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