Local value creation in the berry industry – from rolling 1 coin to 3

FairChain is a Horizon-funded project with a clear goal: to create shorter and more sustainable value chains that ensure the value of berries stays and grows within the region. In today’s berry industry, berries are often picked by foreign workers and transported long distances for processing, resulting in a significant carbon footprint and a loss of economic opportunities for local communities. Through FairChain, we aim to change this by ensuring that every coin generated from the berries circulates multiple times within the region.

With Bjurholm as our pilot area, we have developed and tested new methods to create a shorter, more local value chain that benefits both the environment and the local community. By buying and processing berries locally, we can reduce the number of intermediaries between producer and consumer, leading to a reduced climate impact while strengthening the local economy. Working locally is about building a sustainable business model that reduces dependence on external resources and strengthens the local economy.

Throughout the project, we have implemented several initiatives to strengthen the local berry industry and show how greater local value can be created:

• Technology development for inspiration: We have developed an app to help pickers easily find areas with abundant berries. It functions both as a practical tool and as a conversation starter in the community, demonstrating how technology can be used to foster engagement and make berry picking more accessible. By simplifying the process for pickers and providing local information, we reduce dependence on long-distance transport and external labor.
• Local business models for value retention: We have developed business models that keep more of the berries’ value within the region. By identifying and utilizing local resources and creating a value chain where profit stays in the region, we lay the foundation for an economically sustainable and resilient local economy.
• Local engagement through the Berry Festival: To engage the community and raise awareness, we organized workshops and a berry festival in Bjurholm. The festival became a meeting place where locals gathered around berry picking and discussed the value of shorter, sustainable value chains. Building local engagement is crucial to creating a long-term model where everyone feels included.

Research also shows that consumers are willing to pay a higher price for berries that are picked and processed locally. This opens up opportunities for economically viable business models that benefit both the environment and generate economic growth locally. However, a key challenge is to ensure that berry pickers receive a fair price per kilo—a critical factor for the project’s success and sustainability.

FairChain and the Bär i Bygden initiative show that it IS possible to create a fairer, more sustainable berry industry by working smarter with the resources we have. Through shorter value chains, efficient technology, and strong local engagement, we can build a model that makes each coin circulate multiple times within the region—a model that can inspire more people to think locally and sustainably, contributing to a fairer future for the berry industry and local communities.