The document provides context and details for the "Nutrire Milano" framework project. The project aims to promote sustainable local agriculture that feeds Milan city while offering citizens farming and nature activities. It outlines the context of the Agricultural Park South Milan area. It then describes the vision, goals, strategy and structure of the framework project and some local projects it encompasses like the farmers market "Mercato della Terra". The role of designers is also summarized as systemizing, visioning, scenario building, communicating and platform building to facilitate the project.

1. Nutrire Milano. Energie per il cambiamento Feeding Milan. Energies for change .

2. Glossary (draft) Framework project: a project that, through a set of specific actions , promotes and coordinates a multiplicity of self-standing local projects in order to enhance large scale, socially driven, sustainable changes. Local project: a self-standing project that, in the context where it is embedded must be: economically, technologically and socially viable. A nd, therefore , it must refer to locally already existing active communities or to communities that are activated by the same project proposals. Framework action: a framework project initiative specifically finalised to strength the different local projects (increasing their visibility and coherence) and to communicate the Framework projects, as a whole. … ....... Context: the natural and social environment where the project is embedded. It includes the description of the current situation in terms of resources, opportunities and risks Main problem : a recognised problem that a design team can solve. It is the main reason why the project exists. Vision : the synthetic description of the desirable condition the project aims to. That is: a positive possible future that can be built thanks to a creative use of available resources and existing drivers of change. Goals : the set of specific results to be achieved, in order to fulfil a given vision. Strategy: the combination of existing drivers and specific actions thanks to which different goals can be achieved and the whole vision can be implemented.

3. INDEX 1. Framework project Promoter(s) 1.1 Context 1.2 Main problem 1.3 Framework project: vision and goals 1.4 Framework project: strategy 1.5 Framework project: structure 1.5.1 Framework project: Local project 1 1.5.2 Framework project: Local project 2 1.5.3 Framework project: Local project 3 1.5.4 Framework project: action 1 1.5.5 Framework project: action 2 1.5.7 Framework project: action 3 1.6 Framework project: timeline 1.7 Framework project: next steps 2. Local project: examples 2.1 Local project 1 2.1.1 Local project 1: context and main problem 2.1.2 Local project 1: vision and goals 2.1.3 Local project 1: strategy 2.1.4 Local project 1: Activities and results 3. Design role 3.n Design tools n

4. Nutrire Milano. Energie per il cambiamento Feeding Milan. Energies for change .

5. Promoter(s) University of Gastronomic Sciences . It is an international research and educational centre for a new agricultural paradigm, for biodiversity and for an holistic relationship between agronomy and grastronomy. Politecnico di Milano, INDACO dept . It is the Design school of Politecnico di Milano. In particular, DIS-Design and Innovation for Sustainability research unit works in the field of strategies for sustainable innovation in product-service systems Slow Food Italy. An international association born in 1989, it is a cultural movement that proposes a philosophy of pleasure and educational programs for taste, for eno-grastronomic heritage protection and for consumer training

6. 1.1 Context Agricultural Park South Milan . Managed by Provincia di Milano 63 municipalities (including Milan) 47.000 ha, mainly for agro-industrial production not for city provision. Sustainable, local and organic agriculture only 3% (1400 ha) Rich historical heritage (abbeys, “cascine”…) Rural villages and natural resources (water, woods…) Cultural mix (autochthons, immigrants, city dwellers…) Efficient irrigation system designed by Leonardo da Vinci. Growing demand of local good food form the city The biggest agricultural park in Europe, ignored by the city dwellers Agricultural Park South Milan area

7. 1.2 Main problem Agricultural Park South Milan . A rururban region challenged by building speculation, where the boundaries between city and countryside are blurring due to urban sprawling, and agriculture is suffering and no longer profitable.

8. 1.3 Framework project: vision and goals Vision A rural-urban area where agriculture flourishes feeding the city and, at the same time, offering citizens opportunities for a multiplicity of farming and nature related activities. Goals To promote a shift from industrial agriculture to organic multifunctional farming thanks to the support of existing best practices and the development of new, specifically conceived, projects. To conceive and develop a new set of services to improve the quality of life in the country side, and to facilitate the links among farms and the city. To promote a new culture of food and agriculture and to rise between the citizens the consciousness of the Parco Sud relevance for the quality of life in Milan. Photo: Anna Meroni - 2007

9. 1.4 Framework project: strategy Strategy To transform the proximity to the city from a disadvantage to an advantage, promoting the scenario of “zero miles food and tourism”. To support existing best practice and to make their activities more visible in order to extend them to other farms and citizens. To build new food networks based on the two main concepts of demediation (to shorten up the agrifood chain) and multifunctionality (to promote economies of scope).

10. 1.5 Framework project: structure Scenario building Digital platform Communication Systemising 4 1 2 3 1. Mercato della Terra 2. Filiera pane Local project 1 1 . Mercato 3. Ortaggi n. … local projects

11. 1.5.1 Framework project: Local project 1 Mercato della Terra di Milano. Agricultural Park South - Milan’s Slow Food farmers’ market Promoted by Slow Food Italy and Provincia di Milano Granted by Comune di Milano Producers: from Park South, Lumbardy and some guests from other regions Photo: P.Bolzacchini e A.Cecchini - 2010

12. 1.5.2 Framework project: Local project 2 La filiera del Pane (the Bread chain) Milan’s bread chain from the crop to the shop. Milan is suffering form a lack of good bread. Also, in last years, its price has arised very high, so many people buy industrial one from the supermarkets. The aim of this project is to re -build the bread chain from the quality of the crops, throght the processes of transformation, to the final consumer, who can buy good, clean and fair bread at the right price in the shops. Photo: P.Bolzacchini e A.Cecchini - 2010

13. 1.5.3 Framework project: Local project 3 Ortaggi per la città (Veggies for the city) Vegetable local production and distribution. In Milan there is no chance for city dwellers to buy local fresh vegetables though the mainstream distribution. Despite this, some farms activated some shy attempts for shopping in farm. The aim of this project is to bring fresh veggies to the urban population, boosting de-mediated ways of selling, both in the city and in the farms.

14. 1.5.4 Framework project: action 1 Scenario building A metropolitan agri-food model of excellence: a rural-urban area where agriculture flourishes feeding the city and, at the same time, offering citizens opportunities for a multiplicity of farming and nature related activities. To fulfil this vision, designers can manage several activities like: Envisioning Creating ideas Sharing an generating consensus Territorial analysis Case studies

15. 1.5.4 Framework project: action 1 Scenario building Envisioning Creating ideas Sharing an generating consensus Territorial analysis Case studies

16. 1.5.4 Framework project: action 1 Scenario building Envisioning Creating ideas Sharing an generating consensus Territorial analysis Case studies

17. 1.5.4 Framework project: action 1 Scenario building Envisioning Creating ideas Sharing an generating consensus Territorial analysis Case studies

18. 1.5.4 Framework project: action 1 Scenario building Envisioning Creating ideas Sharing an generating consensus Territorial analysis Case studies

19. 1.5.5 Framework project: action 2 Digital platform The digital platform aims to support the collaborate among all communities working on the project at different layers: it is a tool that supports the 3 local projects. Layers structure: Social network base (as a mash-up of existing social media and our user database) Enabling solutions Collaborative services Events

20. 1.5.7 Framework project: action 3 Communication It aims to create an iterative confrontation between designers and the local communities Organisation of seminars and co-design workshops to help the iterative confrontation between designers and co-producers Activating permanent education of the consumers (co-producers) Organising academic conferences

21. 1.5.6 Framework project: action 4 Systemising It is the practical application of the framework, that consists in: Building the digital platform to start creating some links between the local projects, and to give substance to the framework Showing who the farmers are and what they do (eg : farmers selection for farmers’ market according to quality criteria and the systemised way they are presented at the market) Creating synergies among the actors.

22. 1.6 Framework project: timeline a project for local food producion, distribution and consumption for Turin THE URBAN COUNTRYSIDE a scenario project for Milan Agricultural Park South FOOD NETWORKS Other projects before “ Nutrire Milano” NUTRIRE MILANO Current framework progress

23. 1.6 Framework project: timeline work in progress… so far 1. Scenario building : values and strategic drivers definition, first visualisation; creation of some ideas for new services; definition of the analysis categories and “case studies” farms 2. Digital platform : structure and objectives definition; first field research of Park South farms 3. Communication : First meeting with the broad Milan community to share the project and understand the NM-like running projects 4. Systemising : digital platform collaboration definition; farmers selection for Mercato della Terra; first list of the most pro-active farmers that are already networked; farmers’ market layout implementation

24. 1.7 Framework project: next steps Work in progress… next steps 1. Scenario building: development of scenario peculiar features and visualisations; definition of the tools to build the scenario (according both to the framework and the local projects); definition of actors and existing best practices involvement; improving the relationship with local communities and institutions 2. Digital platform: digital platform software development; digital platform feeding (field and data research); interaction design of the digital platform 3. Communication: Participation to academic conferences Kick-off conference 4. Systemising: New services generation according to the 3 local projects; recruiting of local best practices in the local projects; improving the “Mercato della Terra” project; boosting the existing synergies among the farmers

25. 2. Local project: examples 1. Mercato della Terra di Milano (Milan Slow Food’s farmers’ market) 2. La filiera del Pane (The bread chain) 3. Ortaggi per la città (Veggies for the city)

26. 2.1 Local project 1 Photo: P.Bolzacchini e A.Cecchini - 2010 Mercato della Terra di Milano. Agricultural Park South - Milan’s Slow Food farmers’ market Promoted by Slow Food Italy and Provincia di Milano Granted by Comune di Milano Producers: from Park South, Lumbardy and some guests from other regions

27. 2.1.1 Local project 1: context and main problem Photo: P. Bolzacchini e A. Cecchini - 2010 Main problem City dwellers in Milan cannot find local good produce in the mainstream distribution system. This system, also, keeps the chain between the farmer and the consumer very long, with cost increasing and small revenues for the farmer. Context Located in Milan, in the former local vegetables market of the city. The Farmers’ market can be a good system of de-mediated selling from the producer to the co-producer. It’s part of a network of markets yet running in other cities in Italy

28. 2.1.2 Local project 1: vision and goals Goals Support the existing best practices by help them selling their produce. Help the farmers in organising the market Vision Farmers need a chance to meet up other farmers and consumers and exchange their produces in a public place. This is a place where people can enjoy buying local produce and talking to the producers, and learn about good food

29. 2.1.3 Local project 1: strategy Photo: P. Bolzacchiini e A.Cecchini - 2010 (Coherence to the framework strategy) the project supports the existing best practices by building a network of producers and consumers to help de-mediation It aims to become self organising, so to provide proper infrastructures and tools to the producers It offers educational and teaching activities to awaken the city to sustainable consumption. Combining increasing interest of people about local food and the will of farmers to move towards to organic production and demediation : it means o ffering high quality food only from local small farms, according to the consumers trend. The crisis of the agro-industry can push the farmers to switch to a more sustainable way of production (organic crops, de-mediated selling systems…) The role of well know association as guarantee of good quality produce Use technologies to help the meeting between the farmers and the consumers

30. 2.1.4 Local project 1: Activities and results Result A monthly market every 3rd Saturday, with seasonal produce from Agricultural Park South Milan and Lumbardy, Slow Food Presidia and Slow Food Taste Laboratories (Laboratori del Gusto) Activities Selecting and recruiting of the farmers, according to quality parameters Get the permissions from local authorities Organising of the logistics and the turn over among the farmers Communicating the event to the city Provide a tool(kit) to help farmers in organising the market

31. 3. Design role (draft) Nourishing Milan is largely based on several Design research and teaching experiences on new food network in the Milano area. In its development, designers played (and will play) a major role in order to trigger, promote and facilitate a larger co-design process.

32. 3.1 Systemizing Systemising : to improve the overall system effectiveness. It consists in connecting the actors and the resources, so that they generate synergies and, through this collaboration, they share risks and experience .

33. 3.2 Visioning Visioning to facilitate the social conversation on what to do and how. That is: to create consensus and to make the possible solutions visible.

34. 3.3 Scenario building Scenario building to (collaboratively) create a common vision about a desirable future and the strategy to implement it.

35. 3.3 Communicating Communicating in order to make the project and the project results visible and understandable.

36. 3.4 Platform building Platform building intended as the development of a set of digital services. These digital services are conceived to share information and to support the involved partners in the project co-creation and management. and a set of social media

37. 3. Design role (draft) … to be concluded!