The Behavior Insights, Strategy and Communication Partners (BISC Partners) will provide expert support to the Georgian Farmers’ Association (GFA) within the EU-supported project “Increased Agricultural Practices and Consumer Awareness”, implemented by GFA in partnership with the Center for Strategic Research and Development of Georgia (CSRDG), and the Association of Professional Beekeepers of Georgia.’’
Within the scope of the work, BISC Partners will apply behavioral science to support the effective implementation of the initiative’s goals and the sustainability of the results by promoting behavioral change among the project’s target audience. The project objectives are:
- To equip stakeholders in the dairy and beekeeping supply chain (farmers, primary producers, other food business operators) with practical skills, knowledge and enhanced capacity to improve their business compliance with food safety and sanitary/phytosanitary norms.
- To improve communication and participation of stakeholders (public, retail, farmers/producers, laboratories, consumers) in the reform process envisaged by the Deep and Comprehensive Free Trade Area (DCFTA) agreement with the EU.
- To raise awareness among consumers, civil society groups and the media about food safety regulatory requirements and consumer rights, in order to promote a better-informed consumer and conscious purchasing decisions and increased demand for quality products.
To support the achievement of the set goals, BISC Partners will conduct behavior drivers’ research both, among farmers working in the dairy and beekeeping sector, as well as among food consumers. This specific research methodology reveals the judgement mechanism of people and their decision-making, which is often based on an irrational system that affects and creates a barrier to commit the desired behavior. The behavior insights methodology used by BISC Partners offers GFA and CSRDG a scientifically proven way to identify irrational systems and provide solutions to drive farmers and food consumers to take the desired action: On the one hand, encourage farmers to adopt new technology and production standards, ensure compliance with the requirements of food safety and sanitary and phytosanitary norms, in order to maximise their export potential to the European market; On the other hand, to increase the involvement of consumers and other relevant stakeholders (media, civil society organisations) in the process of improving food safety standards and consumer protection mechanisms.
The project targets 4 regions of Georgia – Kakheti, Imereti, Guria, Racha-Lechkhumi and Kvemo Svaneti.