1 Department of Management, Aarhus BSS, Aarhus University2 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University
Supporting sustainable food entrepreneurs
Sometimes market developments contribute to solving societal problems to an extent that policy approaches alone could not have achieved. In the food market, there are interesting cases that showcase the importance of committed entrepreneurs for sustainability issues. Policies should shape an environment that promotes entrepreneurial motivation and enables innovation for marketing towards sustainability.