Vienna as Food Location

The transformation of the economy towards greater sustainability is now being tackled at a faster pace than recently, thanks to strategic course-setting at EU level and implementation in the member countries. The City of Vienna is a key player in this process. The green transformation is affecting all areas of life, including the way food is produced, processed and consumed, and how leftovers are recycled. More and more consumers, especially young ones, are asking for more sustainable foods and making purchasing decisions based on comprehensible evidence of the benefits of certain foods over others. This report examines the extent to which the food industry in the core city and metropolitan region of Vienna is affected by emerging potentially disruptive changes in the food value chain. The study describes in detail the relevant industry structure, its innovative strength and the relevant research landscape. A dynamic analysis of strengths and weaknesses is complemented by innovation-analytical assessments of the ecosystem into which results of focus groups have been incorporated. This provides a technical basis for targeted further steps to consolidate the position of Vienna in the food value chain and to make it more sustainable and climate-friendly.