Innovation Oriented Towards Sustainability in the Value Chain of Agri-Food Cooperatives

The initial focus of the debate surrounding companies shifting their business activities toward sustainability through innovation was primarily centered on eco-innovations. These eco-innovations were acknowledged as drivers of strategic change. They encompassed novel or improved processes, organizational structures, as well as products or technologies that offered environmental benefits by mitigating adverse impacts and creating positive ones. Over time, the concept of eco-innovations has transformed into sustainability-oriented innovations (SOI). This evolved approach embraces a more comprehensive perspective on sustainability, addressing both environmental and social aspects. It represents a deliberate and forward-looking commitment to sustainability, necessitating careful management and a long-term vision. Given the central role of producer organizations in the agri-food sector, they are also expected to align with this emerging paradigm and make it a cornerstone of their strategic direction. This chapter examines how producer organizations within the context of the fruit and vegetable industry, should develop and adapt their business models and strategies for implementation of SOIs.