Student Research into Effective Communication

Wed, Feb 25, 2026

The Robin Food Coalition is working toward a fundamental shift in Dutch agri-food thinking: profit is only true profit when it also benefits people and the planet! To accelerate this sustainable food transition, the Robin Food Coalition supports a network of diverse Purpose-Driven Actors (PDAs)—ranging from small-scale enterprises to large corporations—that are actively committed to sustainable agriculture. One of the core strategies for supporting this transition is strengthening the market position of these PDAs. In this effort, communication plays a pivotal role.

To explore this challenge, the Robin Food Coalition commissioned seven MSc students from Wageningen University & Research to investigate the following question: “Which communication strategies help Purpose-Driven Actors (PDAs) in the Dutch agri-food sector strengthen their market position?”

The eight-week study focused on three core stakeholders: consumers, retailers, and policymakers. Through literature review, content analysis of over 90 PDA websites, interviews with communication and sector specialists, and case studies of Boerschappen, LEEV, and Vivera, the students developed practical, audience-targeted recommendations.

Please note: This research was conducted as a student assignment within a university course and completed within a limited timeframe. While the findings provide valuable insights, they do not automatically represent the official position of the Robin Food Coalition.

Key Findings

Gain Framing: Most PDAs (95%) communicate using ‘gain framing’—emphasizing benefits rather than problems. The focus is often on direct advantages such as taste, health, and environmental gains.
Environmental Focus: At 38%, the ‘environment’ is the most prominent theme in PDA communications, followed by ‘quality/luxury’ (18%).
Size Matters: Small PDAs focus on health more frequently (17%) than medium-sized (5%) or large players (7%).
Trust & Transparency: Transparency and certifiable claims were identified as essential tools for increasing trust among both consumers and retailers.
Policy Influence: Direct policy influence is currently limited. Students recommend that PDAs collectively target lower policy levels with consistent messaging regarding the societal value of organic production.

Targeted Advice

Consumers: Emphasize direct benefits (quality, health), use clear and understandable language regarding certifications, and use storytelling to make the origin of products visible.
Retailers: Build relationships at multiple levels within retail organizations and, where possible, provide transparent sustainability data such as LCAs (Life Cycle Assessments) or impact reports.
Policymakers: Work together as a collective, target relevant policy levels, and link organic farming to broader themes such as public health, climate, and food security.

Acknowledgments

With thanks to: Marit Beelaerts, Tine Van Dyck, Simone de Groot, Teun van Meurs, Ward Ovezall, Brajesh Singh, Melinda Yunita.

Supervision from the Robin Food Coalition: Noa Widdershoven & Sarah-Manon Blok