Imagining sustainable food futures: The role of collaborative strategies for sustainability in retailer food ecosystems

Introduction
Within the contemporary food system, highly vulnerable to and often responsible for climate change and global crises, future thinking should be a paramount concern for all stakeholders involved. In the pursuit of Agenda 2030 and the United Nations Sustainable Development Goals (SDGs), considering that the food sector is closely connected to several of the SDGs, collaboration practices between diverse stakeholders play a pivotal role in addressing global challenges in general and in the food retail industry specifically (Jones et al., 2016; Hillier et al., 2018; Nicholls et al., 2020). This is particularly evident in the dynamic intersection between food startups and incubator organizations, where the convergence of innovation, entrepreneurship, and social responsibility holds significant promise (Sippel & Dolinga, 2023).

Problematization
At the same time are grocery retailers expected to take responsibility for driving change by offering consumers the opportunity to shop climate-smart and sustainable (Jones et al., 2011; Retief et al., 2016: Giesen & Leenher, 2019). Thus, grocery retailers can not only market their products without informing about the climate impact of these products (see for example Jones et al., 2011; Hillier et al., 2018). Sustainability must be embedded at the core of the retail service ecosystem to motivate multi-level transformation (Dodds et al., 2022). This is consistent with that marketing of products in relation to macro factors such as climate, food waste and locally produced food in the region or equivalent can lead to consumer actions (Hermsdorf et al., 2017). Agrifood start-up ecosystems have a transformative component of innovation systems in the agrifood industries, adopting a narrative of possible solutions to challenges of sustainability in the food industry (Klerkx & Villabos, 2024). Previous research has emphasized the need for considering the importance of macro factors, and the market for locally produced food products in grocery retail stores (Mou et al., 2018; Zwart & Wertheim-Heck, 2021). Environmental sustainability is an increasingly important issue (Naidoo & Gasparatos, 2018), and there is a need for studies that take an interest in how grocery retailers focus on sustainability (Feng et al., 2022; Silva et al., 2022), where the imperative for sustainable development also intersects with the innovative potential of food-focused incubators and startups. The start-up ecosystem may through their continuous innovative approaches regarding the food sector be part of the solution (Del Baldo, 2020). However, due to the predominant focus on ensuring business survival a start-up might pose challenges in terms of aligning with integrating sustainability for the co-creation of values (Martínez-Martínez et al., 2022). To support sustainability-oriented startups by providing guidance during their formative stages, incubators are not only aiding their achievement but similarly contributing to a possible long-term impact on sustainability in food ecosystems (Karahan et al., 2022). Hence, for start-ups to thrive incubator organizations could act as facilitators for nascent food ventures supporting their agility and disruptive ideas on the one hand and their retail go to market strategies on the other hand through coaching or networking (Peters et al., 2004).

Purpose: This paper aims to explore the collaborative dynamics that foster sustainable development within this nexus, particularly focusing on the interactions between a food-focused incubator, its associated innovative food startups, and the local and regional food retailer ecosystem. The research is guided by questions centered on understanding collaborative framing strategies employed by these stakeholders to envision and work towards sustainable food futures.

Literature review
The study’s theoretical foundation is built upon the concept of framing and frame alignment, which refers to the process by which stakeholders co-construct meanings, motivate and legitimize actions, and create visions for the future. Framing theory (Lorino et al., 2017; Goffmann, 1986; Benford and Snow 2000; Snow et al., 1986; Snow and Benford, 1988) is particularly relevant in the context of sustainability and food, where diverse actors must align their efforts to achieve common goals in envisioning and realizing a sustainable (food) future. The paper will explore how collective framing can facilitate the alignment of interests and actions among the incubator, startups, and retailers, fostering a shared vision for sustainable food systems. This project will also look at challenges that could hinder such collaboration, legitimization, and framing.

Method
This work-in-progress study employs a qualitative research methodology (Miles & Huberman, 1994). and aims to utilize semi-structured interviews to gather rich, in-depth insights into the processes of collectively framing sustainable food futures. This is a working paper and three initial pilot interviews have already been conducted with an incubator, a regional food start-up leading, and the owner of a regional grocery retailer. The full sample for this study will include a diverse range of participants from a food incubator, startups associated with this incubator, and regional retailers, ensuring a comprehensive understanding of the collaborative processes and framing strategies in play.'

Findings
This paper argues that our pre-existing understanding highlights the importance of comprehending the values of co-creation and the mechanisms of frame alignment in envisioning sustainable food futures. In conclusion, it aims to contribute to the expanding body of retail literature on sustainability by shedding light on the collaborative efforts and frame alignment among food-focused incubators, startups, and retailers. The paper emphasizes the potential of collective framing strategies to shape a sustainable future for the food industry and its diverse stakeholders.