Marketing sustainable agriculture: an analysis of the potential role of new food supply chains in sustainable rural development - PowerPoint PPT Presentation

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Marketing sustainable agriculture: an analysis of the potential role of new food supply chains in sustainable rural development

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Marketing sustainable agriculture: an analysis of the potential role of new food supply chains in sustainable rural development – PowerPoint PPT presentation

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Title: Marketing sustainable agriculture: an analysis of the potential role of new food supply chains in sustainable rural development


1
Marketing sustainable agriculture an analysis of
the potential role of new food supply chains in
sustainable rural development
  • Gianluca Brunori
  • University of Pisa

2
Competitiveness vs. sustainability a trade off?
  • Individual compensations as a key policy measure

3
Beyond the trade-off a new policy framework
4
Farmers strategies
  • Differentiation ? creating a differential value
  • Diversification ? risk reduction

5
Differentiated channels
  • Coherent and distinctive product offering
  • Appropriate organization principles
  • Coherent communication
  • Different pricing principles

6
Governance
7
Hybrid networks
province
Chamber of commerce
Other local actors
municipality
outside consumers
Slow food italy
retailers
Slow food
consortium
local consumers
restaurants
8
Development processes
9
Market governance
  • Economic diversity
  • Supermarkets evolution
  • Beyond supermarkets
  • Hybrid networks
  • Multiple actors
  • Flexible cooperation
  • Embeddedness

10
Impact on rural development
11
A new policy framework?
  • From support to individuals to support to
    initiatives
  • Flexible schemes
  • Integrated projects
  • Administrative simplification

12
Thank you for your attention!
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