ecorl oer-it-upf-il-biologico-pp-video
TRANSCRIPT
ORGANICTHE NEW SHAPE OF THE FOOD
Tutor: Marco Bignardi
Topics
Change the paradigm Market production Organic and innovation Main faitures
Change the paradigm
Change the paradigm
From the green revolution to the big organized distribution: an approach to change radically
Change the paradigm
Market production
Market production
Market productionOrganic: still marginal
11,17%
Market productionThe organic market is now mature
ISTAT 2014 Agribusiness Value 208 MLD
ISMEA 2014 Agribusiness Value BIO 2,14 MLD
1%
Market productionThe organic market is still small
Street markets,direct sales,
e-commerce,G.A.S.*
0,1%*G.A.S.: Gruppi di Acquisto Solidale , solidarity based
purchasing groups)
Market production The market and old systems
Organic and innovation
Organic and innovation the real farming revolution after the green revolution
km 0 – G.A.S.– direct sales - farmer market
the first farmers “doing politics”
educational farms, care farming, food related to
health and environment
need new forms of communication and sales
we can make mistakes we can make imperfect products we can have a limited production
Organic and innovationThe advantage of being organic farmer
it cannot be ordinary it do not use common marketing rules the farmers must be honest and innovative it’s very important the relationship with
customers
Organic and innovationThe organic shop
Organic and innovationThe organic shop in Florence
November 2012
Main faitures
Main faitures
direct relationship with producers
organic only,
at least 80% of products coming from Tuscany
transparent price, social inclusion
involvement of employees
Main faituresSales system innovation
«Mercatali» farmers’ indoor market
home delivery service
subscription
Shop
e-commerce