Conceptual model of links between food marketing categories and FW

This p ojec has ecei ed unding om he Eu opean
Union´s Ho izon Eu ope esea ch and Inno a ion
p og amme unde he ag eemen No. 101136701
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unde he ag eemen No. 101136701
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DELIVERABLE 1.2
Concep ual model o links be ween ood ma ke ing
ca ego ies and FW
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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P ojec i le
BRinging E idence-bAseD ood Chain solu ions o p e en and RedUce ood
was e ela ed o Ma ke ing s anda ds, and deli e clima e and ci cula i y co
Bene i s
P ojec ac onym
BREADCRUMB
Call opic
HORIZON-CL6-2023-FARM2FORK-01
Type o ac ion
HORIZON-RIA
Coo dina o
EIGEN VERMOGEN VAN HET INSTITUUT VOOR LANDBOUW- EN
VISSERIJONDERZOEK - EV ILVO
P ojec numbe
101136701
P ojec s a da e
01/01/2024
Du a ion
36 mon hs
URL
D1. 2 - Concep ual model o links be ween ood ma ke ing ca ego ies and FW
Due da e
31/03/2024
Deli e y da e
29/03/2024
Wo k package
WP1
Responsible Au ho (s)
Paulina Szwed (lead, VLTN), Nika Palagu a (lead, VLTN), and EV-ILVO,
CREDA and UNIBO
Con ibu o (s)
Chan al den B oede (VLTN), A is os Hala sis (VLTN)
Re iewe (s)
EV – ILVO: Anna Twa ogowska, Capwell Fo bang Echo, Rani Van Gompel,
So ie De Man, CREDA: Jose M. Gil, Sa ay Ramí ez
Ve sion
3.0
Dissemina ion le el
Public
DISCLAIMER
The con en o he publica ion he ein is he sole esponsibili y o he publishe s, and i does no necessa ily
ep esen he iews exp essed by he Eu opean Commission o i s se ices.
While he in o ma ion con ained in he documen s is belie ed o be accu a e, he au ho s(s) o any o he
pa icipan in he BREADCRUMB conso ium make no wa an y o any kind wi h ega d o his ma e ial
including, bu no limi ed o he implied wa an ies o me chan abili y and i ness o a pa icula pu pose.
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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Nei he he BREADCRUMB Conso ium no any o i s membe s, hei o ice s, employees o agen s shall be
esponsible o liable in negligence o o he wise howsoe e in espec o any inaccu acy o omission he ein.
Wi hou de oga ing om he gene ali y o he o egoing nei he he BREADCRUMB Conso ium no any o i s
membe s, hei o ice s, employees o agen s shall be liable o any di ec o indi ec o consequen ial loss o
damage caused by o a ising om any in o ma ion ad ice o inaccu acy o omission he ein.
COPYRIGHT MESSAGE
© BREADCRUMB Conso ium, 2024-2026. This deli e able con ains o iginal unpublished wo k excep whe e
clea ly indica ed o he wise. Acknowledgmen o p e iously published ma e ial and o he wo k o o he s has
been made h ough app op ia e ci a ion, quo a ion, o bo h. Rep oduc ion is au ho ised p o ided he sou ce is
acknowledged.
VERSION AND AMENDMENTS HISTORY
Ve sion
Da e
(MM/DD/YYYY)
C ea ed
/Amended by
Changes
0.1
03/06/2024
0.2
03/15/2024
Paulina Szwed and Nika
Palagu a
1. The s uc u e o
he deli e able
2. In-dep h analysis
o desk esea ch
3. Final model
isualiza ion and
i s desc ip ion
0.3
28.03.2024
Nika Palagu a and
Paulina Szwed
4. Implemen a ion o
in e nal
ecommenda ions
a e he in e nal
e iew.
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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1 TABLE OF CONTENTS
VERSION AND AMENDMENTS HISTORY ...................................................................................................... 2
1 TABLE OF CONTENTS ............................................................................................................................. 3
LIST OF FIGURES ............................................................................................................................................ 5
LIST OF ABBREVIATIONS ............................................................................................................................... 6
2 EXECUTIVE SUMMARY ........................................................................................................................... 7
2 INTRODUCTION ............................................................................................................................................ 9
2.1 BREADCRUMB PROJECT SUMMARY .................................................................................................. 9
DELIVERABLE 1.2: GOALS AND REPORT STRUCTURE ....................................................................................... 10
2.2 LINKS WITH OTHER BREADCRUMB DELIVERABLES ............................................................................ 11
2.4 THE CONTENT OF THIS DELIVERABLE ......................................................................................................... 11
3 BREADCRUMB PROJECT: KEY DEFINITIONS AND CONCEPTS ........................................................... 12
3.1 FOOD WASTE ........................................................................................................................................... 12
3.2 FOOD MARKETING STANDARDS................................................................................................................. 13
3.2.1 Dis inc ion Be ween P i a e and Public Food Ma ke ing S anda ds .............................................. 13
3.2.2 In e connec ion be ween p i a e and public s anda ds .................................................................. 14
3 FOOD COMMODITIES AND THE CONTEXT WITHIN WHICH FW IS GENERATED ........................... 15
3.1 FRUITS & VEGETABLES ...................................................................................................................... 15
3.1.1 F ui s & Vege ables P oduc ion P ocesses ................................................................................. 15
3.1.2 Food Was e o F ui s & Vege ables ............................................................................................. 15
3.1.3 The EU Regula ions and FMS Rela ed o F&V ........................................................................... 16
3.2 MEAT (POULTRY & BOVINE)................................................................................................................ 17
3.2.1 Mea p oduc ion p ocesses .......................................................................................................... 17
3.2.2 Food Was e o Mea (Poul y and Bo ine) ................................................................................... 20
3.2.3 The EU Regula ions and FMS Rela ed o Mea (Poul y and Bo ine)......................................... 20
3.3 EGGS ................................................................................................................................................ 23
3.3.1 Egg P oduc ion P ocesses .......................................................................................................... 23
3.3.2 Food Was e o Eggs .................................................................................................................... 23
3.3.3 The EU Regula ions and FMS Rela ed o Eggs .......................................................................... 24
3.4 CEREALS ........................................................................................................................................... 25
3.4.1 Ce eals P oduc ion P ocesses .................................................................................................... 25
3.4.2 Food was e o Ce eals ................................................................................................................. 25
3.4.3 The EU Regula ions and FMS Rela ed o Ce eals ...................................................................... 26
3.5 FISH .................................................................................................................................................. 27
3.5.1 Fishing Indus y............................................................................................................................ 27
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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3.5.2 FW in he Fishing Indus y ........................................................................................................... 28
3.5.3 The EU Regula ions and FMS Rela ed o Fish ............................................................................ 28
4 FOOD MARKETING STANDARDS AND FOOD WASTE: CONNECTIONS .......................................... 31
4.1 TECHNICAL DEFINITIONS, DESIGNATION, AND SALES DESCRIPTIONS ....................................................... 31
4.2 CLASSIFICATION CRITERIA SUCH AS GRADING INTO CLASSES, WEIGHT, SIZING, AGE AND CATEGORY ........ 31
4.3 INDICATION OF THE SPECIES, PLANT VARIETY OR ANIMAL RACE OR COMMERCIAL TYPE ........................... 32
4.4 PRESENTATION, LABELLING LINKED TO OBLIGATORY MARKETING STANDARDS, PACKAGING, RULES TO BE
APPLIED IN RELATION TO PACKING CENTRES, MARKING, YEAR OF HARVESTING AND USE OF SPECIFIC TERMS ....... 32
4.5 CRITERIA SUCH AS APPEARANCE, CONSISTENCY, CONFORMATION, PRODUCT CHARACTERISTICS AND THE
PERCENTAGE OF WATER CONTENT .................................................................................................................. 33
4.6 STANDARDS ON SPECIFIC SUBSTANCES USED IN PRODUCTION, OR COMPONENTS OR CONSTITUENTS,
INCLUDING THEIR QUANTITATIVE CONTENT, PURITY AND IDENTIFICATION ............................................................ 34
4.7 STANDARDS ON THE TYPE OF FARMING AND PRODUCTION METHOD, INCLUDING ADVANCED SYSTEMS OF
SUSTAINABLE PRODUCTION ............................................................................................................................. 34
4.8 STANDARDS ON THE FREQUENCY OF COLLECTION, DELIVERY, PRESERVATION AND HANDLING, THE
CONSERVATION METHOD AND TEMPERATURE, STORAGE AND TRANSPORT ......................................................... 34
4.9 INDICATION ON THE PLACE OF FARMING AND/OR ORIGIN ........................................................................ 35
4.10 RESTRICTIONS AS REGARDS THE USE OF CERTAIN SUBSTANCES AND PRACTICES ................................... 35
5 A PRELIMINARY CONCEPTUAL MODEL OF LINKS BETWEEN CATEGORIES OF FMS AND FW .. 37
6 INVESTIGATING GENDER DIFFERENCES IN PERCEPTION OF FOOD MARKETING STANDARDS
CATEGORIES AND PLAUSIBLE CONNECTIONS TO FOOD WASTE ......................................................... 39
7 CONCLUSION ......................................................................................................................................... 40
8 REFERENCES ........................................................................................................................................ 42
9 ANNEX 1: FOOD WASTE IN THE EU .................................................................................................... 49
10 ANNEX 2: VISUAL SUMMARY: THE CONNECTIONS BETWEEN THE CATEGORIES OF FMS, THE
SUPPLY CHAIN AND THE FOOD COMMODITIES, AND THE FW............................................................... 51
11 ANNEX 3: FOOD WASTE IN THE EU .................................................................................................... 52

D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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LIST OF FIGURES
Figu e 1 BREADCRUMB a a Glance 9
Figu e 2 The concep o BREADCRUMB 10
Figu e 3 A p elimina y concep ual model ou lining he po en ial impac o a ious ca ego ies o ood ma ke ing
s anda ds on FW p esen ed as a causal Loop Diag am (CLD) 38
Figu e 4 Food Was e in he EU by main economic sec o s, 2021 49
Figu e 5 The connec ions be ween he ca ego ies o FMS, he supply chain and he ood commodi ies, and
he FW: a isual summa y 50
Figu e 6 The connec ions be ween he ca ego ies o FMS, he supply chain and he ood commodi ies, and
he FW: a isual summa y 51
Figu e 7 A p elimina y analysis o he ca ego ies lis ed in Regula ion (EU) 1308/2013 ega ding hei
impo ance o p oducing ood commodi ies (based on he expe ise and subjec i e assessmen o he
BREADCRUMB p ojec pa ne s) 52
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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LIST OF ABBREVIATIONS
Abb e ia ions
Full Name
B2B
Business o Business
B2C
Business o Consume s
COOL
The coun y-o -o igin labelling
CMO
The common ma ke o ganisa ion
CLD
Causal Loop Diag am
EC
The Eu opean Commission
EFSA
The Eu opean Food Sa e y Au ho i y
EU
The Eu opean Union
FAO
Food and Ag icul u e O ganiza ion
FW
Food Was e
FMS
Food Ma ke ing S anda ds
F&V
F ui s and Vege ables
GMOs
Gene ically Modi ied O ganisms
HACCP
Haza d Analysis and C i ical Con ol Poin
PO
P oduce s O ganiza ion
PDO
P o ec ed Designa ion o O igin
PGI
P o ec ed Geog aphical Indica ion
TSG
T adi ional Special y Gua an eed
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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2 EXECUTIVE SUMMARY
This epo is he second deli e able o WP1 o he BREADCRUMB p ojec . In his epo , we aim o
p o ide a p elimina y concep ual model depic ing he po en ial in luence o each one o he ca ego ies
o ma ke ing s anda ds included in Regula ion (EU) 1308/2013 on Food Was e (FW) gene a ion. This
concep ual model conside s ca ego ies o ma ke ing s anda ds a he han speci ic s anda ds wi hin each
ca ego y. The esea ch on speci ic s anda ds will ollow in he nex s ages o he p ojec .
The concep ual model is c ucial in analysing p io esea ch indings and guiding in e ac ions in upcoming asks
o he p ojec , namely T1.3, T1.4, T2.1, T2.2, T2.3, and T3.1. While he p elimina y concep ual model ocuses
on ma ke ing s anda ds ca ego ies a he han speci ic s anda ds wi hin each ca ego y, T1.3 and T1.4 will
explo e he la e , con ibu ing o an enhanced and deepe concep ual model. T1.3, T1.4, T2.1, T2.2, T2.3 will
ocus on empi ical esea ch on ood ma ke ing s anda ds (FMS) including u he desk op esea ch, ieldwo k,
c ea ion o he in en o y o FMS and u he consul a ions wi h he expe s. The concep ual model will also be
conside ed du ing he p e-modelling and modelling s ages (T3.1 & T3.2), encompassing p oblem de ini ion
and he de elopmen o a modelling amewo k.
The epo s a s wi h he explana ion o he goals o he BREADCRUMB p ojec and ou lines i s scope
p o iding de ini ions o FW and delimi ing he bounda ies o FMS in es iga ed in his p ojec . Nex , he epo
add esses FW pe selec ed ood commodi y: ui s and ege ables, mea , eggs, ce eals, and ish. The epo
con inues wi h he de ailed desk op esea ch es ablishing he scien i ically p o ed links be ween FMS and FW
a gene al le el. The epo concludes by p o iding a p elimina y concep ual model ou lining he po en ial
impac o a ious ca ego ies o FMS speci ied in Regula ion (EU) 1308/2013 on FW gene a ion, o e ing a
pe spec i e o comp ehend and ackle he issue e ec i ely and se e as a s a ing poin o ask 1.3 and 1.4
in BREADCRUMB.
A p elimina y concep ual model ou lines he po en ial impac o he ca ego ies o FMS on FW gene a ion
suppo ed by p e ious esea ch. These connec ions a e ep esen ed wi h con inuous lines, while hose no
ho oughly s udied and o a mo e specula i e na u e a e indica ed wi h dashed lines. The casual connec ion
be ween he ca ego ies o FMS and FW and he di ec ion o he connec ion a e indica ed by he a ows (->);
posi i e ela ionship (inc ease o FW) is ma ked wi h he plus sign (+) and nega i es (dec ease o FW) ones
wi h he minus sign (-).
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A p elimina y concep ual model ou lining he po en ial impac o a ious ca ego ies o ood ma ke ing s anda ds on FW p esen ed as a causal Loop
Diag am (CLD)
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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example, go e nmen al expe s may be in ol ed in de eloping ce ain p i a e s anda ds, o e ail-d i en p i a e
s anda ds ini ia ed wi hou s a e in ol emen can become de ac o equi emen s due o ma ke o ces
(Ha inga, 2017).
The BREADCRUMB p ojec aims o explo e he ole o bo h public and p i a e FMS in FW gene a ion.
A de ailed explo a ion o indi idual s anda ds will be conduc ed in he upcoming asks, T1.3, T1.4, T2.1, T2.3.
Wi hin his con ex , D1.2 aims o c ea e a p elimina y concep ual model o he po en ial impac o he ca ego ies
o FMS on FW and he e o e he p elimina y concep ual model ocuses on he s anda ds wi hin
ca ego ies o FMS, wi hin which, bo h public and p i a e s anda ds a e included.
Gi en ha he BREADCRUMB p ojec ocuses on i e ood commodi ies: ui s and ege ables, mea (poul y
and bo ine), ce eals, ish, and eggs, he ollowing chap e o he epo del es in o he con ex wi hin which
FW is gene a ed o each ood commodi y.
3 FOOD COMMODITIES AND THE CONTEXT WITHIN WHICH FW IS
GENERATED
3.1 F ui s & Vege ables
3.1.1 F ui s & Vege ables P oduc ion P ocesses
The EU employs a a ie y o ag icul u al p ac ices o ui and ege able cul i a ion, including con en ional,
o ganic, and in eg a ed a ming me hods. These p ac ices de e mine ac o s such as seed selec ion, i iga ion,
e iliza ion, pes managemen , and ha es ing echniques (Eu os a , 2020).
F ui s and ege able (he eina e F&V) p oduc ion in ol es se e al phases and equi es he pa icipa ion o
a ious pa ies. Acco ding o Ba ezzaghi e al. (2022), he p ocess s a s wi h he ini ial ag icul u al p oduc ion
phase, which exclusi ely in ol es a me s. Subsequen ly, he p oduc unde goes s o age, handling,
p ocessing, o packaging wi h mul iple s akeholde s, including ade s, p oduce s, p ocesso s, manu ac u e s,
anspo e s, se ice p o ide s, coope a i es, and conso ia. As i p og esses o dis ibu ion, anspo a ion and
e en ually o e ail, o he playe s, such as e aile s, ma ke s, small shops, e c., join in aside om hose in ol ed
in pos -ha es ing ac i i ies.
The F&V indus y in he EU is di e se, wi h each coun y wi hin he EU g owing a a ie y o F&V wi h ce ain
egions specialising in ce ain c ops due o a ou able wea he condi ions and soil quali y. Many a ms in he
EU a e small-scale and equi e a signi ican amoun o manual labou . The alue o he g oss ou pu o
ege ables and ho icul u al p oduc s p oduced by he EU’s ag icul u al indus y is €65.9 billion, 12.3% o he
o al g oss ou pu o ag icul u al p oduc s (Eu os a , 2023).
The EU suppo s i s F&V indus y h ough policies ha encou age consump ion. The EU ocuses on egula o y
in e en ions o add ess ma ke p essu es o seasonal luc ua ions. Addi ionally, educing ag icul u al
p ac ices' en i onmen al impac is essen ial o shaping he sec o 's u u e. The e o e, he EU p omo es
eco-p oduc ion me hods and encou ages in es men s in echnological ad ancemen s (Rossi, 2019).
The EU F&V ma ke is in luenced by ac o s such as consume p e e ences, seasonal a ia ions, ade policies,
and ma ke ends. Unde s anding ma ke dynamics is c ucial o p oduce s o make in o med decisions
ega ding c op selec ion, p icing, and dis ibu ion channels (Eu o ui , 2020).
3.1.2 Food Was e o F ui s & Vege ables
FW du ing ag icul u al p oduc ion o F&V can occu due o a ious in e connec ed ac o s. Fo ins ance,
o e p oduc ion, o en d i en by o ecas ing e o s and he unp edic abili y o ma ke demand, is a signi ican

D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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issue. Fu he mo e, s ic cosme ic s anda ds may
5
esul in pe ec ly edible p oduce disca ded because i
does no mee he appea ance c i e ia.
P oduc ion was age o F&V in he EU occu a a ious s ages o he supply chain, om cul i a ion o
consump ion. F&V may be los o was ed du ing cul i a ion, ha es ing, and pos -ha es handling due o
ac o s such as wea he - ela ed damage, pes s and diseases, inadequa e s o age acili ies, and labou
sho ages (FAO, 2019).
Du ing p ocessing and dis ibu ion, addi ional was e occu s due o quali y s anda ds, o e p oduc ion,
anspo a ion ine iciencies, and ma ke luc ua ions. This can lead o disca ding o F&V a packing cen es,
wholesale ma ke s, and e ail ou le s (Papa gy opoulou e al., 2014).
A he e ail and consume le els, F&V a e equen ly was ed due o a ious ac o s, including aes he ic
p e e ences, o e -pu chasing, imp ope s o age, and misunde s anding o da e labels (S enma ck e al., 2016).
Du ing he packaging and p ocessing phases, FW is gene a ed due o F&V needing o mee e aile s'
quali y s anda ds. Addi ionally, consume a i udes owa d impe ec -looking F&V con ibu e o his issue
by leading o imming o ou igh disca ding pa s o he p oduce be o e eaching consume s, despi e being
edible.
FW occu s du ing handling, s o age, wholesale, and e ail dis ibu ion due o ope a ional ine iciencies and
in as uc u e sho comings. Inapp op ia e main enance o he cold chain, insu icien cold-chain
equipmen , and inadequa e s o age acili ies can lead o pe ishable i ems no being kep a op imal
empe a u es, has ening hei deg ada ion. These ac o s con ibu e o mechanical damage and biochemical
de e io a ion, ul ima ely inc easing was e. Fu he mo e, de ec i e, o unsui able packaging can also esul
in heigh ened spoilage and was e. Na u ally, consume s' opinions abou appea ance become mo e p ominen
in e ail (Augus in e al., 2020, Ba ezzaghi e al., 2022).
3.1.3 The EU Regula ions and FMS Rela ed o F&V
One o he key egula ions o F&V p oduc ion in he EU is Regula ion (EU) No 1151/2012, which se s
he guidelines o de ine quali y ules and schemes o speci ic p oduc s o p omo e hei unique
cha ac e is ics linked o hei geog aphical o igin and adi ional know-how. I se s c i e ia and p ocedu es
o he ecogni ion and egis a ion o ag icul u al p oduc quali y schemes such as P o ec ed Designa ion o
O igin (PDO), P o ec ed Geog aphical Indica ion (PGI), and T adi ional Special y Gua an eed (TSG). Quali y
schemes o ag icul u al p oduc s may indi ec ly a ec he a ie y o species: p oduc s wi h geog aphical
indica ions mus o en comply wi h s anda ds conce ning he plan species and he allowed a ie ies o aw
ma e ials used in p oduc ion. In 2017, 117 PDO, PGI and TSG p oduc s we e coun ed a he Eu opean le el.
6
O en, geog aphical indica ions o p oduc s ha e a link o P oduce s O ganiza ion (PO) o he success and
managemen o p oduc ion schemes. Each PO applies EU Regula ion No 1151/2012 o he p oduc ion o
geog aphical indica ion goods by po en ially se ing addi ional s anda ds ega ding he o igin o plan
p oduc ion.
Regula ion (EU) No 848/2018 de ines p oduc ion s anda ds o o ganic p oduc s. O ganic p oduc ion
excludes syn he ic inpu s, including plan p o ec ion p oduc s, exposing c ops o a highe isk o a ack by
insec s and pa hogens such as ungi and bac e ia. The egula ion also includes p o isions on ce i ica ion and
he ecogni ion o ce i ica ion. Howe e , some o ganic ce i ica ion bodies may add addi ional p i a e
s anda ds o equi emen s beyond he minimum equi emen s es ablished a he Eu opean le el. These
5
Some F&V no mee ing he FMS c i e ia can be sold o p ocessing he eby a oiding being was e.
6
ISTAT h p://da i.is a .i /Index.aspx?Que yId=35169&lang=en
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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addi ional s anda ds may be de eloped o mee speci ic ma ke needs o consume demands, and hey can
be ela ed o speci ic a ming p ac ices, en i onmen al p o ec ion, and social esponsibili y (e.g., Deme e ,
Ecoce , Na u land)
7
.
Ma ke ing s anda ds ela ed o he ype o a ming and p oduc ion me hod o F&V a e o en pu in place o
dis inguish be ween di e en a ming p ac ices and p oduc ion me hods, pa icula ly in o ganic and
con en ional ag icul u e. This ca ego y o s anda ds is based on ce i ica ions p o ided o a me s by na ional
and in e na ional ce i ica ion bodies. The o ganic p oduc ion con ol sys em and he ecogni ion o ce i ica ion
a e egula ed by Regula ion (EU) No 848/2018 on o ganic a ming, which s a es ha na ional bodies issue
ce i ica ions ollowing inspec ions conce ning compliance wi h egula ions.
Following Regula ion (EU) No 1333/2008, ood addi i es a e au ho ised and used o main ain consume
sa e y and anspa ency o ood labelling. This legisla ion applies s ic c i e ia o ui s and ege ables
o main ain hei quali y, eshness, and nu i ional con en h oughou he p ocessing and packing
alue chain. The Eu opean Food Sa e y Au ho i y (EFSA) conduc s ho ough sa e y assessmen s on addi i es
and adhe ence o Haza d Analysis and C i ical Con ol Poin s (HACCP)
8
en o ced by p ohibi ing o es ic ing
speci ic addi i es in speci ic ui and ege able applica ions.
Regula ion (EU) No 543/2011 se s equi emen s conce ning he appea ance, consis ency, con o ma ion,
ma u i y, and p oduc cha ac e is ics o ui and ege able p oduc s, speci ying he “class” a p oduc alls
in o, depending on speci ic c i e ia. I also se s speci ic s anda ds o ma king, depending on he
p oduc s. Some common equi emen s ega ding he ma king o he p oduc s a e: iden i ica ion o he o igin,
iden i ica ion o he packe and/o dispa che , na u e o p oduce, and comme cial speci ica ions (e.g.,
class and size). Addi ionally, Regula ion (EU) No 1169/2011 adds o he equi emen s in e ms o
in o ma ion o be p o ided o consume s: “a) in o ma ion on he iden i y and composi ion, p ope ies o
o he cha ac e is ics o he ood; b) in o ma ion on he p o ec ion o consume s' heal h and he sa e use o a
ood, in pa icula on: (i) composi ional a ibu es ha may be ha m ul o he heal h o ce ain g oups o
consume s; (ii) du abili y, s o age and sa e use; (iii) he heal h impac , including he isks and consequences
ela ed o ha m ul and haza dous consump ion o a ood; (c) in o ma ion on nu i ional cha ac e is ics o enable
consume s, including hose wi h special die a y equi emen s, o make in o med choices" (A icle 4).
3.2 Mea (Poul y & Bo ine)
3.2.1 Mea p oduc ion p ocesses
Poul y
Poul y mea plays a c ucial ole in he mea sec o o he EU; i is he second mos widely p oduced and
consumed ype o mea a e po k. The EU is one o he la ges poul y p oduce s. In 2022, 13 million me ic
ons o poul y mea we e p oduced, wi h Poland, Spain, and Ge many eme ging as he leading p oduce s
9
.
The mos common ype o poul y mea p oduced and consumed in Eu ope is chicken (b oile ), ollowed by
7
I is impo an o no e ha some o ganic ce i ica ion bodies may add addi ional p i a e s anda ds o equi emen s beyond
he minimum equi emen s es ablished a he Eu opean le el. These addi ional s anda ds may be de eloped o mee
speci ic ma ke needs o consume demands, and hey can be ela ed o speci ic a ming p ac ices, en i onmen al
p o ec ion, and social esponsibili y (e.g., Deme e , Ecoce , Na u land). Re aile s can equi e o he ce i ica ions ha can
and can be p i a e ma ke ing s anda ds a e hose ela ed o he sus ainabili y o ag icul u al p ac ices like Rain o es
Alliance, which ensu es ha ui s and ege ables a e p oduced acco ding o igo ous en i onmen al, social, and economic
sus ainabili y s anda ds, GlobalGAP (Good Ag icul u al P ac ices), which ocuses on ood sa e y, en i onmen al
sus ainabili y, and social wel a e, o LEAF (Linking En i onmen And Fa ming) b and which p omo es in eg a ed a m
managemen p ac ices ha enhance biodi e si y, soil heal h, and esou ce e iciency in ui and ege able p oduc ion.
8
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9
h ps://www.s a is a.com/
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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u key, duck, and o he poul y a ie ies. Chicken is he mos consumed poul y mea , wi h chicken b eas s,
legs, and whole chickens being he mos popula cu s. Consume s especially app ecia e hem due o hei
a o dabili y and e sa ili y. Poul y mea p oduc ion in he EU is highly di e se and cha ac e ised by a a ia ion
be ween la ge-scale indus ial p oduc ion and small, amily-based a ms. Al hough he indoo a ming sys em
is he mos common, he e is a g owing demand o ee- ange and o ganic me hods ha p io i ise
animal wel a e, sus ainabili y, and e hical aspec s o mea p oduc ion (Augè e-G anie , 2019).
The poul y mea sec o is he one wi h he highes numbe o in ensi e a ming sys ems in he EU. I is
es ima ed ha 90% o mea chickens a e aised in such sys ems. The in ensi e sys em is cha ac e ised by
high s ocking densi ies (33 kg/m2) and as holdings o indoo ea ing (a leas 5000 b oile s in he EU). In his
ype o p oduc ion, as -g owing s ains aim o each a li e weigh o 2-2.5kg in 35 o 45 days, wi h ex emely
high b eas yield (Augè e-G anie , 2019).
On he o he hand, ex ensi e ea ing sys ems (ERS) o poul y (o ganic, ee- ange, and low-inpu ) con ibu e
o a ound 5% o poul y p oduc ion and a e gaining in e es . In his ype o a ming, mainly slow-g owing boile s
ha need 70 o 81 days o each he a ge ed weigh a e used. In ERS, b oile s ha e access o ou doo a eas
wi h low indoo densi y. O ganic a ming also has some speci ic equi emen s ela ed o eed. Some coun ies
such as F ance, he UK, he Ne he lands, and Ge many also ha e ce i ied boile p oduc ion whe e boile s a e
kep inside ill hey a e a leas 56 days old (Dal Bosco e al., 2021).
The poul y mea supply chain co e s all he s ages o p oducing, p ocessing, dis ibu ing, and selling poul y
mea p oduc s. I comp ises b eede s, ha che ies, a ms, slaugh e houses, wholesale s, and e aile s.
Fo mea p oduc ion (and poul y in pa icula ) he FW appea s a he slaugh e house s age, whe e he
chickens a e slaugh e ed and bled ou . Fu he , he ca casses a e subme ged in ho wa e o ease he
elimina ion o ea he s (scalding s ep). The ollowing s eps include gu ing and washing p ocesses. Ca casses
a e classi ied acco ding o weigh and quali y (Esnaola-Gonzalez e al., 2020). In slaugh e houses, one o
he main equi emen s is uni o mi y in bi d size and weigh , which minimises he need o p oduc ion
line adjus men s. Also, ood se ice ac o s alue consis en chicken p oduc s, esul ing in a demand
o uni o mi y h oughou he supply chain. As a esul , a ms moni o he weigh gain o bi ds o
ensu e hey align wi h ma ke s anda ds. Ul ima ely, a ms p e e o send chicken lo s o slaugh e houses
wi h minimal de ia ions om he a ge ma ke weigh (Solano-Blanco e al., 2023).
La e , he ca casses and en ails a e chilled. The las s ep includes a cu ing s age whe e di e en pieces o
p oduc s o poul y mea (e.g., wings and b eas s) a e p oduced and packaged. The e o e, he o e all quali y
o he slaugh e house phase is based on he quali y o he inal poul y mea (Esnaola-Gonzalez e al., 2020).
A e he slaugh e house p ocess, chicken mea p oduc s a e dis ibu ed o wholesale s, e aile s and ood
se ices be o e eaching he consume .
Va ious en i ies pa icipa e in poul y supply and subsequen slaugh e and p ocessing wi hin he poul y mea
supply chain. Slaugh e houses a e esponsible o poul y p ocessing while p ocessing companies e ine he
mea in o consume - eady p oduc s ( an Ho ne & Bond , 2013).
P oduc ion in he poul y sec o can be ei he in eg a ed o non-in eg a ed. In he in eg a ed model, a single
company o e sees he en i e p oduc ion p ocess. Non-in eg a ed p oduc ion in ol es independen companies
ope a ing in he ma ke . (Augè e-G anie , 2019).
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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Bo ine
The bo ine sec o in he EU is a i al componen o he egion's ag icul u al landscape, con ibu ing signi ican ly
o ood secu i y, u al economies, and cul u al he i age
10
. Bee is he 3 d mos consumed mea in he EU.
A ound 50% o bee p oduced in he EU is om F ance (20.8%), Ge many (16.5%), and I aly (11.6%), while
he Ne he lands (26.9%), Spain (22.9%), and F ance (18.9%) con ibu ed o 70% o eal mea p oduc ion.
Bee is he mea om he slaugh e o bo ine animals o a leas 1 yea o age. Ce ain ca le b eeds a e
explici ly ea ed o hei bee , al hough bee can also come om dai y ca le. Veal is conside ed as he mea
om bo ine animals younge han 1 yea (usually male cal es and young ca le)
11
.
Bee p oduc ion in he EU is cha ac e ised by a di e se ange o p oduc ion sys ems, including ex ensi e
g azing sys ems p e alen in coun ies like I eland, F ance, and Spain and in ensi e eedlo sys ems ound
in pa s o he Ne he lands and Ge many. The suckle he d, which p ima ily consis s o bee cows and hei
o sp ing, plays a c ucial ole in bee p oduc ion, pa icula ly in egions wi h sui able g azing condi ions. Bo ine
mea p oduc ion can in ol e a ious a ming sys ems, each wi h i s cha ac e is ics, managemen
p ac ices, and impac s on animal wel a e, en i onmen al sus ainabili y, and p oduc quali y (Hocque e
& Lhe m, 2018).
In g ass- ed o pas u e-based a ming, ca le a e aised on pas u e and g aze on g ass and o age
h oughou hei li es. G ass- ed bee p oduc ion emphasises na u al eeding beha iou s, en i onmen al
sus ainabili y, and po en ial heal h bene i s associa ed wi h g ass- ed die s. This sys em may in ol e o a ional
g azing, whe e ca le a e mo ed o di e en pas u e a eas o op imise o age u ilisa ion and pas u e heal h. On
he o he hand, eedlo o in ensi e a ming sys ems in ol e con ining ca le in enclosed pens o ba ns and
eeding hem a high-ene gy die consis ing o g ains, such as co n and soybeans, supplemen ed wi h p o ein
sou ces and eed addi i es. In ensi e a ming allows o apid weigh gain and e icien p oduc ion bu may
aise conce ns abou animal wel a e, en i onmen al impac s, and he use o eed addi i es, ho mones, and
an ibio ics. Mixed a ming sys ems combine pas u e-based and in ensi e a ming elemen s wi h ca le aised
on pas u e and eedlo se ings. These sys ems may in ol e seasonal g azing on pas u e and con inemen
du ing pe iods o low o age a ailabili y o when ca le a e being inished o ma ke . Mixed a ming allows o
lexibili y in p oduc ion and may p o ide oppo uni ies o op imise esou ce use and animal wel a e
(G eenwood, 2021).
The bee mea supply chain encompasses a ious s ages, om ca le ea ing, anspo a ion, slaugh e houses
o indus y, and e aile s and ood se ices o consume s. Acco ding o Ka wowska e al. (2021), he mos
signi ican loss in he mea ood chain occu s a he consump ion le el, ollowed by manu ac u ing,
dis ibu ion, and p ima y p oduc ion.
The supply chain begins wi h ca le ea ing, aising bee ca le om di e en a ming ypes. This s age in ol es
b eeding, eeding, and managing he heal h and wel a e o he animals (Hocque e & Lhe m, 2018). Ca le a e
anspo ed om a ms o li es ock ma ke s o p ocessing acili ies, o en ia specialised li es ock anspo
ehicles. P ope handling and anspo a ion p ac ices a e essen ial o ensu e he animals' wel a e and
he mea 's quali y, including ende ness, colou , amoun o in amuscula a (ma bling), and wa e
holding capaci y. Howe e , p eslaugh e handling, including anspo a ion, is he p ima y sou ce o animal
s ess ha ul ima ely also has an impac on mea quali y. The main s ess ul ac o s a e loading and unloading,
10
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D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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anspo a ion ime, uncom o able condi ions, lai age a he slaugh e house, and no wa e and eed access
(Hul g en e al., 2022).
Fu he , ca le a e slaugh e ed and p ocessed a p ocessing acili ies in o a ious cu s o bee and bee
p oduc s. Be o e he ca le a e slaugh e ed, he wo ke om he slaugh e house checks i he animal is sui able
o human consump ion. A e ha , he app o ed animal is adequa ely s unned, bled ou , and deskinned, and
he ca cass is opened o emo e in e nal o gans and cu in hal . This s age in ol es ca cass inspec ion, mea
cu ing, and packaging. Imp ope echniques du ing he slaugh e ing p ocess, including inadequa e s unning,
bleeding, skinning, e isce a ion, and ca cass spli ing, can esul in damage o ca cass pa s and ine i able
by-p oduc s, ende ing hem un i o u he human consump ion. La e , bee is agged and hung in a coole
o abou one week o ageing. The ollowing s ep in bee p ocessing is cu ing. The ca casses can be cu
acco ding o he speci ica ions o he end p oduc s ( oas s, sho ibs, s eak). Cu can be p ocessed di e en ly
in he p ocessing s age, including sal ing, pickling, o g ound. The p ocessing o bee cu s includes a ious
p ocesses, such as chopping, seasoning, smoking, e c. P ocessed bee p oduc s a e hen dis ibu ed o
a ious des ina ions, including wholesale ma ke s, e ail ou le s, es au an s, and ood se ice es ablishmen s.
The main eason o FW c ea ion in he p ocessing s age is ela ed o inapp op ia e anspo
condi ions, human e o , p oduc de ec s and non-compliance wi h he s anda ds (Do a e al., 2020).
Food p oduc dis ibu ion channels may a y depending on ma ke demand, geog aphic loca ion, and cus ome
p e e ences. Bee p oduc s a e sold o consume s h ough e ail channels such as supe ma ke s and bu che
shops. Food was e in his pa o he ood chain is mainly ela ed o inco ec s o age condi ions, a
sho shel -li e, and mechanical damage o he package, which can a ec he quali y o he p oduc
(Ka wowska e al., 2021).
3.2.2 Food Was e o Mea (Poul y and Bo ine)
Du ing he p oduc ion o poul y mea , ac o s such as disease ou b eaks among poul y locks, inadequa e
a m managemen p ac ices, and subop imal condi ions in poul y houses can lead o p oduc ion losses.
Disease ou b eaks, such as a ian in luenza, can esul in he culling o en i e locks o p e en he sp ead o
he disease, leading o signi ican losses o poul y mea (Eu os a , 2020). In he p ocessing and dis ibu ion
phase, poul y mea can be was ed due o ac o s such as ine icien p ocessing p ac ices, o e p oduc ion,
anspo a ion ine iciencies, and ma ke luc ua ions. Fo ins ance, poul y mea ha does no mee he desi ed
quali y s anda ds o is no sold wi hin he expec ed ime ame may be disca ded du ing p ocessing o a e ail
ou le s (FAO, 2019).
A he e ail and consume le els, poul y mea was age can occu due o a ious easons, including o e -
pu chasing, imp ope s o age, aes he ic p e e ences, and misunde s anding o da e labels. Consume s may
disca d poul y mea based on bes -be o e expi a ion da es, e en i he mea is s ill sa e o
consump ion, con ibu ing o a oidable ood was e (S enma ck e al., 2016).
3.2.3 The EU Regula ions and FMS Rela ed o Mea (Poul y and Bo ine)
Poul y
Poul y mea alls unde he common ma ke o ganisa ion (CMO) egula ion, which is go e ned by EU
Regula ion 1308/2013
12
. Al hough he egula ion does no explici ly ocus on poul y mea , i p o ides a
amewo k o suppo and egula e he b oade ag icul u al sec o wi hin he EU, which indi ec ly a ec s poul y
12
Regula ion (EU) No 1308/2013 o he Eu opean Pa liamen and o he Council o 17 Decembe 2013 es ablishing a
common o ganisa ion o he ma ke s in ag icul u al p oduc s and epealing Council Regula ions (EEC) No 922/72, (EEC)
No 234/79, (EC) No 1037/2001 and (EC) No 1234/2007

D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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p oduce s h ough i s p o isions on ma ke suppo , quali y schemes, ade policy, p omo ion, and u al
de elopmen . Fo ins ance, Regula ion (EU) No 1308/2013 includes de ini ions and p o isions ela ed o
li e poul y and chickens. I p o ides de ini ions and classi ica ions o di e en ypes o poul y,
including chickens, which a e ele an o a ious aspec s o ag icul u al policy, ma ke suppo
measu es, and quali y schemes.
Regula ion (EC) No 543/200
13
es ablishes ma ke ing s anda ds o poul y mea in he EU, encompassing
a ious aspec s o he poul y indus y such as p oduc ion, p ocessing, and ma ke ing. This egula ion
co e s di e en ypes o poul y, including domes ic owl, ducks, geese, u keys, and Guinea owl.
Acco ding o he egula ion, poul y mea mus be ma ke ed as esh, ozen, o quick- ozen and mee
g ading and quali y s anda ds. F esh poul y mea mus no unde go any s i ening h ough cooling
p ocesses and mus be main ained wi hin he empe a u e ange o -2°C o +4°C. F ozen poul y mea o
p epa a ions canno be hawed and mus be o e ed o consume s in a ozen s a e. Poul y mea ma ke ed
in he EU mus comply wi h packaging, labelling, anspo a ion, and p esen a ion equi emen s.
P e-packaged poul y mea in ended o consume s mus include speci ic de ails on he packaging o
label, such as he class (Class A o B), o al p ice, p ice pe weigh uni , "use by" da e, s o age
condi ions, slaugh e house o cu ing plan egis a ion numbe , and coun y o o igin. The coun y-
o -o igin labelling (COOL) is obliga o y in he EU by legisla ion (Regula ion (EU) No 1169/2011, A . 9)
14
.
Speci ic e ms may be used in labelling poul y mea i he condi ions ou lined in Regula ion (EC) No
543/2008 a e ul illed. These e ms include "Fed wi h ___ % o ___," "Ex ensi e indoo " ("Ba n ea ed"), "F ee
ange," "T adi ional ee ange," and "F ee ange - o al eedom." Due o complain s om he sec o , he
upda ed egula ions ega ding op ional labelling p o ide g ea e lexibili y o p omo e a ious a ming p ac ices,
including sus ainable me hods. In addi ion o s anda d e ms such as " ed wi h," "ex ensi e indoo ," and " ee
ange," he new egula ions allow ee- ange poul y o be labelled as such e en i he bi ds ha e been housed
o p e en he sp ead o a ian lu. This elimina es he p e ious 12-week housing es ic ion.
Bo ine
Bo ines, simila ly, o o he kinds o mea ypes, need o ollow he equi emen s o Regula ion (EU)
No1308/2013,
15
which es ablishes he common ma ke o ganiza ion (CMO). The egula ion co e s mul iple
aspec s ele an o he sec o , such as ma ke managemen measu es, p oduce o ganisa ions, quali y
schemes, and ade policy. Regula ion (EU) No 1308/2013 se he equi emen s o quali y schemes and
ce i ica ion sys ems o bee p oduc s, including P o ec ed Designa ion o O igin (PDO), P o ec ed
Geog aphical Indica ion (PGI), and T adi ional Special y Gua an eed (TSG), o ganic ce i ica ion,
quali y labels, and logos. These quali y schemes and ce i ica ion sys ems aim o p o ide consume s wi h
anspa en and eliable in o ma ion abou he quali y, o igin, and p oduc ion me hods o bee p oduc s.
13
Commission Regula ion (EC) No 543/2008 o 16 June 2008 laying down de ailed ules o he applica ion o Council
Regula ion (EC) No 1234/2007 as ega ds he ma ke ing s anda ds o poul y mea
14
REGULATION (EU) No 1169/2011 OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL o 25 Oc obe 2011
on he p o ision o ood in o ma ion o consume s, amending Regula ions (EC) No 1924/2006 and (EC) No 1925/2006 o
he Eu opean Pa liamen and o he Council, and epealing Commission Di ec i e 87/250/EEC, Council Di ec i e
90/496/EEC, Commission Di ec i e 1999/10/EC, Di ec i e 2000/13/EC o he Eu opean Pa liamen and o he Council,
Commission Di ec i es 2002/67/EC and 2008/5/EC and Commission Regula ion (EC) No 608/2004
15
Regula ion (EU) No 1308/2013 o he Eu opean Pa liamen and o he Council o 17 Decembe 2013 es ablishing a
common o ganisa ion o he ma ke s in ag icul u al p oduc s and epealing Council Regula ions (EEC) No 922/72, (EEC)
No 234/79, (EC) No 1037/2001 and (EC) No 1234/2007
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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Labelling egula ions conce ning he coun y o o igin o bee in he p esen o m manda e manda o y
aceabili y and o igin labelling o bee om slaugh e houses o he poin o sale o consume s.
The labelling sys em o bee consis s o wo componen s: compulso y and olun a y. The aim is o
ensu e anspa ency du ing bee ma ke ing. Compulso y labelling necessi a es ope a o s o o ganisa ions o
p o ide speci ic in o ma ion on bee a all ma ke ing s ages up o and including he poin o sale. These
equi emen s apply o all o ms o esh o ozen bee ma ke ed in he EU, including ca casses, de-boned
mea , cu mea , o minced mea . In o ma ion equi ed unde he labelling egula ions mus be applied o
indi idual mea pieces o hei packaging. I bee is no packaged, he in o ma ion should be p o ided isibly
o consume s a he poin o sale. The ollowing de ails mus be labelled:
1) Re e ence numbe o code o he animal o g oup o animals om which he bee o igina ed.
2) Coun y o he slaugh e house and i s app o al numbe indica ed as 'Slaugh e ed in (name o coun y)
(app o al numbe )'.
3) The coun y o he cu ing hall and i s app o al numbe a e indica ed as 'Cu ing in (name o coun y)
(app o al numbe )'.
4) Fu he mo e, he o igin o he bee needs o be clea ly indica ed. I bee comes om animals bo n, aised,
and slaugh e ed in he same coun y, i can be labelled as "O igin: (name o coun y)". Howe e , suppose bee
comes om animals om di e en coun ies. In ha case, he label mus indica e he coun y o bi h, coun y
(o coun ies) o a ening, and coun y o slaugh e (e.g., 'Bo n in I aly' 'Rea ed in F ance' 'Slaugh e ed in
I eland').
Volun a y labelling ollows Regula ion (EU) No 653/2014, which aligns bee labelling equi emen s o
including any ood in o ma ion beyond manda o y labelling wi h ho izon al legisla ion, including Regula ion
(EU) No 1169/2011 on ood in o ma ion p o ision o consume s.
The ma ke ing s anda ds o he bee sec o a e egula ed by he common ma ke o ganisa ion (“single CMO”)
es ablished by Regula ion (EU) No 1308/2013 (desc ibed abo e) and o he Regula ions (“seconda y CMO
legisla ion”) se ing up speci ic ma ke ing s anda ds (A e é & Ag a CEAS Consul ing L d, 2019). Commission
Regula ion (EC) No 566/2008 se s ou he ules o implemen ing Council Regula ion (EC) No 1234/2007
conce ning he classi ica ion o ca casses o adul bo ine animals. Regula ion (EC) No 566/2008 p o ides
de ailed guidelines o he classi ica ion o ca casses o adul bo ine animals, whe e de ailed ac o s such
as con o ma ion (shape and muscula de elopmen o he ca cass), a co e ( hickness and dis ibu ion o a
o e he ca cass, a e included. The egula ion de ines se e al con o ma ion classes, ypically deno ed by
le e s om E o P, wi h E ep esen ing he highes le el o con o ma ion and P he lowes . The speci ic c i e ia
o each con o ma ion class a e based on isual and palpa ion assessmen s o he ca cass. Like con o ma ion
classes, a co e classes a e designa ed by numbe s, ypically anging om 1 o 5, wi h 1 ep esen ing he
leanes ca casses and 5 being he a es . The a co e is assessed isually and by palpa ion, ocusing on he
ibeye and kidney egions. The o e all classi ica ion o he bo ine ca cass combines he con o ma ion and a
co e classes. Fo example, a ca cass may be classi ied as "UE" (Excellen con o ma ion wi h lean a co e )
o "R4" (Good con o ma ion wi h a e age a co e ).
The egula ion's aim is o s anda dise he classi ica ion p ocess ac oss he EU, which p o ides consis ency
and uni o mi y in assessing he quali y and cha ac e is ics o bo ine ca casses.
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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3.3 Eggs
3.3.1 Egg P oduc ion P ocesses
The EU is a signi ican playe in he global egg ma ke , wi h o e hal o he in e na ional egg ade in ol ing
EU membe coun ies. The Ne he lands and Poland a e key expo e s, while Ge many is a leading impo e .
Following he 2012 ban on con en ional cages, he EU s abilised i s numbe o laying hens and egg p oduc ion
olumes. En iched cages became he p edominan housing sys em a 55.6%, wi h ba n, ee- ange, and
o ganic sys ems ollowing closely. The u ilisa ion o housing sys ems a ies ac oss indi idual EU membe
coun ies. F om 2012 o 2017, egg p oduc ion in he EU inc eased by 6.1%, eaching 7.5 million ons.
The p oduc ion is highly concen a ed egionally, wi h he i e leading membe s a es accoun ing o 57.7% o
he EU's o al egg p oduc ion. Be ween 2017 and 2025, egg p oduc ion in he EU is expec ed o ou pace
consump ion. This could lead o an egg su plus, necessi a ing inc eased expo s o po en ially causing
p olonged pe iods o low egg p ices (Windho s , 2017).
3.3.2 Food Was e o Eggs
The e a e wo leading causes o FW in egg p oduc ion: (1) egg b eakage and (2) egg spoilage. Egg
b eakage and spoilage can happen du ing laying, collec ion, packaging, anspo a ion, s o age, e ail, and
consump ion. Addi ional was e can occu a he s age o candling, whe e some eggs can be ejec ed due o
de ec s, such as c acks o in e nal blood spo s, and a he so ing s age, whe e eggs a e g aded by size and
so ed based on quali y s anda ds. Some eggs can be downg aded a his s age due o size, shape, o mino
laws.
Gi en clea sou ces o FW in he egg indus y, he schola ly and policy deba es equen ly e ol e a ound
animal igh s and wel a e, p ese a ion o eggs, p o ec ion o eggshells and eggshell ecycling.
Fo ins ance, he deba e on washing e sus no washing and e ige a ing e sus no e ige a ing eggs
is gene ally cen ed on ood sa e y p ac ices and a ies depending on egional egula ions and
consume habi s. In many Eu opean coun ies, eggs a e no washed because washing can emo e he
p o ec i e cu icle on he eggshell, po en ially making i easie o bac e ia o con amina e he egg. In hese
coun ies, eggs a e o en kep a oom empe a u e and no e ige a ed. In con as , he USDA ( he Uni ed
S a es Depa men o Ag icul u e) equi es ha comme cially sold eggs be washed and sani ised in he Uni ed
S a es. Because he washing p ocess s ips he na u al p o ec i e ba ie om he shell, i is equi ed ha eggs
a e e ige a ed o p e en bac e ial g ow h (da Sil a Pi es e al., 2020).
Eggshell p o ec ion is a subjec o conside able esea ch: ex a (syn he ic) egg coa ings may imp o e shel -
li e by delaying he a e o in e nal quali y de e io a ion, con ol he ans e o mois u e and oxygen,
which a e ac o s in he spoilage p ocess, educe eggshell b eakage, he eby dec easing he numbe
o c acked eggs and FW. The ypes o coa ings include p o ein, polysaccha ide, and lipid coa ings (da Sil a
Pi es e al., 2020).
Eggshell was e is a signi ican by-p oduc o he inc eased global egg consump ion. Global egg
p oduc ion in 2018 esul ed in abou 8.58 million me ic ons o eggshells, mos commonly disposed o in
land ills (Waheed e al., 2020). This disposal p ac ice leads o en i onmen al issues due o he calcium con en
o eggshells. Howe e , eggshells, ep esen ing app oxima ely 10% o eggs, can be be e managed; hey can
be used as a calcium sou ce in animal eed, as an eco- iendly e ilise ha can en ich he soil wi h calcium,
main ain pH le els, and help p e en plan diseases like blossom end o in oma oes and be ies, he eggshell
powde can eplace a po ion o cemen in he manu ac u ing o eco- iendly b icks and pa e s, as an abso ben
o hea y me als om was ewa e and as a ca alys o biodiesel p oduc ion, making he biodiesel p ocess
mo e ecological and cos -e ec i e (Laca e c al., 2017, Waheed e al., 2020). The eggshell memb ane is also
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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aluable o uses such as he p oduc ion o cosme ics and medical and den al p epa a ions (Oli ei a e al.,
2013).
An issue o animal igh s also becomes mo e p ominen : consume s inc easingly conside sus ainabili y
a ibu es, such as p oduc ion sys ems' en i onmen al and animal wel a e impac s, when choosing
ood i ems. Doyon e al.'s 2023 s udy ound ha in he con ex o egg p oduc ion, consume s p e e ed eggs
om mo e sus ainable p oduc ion sys ems, and his p e e ence was e en s onge when he eggs we e
included in p epa ed meals a he han in unp ocessed o m. Addi ionally, p o iding in o ma ion abou animal
wel a e, nu i ion, o en i onmen al impac led o esponden s upda ing hei belie s and e ising hei ini ial
choices, pa icula ly conce ning animal wel a e a ibu es (Doyon e al., 2023).
3.3.3 The EU Regula ions and FMS Rela ed o Eggs
In he Eu opean Union, he p oduc ion and ma ke ing o eggs a e egula ed by a se o s anda ds and
Regula ions designed o ensu e quali y, p o ec consume s, and main ain consis ency ac oss he EU ma ke .
The ma ke ing s anda ds ela ed o eggs wi hin he EU a e p ima ily go e ned by Regula ion (EU) No
1308/2013 o he Eu opean Pa liamen and o he Council o 17 Decembe 2013 es ablishing a common
o ganiza ion o he ma ke s in ag icul u al p oduc s. This egula ion lays down ules conce ning he
classi ica ion, packaging, and ma ke ing o eggs wi hin he EU ma ke .
16
The Commission Delega ed Regula ion (EU) 2023/2465
17
ha subs i u ed (EC) No 589/2008 lays down
de ailed ules o implemen ing ma ke ing s anda ds o eggs.
18
This egula ion enac ed on 17 Augus 2023,
supplemen s Regula ion (EU) No 1308/2013 conce ning ma ke ing s anda ds o eggs, aiming o ensu e a
ai , heal hy, and en i onmen ally iendly ood sys em. This Regula ion add esses a ious aspec s o egg
ma ke ing o ensu e p oduc quali y, sa e y, and anspa ency, aligning wi h echnical de elopmen s
and consume demands. Fo example, ega ding echnical de ini ions, he Regula ion emphasises he
impo ance o main aining high-quali y s anda ds o Class A eggs, d awing on he UNECE S anda d No 42
19
o ma ke ing and comme cial quali y con ols. Eggs mus be g aded by weigh , wi h clea weigh g ades
and labelling equi emen s se . Only packing cen es mee ing speci ic condi ions a e au ho ised o g ade
eggs by quali y and weigh .
Rega ding s o age and handling, he Regula ion 2023/2465 speci ies ha eggs should no gene ally be
washed o cleaned o a oid damaging he eggshell and ensu ing a na u al ba ie agains bac e ia. In
some excep ional cases, speci ic guidelines allow o con olled egg washing. The ules also es ablish ime
limi s o g ading, ma king, and packing eggs o main ain hei eshness. I also de ails he condi ions
o egg ea men , including UV ays ha a e no conside ed a cleaning me hod. The Regula ion e e s
16
O he EU legisla ion and di ec i es may also impac he ma ke ing s anda ds ela ed o eggs. Fo example, Regula ion
(EU) 2017/1185 ou lines c i e ia o p ac ices in ma ke moni o ing and Regula ion (EC) No 589/2008 ha lays down
de ailed ules o implemen ing Council Regula ion (EEC) No 1907/90 on ce ain ma ke ing s anda ds o eggs.
17
Commission Delega ed Regula ion (EU) 2023/2465 o 17 Augus 2023 supplemen ing Regula ion (EU) No 1308/2013
o he Eu opean Pa liamen and o he Council as ega ds ma ke ing s anda ds o eggs, and epealing Commission
Regula ion (EC) No 589/2008
18
Commission Delega ed Regula ion (EU) 2023/2465 in eg a es sus ainabili y c i e ia in o egg ma ke ing s anda ds o
p omo e en i onmen ally iendly ood sys ems, aligning wi h he EU's Fa m o Fo k S a egy. This app oach aims o educe
ood loss and was e by encou aging he up ake o sus ainable ag icul u al p oduc s and inco po a ing he ole o
sus ainabili y in o p oduc ion and ma ke ing s anda ds. The Regula ion ensu es ha egg p oduc ion aligns wi h mode n
consume demands and add esses isk ac o s such as a ian in luenza, po en ially educing was e h ough imp o ed
p oduc ion p ac ices.
19
UNECE STANDARD NO. 42 conce ning he ma ke ing and comme cial quali y con ol o EGGS-IN-SHELL mo ing in
in e na ional ade be ween and o UN/ECE membe coun ies.
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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4 FOOD MARKETING STANDARDS AND FOOD WASTE: CONNECTIONS
To explain he connec ions ou lined in he p elimina y concep ual model his sec ion ocuses on each ca ego y
o FMS ou lined in Regula ion (EU) 1308/2013
32
and p esen s a cohesi e summa y based on cu en
scien i ic knowledge ega ding he impac o ma ke ing s anda ds on FW. I is also a basis o he
p elimina y concep ual model o his deli e able.
4.1 Technical de ini ions, designa ion, and sales desc ip ions
Technical de ini ions ela ed o FW including e ms "o ganic", "locally sou ced", " ai ade", o "ze o
was e packaging" signal he alues and sus ainabili y p inciples associa ed wi h a p oduc o
consume s. When ac i ely selec ing p oduc s wi h hese designa ions, consume s play a ole in d i ing ma ke
demand o mo e sus ainable and was e-conscious p ac ices h oughou he supply chain. This demand, in
u n, encou ages p oduce s, e aile s, and o he s akeholde s o implemen measu es aimed a educing ood
was e and p omo ing sus ainabili y a e e y s age o he supply chain. The e o e, consume choices ha e
he po en ial o ca alyse posi i e changes in he ood sys em owa d mo e e icien esou ce u iliza ion
and educed en i onmen al impac (Ma sden & Mo ley, 2014). Also, op ing o "impe ec p oduce" o
" escued ood" helps di e i ems ha would o he wise be disca ded due o cosme ic impe ec ions o su plus,
he eby educing o e all ood was e (Ma sden & Mo ley, 2014). S udies ha e also examined how ma ke ing
messages and p oduc desc ip ions in luence consume pe cep ions and pu chasing decisions. Fo
example, esea ch by G une e al. (2011) in es iga es consume s' mo i a ion, unde s anding, and use o
sus ainabili y labels on ood p oduc s, shedding ligh on he po en ial impac o ma ke ing s a egies on
sus ainable consump ion p ac ices.
4.2 Classi ica ion c i e ia such as g ading in o classes, weigh , sizing, age and ca ego y
G ading ood p oduc s in o di e en classes based on quali y s anda ds can lead o inc eased ood was e as
pe ec ly edible p oduce ha doesn' mee s ic cosme ic s anda ds se by e aile s o consume s may be
disca ded o le unha es ed, con ibu ing o FW (FAO, 2011). S ic weigh and sizing equi emen s
imposed by e aile s and consume s can esul in he ejec ion o p oduce ha de ia es sligh ly om
p ede e mined s anda ds, leading o signi ican quan i ies o pe ec ly edible ood being disca ded
solely based on cosme ic appea ance o size (Pa i e al., 2010). The e is a co ela ion be ween ui and
ege able g ading s anda ds and was e (Jaege e al., 2018; Waa s e al., 2011; Po e , Reay, Bombe g, &
Higgins, 2018). This esea ch sugges s ha g ading p ac ices could esul in non-complian p oduc s being
disca ded as ood was e, consequen ly impac ing he en i onmen nega i ely.
Pe cep ions o eshness and expi a ion da es o en lead o he p ema u e disposal o ood i ems ha a e s ill
sa e o consume, con ibu ing o FW despi e he i ems being pe ec ly edible (S ua , 2009). Ca ego izing ood
p oduc s based on ac o s such as ype, a ie y, o special y can in luence consume p e e ences and
pu chasing beha iou , leading o o e p oduc ion o unde u iliza ion o ce ain ca ego ies, esul ing in
ood was e (WRAP, 2020).
32
Wi h he excep ion o “coupage o mus and wine” since wine is no on he lis o commodi ies add essed by he
BREADCRUMB p ojec .

D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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4.3 Indica ion o he species, plan a ie y o animal ace o comme cial ype
Di e en species, plan a ie ies, o animal aces may ha e a ying ma ke demands and consume
p e e ences. I ce ain ypes o species, a ie ies, o aces a e a ou ed o e o he s, i can lead o
o e p oduc ion o unde u iliza ion o speci ic ood p oduc s, con ibu ing o FW (Galanakis, 2020).
Comme cial ypes o ood p oduc s, such as b anded e sus unb anded i ems, o special y e sus
con en ional a ie ies, can in luence consume pu chasing decisions and ma ke dynamics. Misma ch
be ween consume p e e ences and a ailable comme cial ypes may esul in excess in en o y o p oduc
disposal, con ibu ing o FW (Thybe g & Tonjes, 2016).
4.4 P esen a ion, labelling linked o obliga o y ma ke ing s anda ds, packaging, ules o be applied
in ela ion o packing cen es, ma king, yea o ha es ing and use o speci ic e ms
Some ma ke ing s anda ds equi e speci ic packaging ma e ials and designs, which can con ibu e o
addi ional cos s and was e i no e icien ly managed. Fo ins ance, He zbe g e al. (2022) in es iga ed ood
ma ke ing s anda ds se by e aile s. One o he iden i ied s anda d ca ego ies is ela ed o packaging.
Packaging a ies be ween e aile s, each cha ac e ised by cus omised packaging, ep esen ing an essen ial
pa o p oduc di e en ia ion. Acco ding o he p oduce s in e iewed by he au ho s, he inc easing supply
chain in eg a ion, and he ac ha p oduc is o en packed igh a e he ha es , p oduce s a e mo e and
mo e es ic ed o speci ic ma ke ing channels, inc easing he dependency on e aile s’ demand and
business p ac ices.
Packaging plays a i al ole in sa egua ding ood du ing anspo a ion, s o age, and display, and allows o
a oid p oduc damage and hus FW. Howe e , inadequa e, o excessi e packaging can ha e ad e se
consequences, such as p oduc damage, spoilage, o o e handling, all o which con ibu e o ood was e
(S ua , 2009). Eggs a e ypically packaged in o ca ons o ays o anspo a ion and e ail sale. Howe e ,
inadequa e packaging o imp ope s acking can esul in b eakage du ing ansi (Wideman e al., 2016).
Ine icien o imp ope handling a packing cen es can esul in p oduc de e io a ion o con amina ion, leading
o FW. Also, excessi e packaging no only leads o en i onmen al conce ns bu also inc eases he likelihood
o p oduc damage o spoilage due o imp ope en ila ion o handling p ac ices, as discussed in a ious
s udies on packaging and FW p e en ion (Food and Ag icul u e O ganiza ion, 2011). P ocessing and
packaging and inadequa e s o age condi ions o packaging ailu es can lead o spoilage o mea and ish
(Ka wowska e al., 2021; Peña ubia e al., 2020), like he sell-by da e o eggs, in luence was e olumes
depending on how hey a e managed in e ail (eggs a e b oken in ansi o he s o e) and by consume s. Fo
ce eals, was e a he e ail le el migh occu when he packaging is damaged, exposing he p oduc o ai and
mois u e, which causes spoilage (Belc, 2019).
The p esen a ion and labelling o ood p oduc s play a c ucial ole in shaping consume pe cep ions ega ding
he quali y, eshness, and alue o he i ems. When labels a e misleading o unclea , i can esul in consume
con usion o dissa is ac ion, leading o he ejec ion o p ema u e disposal o p oduc s, he eby con ibu ing o
ood was e (Papa gy opoulou e al., 2014). Fo ins ance, i a label ails o accu a ely con ey impo an
in o ma ion such as expi a ion da es o ing edien s, consume s may disca d pe ec ly edible i ems ou o
unce ain y. Clea ma king and indica ion o he yea o ha es ing on ood p oduc s p o ide anspa ency and
in o ma ion o consume s abou p oduc eshness and shel li e. Lack o p ope ma king o inaccu a e labelling
may lead o consume unce ain y o dis us , esul ing in FW (Pa i e al., 2010). Labelling and packaging
s anda ds p o ide consume s wi h in o ma ion abou he con en s, nu i ional alue, alle gens, and expi a ion
da es o ce eal p oduc s. T anspa en labelling helps consume s make in o med choices, educing he
likelihood o pu chasing p oduc s ha may go o was e due o inco ec s o age, alle gen conce ns, o
expi a ion. Addi ionally, packaging inno a ions such as esealable con aine s o po ion-con olled packaging
can help ex end he shel li e o ce eal p oduc s and minimize was e (Aschemann-Wi zel e al., 2019).
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MARKETING CATEGORIES AND FW
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S anda ds equi ing accu a e iden i ica ion o componen s and cons i uen s help p e en mislabelling o
mis ep esen a ion o ood p oduc s. Inco ec o inadequa e iden i ica ion may esul in consume con usion,
egula o y non-compliance, and p oduc ecalls, leading o FW (Galanakis, 2020).
The impac o da e ma king on ood was e has been ex ensi ely in es iga ed in he scien i ic li e a u e (Badige
e al., 2023; Lebe so ge & Schneide , 2014; Samo yja & Sielicka-Różyńska, 2021; Van Boxs ael e al., 2014).
Nume ous s udies ha e concluded ha da e labels, especially "bes be o e" da es, signi ican ly
con ibu e o ood was e a e ail and consump ion s ages. One o he p ima y easons is consume
misunde s anding and con usion ega ding he meaning o hese labels, o en leading o p ema u ely
disca ding pe ec ly edible ood. Addi ionally, e aile s and manu ac u e s end o adop conse a i e da e
labelling p ac ices o mi iga e liabili y isks, esul ing in he disposal o p oduc s ha a e s ill sa e o
consump ion (Eu opean Commission, n.d.). The s udy sugges s ha app oxima ely 10% o he 88 million
onnes o FW p oduced annually in he EU can be a ibu ed o da e ma king p ac ices. Among he main
con ibu o s o his ood was e a e ui and ege ables, bake y p oduc s, mea (including ish and poul y), and
dai y p oduc s (Lyndhu s , 2018). Te ms such as "expi a ion da e," "sell-by da e," "bes be o e da e," "use-by
da e," and " ood was e hie a chy" p o ide consume s wi h impo an in o ma ion abou he li espan o ood
p oduc s and guide hei decisions on consump ion and disposal (E ans & Campbell, 2014). Clea and
accu a e de ini ions help consume s di e en ia e be ween da es ha indica e quali y and hose ha deno e
sa e y, he eby educing he likelihood o p ema u e disposal o pe ec ly edible i ems (E ans & Campbell,
2014).
Fo ins ance, unde s anding he dis inc ion be ween "bes be o e" da es, which signi y he peak quali y o a
p oduc , and "use-by" da es, which indica e sa e y, enables consume s o make in o med decisions abou
whe he a p oduc is s ill sui able o consump ion (E ans & Campbell, 2014). This knowledge empowe s
consume s o minimize ood was e by a oiding unnecessa y disca ds based solely on da e labels.
The o e a ching conclusion d awn om analysing EU ood was e da a is ha e o s o educe ood was e
h ough imp o ed da e ma king p ac ices should p io i ize ood p oduc ypes whe e consume s a e likely o
make disposal decisions based on on-pack labels and whe e hei con ibu ion o EU ood was e is signi ican .
In e ms o ma ke esea ch, he g ea es oppo uni ies o educing ood was e ela ed o da e ma king a e
iden i ied o milk and yoghu s, esh juices, and chilled mea and ish. Howe e , o o he p oduc ypes,
consume decisions o disca d a e mo e likely o be in luenced by isual cues (how gi en p oduc looks like)
indica ing a decline in p oduc quali y and pala abili y. While oppo uni ies o was e educ ion ela ed o da e
ma king exis o ce ain p oduc s like milk, yoghu s, esh juices, and chilled mea and ish, o o he ypes,
consume decisions o disca d a e mo e likely o be in luenced by isual cues indica ing a decline in p oduc
quali y and pala abili y.
4.5 C i e ia such as appea ance, consis ency, con o ma ion, p oduc cha ac e is ics and he
pe cen age o wa e con en
S ic appea ance s anda ds en o ced by many e aile s o ui s and ege ables, wi h a p e e ence o
isually pleasing p oduc s. Re aile s en o ce shape, size, and colou equi emen s, which esul s in
ejec ing p oduc s ha do no mee hese s anda ds e en hough hey a e pe ec ly edible. As a esul , la ge
amoun s o "impe ec " p oduc s a e disca ded a he a m le el only because hey do no look good enough.
Fo ins ance, He zbe g e al. (2023) s udied p i a e ma ke ing s anda ds en o ced by a la ge e ailing company
in Ge many, Spain, and I aly. Many o he in e iewed supplie s indica ed calib e, shape and cu a u e, so ing,
and peel e aile s' speci ica ions o inc ease he amoun o p oduc so ed ou and la e becoming ood was e,
wi h di e ences depending on he speci ic c ops. Among he easons o hese p i a e equi emen s a e he
ul ilmen o consume s' p e e ences, he cos -e icien anspo a ion and handling o uni o m p oduc s,
main aining e aile s' i m epu a ion, a oiding addi ional labou a he e ail s age o so ma ke able p oduc s,
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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and in o de no o in oduce a p ice di e en ia ion and a oid compe i ion among ac o s' p oduc s. Consume
p e e ence o isually appealing ood p oduc s is a signi ican d i e o ood was e, as consume s end o
ejec i ems ha do no mee ce ain aes he ic s anda ds, e en i hey a e pe ec ly edible. This emphasis on
appea ance can lead o he disca ding o signi ican quan i ies o ood, con ibu ing o ood was e a a ious
s ages o he supply chain (Gössling e al., 2016). Resea ch by Gössling e al. (2016) unde sco es he ole o
consume beha iou in con ibu ing o FW h ough he ejec ion o isually impe ec p oduce. The s udy
highligh s how consume s' desi e o aes he ically pleasing ood i ems in luences hei pu chasing decisions
and consump ion pa e ns. Such consume desi e is u he ein o ced h ough he exis ing ma ke ing
s anda ds. I ems ha do no mee speci ic isual c i e ia, such as size, shape, colou , o su ace blemishes,
a e o en disca ded by e aile s con ibu ing o ood was e. Simila ly, s udies showed ha inconsis en ex u e
o undesi able consis ency may lead o consume dissa is ac ion and disposal o ood i ems, con ibu ing o
FW (Papa gy opoulou e al., 2014). Quali y s anda ds ou lined in FMS o ce eals ensu ing consis ency in
p oduc quali y, p oduce s can build consume us and sa is ac ion, leading o educed FW a he e ail and
consume le els (Lou ei o & Umbe ge , 2007).
4.6 S anda ds on speci ic subs ances used in p oduc ion, o componen s o cons i uen s, including
hei quan i a i e con en , pu i y and iden i ica ion
S anda ds on subs ances, componen s, and cons i uen s ensu e ha ood p oduc s mee quali y and sa e y
equi emen s. Non-compliance wi h hese s anda ds may esul in he ejec ion o disposal o p oduc s due o
conce ns abou con amina ion, adul e a ion, o in e io quali y, con ibu ing o FW (Thybe g & Tonjes, 2016).
S anda ds speci ying he quan i a i e con en and pu i y o subs ances used in ood p oduc ion ensu e
consis ency and in eg i y in p oduc o mula ion. Va iabili y o de ia ions om hese s anda ds may lead o
p oduc ejec ion o wi hd awal om he ma ke , con ibu ing o FW (Eu opean Commission, 2020).
4.7 S anda ds on he ype o a ming and p oduc ion me hod, including ad anced sys ems o
sus ainable p oduc ion
S anda ds p omo ing sus ainable a ming and p oduc ion me hods encou age e icien use o esou ces such
as wa e , ene gy, and land. By op imizing esou ce alloca ion and minimizing was e h oughou he p oduc ion
p ocess, hese s anda ds help educe FW (FAO, 2019). God ay e al (2010) emphasize he impo ance o
sus ainable ood p oduc ion p ac ices in add essing he challenge o eeding a g owing popula ion. This
includes p omo ing ag icul u al inno a ion, such as imp o ed c op a ie ies, p ecision a ming echniques, and
sus ainable land managemen p ac ices, o inc ease p oduc i i y while minimizing en i onmen al impac .
Ad anced sys ems o sus ainable p oduc ion p io i ize quali y o e quan i y, emphasizing ac o s such as
la ou , nu i ion, and eshness. By enhancing p oduc a ibu es and educing de ec s o spoilage, hese
me hods con ibu e o FW educ ion (Thybe g & Tonjes, 2016)
Doyon e al.'s 2023 s udy ound ha in he con ex o egg p oduc ion, consume s p e e ed eggs om mo e
sus ainable p oduc ion sys ems, and his p e e ence was e en s onge when he eggs we e included in
p epa ed meals a he han in unp ocessed o m. Addi ionally, p o iding in o ma ion abou animal wel a e,
nu i ion, o en i onmen al impac led o esponden s upda ing hei belie s and e ising hei ini ial choices,
pa icula ly conce ning animal wel a e a ibu es (Doyon e al., 2023).
4.8 S anda ds on he equency o collec ion, deli e y, p ese a ion and handling, he conse a ion
me hod and empe a u e, s o age and anspo
S anda ds speci ying he equency o collec ion, deli e y, p ese a ion, and handling o ood p oduc s ensu e
imely p ocessing and dis ibu ion, educing he isk o spoilage and was e. E icien handling p ac ices
minimize p oduc damage and de e io a ion, he eby con ibu ing o FW educ ion (S ua , 2009).
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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Conse a ion me hods and empe a u e con ol du ing s o age and handling in luence FW by
p ese ing p oduc eshness and ex ending shel li e. P ope empe a u e managemen p e en s
mic obial g ow h, enzyma ic eac ions, and physical deg ada ion, educing he likelihood o spoilage and was e
(Galanakis, 2020).
S anda ds go e ning s o age and anspo p ac ices add ess ac o s such as packaging, humidi y, en ila ion,
and sani a ion o main ain p oduc quali y and sa e y. Compliance wi h s anda ds in his ca ego y ensu es ha
ood p oduc s a e s o ed and anspo ed unde op imal condi ions, minimizing losses and was e (Thybe g &
Tonjes, 2016).
Du ing egg collec ion, mishandling o ough handling by wo ke s can inc ease he isk o b eakage. Eggs ha
a e d opped o mishandled may de elop c acks, making hem unsui able o sale (Wideman e al., 2016).
T anspo ing eggs om a ms o dis ibu ion cen es o e ail ou le s in ol es ib a ion and mo emen , which
can exace ba e exis ing c acks o cause addi ional b eakage. Tempe a u e luc ua ions du ing anspo a ion
can also con ibu e o spoilage (Jones, 2011). Eggs mus be s o ed unde con olled condi ions o main ain
hei eshness and quali y. Imp ope s o age empe a u es o humidi y le els can accele a e spoilage, leading
o educed shel li e (Eu opean Food Sa e y Au ho i y, 2014).
E icien collec ion and deli e y schedules, manda ed by EU egula ions, acili a e he mo emen o
ce eals, bu also o he p oduc s om a ms o p ocessing acili ies o ma ke s, hus educing spoilage
isks. P ese a ion guidelines and hygiene p o ocols wo k owa ds minimising con amina ion isks
du ing handling p ac ices, which is c ucial o main aining ce eal quali y and sa e y du ing s o age and
anspo a ion. Regula ions go e ning he s o age o ood i ems like ce eals ensu e ha acili ies a e
cons uc ed and main ained o p e en con amina ion and spoilage, ul ima ely educing was e.
4.9 Indica ion on he place o a ming and/o o igin
Indica ions on he place o a ming and o igin p o ide consume s wi h in o ma ion abou he sou ce o hei
ood p oduc s. Consume s may pe cei e ce ain o igins o egions as ha ing highe quali y, sa e y, o
en i onmen al s anda ds, leading hem o p e e p oduc s om speci ic loca ions. This pe cep ion o quali y
and us in he o igin can in luence pu chasing decisions and educe he likelihood o p oduc
ejec ion o was e (Lou ei o & Hine, 2002).
Indica ions on he place o a ming and o igin con ibu e o supply chain anspa ency by p o iding aceabili y
and accoun abili y o ood p oduc s. Consume s inc easingly seek in o ma ion abou he o igin and
p oduc ion me hods o hei ood o make in o med choices aligned wi h hei alues and p e e ences.
Clea indica ions on a ming loca ion and o igin enhance anspa ency, build consume us , and educe he
likelihood o ood was e due o unce ain y o dis us (B unso e al., 2017).
Indica ions on he place o a ming and o igin can be used o ma ke di e en ia ion and p emiumiza ion
s a egies. P oduc s wi h speci ic geog aphical indica ions o o igin labels may command highe p ices and
a ac consume s seeking unique, special y, o a isanal i ems. By highligh ing he uniqueness and au hen ici y
o p oduc s om speci ic egions, p oduce s can educe he isk o was e by ca e ing o niche ma ke s
and mee ing consume demand o dis inc i e o e ings (Gellynck e al., 2012). In one s udy in es iga es
consume s' willingness o pay o local ood p oduc s, including p oduce, based on coun y-o -o igin labelling.
I sugges s ha clea indica ions o he o igin o ood p oduc s can in luence consume pe cep ions o quali y,
sa e y, and au hen ici y, ul ima ely impac ing pu chasing decisions. Es ablishing us h ough anspa en
labelling, as implied in he s a emen , can lead o a s eadie demand o ce eal p oduc s and po en ially
educe o e p oduc ion. (Mak e al.,2016).
4.10 Res ic ions as ega ds he use o ce ain subs ances and p ac ices
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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Res ic ions on ha m ul subs ances and p ac ices aim, among o he s, o ensu e ood quali y. By p ohibi ing
he use o ce ain chemicals, addi i es, o p oduc ion me hods hese es ic ions help main ain
p oduc in eg i y and consume us . Compliance wi h quali y and sa e y s anda ds educes he likelihood
o p oduc ejec ion o disposal due o con amina ion o quali y conce ns, hus minimizing FW (Food and
Ag icul u e O ganiza ion, 2018). Res ic ions on ce ain subs ances and p ac ices e lec consume
p e e ences o na u al, o ganic, o sus ainably p oduced ood. Consume s inc easingly seek p oduc s
ha a e ee om syn he ic chemicals, gene ically modi ied o ganisms (GMOs), o o he undesi able inpu s.
Food labels indica ing compliance wi h es ic ions on speci ic subs ances o p ac ices build
consume us and con idence, in luencing pu chasing decisions and educing FW by aligning wi h
consume p e e ences (B unso e al., 2017).

D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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5 A PRELIMINARY CONCEPTUAL MODEL OF LINKS BETWEEN
CATEGORIES OF FMS AND FW
The ollowing sec ion summa ises he insigh s om he p elimina y esea ch pu o h in he p e ious
sec ions and discusses Task 1.2 con ibu ion o he BREADCRUMB p ojec (i.e. a p elimina y concep ual
model o links be ween ca ego ies o FMS and FW).
33
Gi en ha he p ojec is s ill in i s ini ial s age, ce ain
elemen s o he concep ual model migh be subjec o changes in he u u e.
The e idence shows ha he in luence o FMS on FW is con adic o y. In some cases, ma ke ing
s anda ds can educe FW, while in o he s, hey exace ba e he issue. The p elimina y concep ual model
(Figu e 3) ou lines key ac o s in luencing FW ou lined in he scien i ic li e a u e.
The p elimina y concep ual model is p esen ed in a o m o a causal loop diag am (CLD) and inco po a es
only hose ca ego ies and s anda ds o which a link o ood was e (FW) was iden i ied h ough
li e a u e e iew. Connec ions suppo ed by p e ious esea ch a e ep esen ed wi h con inuous lines, while
hose no ho oughly s udied and o a mo e specula i e na u e a e indica ed wi h dashed lines. The causal
connec ion be ween he ca ego ies o FMS and FW and he di ec ion o he connec ion a e indica ed by he
a ows (->); posi i e ela ionship (inc ease o FW) is ma ked wi h he plus sign (+) and nega i es (dec ease in
FW) ones wi h he minus sign (-). Gi en ha he CLD o ma shall be used o he inal concep ual model in
T1.4, he p elimina y model in T1.2 is also exp essed as a CLD.
The esul s summa ized and pic u ed as a p elimina y concep ual model show he ollowing:
• Technical de ini ions, designa ion and sales desc ip ions can impac consume p e e ence, and hus
mi iga e he ood was e ia consume s mo e conscien ious choices.
• Classi ica ion c i e ia can inad e en ly con ibu e o ood was e by necessi a ing he ejec ion o pe ec ly
accep able p oduc s ha ail o mee speci ic equi emen s. Addi ionally, hey can in luence consume
p e e ences, po en ially leading o o e p oduc ion and subsequen was e.
• Indica ing speci ic species, plan a ie ies, o animal aces as p e e ed can esul in o e p oduc ion
o unde u iliza ion o o he a ie ies, con ibu ing o ood was e. When consume p e e ences do no align
wi h he ypes o p oduc s a ailable, i can lead o excess in en o y o disposal o unwan ed i ems, u he
exace ba ing ood was e.
• The packaging o he p oduc can mi iga e he FW by p e en ing he damaging o he p oduc o allowing
be e labelling o he p oduc , howe e when i is inadequa e i can also inc ease he FW. I can also
inc ease FW by inc easing he p ice o he p oduc s. A he same ime high- alue ood is mo e di icul
o be was ed. In sum, he e ec o packing on a FW can be mixed.
• The labeling o ood p oduc s plays a c i ical ole in shaping consume pe cep ions o quali y and
eshness. Misleading o unclea labels can lead o con usion o dissa is ac ion, esul ing in p oduc
ejec ion and ood was e. Howe e , accu a e labeling can empowe consume s o make in o med choices,
po en ially educing was e, especially ega ding alle gies and ing edien awa eness.
• S ic appea ance c i e ia aimed a mee ing aes he ic p e e ences may lead o e aile s ejec ing
o he wise edible p oduc s, inc easing ood was e. Howe e , Consis en p oduc quali y builds consume
us and sa is ac ion, educing was e a he e ail and consume le els.
33
Fo mo e de ails, see pa 1-4 o his epo .
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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• S anda ds on speci ic subs ances used in p oduc ion os e ing consume us ia ensu ing he
consis ency o a gi en p oduc ( as e he same e e y ime) and hus limi ing was e. They can also p olong
he shel li e o a p oduc , and his limi s he FW. Failu e o mee hese s anda ds can esul in was e a an
ea ly s age in he supply chain.
• S anda ds on he ype o a ming and p oduc ion me hod enhance p oduc quali y, po en ially educing
was e ia op imizing he ecou se alloca ion. They can also be in line wi h consume p e e ences, leading
o mo e conscien ious choices and hus lowe was e.
• S anda ds speci ying handling equency and p ese a ion me hods educe spoilage and p olong
shel li e, mi iga ing was e a a ious s ages o he supply chain.
• Consume pe cep ions o quali y, sa e y, and en i onmen al s anda ds associa ed wi h speci ic
o igins o egions may in luence hei pu chasing decisions, po en ially educing ood was e, also ia lesse
o e p oduc ion.
• Res ic ions as ega ds he use o ce ain subs ances and p ac ices can enhance he quali y o he
ood and his mi iga es he FW. They can also minimize FW by enhancing he consume us abou he
sa e y (e.g. GMO o pes icides ee) o a gi en p oduc .
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Figu e 3: A p elimina y concep ual model ou lining he po en ial impac o a ious ca ego ies o ood ma ke ing s anda ds on FW p esen ed as a
causal loop diag am (CLD)
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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6 INVESTIGATING GENDER DIFFERENCES IN PERCEPTION OF FOOD
MARKETING STANDARDS CATEGORIES AND PLAUSIBLE CONNECTIONS
TO FOOD WASTE
The e has been g owing in e es in unde s anding how gende in luences consume beha iou ,
pa icula ly ood choices and was e. In BREADCRUMB, among o he s, we aim o explo e he in ica e
ela ionship be ween gende di e ences in he pe cep ion o ma ke ing s anda ds ca ego ies and hei
connec ion o ood was e. We can gain aluable insigh s in o he unde lying ac o s d i ing hese dynamics by
del ing in o exis ing li e a u e and empi ical e idence.
Resea ch has consis en ly shown ha gende plays a signi ican ole in shaping consume beha iou
(Buzby & Hyman, 2012; Gu ie ez-Ba ba & O ega-Rubio). Kanwal e al. (2022) in hei s udies ha e highligh ed
how gende oles in luence indi iduals' p e e ences, decision-making p ocesses, and pu chasing habi s. These
di e ences a e in pe cep ions o ma ke ing s anda ds ca ego ies, such as p oduc appea ance, b anding, and
labelling. Rega ding p oduc appea ance, esea ch sugges s ha women end o p io i ize isual
aes he ics and packaging design (G ube & Schlegelmilch, 2014). In con as , men may emphasize o he
ac o s, such as b and epu a ion o p oduc ea u es (Lee & Lee, 2018). Simila ly, s udies on expi a ion
da es and isk pe cep ion indica e ha women a e mo e cau ious and isk-a e se han men (Je en, 2019).
Howe e , in a s udy when esponden s (Danish consume s) we e p o ided wi h ex ual desc ip ions o he ou
p oduc s,
34
women we e mo e likely o buy a subop imal (i.e. aes he ically no appealing) p oduc . An
in e ac ion was obse ed be ween s icke communica ion emphasizing FW a oidance and gende . Women
we e mo e likely han men o exp ess a likelihood o choice when p esen ed wi h such s icke s (Aschemann-
Wi zel, 2018), sugges ing ha women a e mo e cau ious wi h subop imal ood and a e mo e open o
buying i when en i onmen al gain is s essed ou . This aligns wi h many esul s showing ha women end
o beha e mo e p o-en i onmen al han men (e.g., Zelezny e al., 2000).
Unde s anding how gende di e ences in pe cep ion o ma ke ing s anda ds ca ego ies in e sec wi h ood
was e beha iou s is c ucial o add essing he global challenge o FW. Resea ch by Nema (2020) and Za a
e al. (2022) sugges s ha consume a i udes owa ds ood packaging signi ican ly impac pu chasing
decisions and FW. By ecognizing gende -speci ic p e e ences and conce ns, ma ke e s and policymake s
can de elop a ge ed in e en ions o educe FW and p omo e sus ainable consump ion p ac ices.
34
"Subop imal" p oduc nea ing expi a ion as shown below, including expi a ion da e-based p icing s icke s and, whe e
ele an , he o ganic logo o he espec i e expe imen al g oups.
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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90. Peña ubia, O., Wa d, A., G e e , M., & Ryde , J. (2020). Add essing ood loss and was e in ish alue chain using
a web-based in o ma ion, Reposi o y. IOP Con e ence Se ies: Ea h and En i onmen al Science, 414(1).
h ps://doi.o g/10.1088/1755-1315/414/1/012016
91. Po e , M., Reay, D. S., Bombe g, E., & Higgins, P. (2018). The impac o g ading s anda ds on ood was e: A
e iew. Food Policy, 76, 27-35.
92. P incipa o, L., Ma ia, G., Di Leo, A., & P a esi, C. A. (2021). The household was e ul beha iou amewo k: A
sys ema ic e iew o consume ood was e. Indus ial Ma ke ing Managemen , 93, 641–649.
h ps://doi.o g/10.1016/j.indma man.2020.07.010
93. Regula ion (EC) No 178/2002 o he Eu opean Pa liamen and o he Council o 28 Janua y 2002 laying down he
gene al p inciples and equi emen s o ood law, es ablishing he Eu opean Food Sa e y Au ho i y and laying
down p ocedu es in ma e s o ood sa e y.
94. Regula ion (EU) No 1308/2013 o he Eu opean Pa liamen and o he Council o 17 Decembe 2013 es ablishing
a common o ganisa ion o he ma ke s in ag icul u al p oduc s and epealing Council Regula ions (EEC) No
922/72, (EEC) No 234/79, (EC) No 1037/2001 and (EC) No 1234/2007
95. Regula ion (EC) No 178/2002 o he Eu opean Pa liamen and o he Council o 28 Janua y 2002 laying down he
gene al p inciples and equi emen s o ood law, es ablishing he Eu opean Food Sa e y Au ho i y and laying
down p ocedu es in ma e s o ood sa e y
96. Regula ion (EC) No 852/2004 o he Eu opean Pa liamen and o he Council o 29 Ap il 2004 on he hygiene o
oods u s
97. Regula ion (EU) 2017/625 o he Eu opean Pa liamen and o he Council o 15 Ma ch 2017 on o icial con ols
and o he o icial ac i i ies pe o med o ensu e he applica ion o ood and eed law, ules on animal heal h and
wel a e, plan heal h and plan p o ec ion p oduc s, amending Regula ions (EC) No 999/2001, (EC) No 396/2005,
(EC) No 1069/2009, (EC) No 1107/2009, (EU) No 1151/2012, (EU) No 652/2014, (EU) 2016/429 and (EU)
2016/2031 o he Eu opean Pa liamen and o he Council, Council Regula ions (EC) No 1/2005 and (EC) No
1099/2009 and Council Di ec i es 98/58/EC, 1999/74/EC, 2007/43/EC, 2008/119/EC and 2008/120/EC, and
epealing Regula ions (EC) No 854/2004 and (EC) No 882/2004 o he Eu opean Pa liamen and o he Council,
Council Di ec i es 89/608/EEC, 89/662/EEC, 90/425/EEC, 91/496/EEC, 96/23/EC, 96/93/EC and 97/78/EC and
Council Decision 92/438/EEC (O icial Con ols Regula ion)Tex wi h EEA ele ance.
98. Regula ion (EU) No 1169/2011 o he Eu opean Pa liamen and o he Council o 25 Oc obe 2011 on he p o ision
o ood in o ma ion o consume s, amending Regula ions (EC) No 1924/2006 and (EC) No 1925/2006 o he
Eu opean Pa liamen and o he Council, and epealing Commission Di ec i e 87/250/EEC, Council Di ec i e
90/496/EEC, Commission Di ec i e 1999/10/EC, Di ec i e 2000/13/EC o he Eu opean Pa liamen and o he
Council, Commission Di ec i es 2002/67/EC and 2008/5/EC and Commission Regula ion (EC) No 608/2004 Tex
wi h EEA ele ance
99. Regula ion (EC) No 1935/2004 o he Eu opean Pa liamen and o he Council o 27 Oc obe 2004 on ma e ials
and a icles in ended o come in o con ac wi h ood and epealing Di ec i es 80/590/EEC and 89/109/EEC
100. Regula ion (EU) 2018/848 o he Eu opean Pa liamen and o he Council o 30 May 2018 on o ganic p oduc ion
and labelling o o ganic p oduc s and epealing Council Regula ion (EC) No 834/2007
101. Regula ion (EC) No 1829/2003 o he Eu opean Pa liamen and o he Council o 22 Sep embe 2003 on
gene ically modi ied ood and eed (Tex wi h EEA ele ance)
102. Regula ion (EC) No 767/2009 o he Eu opean Pa liamen and o he Council o 13 July 2009 on he placing on
he ma ke and use o eed, amending Eu opean Pa liamen and Council Regula ion (EC) No 1831/2003 and
epealing Council Di ec i e 79/373/EEC, Commission Di ec i e 80/511/EEC, Council Di ec i es 82/471/EEC,
83/228/EEC, 93/74/EEC, 93/113/EC and 96/25/EC and Commission Decision 2004/217/EC (Tex wi h EEA
ele ance)
103. Regula ion (EU) 2019/1009 o he Eu opean Pa liamen and o he Council o 5 June 2019 laying down ules on
he making a ailable on he ma ke o EU e ilising p oduc s and amending Regula ions (EC) No 1069/2009 and
(EC) No 1107/2009 and epealing Regula ion (EC) No 2003/2003 (Tex wi h EEA ele ance)
104. Regula ion (EC) No 1107/2009 o he Eu opean Pa liamen and o he Council o 21 Oc obe 2009 conce ning
he placing o plan p o ec ion p oduc s on he ma ke and epealing Council Di ec i es 79/117/EEC and
91/414/EEC
105. Regula ion (EU) 2016/2031 o he Eu opean Pa liamen o he Council o 26 Oc obe 2016 on p o ec i e measu es
agains pes s o plan s, amending Regula ions (EU) No 228/2013, (EU) No 652/2014 and (EU) No 1143/2014 o

D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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he Eu opean Pa liamen and o he Council and epealing Council Di ec i es 69/464/EEC, 74/647/EEC,
93/85/EEC, 98/57/EC, 2000/29/EC, 2006/91/EC and 2007/33/EC
106. Regula ion (EC) No 1333/2008 o he Eu opean Pa liamen and o he Council o 16 Decembe 2008 on ood
addi i es (Tex wi h EEA ele ance), 2023.
107. Regula ion (EU) No 1380/2013 o he Eu opean Pa liamen and o he Council o 11 Decembe 2013 on he
Common Fishe ies Policy, amending Council Regula ions (EC) No 1954/2003 and (EC) No 1224/2009 and
epealing Council Regula ions (EC) No 2371/2002 and (EC) No 639/2004 and Council Decision 2004/585/EC
108. Regula ion (EU) No 1379/2013 o he Eu opean Pa liamen and o he Council o 11 Decembe 2013 on he
common o ganisa ion o he ma ke s in ishe y and aquacul u e p oduc s, amending Council Regula ions (EC) No
1184/2006 and (EC) No 1224/2009 and epealing Council Regula ion (EC) No 104/2000
109. Samo yja, U., & Sielicka-Różyńska, M. (2021). How da e ype, eshness labelling and ood ca ego y in luence
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110. Solano-Blanco, A.L., González, J.E., Gómez-Rueda, L.O., Va gas-Sánchez, J.J. and Medaglia, A.L. (2023),
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111. S ua , T. (2009). Was e: Unco e ing he global ood scandal. Penguin.
112. S enma ck, Å., Jensen, C., Ques ed, T., Moa es, G., Buks i, M., Cseh, B., Juul, S., Pa y, A., Poli ano, A.,
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MARKETING CATEGORIES AND FW
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D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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9 ANNEX 1: FOOD WASTE IN THE EU
Eu opean Commission highligh s ha "was ing ood is no only an e hical and economic issue, bu i also
deple es he en i onmen o limi ed na u al esou ces." (Eu opean Commission, O icial Websi e).
Ne e heless, he EU p oduces mo e han 58 million onnes o ood was e annually (131 kg pe capi a), wi h
an es ima ed ma ke alue o 132 billion eu os. Eu os a 's app oxima ion sugges s ha abou 10% o ood
a ailable o EU consume s may go o was e. In he mean ime, o e 37 million indi iduals in he EU canno
a o d a nu i ious meal egula ly. Acco ding o Eu os a , a ound 70% a ise om households, ood se ices,
and e ail sou ces (Eu opean Commission, O icial Websi e).
Figu e 4: Pe cen age o FW along he supply chain (% o To al FW)
Sou ce: Adap ed om Eu os a , Food was e and ood was e p e en ion – es ima es, 2023.
While only 9% o o al FW in he EU occu s du ing he p ima y p oduc ion s age, acco ding o Eu os a
da a, he land and wa e oo p in s a e a ec ed he mos a his s age. In pa icu la , s ic cosme ic
s anda ds se by e aile s o egula o y agencies o size, shape, and appea ance, which may esul in
pe ec ly edible c ops being disca ded i hey do no mee hese c i e ia.
P ocessing and manu ac u ing a e esponsible o 21% o o al FW in he EU. FW du ing he p ocessing
s age occu s due o quali y and speci ica ion equi emen s and sa e y s anda ds; lack o imp ope
s o age acili ies also ha e a signi ican e ec on FW olumes. Food manu ac u e s o en adhe e o s ic
quali y c i e ia, meaning oods no ma ching he equi ed size, colou , o shape a e conside ed subop imal and
disca ded. Simila ly, pe ec ly consumable oods ha de ia e om senso y no ms o ha e unce ain sa e y a e
equen ly deemed FW (Raak e al., 2017).
Re ail p oduces 7% o o al FW in he EU. P oduc - ela ed ac o s such as quali y s anda ds, appea ance,
as e, ype (e.g., pe ishable p oduc s), and sho shel -li e o ce ain p oduc s signi ican ly impac ood was e
gene a ion a he e ail s age. A his s age, he weigh o consume p e e ences inc eases as well. Consume
expec a ions o ood quali y, eluc ance o pu chase subop imal p oduc s, and e aining om buying
p oduc s wi h imminen expi y da es con ibu e signi ican ly o FW. Ea ing habi s, appe i e, die a y needs,
excessi e o de ing o pu chasing o ood, and demog aphics such as age, gende and e hnici y also
play a ole in gene a ing ood was e. Lack o awa eness abou FW and a ying demand pa e ns u he
exace ba e he issue. Fu he mo e, e aile s’ sales and p omo ions a ec consume pu chasing beha iou ,
leading o excessi e pu chases, packaging, and labelling issues, causing con usion among consume s
(Ye kin e al., 2020).
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MARKETING CATEGORIES AND FW
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The huge magni ude o ood a he le el o he households i is explained by ac o s as poo meal planning,
pu chasing an excessi e amoun o ood, misunde s anding o da e labels (such as “bes be o e” and
“use by” da es), imp ope cooking and s o age, o e cooking, and he endency o disca d edible ood
based on p e e ences o pe cei ed quali y s anda ds con ibu e signi ican ly o ood was e in households. Lack
o awa eness ega ding he quan i y o ood was ed and he pe cep ion o ood a ailabili y also impac
household FW (Aschemann‐Wi zel e al., 2015; Nicas o & Ca illo, 2021; P incipa o e al., 2021). Addi ionally,
he demog aphic composi ion o households and household income le el in luence he olume o FW
ac oss households (Ilako ac e al., 2020; Falasconi e al., 2019). Fu he mo e, while consume s ecognise
he impo ance o educing FW, hey ind i challenging o do so in hei daily li es. This s uggle is mainly
due o compe ing goals a ec ing bo h he in en ions o educe FW and he implemen a ion o hose in en ions.
Fo ins ance, consume s o en aim o p o ide ample and di e se ood op ions o hei amilies, leading o
pu chasing mo e ood han is needed, which can esul in was e. Ou o conce n o hemsel es and hei
amily's heal h, consume s may dispose o ood nea o pas he expi a ion da e, po en ially disca ding ood
ha is s ill sa e o consume. The a ac ion o p omo ional o e s and discoun s can lead o buying ood in bulk,
some o which may no be used be o e i expi es. Finally, he desi e o pleasu able ea ing expe iences may
lead o pu chasing o p epa ing mo e ood han can be consumed be o e i spoils (Ge en e al., 2020). These
d i e s a e in e ela ed and may compe e wi h one ano he , c ea ing a complex pic u e o why consume s was e
ood (Vi ua i e al., 2023).
The quan i y and he ype o FW a ies depending on he supply chain s age, ood commodi y and coun ies.
F ui s and ege ables a e ood commodi ies suscep ible o he mos was age: hese commodi ies cons i u e
o e 20% o o al ood was e in he EU each. Ce eals and mea a e in second place wi h 12% and 11%
espec i ely. Fish FW akes up o 3%, and eggs 2% o o al FW.
Figu e 5: Pe cen age o FW by ood commodi ies (% o To al FW)
Sou ce: B ie on ood was e in he Eu opean Union, 2020.
D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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10 ANNEX 2: VISUAL SUMMARY: THE CONNECTIONS BETWEEN THE
CATEGORIES OF FMS, THE SUPPLY CHAIN AND THE FOOD
COMMODITIES, AND THE FW
The ollowing igu e isually summa ises he connec ions be ween he ca ego ies o FMS, he supply chain
and he ood commodi ies, and he FW conside ing:
✓ he ca ego ies o ood ma ke ing s anda ds (FMS);
✓ he le els on which s anda ds ope a e (EU, Membe S a es, p i a e) and hei in e sec ions.
✓ i e selec ed ood commodi ies ( ui & ege ables, mea , ce eals, ish and eggs) + he amoun o ood
was e p oduced wi h each o hem;
✓ he s ages o he supply chain + he amoun o ood was e p oduced wi h each o hem;
✓ he ela ionship be ween he ac o s wi hin he supply chain;
✓ possible ood was e c ea ion due o he ca ego ies o ood ma ke ing s anda ds speci ied in Regula ion
(EU) 1308/2013 + 1 op ional ca ego y.
Figu e 6: The connec ions be ween he ca ego ies o FMS, he supply chain and he ood commodi ies,
and he FW: a isual summa y

D1.2 – CONCEPTUAL MODEL OF LINKS BETWEEN FOOD
MARKETING CATEGORIES AND FW
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11 ANNEX 3: FOOD WASTE IN THE EU
Di e en ca ego ies o s anda ds migh in luence ood commodi ies di e en ly. Fo some ood
commodi ies, he e is a se o mo e and less in luen ial s anda ds. The p elimina y esea ch, suppo ed by he
expe ise o he BREADCRUMB p ojec membe s, iden i ied he ollowing c ucial ca ego ies o ood ma ke ing
s anda ds o he ood commodi ies ea u ed in he p ojec (Figu e 8). Despi e he p omising esul s, his
in o ma ion equi es u he e i ica ion, including analysis o he ca ego ies o ood ma ke ing s anda ds on 3
le els: EU, Membe S a es, and P i a e. The in-dep h esea ch on he opic will ake place du ing he ollowing
s ages (pa icula ly wi hin WP1 and WP2).
Figu e 8: A p elimina y analysis o he ca ego ies lis ed in Regula ion (EU) 1308/2013 ega ding hei
impo ance o p oducing ood commodi ies (based on he expe ise and subjec i e assessmen o he
BREADCRUMB p ojec pa ne s)