What if you could both improve biodiversity and win over consumers with bread? Researchers from Wageningen University & Research found that bread produced with wheat from strip cropping scores surprisingly well with consumers — provided it is safe and of good quality.
Strip cropping is an agricultural method in which several crops are grown side by side on a single plot. This promotes biodiversity, makes agriculture more resilient to climate change, and reduces dependence on fertilisers and pesticides. But what does that actually mean for the food that ends up on our plates?
A recent study investigated exactly that, using a case study on strip cropping of wheat - one of Europe's most important food crops. Until now, the focus of most previous research has been on yield and environmental gains, such as better soil quality and reduced use of fertilisers and pesticides. But this study looked beyond the field. It explored what happens after products appear on supermarket shelves.
Food quality changes
The analysis shows that strip cropping and mixed cropping ("intercropping") indeed offer advantages, but also raise new concerns. Growing different crops together changes the dynamics in the field. This can affect the presence of fungi, natural toxins, or residues of crop protection products. Such factors may impact food safety.
Nutritional value also plays a role. For products like bread, the protein and gluten content of wheat are important for baking quality. The research shows that these quality characteristics can change with mixed cultivation.
Consumers want their food to be pure and pesticide-free
The study also explored how consumers perceive these kinds of products. Researcher Caspar Krampe of the Marketing & Consumer Behaviour group explains: "Using a method called conjoint analysis - where participants choose between products with different features - we found that consumers care most about how much pesticide is used in growing crops for products like bread. The less, the better. They also prefer bread that looks pure, with fewer visible impurities, and like it more when no additives are used to boost quality."
He adds: "People are more comfortable with familiar crop combinations, such as wheat and barley, and feel unsure about less common mixes like wheat and faba beans. While everyone prefers fewer pesticides, some consumers care much more than others, so it's important to clearly explain the natural, safe, and clean benefits of intercropped products to help consumers feel confident in choosing them."
In addition, a related study tested unconscious responses by measuring participants' heart rate and sweat reflex while they watched a video about strip cropping and ate a piece of bread. The results of that experiment will be published at a later date.
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Digital dashboard
To bring all the findings together in an easy-to-understand way, a team led by Cheng Liu of Wageningen Food Safety Research developed a digital dashboard. This tool supports policymakers, farmers and food chain partners in making informed choices about crop cultivation, product development and marketing. The dashboard is not yet public, but the code can be shared on request.
Sustainable agriculture is also a social challenge
The conclusion is clear: if we really want to switch to a sustainable food system, we need to look beyond the environment. Food safety, food quality, and consumer preferences must also be taken into account. Only then can strip cropping make a full and widely supported contribution to the agriculture of the future.
The study underlines that sustainable agriculture is not only a technical or ecological challenge, but also a social one. Or as the researchers put it: "Sustainable change starts not only on the land, but also with trust at the kitchen table."
This study was done as part of the investment theme 'Biodiversity-Positive Food Systems' (2022-2024). It was a collaboration between researchers from Wageningen Food Safety Research, Wageningen Food & Biobased Research and the Marketing and Consumer Behaviour chair group.
