Christian Achilles

Christian Achilles completed his Bachelor's and Master's degrees in Agricultural Sciences with a focus on Agribusiness in Göttingen from 2018 to 2023.
As part of the Transparency in Pig Production (TiPP) project, his master's thesis focused on the breadth and depth of information sought by German pork consumers.
Since November 2023, he has been working as a research assistant and PhD student at the Chair of Marketing of Food and Agricultural Products at the Georg-August University in Göttingen. As part of the project, he is working on various issues related to consumer information expectations and the development of appropriate communication strategies for the long-term improvement of transparency and traceability along the pork value chain.

Research focus:

• Consumer behaviour and expectations of pork products and their desired labelling
• Use of digital tools to obtain information
• Development of communication elements and strategies to improve transparency along the value chain



Research project:

Digitale Rückverfolgbarkeit und Transparenz entlang der Wertschöpfungskette Schwein in der Region Oldenburger Münsterland - Transparency in Pig Production (TiPP)
Pig farming and its upstream and downstream sectors are currently undergoing profound technical, logistical, social and economic structural change. In addition, there are increasing demands from society, trade and control authorities for greater regionalisation, greater transparency and faster traceability in the value chain (VAC) in terms of food safety, animal welfare and consumer protection. An essential prerequisite for this is a well-functioning data exchange between all parties involved in the chain, which offers great potential for optimisation along the entire value chain in view of the increasing digitalisation.