Name: Deep Dive into Rooted Agriculture and Impact Investment
Start: 2026-05-19T13:00:00+02:00
End: 2026-05-19T19:00:00+02:00
Location: Meeting Point: Impact Hub Vienna - Busride to Hundsheim, return 19.00-20.00 Uhr

Georg Prantl

Adele Jones

Martin Grassberger

Ronald Würflinger

Deep Dive into Rooted Agriculture and Impact Investment

Blühendes Österreich - BILLA gemeinnützige Privatstiftung ist die erste und größte privatwirtschaftliche Initiative für Biodiversität und nachhaltige Landwirtschaft in Österreich.

Blühendes Österreich

On  a field trip in Lower Austria we explore with farmer Georg Prantl and Adele Jones from Wales our food and agricultural systems.

Meeting Point: Impact Hub Vienna - Busride to Hundsheim, return 19.00-20.00 Uhr

Meeting Point: 13.00 Uhr Impact Hub Vienna,The guided tour and hiking trip will take approximately 2 hours. Please bring sturdy footwear and rain gear and/or sun protection. Travel and guided tour costs are included in the Impact Days ticket. Participants are responsible for their own costs at the vine tavern/Heurigen in Prellenkirchen.Farmer and board member of BIO AUSTRIA, Austria and Burgenland, Georg Prantl will provide insights into his agricultural and entrepreneurial challenges, as well as production and farm management, during this field trip. Adele Jones broadens the perspective on European developments and offers insights into her work on her farm in Wales. A space for dialogue and knowledge transfer between agricultural entrepreneurs and the target group of impact investors and visitors of the Impact Days Vienna will be created. Georg will provide a holistic overview of the value chain, from primary production and farm management to marketing, and dispel the romanticized image of the "beautiful, idyllic farm where the world still seems to be in order." Drawing on his own farm experience, Georg Prantl addresses the "blind spot", and the lost potential, between the industrialization of agricultural food production and idyllic direct marketing by farmers. We propose the following hypothesis for discussion: The loss of independence for farmers and the devaluation of their raw products often goes hand in hand with a loss of nutrient density in the healthy "life" foods they produce and a loss of the positive, holistic impact of agricultural enterprises, ranging from biodiversity contributions to climate and soil-friendly farming practices. We will explore this topic on a hike through the Hundsheimer Berge, a protected area designated as a European/Natura 2000 site and a grazing area in Hundsheim, Lower Austria. After the hike, we will stop at a traditional wine tavern (Heuriger).GEORG PRANTL is a passionate farmer who runs the family farm with his wife, Julia. He focuses on sustainable, carbon-friendly meat production, particularly with Aubrac cattle and sheep, and is considered a pioneer in this field. "On our farm, we sustainably integrate ruminants into our organic crop rotation. The motto, 'It's not the cow, it's the how,' reinforces our commitment to producing 100% grass-fed and finished King Beef and Lamb." “We are implementing our ‘Farm to Fork’ vision in a regenerative context, even though bureaucratic hurdles and regulations often stand in our way,” says Prantl. Georg is a career changer. He studied sports management and worked in football management, including for the 2008 European Football Championship. In 2011, he joined his wife Julia’s farm in Neudorf, northern Burgenland. He has achieved impressive results in organic and environmentally friendly agriculture, soil health, and nature-oriented grazing. Health and resilient landscapes are essential themes in his work.ADELE JONES from England is accompanying the field trip. She is an expert in food, agriculture, climate, and sustainability issues. Previously Executive Director of the Sustainable Food Trust, where she served for 12 years, Adele now works as a freelance consultant helping companies and organizations develop strategies for accelerating the adoption of regenerative agriculture. She is the current Chair of the True Cost Accounting Accelerator and an active farmer, producing sheep and beef in the Welsh. Hills.Prof. MARTIN GRASSBERGER, PhD, PhD, is a biologist and physician with training in environmental medicine, nutritional medicine, and phytotherapy. He is a certified building biologist, author, agricultural specialist, passionate nature filmmaker and photographer, and a Fellow of the Royal Society of Arts. His book, "The Silent Dying: Why We Need an Agricultural Revolution to Have a Healthy Future," was named Austrian Science Book of the Year 2020 in the Natural Sciences/Technology category. Other publications include "The Invisible Web of Life: How Microbiome, Biodiversity, Environment, and Nutrition Determine Our Health" and "Regenerative: A New Ecological Age Begins." In his books and lectures, he addresses, among other things, the complexity and regenerative capacity of living systems. <a href="http://www.martingrassberger.com" title="http://www.martingrassberger.com" target="_blank" data-msys-clicktrack="0" rel="nofollow noopener noreferrer">www.martingrassberger.com</a>"BLÜHENDES ÖSTERREICH– Billa Non-Profit Foundation" co-finances the regional working group "Hundsheimer Berge." The focus is on the re-grazing of the Hundsheimer Berge nature reserve/European protected area. Georg Prantl, as a farmer and grazing operator, is a key player in the project.Weblinks: <a href="https://www.bluehendesoesterreich.at/naturerfolge/rinderbeweidung-am-hundsheimer-berg-niederoesterreich" title="https://www.bluehendesoesterreich.at/naturerfolge/rinderbeweidung-am-hundsheimer-berg-niederoesterreich" target="_blank" data-msys-clicktrack="0" rel="nofollow noopener noreferrer">Projektmodul Hundsheimer Berg</a>, <a href="https://www.bluehendesoesterreich.at/naturerfolge/rinderbeweidung-am-spitzerberg-niederoesterreich" title="https://www.bluehendesoesterreich.at/naturerfolge/rinderbeweidung-am-spitzerberg-niederoesterreich" target="_blank" data-msys-clicktrack="0" rel="nofollow noopener noreferrer">Projektmodul Spitzer Berg</a> The field trip is taking place within the program Werkstatt Innovation Natur WIN #landwirtschaft. WIN #landwirtschaft is a collaborative project of BirdLife Austria, Blühendes Österreich BILLA Non-Profit Private Foundation, and Impact Hub Vienna. Together, they are establishing a multi-year, Austria-wide networking platform that connects people from agriculture and nature conservation. € 1 Mio. will be invested in projects of farmers and agrarian organisations for their projects in nature conservation and biodiversity management. The WIN #landwirtschaft project is being implemented within the framework of the Rural Development Biodiversity Call 77-02. Its focus is on developing and promoting innovative collaborations for the protection of biodiverse habitats in agriculture. The project is being funded with €622,828. The total project volume is approximately €1.6 million. The project runs from 2025 to 2028.Dieses Projekt wird mit Unterstützung von Bund, Ländern und Europäischer Union umgesetzt.

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