ABSTRACT
This chapter discusses transforming knowledge into economic and ecological value as a way of improving the sustainability of the starch potato value chain in north-west Europe. In decision theoretical terms, a farmer involved in decision-making relating his starch potato growth equals a human decision-maker or human problem-solver, a term that denotes humans involved in decision-making or problem-solving relating to a certain task environment in general. Social sources of information concern a variety of study groups, focusing on starch potato growth in general or, specifically, on harvest damage. At field gatherings, farmers' harvesters are assessed using an electronic, potato-like device. This device measures all the factors that are known to cause damage to potatoes during harvesting. Farmers have their own ideas, especially when it comes to farming methods, and are often resistant to change. But innovation in the starch potato value chain is inevitable if it is to survive.
