Catalyzing collaboration for the future of food

Abstract

As the world’s population is constantly growing, there is increased pressure on agricultural food value chains to deliver sustainable food production, distribution, and consumption, forcing core stakeholders in the food value chain (FVC) to change to meet those needs. One of the most significant barriers is a lack of collaboration, which risks staying in a dynamic of incremental innovation, whereas increasing sustainability requires radical innovations and innovative design. A positive chain interdependence can be the key to accelerating sustainable innovation. However, due to the complexity of chain configurations and collaboration models, a lack of interdependence among FVC stakeholders is observed. A holistic chain approach is missing in academic literature to solve that. Furthermore, there is ignorance of stakeholder motives and roles to collaborate. Hence, the first part of this thesis is to solve this literature gap by researching the drivers, barriers, and roles of stakeholders in the FVC collaborating for sustainable transformation. The research results in several outcomes, whereas the lack of trust, leadership and a conservative mindset are the most significant barriers. This project is conducted in close collaboration with Accenture, which wants to position itself in the agri-food industry as a stronger partner, accelerator, and orchestrator for sustainable transitions and innovation ecosystems. Therefore, the overall research question is: How can Accenture accelerate sustainable innovation through stakeholder collaboration in the food value chain? The found barriers are amended into needs where Accenture can play upon to bridge the gap from the research into a potential service the company can offer to the FVC. The final concept is designed for Accenture’s Food of the Future (FotF) capability, which has overlapping ambitions and interests as this thesis aims. The challenge lies in the explore phase, where core stakeholders find it difficult to anticipate their role, incentive, and vision before collaborating with others. Hence, the final deliverable is a service proposition for Accenture that helps the company to get insights into the core stakeholders' values and needs to guide them towards a future-oriented mindset. The designed proposition consists of several elements and is based on the existing participatory backcasting framework and the FutureEquity method of Van Berlo. A blueprint shows three phases: explore, envision, and engage, focusing on the interplay between Accenture and the targeted stakeholder. A redesigned toolkit guides the consultants in creating new content and future scenarios that catalyses the thought process of the stakeholder by exposing the possibilities and dead ends of sustainable innovation on the supported platform. The core stakeholder gets the chance to react, whereas Accenture uses that data to create engagement and traction for a potential innovation ecosystem. Lastly, a roadmap presents the required steps to implement the service successfully into the company. The steps consist of laying down a proper foundation, then launching it for current clients (B2B), whereafter the service becomes a separate entity that reaches core stakeholders (B2B2C). Combining all elements creates a unique proposition for Accenture to catalyse existing and potential FVC clients in the agri-food industry to accelerate sustainable innovation.