How does consumer behaviour affect soil?

The consumer determines in his shopping choices whether it pays to be a responsible farmer and land manager.

40 % of the surface of the European Union is immediately affected by agricultural production, which has in the majority of areas transformed into agricultural industry. As manual work has receded and efficiency increased, direct contact with soil is waning. Competition, drive towards low prices and profit maximization lead above all to the monitoring of yield and income metrics. Since certain agricultural crops do not mind dry soil, the care for life in soil has begun to seem to many farmers as unnecessary investment.

On the basis of HAPPY SOIL certification, the application HAPPY SOIL can distinguish products which were produced on quality living soil and gives the consumer a clear indication that the possibly higher pricing of the product is based on its higher quality and beneficial social impact. Consequently, the consumer can decide whether by buying his product, he wishes to support a producer who invests into the quality of our common environment. Our shopping baskets can thus become a signal to the producers that we want them to act responsibly and sustainably. In this way, we can also motivate those less responsible to improve their care for soil and quality of environment.