Creating a Rainbow for Sustainability: The Case of Sustainable Beef

Sustainability is a complex, multi-dimensional issue that requires contributions from diverse disciplines, perspectives, and actors. Research and innovation are recognised as having the potential to help address some of the trade-offs and synergies associated with sustainability, and interactive innovation in particular offers many advantages. The beef sector has faced significant sustainability challenges in recent times, with criticisms relating to greenhouse gas (GHG) production, biodiversity, water quality, human health, and animal welfare, along with economic challenges to the viability of the sector. Furthermore, the low level of adoption of solutions proposed by research to address these challenges indicates the need for a pan-European multi-actor network to produce actionable and usable information to support European beef farmers. Drawing on practice-based research, the purpose of this exploratory paper was to examine how interactive innovation can be supported in a sector that, to date, has been the focus of limited interactive innovation efforts. It concluded that a “rainbow” of actors and diverse knowledges, along with different types of innovation intermediaries, can enhance the sustainability of the beef sector.