Peter Breunig

Peter Breunig is a Professor at the University of Applied Sciences Weihenstephan-Triesdorf (HSWT), working within the Department of Agriculture, Food, and Nutrition. His academic focus centers on agricultural marketing, market theory, and sustainable food systems. As Coordinator specializing in "Marketing and Management in Agribusiness" and Public Relations lead for the Agriculture department, he plays a significant role in shaping the institution's engagement with industry and the public.

His educational expertise is reflected in his comprehensive teaching portfolio covering:

• Agricultural markets
• Fundamentals of Agricultural Marketing
• Marketing and Management of Regional Value Chains (Master)
• Market theory and market policy
• Regional marketing
• Strategies of International Agricultural Marketing (Master)
• Processes and economics of crop/animal production

Professor Breunig's research bridges theoretical market concepts with practical applications in agriculture, with particular emphasis on sustainability transitions. His work demonstrates strong interdisciplinary collaboration across agricultural economics, food science, environmental studies, and technology fields. Recent publications reveal a clear trend toward addressing sustainability challenges in food systems, particularly regarding consumer acceptance of alternative proteins, climate impacts of agricultural practices, and digital transformation in agriculture.

Among his notable scientific contributions are studies on:

• Media portrayal of new genetic technologies in agriculture
• Consumer acceptance of animal-free dairy products
• Climate change mitigation potentials in agricultural systems
• Digital transformation frameworks for agricultural ecosystems

Professor Breunig has supervised numerous master's theses across diverse topics in agricultural marketing and management, and currently mentors doctoral candidates including Tanja Strobel-Unbehaun and Hanno Koßmann. His research projects include "Mastering opportunities yourself - scouting, career guidance and key qualifications in Agriculture" where he serves as project lead, demonstrating his commitment to developing future agricultural professionals.