Promoting the supply chain 2013
Con Marche Bio holds an extremely important role in terms of promoting the organic products of the supply chain. The initiatives that the Consortium has defined aim to analyse various fundamental aspects of the sector in-depth such as, for example, ensuring an increasingly widespread dissemination of the principles of organic agriculture, which is one of the factors that determines the wellness of the environment and of society as a whole.
Over the past few years, despite the economic crisis, consumer trends in the “bio” sector have been positive in Italy and Europe. It is therefore essential to reinforce the visibility of organic production, by focusing on the peculiar qualities that distinguish it: the natural production methods, the control and certification system, the structured production of an organised territorial system. These are all factors that can raise awareness in consumers, in markets where organic products are commonplace and in others where they are newcomers.
To achieve these objectives, Con Marche Bio has planned a series of activities (classified as “consumer information”, “promotional” and “advertising” initiatives) which will bring specific issues home to a wide range of users.
Information for the consumer
The objective of the initiatives planned is to disseminate knowledge about the qualities of the principles and products of organic agriculture, especially to Italian consumers and operators.
a) Workshops
- - The Forgotten Grains: a recipe for Good Health (meeting with experts in the sector)
- - A true brand d’auteur. Organic agriculture and products in the Marche region
b) Conventions
- - BioEuropa: new opportunities for organic agriculture in the Marche region
- - Farmers’ Friend
c) Points of Sale
Events at points of sale in Italy involving the individual managers, to provide information on the standard European regulations and the graphic symbols defined by the EC legislation for use.
Target groups
Journalists, nutritionists, physicians, opinion leaders, chefs, restaurant owners, consumer groups, ethical purchasing groups, canteen committees, trade professionals, from production to distribution and sale.
Promotion
The project combines a range of different activities aimed at reaching old and new consumers, trade professionals in Italy and abroad. The strategy upheld is one that invests the image of organic agriculture in the Marche region with greater market impact and which raises consumers’ awareness of the excellences of the chain.
a) Exhibitions
- SANA - Bologna, Italy (http://www.sana.it/)
- Natural & Organics Scandinavia - Malmo, Sweden (http://www.naturalproductsscandinavia.com/)
- Sial - Paris, France (http://www.sialparis.fr/)
- Biofach - Nuremberg, Germany (http://www.biofach.de/)
- Natural & Organic Products - London, United Kingdom (http://www.naturalproducts.co.uk/)
- BioWest - Dusseldorf, Germany (http://www.biowest.info/)
- BioOst - Berlin, Germany (http://www.bioost.info/)
- BtoBIO EXPO - Milan, Italy (http://btobio.it/)
- Fa’ la Cosa Giusta - Milan, Italy (http://falacosagiusta.terre.it/)
Target groups
Buyers, opinion leaders, importers, press, multiple retail chains, specialised organic distribution chain, specialised chains and stores.
b) Market research and opinion polls
These are tools that can be used to increase our knowledge of the opportunities and conditions for development in the “target” market. They can be used to help regional businesses seize the opportunities offered by the Italian and European markets, with a view to improving the competitiveness of the chain.
Target groups
Multiple retail chains, specialised and standard organic distribution chains, consumers.
c) Product presentations to the economic operators and press
We invite international experts to “our territory”: this too is a natural way to expand the boundaries of the organic sector and increase the range of products available in national and European chains.
Incoming
- -2 incoming activities with German journalists and food experts (opinion leaders).
- - 2 incoming activities with German economic trade professionals (buyers, restaurant owners, hoteliers, importers).
- - 1 incoming activity with French economic trade professionals (buyers, restaurant owners, hoteliers, importers).
- - 1 incoming activity with English economic trade professionals (buyers, restaurant owners, hoteliers, importers).
Target groups
Operators in the reference markets: German journalists and food experts (opinion leaders); German, French and English economic trade professionals (buyers, restaurant owners, hoteliers, importers).
Promotion for advertising purposes
There are two types of activity planned: in the first, operators appointed by the Consortium go to locations where the products are purchased and consumed (in Italy and abroad) and to Italian tourist hotspots, where they present the products directly to the public; in the second kind of activity, the objective is to promote knowledge of the products and teach consumers how organic produce differs from its standard counterparts using means of communication. This is a large-scale initiative that aims to reach the general public.
a) Tasks of the operators appointed by the Consortium
- - Organisation of advertising activities involving demonstrations in specialised stores in Italy.
- - Organisation of advertising activities involving store promotions in specialised stores in Italy.
- - Organisation of advertising activities involving demonstrations in restaurants in Italy.
- - Organisation of advertising activities involving demonstrations in the multiple retail chains in Germany.
Target groups
Italian PoS specialised in organic products; Italian restaurant owners; major multiple retailers in Germany.b) Means of communication
Institutional advertising in the media (magazines, newspapers, web, etc.).Target groups
Consumers, buyers, distributors, retailers etc.
FONDO EUROPEO AGRICOLO PER LO SVILUPPO RURALE: L'EUROPA INVESTE NELLE ZONE RURALI
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