A concrete and candid transformation case on resilient European supply chains, economic viability and the question of what distinguishes credible change from greenwashing.

Donau Soja demonstrates how a social and environmental challenge can be turned into an international initiative based on shared standards, traceable supply chains and collaboration between agriculture, businesses, policymakers and civil society. But how can stakeholders with different and sometimes competing interests be brought together? Which obstacles must be overcome? And can regionality, sustainability and competitiveness truly go hand in hand?

In this Expert Talk, Ursula Bittner, Spokesperson and Economic Expert at Greenpeace Central and Eastern Europe, provides insights into the transformation of European supply and value chains. Using the Donau Soja model as a real-world case, she explores the role of standards, certification, data and transparency – and considers what other industries can learn from this approach.

The discussion will also address current challenges: How resilient are European supply chains? How can environmental objectives be combined with economic viability? What distinguishes credible transformation from greenwashing? And which structural changes must companies make to ensure that sustainability creates an impact beyond individual projects?

This Expert Talk is not a general presentation on sustainability. At its core is a concrete transformation case, including its conflicting objectives, practical challenges and unresolved questions.

Key Topics

• Transforming complex supply and value chains
• Strengthening the resilience and regionalisation of European supply chains
• The economic viability of sustainable business models
• Standards, certification, data and transparency
• Collaboration between diverse stakeholders
• Applying the Donau Soja model to other industries and regions
• Credible transformation between corporate responsibility and greenwashing

Following the approximately 40-minute presentation, a moderated Q&A will provide space for questions, diverse perspectives and discussion about how the insights can be transferred to other industries and organisational contexts.

Please register online.

Facts

• Date: 19.11.2026
• Time: 18:30 bis 20:00 Uhr
• Location: TU Wien
• Language: Englisch