Improving Transfer in the Food Sector by Applying a Target Audience-Centered Approach—The Development of a Nonprofit Marketing Campaign Guide Based on a Case Study of the LAV Platform

摘要: This article presents a marketing campaign guide to support nonprofit and governmental organizations, such as academic research institutes or agencies, that wish develop tools for the food industry. It offers systematic target audience-centered approach which guides nonprofits through various steps of campaign, from defining required values new product service ultimately launching it. The text also explains how was applied in case study developing transferring LAV platform (LAV—Avoiding Food Waste, German “Lebensmittel Abfall Vermeiden”), website has been specifically set up targeted small- medium-sized companies (SMEs) sector reduce waste their operations. Currently, there are more than 500 available English language attempt reduction efforts. However, so far no could gather all these facilitate SMEs’ access them. compiles relevant academia well industry makes most suitable toolbox published on Internet platform. Here, structured by topic market segment; its user-friendliness tested applying participatory methods involved SMEs organizations. platform, approaches generally, act role models other international projects have goal setting promoting tool-gathering systems.