Operationalizing Sustainability: FNB Business Strategies for Responsible Consumption and Production (Bellbox Catering)

The attainment of contemporary environmental objectives necessitates a profound transformation towards a Circular Economy (CE), requiring a fundamental re-evaluation of the fossil-based, linear economic model. Achieving this systemic food transition requires active involvement from consumers and all supply chain actors, with the supply side needing to integrate sustainability into innovation by diversifying ingredients, upcycling waste, and implementing packaging strategies. While literature advocates for incorporating the consumer perspective into design, practical implementation guidelines remain scarce. To address this gap, this study operationalizes the Circular Food Design (CFD) model, a consumer-oriented, structured tool for food innovation. Through a descriptive analysis of case study— optimization at Bellbox Catering—we investigate the model's efficacy in ensuring consumer involvement in product innovation. The research employed a Design Thinking 4D framework (Discover, Define, Develop, Deliver) to facilitate interactive engagement. Key findings confirm that structuring innovation around consumer insights and inter-actor engagement across phases is crucial for product advancement. The integration of insights, often sourced from secondary data and models like the DONE and CFCP frameworks , provides strategic direction and a market-oriented approach. The study highlights that innovation is an iterative process and stresses the critical need for integrating insights from various disciplines throughout development. While the cases were limited to the Discover and Define phases, the application confirmed the CFD model's value as a structured approach to consumer-oriented innovation in the Food and Beverage (FNB) sector.当代环境目标的达成，亟需实现向循环经济（Circular Economy, CE）的深度转型，同时需对以化石燃料为基础的线性经济模式开展根本性重新审视。要推进这一系统性食品领域转型，需消费者与全供应链参与者的积极参与；其中供给端需将可持续性融入创新环节，具体路径包括原料多元化、废弃物升级循环利用，以及推行包装策略。尽管学界呼吁将消费者视角纳入设计环节，但当前仍缺乏切实可行的落地实施指南。为填补这一研究空白，本研究将循环食品设计（Circular Food Design, CFD）模型付诸实操，该模型是一款面向消费者的结构化食品创新工具。本研究通过对Bellbox Catering的优化案例开展描述性分析，探究该模型在保障消费者参与产品创新方面的有效性。研究采用设计思维（Design Thinking）4D框架（探索、定义、开发、交付，Discover、Define、Develop、Deliver）以促进互动参与。核心研究结果证实，以消费者洞察为核心构建创新体系，并在各阶段推动跨主体协同参与，对产品迭代升级至关重要。研究中所整合的洞察通常源自二手数据及DONE、CFCP等框架模型，可为创新提供战略方向与市场导向的实施路径。本研究强调，创新是一个迭代过程，并指出在整个开发流程中整合多学科洞察的迫切必要性。尽管本次研究的案例仅覆盖探索与定义阶段，但其应用结果证实，CFD模型可作为食品饮料（Food and Beverage, FNB）领域面向消费者的结构化创新路径，具备显著应用价值。