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

• Gianluca Brunori
• University of Pisa

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Competitiveness vs. sustainability a trade off?

• Individual compensations as a key policy measure

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Beyond the trade-off a new policy framework
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Farmers strategies

• Differentiation ? creating a differential value
• Diversification ? risk reduction

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Differentiated channels

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

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Governance
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Hybrid networks
province
Chamber of commerce
Other local actors
municipality
outside consumers
Slow food italy
retailers
Slow food
consortium
local consumers
restaurants
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Development processes
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Market governance

• Economic diversity
• Supermarkets evolution
• Beyond supermarkets
• Hybrid networks
• Multiple actors
• Flexible cooperation
• Embeddedness

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Impact on rural development
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A new policy framework?

• From support to individuals to support to
  initiatives
• Flexible schemes
• Integrated projects
• Administrative simplification

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Thank you for your attention!