The value of the bioeconomy to the EU is beyond doubt. It provides employment for 8.2 % of the workforce and has a turnover of €2.3 trillion. While the EU continues to invest in developing the sector, a key component of the future success of the bioeconomy relies on the widespread uptake of the products and technologies it is producing. At the heart of this lie consumers; it is consumers that will drive the transition from a fossil-based to a bio-based economy. They need to want the products and be convinced that the products will meet their expectations.

Ultimately, the job of building consumer confidence in bio-based products lies with the brand owners. Many brand owners have been reluctant in the past to place the resources behind this, due to perceived risks and concerns over the stability of the sectors. However, where brand owners have embraced the decision to adopt a bio-based approach, it has provided the impetus to stimulate value chain building and to accelerate bioproducts to market as well as helping align these to consumers demand.

The BIOSWITCH project aims to encourage and support brand owners when choosing to switch to a bio-based approach. It will do this by creating a framework – through a series of events and outreach activities – that places brand owners at the centre of a triangle consisting of the public administration, the bio-based industry and consumers. This will allow them to determine solutions that reduce the potential risk in making this switch. It will also provide a BIOSWITCH toolbox that will assist companies in their transition.