Mid Sweden University

Design is discussed as a way of shaping the surrounding and as an expression of the culture to which it belongs (Skjerven and Reitan, 2018). By designing meaning is created (Ehn, Nilsson & Topgaard, 2014; Escobar, 2018). Recently, there has been wide interest in research focusing on design in a circular economy (Moreno, De los Rios, Charnley, 2016; Wastling, Charnley and Moreno, 2018). Studies on new business models pay attention to design strategies for a circular economy but does not provide guidance for designers developing new circular business models (Moreno, De los Rios, Rowe and Charnley, 2016). In addition, there is a huge gap between the concept of circular economy and its practical implementation in the industry (Bianchini, Rossi and Marco Pellegrini, 2019). Furthermore, there are few academic publications in the area of design specifically focusing on visualizations (Vande Moere and Purchase, 2011). Hence, additional studies focusing on the visual aspects of circular processes are needed. 

Against this background, the purpose of this study is to examine visualizations of circular business models in the food industry. First, the concept of circular business models is discussed from a design perspective. Second, this study summarizes how visual presentations of circular business models are visualized within the food industry.  

The study begins with a literature review and is followed by a visual content analysis on how a selection of companies within the food industry visually present their circular business models. Results are presented on how the concept of circular business models is discussed from a design perspective. Also, this study summarize results on how visual presentations of circular business models are visualized within the food industry.  

This study addresses the relation between the increasing role of the sustainability agenda in society and the visual presentation of circular business models by companies. With this study, we hope to provide a better understanding of the visual aspect of business models based on circular principles and from a design aspect, contribute to knowledge about visual presentations of sustainable processes in society. In a reality where the earth's resources are limited, a shift in production and consumption is required and knowledge of new circular business models are needed. This is in line with global goal number 12 – Responsible Consumption and Production – 12.2: by 2030, achieve the sustainable management and efficient use of natural resources, and 2.5: by 2030, substantially reduce waste generation through prevention, reduction, recycling and reuse.  

The world after the pandemic will not be what it was before the crisis and this enables a transition to a circular economy (Regeringskansliet, 2020). To succeed, sustainable business models are required (FAO, 2020). During 2020, domestic and global markets are facing challenges due to the restrictions on people’s movement that were imposed to contain its spread of of COVID-19 (FAO, 2020) and changes in access to groceries in stores (Wetter, Rosengren & Törn, 2020; Sim, Chua, Vieta & Fernandez, 2020).