Rapeseed is often considered as a low-quality commodity, produced using lots of inputs and harming insects. This is not the case when rapeseed is grown organically in an intercropping system. There is a need to communicate this better.

A group of farmers are collaborating with a processor to launch a new, organic culinary oil product. Its marketing will communicate the environmentally friendly benefits of intercropping.

The Practice Abstract highlights the ecological advantages of intercropping, aiming to build demand for a profitable, soil-enhancing crop and support a local supply chain. Practical steps include collaborating with growers, conducting market research, understanding the product’s unique selling point, complying with regulations, and creating a strong brand with appropriate messaging.