Selection of incentives for a business strategy based on crop diversification

Aim of study: This study proposes a crop diversification innovative business model based on stakeholder preferences towards different incentive alternatives. Area of study: South-east Spain. Material and methods: Citrus intercropping practices in south-east Spain has been used as case study. Stakeholders’ preferences for crop diversification incentives were investigated by using a multicriteria approach, and those results were integrated into the development of a business model canvas. Main results: Including crop diversification practices as environmental practices within the operational programmes of producer organizations is seen the most preferred incentive over which the business model canvas is developed. Research highlights: The establishment of business opportunities for crop diversification practices would facilitate the overcoming of adoption barriers along the agrifood value chain and would promote health and sustainable food systems.