Mohammed Jardini
Driving Innovation and Sustainability in the Agrifood Sector
Originally from Morocco and currently based in Germany, Mohammed Jardini is passionate about advancing the agricultural and agrifood sectors while protecting biodiversity. With a background in agricultural economics engineering and a master’s degree in digital transformation, marketing, and strategy from EMLyon business school, he is eager to explore how emerging technologies can create a more sustainable future. He joined UHOH earlier in 2025 as a PhD researcher studying augmented reality for biodiversity valuation in grassland production systems (thesis 5.2).
From Marketing to Research: A Passion for Innovation
During his time as a Marketing Officer – Europe at Mérieux NutriSciences, Mohammed worked on developing a scientific magazine focused on consumer behaviour and food safety trends. He also led its digital transformation, creating an online platform and conducting market research to enhance industry insights. This experience reinforced his passion for using technology to drive sustainability in the agrifood sector.
A Deep Dive into Research
Mohammed’s research journey started early, fuelled by his curiosity about science and innovation. One of his most impactful experiences took place in Zaragoza, Spain, where he examined how virtual and augmented reality influence consumer behaviour in the agrifood industry. Working alongside Dr. Carlos Flavián, one of Spain’s most cited researchers in management and applied marketing, strengthened his research skills and deepened his enthusiasm for exploring the intersection of technology and sustainability.
Why Bioeconomy?
Mohammed believes the bioeconomy holds the key to balancing economic growth with environmental protection. His academic and professional background has consistently emphasised sustainability, resource efficiency, and innovation. He sees digital tools and new technologies as powerful drivers of positive change, helping to optimise agricultural practices, reduce waste, and protect natural ecosystems.
Future Aspirations: Bridging Technology and Sustainability
Looking ahead, Mohammed aims to become a leading researcher or consultant in the bioeconomy, specialising in how digital innovations can improve sustainability in agriculture and agrifood systems. Whether in research institutions, international organisations, or industry settings, he wants to apply scientific knowledge to real-world challenges, shaping policies and practices that benefit both people and the planet.
Beyond Work: A Passion for Exploration
Curious, sociable, determined, Mohammed enjoys ping pong, football, tennis, traveling, and staying updated on new technologies.
“Nothing Else Matters” by Metallica describes best his work ethic as it’s a reminder to stay true to one’s values, embrace diverse perspectives, and push boundaries in pursuit of meaningful progress.