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Leveraging market opportunities
for promoting healthy diets
Gianluca Brunori
University of Pisa
Health as a business opportunity
Source: Euromonitor
Changing the foodscape
• Broadening consumer’s choice
• Building new markets
• Linking to policies
Broadening consumers’ choice
Alternative food
Environmentally
sustainable
Biodiverse
LocalTraditional
Ethical
Building new markets
Alternative
food
systems
Alternative
food
CSA, GAS,
AMAP
Farmers’
markets
Organic
Private
box schemes
Fair
trade
time
sales
Evolution of alternative food systems
GIs
1994 1,775
2013 8,144
Farmers’ markets in the USA Farmers’ markets in Italy
Source: USDA
GAS, CSA, AMAPS: decentralized networks
Private box schemes
An example: ‘Alternative’ bread
Floriddia’s bread
(on farm organic wheat-to-bread chain)
local / global comparison
Linking to policies
• Guidelines for sustainable diets
• Public procurement
• Urban food planning
Thank you!
Main messages
• Small farmers may have a competitive advantage over
corporate food
• Competitive advantage regards biodive...
"Leveraging market opportunities for promoting healthy diets  Gianluca Brunori Professor, Department of Agriculture, Food ...
"Leveraging market opportunities for promoting healthy diets  Gianluca Brunori Professor, Department of Agriculture, Food ...
"Leveraging market opportunities for promoting healthy diets  Gianluca Brunori Professor, Department of Agriculture, Food ...
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"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 "

  1. 1. Leveraging market opportunities for promoting healthy diets Gianluca Brunori University of Pisa
  2. 2. Health as a business opportunity Source: Euromonitor
  3. 3. Changing the foodscape • Broadening consumer’s choice • Building new markets • Linking to policies
  4. 4. Broadening consumers’ choice Alternative food Environmentally sustainable Biodiverse LocalTraditional Ethical
  5. 5. Building new markets Alternative food systems Alternative food
  6. 6. CSA, GAS, AMAP Farmers’ markets Organic Private box schemes Fair trade time sales Evolution of alternative food systems GIs
  7. 7. 1994 1,775 2013 8,144 Farmers’ markets in the USA Farmers’ markets in Italy Source: USDA
  8. 8. GAS, CSA, AMAPS: decentralized networks
  9. 9. Private box schemes
  10. 10. An example: ‘Alternative’ bread
  11. 11. Floriddia’s bread (on farm organic wheat-to-bread chain)
  12. 12. local / global comparison
  13. 13. Linking to policies • Guidelines for sustainable diets • Public procurement • Urban food planning
  14. 14. Thank you!
  15. 15. 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

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