Conceptual model of links between food marketing categories and FW

This report is the second deliverable of WP1 of the BREADCRUMB project. In this report, we aim to provide a preliminary conceptual model depicting the potential influence of each one of the categories of marketing standards included in Regulation (EU) 1308/2013 on Food Waste (FW) generation. This conceptual model considers categories of marketing standards rather than specific standards within each category. The research on specific standards will follow in the next stages of the project.
The conceptual model is crucial in analysing prior research findings and guiding interactions in upcoming tasks of the project, namely T1.3, T1.4, T2.1, T2.2, T2.3, and T3.1. While the preliminary conceptual model focuses on marketing standards categories rather than specific standards within each category, T1.3 and T1.4 will explore the latter, contributing to an enhanced and deeper conceptual model. T1.3, T1.4, T2.1, T2.2, T2.3 will focus on empirical research on food marketing standards (FMS) including further desktop research, fieldwork, creation of the inventory of FMS and further consultations with the experts. The conceptual model will also be considered during the pre-modelling and modelling stages (T3.1 & T3.2), encompassing problem definition and the development of a modelling framework.
The report starts with the explanation of the goals of the BREADCRUMB project and outlines its scope providing definitions of FW and delimiting the boundaries of FMS investigated in this project. Next, the report addresses FW per selected food commodity: fruits and vegetables, meat, eggs, cereals, and fish. The report continues with the detailed desktop research establishing the scientifically proved links between FMS and FW at general level. The report concludes by providing a preliminary conceptual model outlining the potential impact of various categories of FMS specified in Regulation (EU) 1308/2013 on FW generation, offering a perspective to comprehend and tackle the issue effectively and serve as a starting point for task 1.3 and 1.4 in BREADCRUMB.
A preliminary conceptual model outlines the potential impact of the categories of FMS on FW generation supported by previous research. These connections are represented with continuous lines, while those not thoroughly studied and of a more speculative nature are indicated with dashed lines. The casual connection between the categories of FMS and FW and the direction of the connection are indicated by the arrows (->); positive relationship (increase of FW) is marked with the plus sign (+) and negatives (decrease of FW) ones with the minus sign (-).