The document discusses a research project examining the evolution of green food markets in Brazil and Denmark. The researchers are looking at the role of downstream companies like wholesalers and grocery retailers in developing green markets. They plan to study how green markets have evolved in both countries and what strategies retailers have used. The researchers are seeking collaboration and feedback on their work, as well as quantitative data about the green food sector that could help their analysis. Their goal is to facilitate eco-innovation in the food industry and inform effective policies to further develop green markets.

1. Developing a responsible market for the
agri-food value chain in Brazil and Denmark
Looking for partnerships and common opportunities
Marcelo F. Mazzero, Guest PhD
45 25 48 55, marmaz@dtu.dk
Maj Munch Andersen, Associate Professor
45 25 45 32, mmua@dtu.dk

2. DTU Management Engineering, Technical University of Denmark
The Evolution of the Green Food Market in
Brazil and Denmark: eco-strategizing in the
food retail sector
• Opportunity
– Green economy is still emerging
– Green markets are immature
– There is much friction to eco-innovations
• Research questions
– How do green markets evolve?
– What’s the role of downstream companies (wholesalers/grocery
retailers) in the creation of the green markets?
• Food sector as an interesting case
– Rise of the green food market
– Extra high costs to many green food products compared to
conventional food products
2 26 Nov 2015Developing a responsible market for the agri-
food value chain in Brazil and Denmark

3. DTU Management Engineering, Technical University of Denmark
The Evolution of the Green Food Market in
Brazil and Denmark: eco-strategizing in the
food retail sector
• Business case
– What has been/is the role of grocery retailers in the creation
of the green food market in Denmark and Brazil?
• Statistics
– Weak at the firm level
• Data e.g. turnover, average profit margin, strategies
adopted, entry time, market-share etc.
• The research findings may facilitate
– Eco-strategizing in the sector (increasing green
competitiveness)
– Effective policies (developing the green food market)
3 26 Nov 2015Developing a responsible market for the agri-
food value chain in Brazil and Denmark

4. DTU Management Engineering, Technical University of Denmark
We're asking for your collaboration and
feedback on our research
• We'd like to know of relevant surveys or analysis that you think may help
us, especially with quantitative data about the green food market
• Any ideas or suggestions for our research will be very welcome
• We hope you see common interesting opportunities with our research
• We'll be willing to share the results with you
4 26 Nov 2015Developing a responsible market for the agri-
food value chain in Brazil and Denmark