ENoLL FAO Workshop Francisco Molinari

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

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ENoLL FAO Workshop Francisco Molinari

  1. 1.   Catalysing  agrofood  sector  innovation  Do$.  Francesco  Molinari,  mail@francescomolinari.it    
  2. 2. 2   Contents     Where     Why     Who     How     What     Lessons  learnt  Francesco  Molinari  
  3. 3. 3   Where   The  N/W  “>p”  of  Tuscany   Lunigiana   14  municipali4es,  56,000  inhabitants,   4,000  unemployed,  5,300  enterprises   (800  agricultural  -­‐  1,600  craB  firms)  Francesco  Molinari  
  4. 4. 4   Where  (2)  Francesco  Molinari  
  5. 5. 5   Where  (3)  Francesco  Molinari  
  6. 6. 6   Why     Agriculture  has  largely  become  an  informal  ac>vity:     “Second  job”  for  most  regular  employees     Lowest  produc<vity  and  size,  high  dispersion  of   agricultural  firms     Old  age  of  local  farmers  (>65)    need  to  ensure  the   con>nuity  of  business  and  its  permanence  on  the   territory     Wish  to  break  the  “vicious  circle  of  depression”       Low  market  demand    no  incen4ve  to  increase  quan4ty   and/or  improve  quality  of  produc4on!     Poor  knowledge  and  innova<on  capacity  in  local  players     A  long  track  record  of  “failures”  in  “top  down”  enterprise   support  policies    Francesco  Molinari  
  7. 7. 7   Why  (2)     An  untapped  poten<al  deriving  from:     A  few  products  interna>onally  renowned  for  taste  and   quality,  some  holding  a  EU  cer>fica>on  (e.g.  Honey  PDO,   Chestnut  Flour,  Val  di  Magra  Wine  PGI,  “ Testaroli”  etc.)     Local  consump<on  of  agricultural  products  as  part  of:     Touris>c  promo>on  of  the  rural  and  mountain  territory     The  experience  of  an  invaluable  ‘quality  of  life’     The  communitarian  /  collabora<ve  structure  of  local  society     Some  na<onal  /  interna<onal  rela<ons  brought  into  the   project  by  a  group  of  visionary  people…     The  “open  innova<on”  approach  implemented  “for,  by  and   with”  the  people  to  opera>onalise  “bo$om  up”  strategies   for  rural  development  Francesco  Molinari  
  8. 8. 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. 9   Who  (2)  Francesco  Molinari  
  10. 10. 10   Who  (3)  Francesco  Molinari  
  11. 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. 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. 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. 14   What  (2)  Francesco  Molinari  
  15. 15. 15   What  (3)  Francesco  Molinari  
  16. 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. 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. 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. 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. 20   Thanks  for  your  kind  attention   Attribution – Non Commercial – Share Alike 2.5Francesco  Molinari  

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