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ENoLL FAO Workshop Francisco Molinari

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Catalysing agrofood sector innovation …

Catalysing agrofood sector innovation
ENoLL FAO Workshop Rome 25-26. January 2011


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  • 1.   Catalysing  agrofood  sector  innovation  Do$.  Francesco  Molinari,  mail@francescomolinari.it    
  • 2. 2   Contents     Where     Why     Who     How     What     Lessons  learnt  Francesco  Molinari  
  • 3. 3   Where   The  N/W  “>p”  of  Tuscany   Lunigiana   14  municipali4es,  56,000  inhabitants,   4,000  unemployed,  5,300  enterprises   (800  agricultural  -­‐  1,600  craB  firms)  Francesco  Molinari  
  • 4. 4   Where  (2)  Francesco  Molinari  
  • 5. 5   Where  (3)  Francesco  Molinari  
  • 6. 6   Why     Agriculture  has  largely  become  an  informal  ac>vity:     “Second  job”  for  most  regular  employees     Lowest  produc<vity  and  size,  high  dispersion  of   agricultural  firms     Old  age  of  local  farmers  (>65)    need  to  ensure  the   con>nuity  of  business  and  its  permanence  on  the   territory     Wish  to  break  the  “vicious  circle  of  depression”       Low  market  demand    no  incen4ve  to  increase  quan4ty   and/or  improve  quality  of  produc4on!     Poor  knowledge  and  innova<on  capacity  in  local  players     A  long  track  record  of  “failures”  in  “top  down”  enterprise   support  policies    Francesco  Molinari  
  • 7. 7   Why  (2)     An  untapped  poten<al  deriving  from:     A  few  products  interna>onally  renowned  for  taste  and   quality,  some  holding  a  EU  cer>fica>on  (e.g.  Honey  PDO,   Chestnut  Flour,  Val  di  Magra  Wine  PGI,  “ Testaroli”  etc.)     Local  consump<on  of  agricultural  products  as  part  of:     Touris>c  promo>on  of  the  rural  and  mountain  territory     The  experience  of  an  invaluable  ‘quality  of  life’     The  communitarian  /  collabora<ve  structure  of  local  society     Some  na<onal  /  interna<onal  rela<ons  brought  into  the   project  by  a  group  of  visionary  people…     The  “open  innova<on”  approach  implemented  “for,  by  and   with”  the  people  to  opera>onalise  “bo$om  up”  strategies   for  rural  development  Francesco  Molinari  
  • 8. 8   Who     A  non  profit  associa<on  under  the  Italian  law     Established  in  January  2007,  now  coun>ng  120+  members  and  200+   associates  (mostly  from  the  agricultural  and  agritourism  sector)     A  ‘light’  structure,  with  minimal  costs  of  func>oning     HQs  located  in  the  Terrarossa  Castle,  in  the  very  heart  of  Lunigiana     Like  any  ‘virtual’  organiza>on,  Lunigiana  Amica  does  not  imply   significant  membership  fees     Run  and  managed  by  its  members     Each  member  can  freely  and  seamlessly  join  or  leave  any  internal   cluster  (project)  of  Lunigiana  Amica,  following  their  con>ngent   requirements,  interests  and  opportuni>es.  Francesco  Molinari  
  • 9. 9   Who  (2)  Francesco  Molinari  
  • 10. 10   Who  (3)  Francesco  Molinari  
  • 11. 11   How   LA     ≈  120-­‐150  en>>es   Members   Local     Firms  &   ≈  250-­‐300   Partners   Lunigiana     Business   ≈  2,500+   Community   …  a  Catalyser  of  Local  Innova2on  …  Francesco  Molinari  
  • 12. 12   How  (2)   LA  Associa>on   Informal     Informal     Informal     partnership  #1   partnership  #2   partnership  #N   Project  #1   Project  #2   project  #N   Third  Par>es  Francesco  Molinari  
  • 13. 13   What   Establish  a  distribu<on  and   Promote  the  consump<on  of   marke<ng  centre  for  Lunigiana’s   agricultural  products  in  the  same   agricultural  and  crah  products,  in   area  of  produc<on  by  means  of:   coopera>on  with  a  local  coopera>ve   par>cipa>on  in  local  fairs,  strategic   company  based  in  the  area.   alliances  with  the  agritourism  and                           Ho.Re.Ca.  sectors,  etc.     Favour  an  increase  in  quan<ty  and   Create  a  virtual  competence  centre,   quality  of  local  agricultural  (and   networking  with  European  and   bio-­‐)  products  through  finding  new   interna>onal  best  prac>ces  in  rural   markets  and  opportuni>es  for   development  and  ICT  innova>on,   programming  (e.g.  school                 providing  valuable  services                                   canteens,  new  Regional  law                               to  the  whole  Lunigiana.     on  agritourism  etc.)  Francesco  Molinari  
  • 14. 14   What  (2)  Francesco  Molinari  
  • 15. 15   What  (3)  Francesco  Molinari  
  • 16. 16   What  (4)   As  a  follow-­‐up  of  a  na>onal  project   on  fire  preven>on  in  the  rural  and   mountain  areas  of  Italy,  we  have   established  in  2007-­‐2008  an   innova<ve  pilot  (FRAIL)  -­‐  based  on   mobile  technologies  -­‐  in  the  specific,   real-­‐life  scenario  of  fire  risk   monitoring  and  control.   The  pilot  won  recogni>on  of  FP6   WearIT@Work  IP  as  a  take-­‐up  ac>on   and  its  results  were  presented  at  the   mGov  Conference  2009  in  Barcelona.   Involved  partners:  Coldiren,  the   Mountain  Community  and  the  Milan   based  ICT  company  Actvalue  s.r.l.    Francesco  Molinari  
  • 17. 17   Ongoing  projects     Addi<onal  points  of  distribu>on  and  sale  in  the  area       Promo>on  of  the  “bio”  label  of  local  products     Regional  level  agreements  for  the  supply  of  “Km.  0”  products  (also   from  other  areas  of  Tuscany)  to  various  prospec>ve  buyers     E-­‐Commerce  for  selected  items  in  north  European  markets     “PortoQui”  =  an  in-­‐port  food  supply  service  to  yachters     “Hotel  Lunigiana”  =  an  integrated  supply  of  rooms  from  several   agritourism  farmhouses     Interna<onal  clustering  and  partnering  for  addi>onal  business   opportuni>es  and/or  RDI  projects  based  on  the  Living  Lab  approach  Francesco  Molinari  
  • 18. 18   Lessons  learnt     “Doing  it”  is  possible,  par>cularly  in  small  communi>es  (word  of   mouth  effects    trust  and  image  building)     Don’t  need  much  >me  to  see  the  first  results     Make  it  cheap,  keep  overheads  low     Public  funding  is  key,  but  only  for  the  start-­‐up  phase     Reputa<on  is  essen>al,  and  growing  with  your  achievements     You  can’t  serve  everyone  at  best,  so  be  ready  to  lose  some   founding  members  on  the  way     Going  interna<onal  helps  you  learn  from  someone  else’s   mistakes  &  open  up  new  windows  of  opportunity  Francesco  Molinari  
  • 19. 19   More  info     Associazione  Lunigiana  Amica     h$p://www.lunigianaamica.it  (in  Italian,  sorry)     h$p://www.openlivinglabs.eu/sites/enoll.org/files/lunigiana-­‐ amica.pdf     FRAIL  project     h$p://www.wearitatwork.com/take-­‐up-­‐projects/frail/     Italian  Network  of  Living  Labs     h$p://www.inoll.it       “PortoQui”  project     h$p://proge$okublai.ning.com/group/portoqui     Francesco  Molinari,  mail@francescomolinari.it    Francesco  Molinari  
  • 20. 20   Thanks  for  your  kind  attention   Attribution – Non Commercial – Share Alike 2.5Francesco  Molinari