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Lunigiana AmicaDo$. Francesco Molinari, [email protected]
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Table of Contents
Where Why Who How What Lessons learnt
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Francesco Molinari
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Where
Francesco Molinari
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Lunigiana
The N/W >p of Tuscany
14 municipalies, 56,000 inhabitants,
4,000 unemployed, 5,300 enterprises
(800 agricultural 1,600 craB firms)
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Where (2)
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Where (3)
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Why
Agriculture has largely become an informal ac>vity: Second job for most regular employees Lowest produc65) need to ensure thecon>nuity of business and its permanence on theterritory
Wish to break the vicious circle of depression Low market demandno incenve to increase quanty
and/or improve quality of producon!
Poor knowledge and innova
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Why (2)
An untapped potenonally renowned for taste and
quality, some holding a EU cer>fica>on (e.g. Honey PDO,Chestnut Flour, Val di Magra Wine PGI, Testaroli etc.)
Local consumpc promo>on of the rural and mountain territory The experience of an invaluable quality of life
The communitarian / collabora
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Who
A non profit associang 120+ members and 200+
associates (mostly from the agricultural and agritourism sector)
A light structure, with minimal costs of func>oning
HQs located in the Terrarossa Castle, in the very heart of Lunigiana Like any virtual organiza>on, Lunigiana Amica does not imply
significant membership fees
Run and managed by its members Each member can freely and seamlessly join or leave any internalcluster (project) ofLunigiana Amica, following their con>ngent
requirements, interests and opportuni>es.
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Who (2)
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Who (3)
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How
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Lunigiana
Business
Community
Local
Firms &
Partners
LA
Members 120150 en>>es
250300
2,500+
a Catalyser of Local Innova2on
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How (2)
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LA Associa>on
Informal
partnership #1
Informal
partnership #2
Informal
partnership #N
Project #1 Project #2 project #N
Third Par>es
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What
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Establish a distribuve
company based in the area.
Promote the consumpon in local fairs, strategic
alliances with the agritourism and
Ho.Re.Ca. sectors, etc.
Favour an increase in quanes for
programming (e.g. school
canteens, new Regional law
on agritourism etc.)
Create a virtual competence centre,
networking with European and
interna>onal best prac>ces in rural
development and ICT innova>on,
providing valuable services
to the whole Lunigiana.
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What (2)
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What (3)
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What (4)
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As a followup of a na>onal project
on fire preven>on in the rural and
mountain areas of Italy, we have
established in 20072008 an
innovaon of FP6
WearIT@Work IP as a takeup ac>on
and its results were presented at the
mGovConference 2009 in Barcelona.
Involved partners: Coldire, the
Mountain Community and the Milan
based ICT company Actvalue s.r.l.
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Next steps
Addion and sale in the area Promo>on of the bio label of local products Regional level agreements for the supply ofKm. 0 products (also
from other areas of Tuscany) to various prospec>ve buyers
ECommerce for selected items in north European markets PortoQui = an inport food supply service to yachters Hotel Lunigiana = an integrated supply of rooms from several
agritourism farmhouses
Internaonal businessopportuni>es and/or RDI projects based on the Living Lab approach
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Lessons learnt
Doing it is possible, par>cularly in small communi>es (word ofmouth effects trust and image building)
Dont need much >me to see the first results Make it cheap, keep overheads low Public funding is key, but only for the startup phase Reputaal, and growing with your achievements You cant serve everyone at best, so be ready to lose some
founding members on the way
Going interna
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More info
Associazione Lunigiana Amica h$p://www.lunigianaamica.it (in Italian, sorry) h$p://www.openlivinglabs.eu/sites/enoll.org/files/lunigiana
amica.pdf
FRAIL project h$p://www.wearitatwork.com/takeupprojects/frail/
Italian Network of Living Labs h$p://www.inoll.it
PortoQui project h$p://proge$okublai.ning.com/group/portoqui
Francesco Molinari, [email protected]
Francesco Molinari
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Thanks for your kind attention
Francesco Molinari
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Attribution Non Commercial
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