Jägermeister makes biodiversity measurable across its supply chain

The starting point

Embedding biodiversity in a productive supply chain

Together with Kiebitz, Jägermeister is implementing biodiversity measures across 212 hectares of wheat-growing land. This represents approximately 12 percent of the relevant area. Most of the land remains in productive use, complementing conventional approaches in which land is taken out of production entirely.

The central question is: what ecological impact do the integrated measures achieve across the productively managed land?

The Hula solution

Continuous field data instead of point-in-time assumptions

Hula sensors provide real-time evidence of bird activity across the land and make it comparable with a reference area. This makes it possible to continuously track the impact of biodiversity measures along Jägermeister's own supply chain without taking most of the land out of production.

The Hula impact

Six times more bird activity than on the reference area

Only a small part of the 212 hectares has actually been set aside. Hula's evidence shows the ecological impact achieved by measures across the remaining area. If a comparable impact were achieved solely through the conventional approach of complete land set-aside, the affected land would represent an estimated annual yield loss of approximately €285,000.

During one spring, 57 bird species were recorded in more than 12,700 individual detections. Activity was six times higher than on the reference area.

Continuous monitoring provides robust evidence that integrated measures can achieve an ecological impact comparable to complete land set-aside.

"For us, what matters is embedding biodiversity concretely along our own supply chain."
Andreas Einig, Director Botanical Sourcing, Mast-Jägermeister SE