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The Experience Economy as the Future for European Agriculture and Food?

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  • Jo Swinnen
  • Kristine Van Herck
  • Thijs Vandemoortele

Abstract

As recently as a century ago, one out of two people in Europe was employed in the agricultural sector. Today agriculture represents only a small fraction of total employment in most EU member states. What makes this decline in agricultural employment even more striking is that this evolution has occurred despite substantial EU subsidies to support farmers’ income. Given the apparent ineffectiveness of government support in keeping agricultural employment steady, it is worth considering which farming activities are likely to be successful in the economy of the 21st century. We argue in this paper that a potential growth path for European agriculture is the “experience economy” in which consumers are willing to pay premium prices for products and services that provide additional intangible “experiences”. We discuss the growth potential of the “experience economy” in the agricultural sector and conclude that it is worthwhile to consider the experience economy as a pathway for future farm growth.

Suggested Citation

  • Jo Swinnen & Kristine Van Herck & Thijs Vandemoortele, 2012. "The Experience Economy as the Future for European Agriculture and Food?," LICOS Discussion Papers 31312, LICOS - Centre for Institutions and Economic Performance, KU Leuven.
    • Handle: RePEc:lic:licosd:31312
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    Cited by:

    1. Christiaensen, Luc & Rutledge, Zachariah & Taylor, J. Edward, 2020. "The Future of Work in Agriculture - Some Reflections," Jobs Group Papers, Notes, and Guides 32012537, The World Bank.
    2. Živojinović, I. & Weiss, G. & Wilding, M. & Wong, J.L.G. & Ludvig, A., 2020. "Experiencing forest products – An innovation trend by rural entrepreneurs," Land Use Policy, Elsevier, vol. 94(C).
    3. Christiaensen, Luc & Rutledge, Zachariah & Taylor, J. Edward, 2021. "Viewpoint: The future of work in agri-food," Food Policy, Elsevier, vol. 99(C).

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    More about this item

    JEL classification:

    • Q10 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - General
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes

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