consumer cooperative is also the owner of several ‘Carbonara hotels’ where animals are kept under varying conditions and their quality of life is denoted with stars. Finally, there are concepts such as Meet my Meat, where the consumer has less influence but more than in the current situation. The meat is recognizable via labels on the packaging and QR codes that consumers can scan with their mobile phone. This greatly increases transparency, so that consumers can indicate their preference when shopping. In a few cases – such as with Nice to Meat You – the bond with the animal and the end product is strengthened with subscriptions and optional visits to the farm. Scale and size The scale on which the concepts can be applied varies strongly. Some ideas involve the creation of local livestock farms, while others overhaul the entire production chain. In the Cow in the street concept, small livestock farms are set up in the city with the involvement of local residents. Within this concept, several initiators can start farms at different locations. These are comparatively small-scale initiatives. With concepts based on the creation of purchasing cooperatives, such as The Farm and The Meat Cooperative, the potential scale and impact are considerably greater. Pagina 90
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