Smart EcoCUVA – Tools for Food Marketing Strategy
Authors: Pallari Maarit 
Published: April 2019

The implementation of the green productivity and marketing concept in agribusiness is a must in the future.Food production is influenced by the environment and society, and vice versa. Today a growing number ofconsumers are aware of the link between environmental and social well-being and fresh, pure, healthy, tastyand safe foodstuffs. Enterprises will have to consider three important aspects of value when doing business:economic, social and environmental value. The foundation of the quality research this study is concernedwith is action research. Action research is a way to analyze sustainable development, the aptness ofagriculture and the marketing opportunities these offer for developing ecoproducts in the SMEs.The study seeks to answer the following questions:- What kind of Classical Utility Value Analyses could be tool of the eco-product?- To what extent can a customer/interest group affect the development and decision-making of ecoproducts?- Is the method a suitable tool for analyzing ecological criterions in the marketing model?Classical Utility Value Analysis is a formal, analytic approach for evaluating and comparing differentalternatives. It is one decision making method of multi-criteria analysis. The roots of utility value analysis,which is one of the mathematical models for analytical decision making, are in the USA and Germany. Themethod is almost 40 years old, of the same age as the manuscript of the values tradeoff. The same historicallanguage is being used to build up new tools, principles and theory. The so-called Smart EcoCUVA hasused both methodologies (Utility value analysis and decision making analysis) when setting the goals andmathematical steps. Research results always give the best available alternative.Making rational decisions for any complex problem requires various analyses of trade-offs (compromises)between conflicting goals (objectives, outcomes) that are used for measuring the results of applying variousdecisions in a wide range of application fields. A typical decision problem has an infinite number ofsolutions, and decision makers are interested in analyzing trade-offs between those that correspond to theirpreferences, which is often called a preferential structure of the decision-maker.Smart EcoCuva analysis helps to assess different alternatives according to a variety of environmentalcriteria associated with enterprises and their products. The analysis methods take account of the monetaryand non-monetary aspects when determining the selection of the best alternative. Smart EcoCuva is themethodological cornerstone for the creation of an innovative concept that will contribute to encouraging theefficient use of natural resources and thereby enhancing sustainability.The Smart EcoCuva tools to be developed aim to be environmentally sound, economically viable, sociallyjust and culturally appropriate. They are a new, science-based reaction of sustainable agriculture to globalatmosphere, as well as constitute an appropriate link between people and nature. New environmentallyfriendly food combines healthy food with people’s lifestyles.