"Leveraging market opportunities for promoting healthy diets Gianluca Brunori Professor, Department of Agriculture, Food and Environment, University of Pisa "
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"www.fao.org/about/meetings/sustainable-food-systems-nutrition-symposium The International Symposium on Sustainable Food Systems for Healthy Diets and Improved Nutrition was jointly held by FAO and WHO in December 2016 to explore policies and programme options for shaping the food systems in ways that deliver foods for a healthy diet, focusing on concrete country experiences and challenges. This Symposium waas the first large-scale contribution under the UN Decade of Action for Nutrition 2016-2025. This presentation was part of Parallel session 1.3: Leveraging market opportunities for promoting healthy diets"
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"Leveraging market opportunities for promoting healthy diets Gianluca Brunori Professor, Department of Agriculture, Food and Environment, University of Pisa "
- 2. Leveraging market opportunities for promoting healthy diets Gianluca Brunori University of Pisa
- 3. Health as a business opportunity Source: Euromonitor
- 5. Changing the foodscape • Broadening consumer’s choice • Building new markets • Linking to policies
- 6. Broadening consumers’ choice Alternative food Environmentally sustainable Biodiverse LocalTraditional Ethical
- 8. CSA, GAS, AMAP Farmers’ markets Organic Private box schemes Fair trade time sales Evolution of alternative food systems GIs
- 9. 1994 1,775 2013 8,144 Farmers’ markets in the USA Farmers’ markets in Italy Source: USDA
- 10. GAS, CSA, AMAPS: decentralized networks
- 12. An example: ‘Alternative’ bread
- 13. Floriddia’s bread (on farm organic wheat-to-bread chain)
- 15. local / global comparison
- 16. Linking to policies • Guidelines for sustainable diets • Public procurement • Urban food planning
- 17. Thank you!
- 18. Main messages • Small farmers may have a competitive advantage over corporate food • Competitive advantage regards biodiversity, environmental sustainability, social sustainability, cultural sustainability • To express potential of small farms in relation to healthy diets, a specific attention should be focused on the relation between farmers’ strategies, alternative food systems and innovation
Editor's Notes
- In the last years health has been perceived as an outstanding business opportunity for the food industry, often accused to be the responsible for the bad state of nutrition in most countries
- Despite these efforts, however, it cannot be denied that food corporates contribute to build a food environment, and shape food habits, detrimental to healthy diets. Conventional food industry gets the value from highly processed food, while it is now recognized that healthiness is linked to a low level of processing It is for this reason that there is an increasing interest over the growth of so called ‘alternative food networks’
- Globally Important Agricultural Heritage Systems (GIAHS)
- Farm-based food did not find place and legimity into conventional market, so it had to create its own channels These networks constitute an increasingly important channel for farm-based healthy food
- Distanza geografica La filiera grano-pane avviene interamente all’interno dell’azienda Agricola biologica di Rosario e Giovanni Floriddia, a Peccioli in provincia di Pisa. L’azienda produce varietà antiche di cereali, adatte alle esigenze dell’agricoltura biologica. Ha investito nelle fasi a valle della filiera con la costruzione del mulino a pietra aziendale e il panificio/pastificio. Il pane viene venduto nel punto vendita aziendale in sacchetti di carta e tramite panifici locali, oltre che a Gruppi di Acquisto Solidale. Metodo di produzione Artigianale, produzione discontinua Composizione del prodotto packaging e shelf life La ricetta comprende farina di grani antichi di tipo 1, con germe di grano, acqua, lievito madre e una piccola percentuale di lievito di birra, sale. La shelf life può raggiungere anche i 7 giorni. Prezzi e quantità La produzione media è intorno alle 20 tonnellate all’anno e il prezzo oscilla tra i 3,50 e i 4,20 euro al kg.
- Tuscan Bread has to be produced (exclusively) with soft grains grown within Tuscany region borders according to the Product Specification of the “Pane Toscano DOP” (Tuscan Bread PDO). Also the processing stages of milling and baking must take place within the region, while commercialization is mostly regional and national and eventually global, (as it can be exported) provided that the PDO is used