Prof. Dr. Thomas Vogler launches SAUGUAD research project - cooperation to strengthen Bavarian pig farming

In October, the innovative SAUGUAD research project was launched under the leadership of Prof. Dr. Thomas Vogler, Professor of Trade Marketing at the THI Business School. It is funded by the Bavarian State Ministry of Food, Agriculture, Forestry and Tourism under the project name “Sauguad - New Ways in Pig Farming and Marketing”. The aim of the project, which will initially run for one year, is to evaluate the potential of a regional value chain for pork in Bavaria and to develop targeted marketing concepts that support small, family-run pig farms.

The project is supported by Tanja Klett, who is driving the project forward as a research assistant and project coordinator at the THI Business School.

SAUGUAD was launched as a pilot project by Ferkelerzeugerring Landshut e.V. and aims to strengthen local sow farmers and create greater appreciation for the products. Special focus is placed on the promotion of pork from Bavaria, which is distinguished by the state quality seal “Geprüfte Qualität in Bayern” (Tested Quality in Bavaria). Through innovative marketing concepts and cooperative approaches, the project aims to increase the attractiveness of regional pork and promote fair incomes for Bavarian farms.
The research project integrates findings from agricultural sciences, marketing, consumer psychology and sustainability research. In addition to market analysis and consumer research, the interdisciplinary approach includes qualitative interviews with farmers and focus groups with consumers. Digital technologies such as social media play a central role in reaching consumers in a targeted manner and anchoring the product in the public's consciousness in the long term.

"We want to focus on the regional identity, tradition and history of the SAUGUAD project and strengthen it through modern marketing, ” explains Prof. Dr. Vogler. The aim is to develop successful strategies that can be transferred to other regions and products. The integration of the entire value chain - from farmers to slaughterhouses and cutting plants to communal caterers and restaurants - guarantees the highest quality and transparency.

The SAUGUAD project is accompanied by the website www.sauguad.bayern and the Instagram channel @sauguad.bayern, which offer regular insights into the research and progress.