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Agriculture and Greenhouses
An Opportunity Analysis for Bayer CropScience

177
“The farmer has to be an optimist or he wouldn’t still be a farmer”.

Will Rogers

178 - Sicily · Agriculture and Greenhouses - D4SB

179
Index
Why Sicily?
Bayer CropScience

185

Project Brief

185

The Sicilian Context
Sicily Profile

189

Sicily in Numbers

189

Ragusa

190

Greenhouse Cultivation

191

Ragusa and Greenhouse Cultivation

192

Benchmarks

193

Project Goal

194

Observation & Synthesis
The Siciliy Field Research Program

198

The Interview Guides

199

Stakeholder Map

210

Time and Money Flowchart

211

Stakholders on the Agrcultural Context. Influence on System

212

Opportunity Spaces

214

Projections
Projections

Bibliography

180 - Sicily · Agriculture and Greenhouses - D4SB

72
75

181
Why Sicily?
During our journey in defining the scope of design and social business, we had the opportunity to collaborate
on a project with a multinational corporation that showed interest in our work and methodology.
Due to the confidential information revealed throughout the research and used throughout our analysis, synthesis and
ideation, we will not be able to share the detailed outcomes of our project. However, it is important to acknowledge
this project as a valuable tool to understand how social and design can integrate within large corporations.

183
Bayer CropScience
“Bayer: Science For A Better Life”.

Bayer CropScience is the second largest crop protection global company, with sales in 2006 of USD$4,874 million in
the crop science sector and USD$8,000+ million for the entire company. Bayer CropScience sells products in the United
States, Canada, Mexico, Asia, Europe, Brazil, Australia and other countries. Its customers are commercial dealers and
growers in crop production, horticulture, turf and ornamentals and professional products. Products are insecticides
(#1), herbicides, fungicides, and seeds.
Bayer CropScience is with annual sales of about EUR 6.8 billion one of the world’s leading innovative cropscience
companies in the area of crop protection (Crop Protection), non agricultural pest-control (Environmental Science),
seeds and plant biotechnology (BioScience).
Customers include distributors, dealers and farmers.

Project Brief
Identify opportunity spaces for Bayer to develop new products and/or services within the context of greenhouse
agriculture in Ragusa - Sicily.
To understand the opportunities for the development of new services, to analyze the needs of farmers, retailers and
other stakeholders and to give insights about the innovation process in greenhouse agriculture

185
The
Sicilian
Context
187
Sicily Profile

Even though much of its mountainous terrain is unsuitable for farming, Italy has a large work force (1.4 million)
employed in farming. Most farms are small, with the average size being only seven hectares. In this context, Sicily
is known for it’s vegetables, which since the sixties have gained much larger markets in the quality of crops in
greenhouses, found mainly in the South East, such as the famous Pachino tomatoes, or legumes such as lupine.

Sicily in Numbers
Total area of Italy
301,338 Km2

70%
Italy

Total area of Sicily
25,711 Km2
Area in Km2 of Sicily compared to Italy

Greenhouses
Capital City: Palermo
Population: 5,048,806
GDP: 88,327.73
GNI (PPP) per capita: 17,533

30%
Sicily

Proportion of Greebouses in Sicily
compared to Italy

Hectars of
covered ground

Most of the greenhouses in Sicily are located mainly along the strip in the south coast, especially in the province
of Ragusa. In particular, in the Vittoria, Comiso, Achates and Santa Croce Camerina zones. There predominate the
floriculture, and the fruit and vegetable sectors, while the marine area of Scicli, Pozzallo, and Ispica presents mainly
vegetable crops in open fields (Sicily Region). The entire inland of the coastline of Ragusa, from Ipsica to Vittoria (and
recently some areas from Gela and Mazara) have constituted for several decades an area of excellence for protected
crops.
189
Ragusa
“...the industry’s most outstanding
and innovative feature is that of the
greenhouses, especially on sandy
soils, which stretch from Vittoria to
the coast; millions of square meters of
cropland, made with great economy
​​
of material, ...that go through the
entire year”.

Greenhouse Cultivation

The agriculture of the province has many traditional aspects: on the plateau dry crops are prevalent, especially cereals
and tree crops. A mosaic of tree crops and vegetable plants characterizes the areas of Ispica and Pozzallo , the hills
and the plains of Vittoria, Comiso and Achates. But the industry’s most outstanding and innovative feature is that
of the greenhouses, especially on sandy soils, which stretch from Victoria to the coast; millions of square meters of
cropland, made ​​
with great economy of material, in which there is a production of zucchini, eggplant, tomatoes and
flowers (the latter, especially in the area of Victoria) that go through the entire year. The cultivation in greenhouses is
presented - in monofunctional or multifunctional areas - in the Ispica region, including Donnalucata and Scicli, as well
as along the coast and in between Punta Secca and Santa Croce Camerina and between Acate and Achates. In the early
seventies the explosion of the ragusian greenhouses has been, according to Antonio Saltini , one of the most striking
phenomena of vitality of the entire Italian agriculture building, on land which offered virtually no income, a flow of
income and involving a large number of related areas, from trade of seeds and pesticides to that of polyethylene, from
bottled gas for heating greenhouses and refrigeration facilities for road transport.

Greenhouse cultivation plays an important part in flower and fruit and vegetable growing. In the Mediterranean basin,
crops grown in some sort of protective structure cover an estimated surface area of over 40,000 hectares, largely with
little technological input. Yet innovation continues, for the structures used and the crop techniques and technical
methods.

The wine-growing economy has an important place of Ragusa, there are many wines IGT and DOC products, among
which stands the Cerasuolo di Vittoria, produced from the grape Nero d’Avola and Frappato .

Construction Types
Greenhouses are almost all built in two basic types: gable roofed with symmetrical or asymmetrical gables, and tunnels
with a circular or elliptical section. They also differ in terms of the conditions inside, which rests on the type of crop:
cold frame, when there is no temperature control; temperate frame when the night temperature is kept at 10-14°C;
and hot houses with a temperature of 16-20°C at night. Some wooden framed greenhouses are still built, but steel is
the most widely used material. The frame must be strong to support its own weight, any secondary supports such as
metal anchors, the covering, and also factors such as wind and snow. The type of cover material decides the type of
structure, its shape and size.
Climatisation
Controlled greenhouse conditions means controlling not only the temperature, but also humidity, illumination and air
flows. In hot and temperate greenhouses, heating is the most important component. The ‘greenhouse effect’ is not
enough to guarantee the temperature, so artificial heating is almost always indispensable. It is generally produced
by hot air generators fitted with fans. The most common type is suspended in the air and blows the hot air through a
suspended pipe made of plastic film with holes in it. Heating can also be applied to the substrate in which the plants
grow, using PVC pipes buried or laid on the bottom of the growing bench.
The whole operation of a modern greenhouse – shading tarps, mechanised opening and closing, heat regulation, etc. –
can be managed fully from a computer on the basis of information from sensors and peripheral microprocessors.
Problems in Greenhouse Cultivation
The troubles which arise in the culture of crops in the greenhouse may be divided into several groups
»» failure to supply the essential factors for optimum growth such as light, moisture, carbon dioxide and heat in
amounts necessary for each individual crop
»» fertilizer deficiencies
»» fertilizer excesses
»» toxic gases
»» attacks by insects, animals, and allied pests and
»» susceptibility to fungus, bacteria and virus troubles.

190 - Sicily · Agriculture and Greenhouses - D4SB

191
Ragusa & Greenhouse Cultivation
Ragusa holds the national record of gross marketable agricultural production, with 47% of the floriculture and
vegetable production in greenhouses.

Benchmarks
Other initiatives that have dealt with greenhouse agriculture are:

The greenhouses of Ragusa are used mainly for horticulture, especially for tomatoes, eggplants, bell peppers, zucchini
and melons. Tomatoes alone, account for 70% of the entire production in the zone.
Technology use in the area is also very limited, especially among the small farmers, and many of them still use the
same techniques of 20 years ago. Most of the greenhouses in the area are cold ones, which means that they are not
heated, or use automated temperature control mechanisms since they can benefit from milder temperatures than other
renowned greenhouse zones such as the Netherlands, and the relation between cost and benefit is still high. Instead,
it is widely spread the use of plastic to cover the soil to keep it warmer and to avoid sudden changes of temperature.
This help to considerably reduce the production costs, since the use of fuel is very limited, and many times, none.
Techniques such as soil-less cultivation (fuori solo) which is one of the biggest trends of the market in the recent
years – plants grown outside of the ground in suspended bags containing natural fibers and added nutrients – are still
not very diffused because of the high cost of implementation. The use of soil-less cultivation considerably reduces
the contamination of the plants by fungus , lowering the need of agrochemicals. In Italy, it accounts for 3% of all
greenhouse production while in Holland for over 50%.
The cycles of a crop can vary from farm to farm. They can decide to do one or two cycles per year. One cycle a year,
reduces the overall costs, since they planting occurs only once. On the other hand, even if it is more costly doing two
cycles, it allows the harvesting in times such as winter or Christmas when farmers can sell their products at higher
prices.

Walking Plant Systems
In Holland, Walking Plant Systems, one of the major
suppliers of greenhouse management systems,
uses electronic tagging employed in the automatic
identification of people and things (Radio Frequency
Identification) to keep track of each individual vase and
optimize the entire process of greenhouse cultivation.
The system created by WPS integrates RFID and image
technology to achieve full automation through the plant’s
crop cycle, from sowing to sale to the final customer.
The software also means that each plant can receive
specific treatment as a function of its needs. RFID also
makes retail sales management very reliable.

Nutrient
Film Technique (NFT)
A simplified hydroponic technique known as Nutrient Film
Technique or NFT was developed in England in the 1970s.
using small channels at a slope of 1 - 1.5% covered with
an opaque plastic roof.
The plants are started in inert materials such as perlite
or rock wool and then placed over a channel containing
a fine, continuous flow of nutrient. In this way, the
roots are always bathed in a veil of nutrient solution
continually on the move so there is no need for it to be
aerated artificially. Of course, the nutrient is kept moving
by a pump with continuous control of pH and heat
conductivity.

The agrochemical market. Growing sales of generic products.
With few new pesticide active ingredients coming to market, sales of older pesticides are dominating global
agriculture. When patents on these older pesticides expire generic producers can start manufacturing. The original
research-based companies seek to maintain control while generic producers try to capture a share of the market. Fierce
competition is likely to bring about significant changes over the next five years.
Agrochemicals are an aging industry. While over 800 pesticide active ingredients remain on the market, the number of
new substances being developed has fallen considerably over the last ten years. In some industrialized country markets
older products are losing their registrations. For example, the European Union review has removed over 360 active
ingredients to date.

Ragusa

But these and many other chemicals are still available elsewhere. But while aging, the industry has not lost its vigour.
The overall global agrochemical pesticide market was valued at US$32 billion in 2004 with generic products making
up an increasing percentage of this market. Latest estimates indicate that generic products account for US$18 billion,
or around 66% of overall sales1 and by volume, generic active ingredients may account for approximately 95% of all
product sales worldwide.
Six research-based agrochemical companies (Bayer, BASF, Dow, DuPont, Monsanto and Syngenta) control around 85%
of the overall global market by value. Generic pesticides are key in their product portfolios and these companies play a
dominant role in the generic market, with approximately 70% of sales by value, and possibly 65% by volume.

Figure 1. Greenhouse production in Ragusa compared to the rest of

Italy.

192 - Sicily · Agriculture and Greenhouses - D4SB

Table 1. Description of the agrochemical market.
193
Project Goal:
Provide Bayer CropScience
with opportunity spaces
for the development of new
products and services that
aim at improving farmers’
conditions.
195
Observation
& Synthesis
197
The Sicilly Field Research Program
The Sicily Trip Program (13th - 16th September)
Tuesday

Wednesday

Thursday

Friday

13

14

15

16

Arrive to Sicily

Interviews with farmers, retailers and
other stakeholders in the agriculture
field throughout the day

Morning interviews

Complete information download

Information sharing and downloading in
the afternoon

Leave Sicily to Milan

Initial dialogue – Building the system
map on field workforce together with
Bayer representatives
Table 2. The schedule of our 4 day research in Sicily.

In preparation for our field research in Sicily, we developed interview guides for the different stakeholders in the
agriculture system that we had identified earlier with Bayer representatives in Milan.
Once in Sicily, we interviewed and conducted card games with 9 farmers, 3 retailers, 1 vivarium, 1 commissioner,
1 quality certification administrator and 1 technician. In addition, we had a group discussion with 3 of Bayer’s
representatives that helped us understand the relationships within the complex agriculture system.
A main tool that helped facilitate the conversations with our interviewees was the card sorting game. This visual aid
helped the stakeholders express abstract and emotional sentiments through the use of words and images. These include:
»» Their relationship and feelings towards all the other stakeholders involved in the process: farmers, retailers, buyers,
customers, companies, cooperatives, etc.
»» Trust issue and community sense.
»» Economical barriers/gains and frustrations/satisfactions.
»» Ideal services for them.

The Interview
Guides
198 - Sicily · Agriculture and Greenhouses - D4SB

199
The Interview Guides
Interview Guides - Retailers
Name

Interview Guides - Farmers
Name

Age

Occupation

Activity Specifics

Production Specifics

Use Of Agrochemicals

Important Quotes

Stefano Nicita

31 years

Sales Manager

“Libretti Srl” - 200ha
- 150 employees commercialization

Tomato, eggplant,
pepper, cucumber,
zucchini

Prevention - type and brand chosen
by the technician in house

“Nowadays it is very difficult to
start in agriculture”

Guglielmo
Lami

57 years

Owner

Family business - 0.5ha from 1 to 2 employees

Grapes, tomato, zucchini

Doesn’t pay attention to the brand products chosen with son (technician)
- No protections

“I don’t see agriculture as a
possibility” - “We’d like to be
part of a coop that looks after
us”

Angelo Biagio

42 years

Owner

Family business - 5ha from 9 to 10 seasonal
workers

Tomato, artichoke,
several try-outs

No prevention; products chosen
by brand - managed by specialized
operators

“I buy what I know”

Giuseppe
Melilli

44 years

Administrator

Family business - 8ha 15 employees

Tomato, eggplant

Helped by a friend technician doesn’t care about the brands he uses

“I’m willing to pay more for the
quality”

Giovanni
Lomagno

40 years

Biological farm (with
3 associates) - 45ha
- 120 employees commercialization

Tomato, small percentage
of other horticultural
products

No use of chemicals if not authorized
- products chosen by the technician
inhouse (both brands and generics)

“Market requires bio and
beautiful at the same time” “Plastic bio”

Owner

Occupation

Activity Specifics

Products Specifics

Suppliers Relationship

Important Quotes

Salvatore

41 years

Owner (supplies/
selling management)

Big retailer 4 employees

30% plastics - fertilizers
and other products

Regarded as partners - Bayer is less
flexible with payments but credible and
powerful

“We give more credit than
we should”

Gianluca/
Salvatore

39 & 40 years

Administrator/
Technician

“Farmacia Agricola
Agrisol” - Big retailer

Agrochemicals - zinc wire - other structural
material

They have a bigger margin with the
generics but prefer selling the brand
- Syngenta gives the best service and
the fastest delivery - Bayer has a long
delivery time but a great technical
support system

“Farmers should
specialize”

Fabio

-

Sales Manager

“Tutto Per L’agricoltura”
Family business
(4 brothers + 1 external)

Big variety of products
in small storage, mostly
agrochemicals

He has power of negotiation because
pays always on time

“Clients trust us on
products”

Table 5. The table lists some of the data gathered from the retailer interviews.

Interview Guides - Comissioner
Name

Salvatore
Sciacca

49 years

Owner

Small family business - 1ha
- 2 seasonal workers

Tomato, pepper,
cucumber

Choice influenced by the technicians,
the retailer, the price and the
personal experience - No protections

“I buy the products I find” “We usually buy the brands that
everybody knows”

Galanti
Brothers

42 years

Owners/Sales
Manager

Family business - 15ha
- 50/60 workers commercialization

Different products

Products chosen by the technician
inhouse

“To maintain yourself in the
business you need to have a
name and quality”

Iacono

70 years

Owner

Family business
(3 brothers) - 4ha

Grapes, tomato, pepper

Depends on the help of the technical
forces from the companies (Bayer)

“Everybody looks for his own
interest”

Antonio

34 years

Owner

Small family business - 3ha
- 1 fixed/1 seasonal worker

Tomato, eggplant,
zucchini, pepper

Chooses based on his personal
knowledge - Bayer products too
expensive

“Bayer products are good but
expensive” - “Better to pay
more for a product that works”

Table 3.

Age

The table lists some of the data gathered from the farmer interviews.

Age

Occupation

Relationships in the System

Important Quotes

Aristia

-

Commissioner in Vittoria market and owner of
the transformation company “Agromonte”

Has a place in the market where he buys
products for his company and for small farmers
for the Italian market taking 10% commission

“The market is missing a lot of services” “There is lack of experience and knowledge

Table 6. The table lists some of the data gathered from the commissioner interviews.

Interview Guides - Quality Certification Agency
Name

Age

Occupation

Activity Specifics

Important Quotes

Gianni Polizzi

-

Administrator

Give consulting and certification services (the
global gap)

“We have to attract young people to join the
field” - “We have to innovate culturally and in
the mentality of the farmers here”

Table 7. The table lists some of the data gathered from the quality certification agency interview.

Interview Guides - Vivarium

Interview Guides - Bayer

Name

Age

Occupation

Activity Specifics

Production Specifics

Use of Agrochemicals

Important Quotes

Name

Age

Occupation

Relationships in the System

Important Quotes

Filomena
Fontana

39 years

Production/sales
management

Family business
(3 greenhouses - 1 bio)

Tomato, pepper,
eggplant, cucumber

They have a technician in house, don’t
use chemicals till the plant is in the
greenhouse

“The client comes knowing
what he wants” - “We
give credits only if there’s
trust”

Giovanni
Inghisciano

57 years

C.T.C. for Bayer - Part of crop team

Direct relationships with retailers and coops.
(Orders) and farmers (promotion of products &
technical support)

“I can’t bypass the retailer” - “Too many
technicians in the chain and lack of
communication between them” - “Bayer’s profit
depends on the whole system, each player has
an important role in it”

Table 4. The table lists some of the data gathered from the vivarium interview.

200 - Sicily · Agriculture and Greenhouses - D4SB

Table 8. The table lists some of the data gathered from the quality certification agency interview.
201
“I buy the products I find”
“Usually we buy the brands that everybody knows”

202 - Sicily · Agriculture and Greenhouses - D4SB

“I only buy the products I know”

203
“Nowadays is very difficult to start in agriculture”

204 - Sicily · Agriculture and Greenhouses - D4SB

“I don’t see agriculture as a possibility”

205
“Market requires bio and beautiful at the same time”
“Plastic Bio”

206 - Sicily · Agriculture and Greenhouses - D4SB

“Bayer’s profit depends on the whole system,
each player has an important role in it”

207
“We give more credit than we should”
“I’m willing to pay for a service to be sure to have my money back”

208 - Sicily · Agriculture and Greenhouses - D4SB

“Here we are in the middle age”

209
Technical support
Retailer
(plastic /
material)

Technician

Retailer
(plastic /
material)

Retailer

BAYER

Retailer

FARMER

(small & medium)
Technician

BAYER

Quality
Certification
Agency
(Global Gap)

FARMER

(small & medium)
Technician

Technician

Technician

Technician

Technician

Vivarium

Quality
Certification
Agency
(Global Gap)

Vivarium

production

Seeds

production

Seeds

Selling
General market

Comissioner 1

Comissioner 2

Selling

Local market

General market

Exportation

Comissioner 1

Comissioner 2

Technician

Local market

Exportation

Technician

Supermarket

Supermarket
Tranformation
company

Technician

Technician

Technician

Tranformation
company
Technician

Final user

Relations Between the Different
Stakeholders Within the Agricultural Context
210 - Sicily · Agriculture and Greenhouses - D4SB

Final user

Time and Money Flow Between the
Different Stakeholders Within the Agricultural Context
211
Stakeholders of the Agricultural Context
Influence on the System

COOP

BAYER

RETAILER

VIVARIUM

FARMER

Association of
producers/sellers
looking after their
interests and needs;
able to have more
power in the chain

Sells its products to
the farmers through
the retailer; has
influence on farmers’
choices through the
technical support
forces in field

Buys the products
from agrochemical
companies/plastics
companies/other
materials companies
and resell them to
the farmers with
a margin; has the
power to influence
the farmers’ choices

Buys the seeds to
the seed company
and sell baby plants
to the farmers,
according to the
request

Produces crops to be
sold on the market

aggregation

212 - Sicily · Agriculture and Greenhouses - D4SB

Production

QUALITY
CERTIFICATION
AGENCY
Agency in charge to
give the Global Gap
Certification to the
farmes

Commissioner

LOCAL MARKET

SUPERMARKET

GDO

Taking the 10% of
commission buys
the crops from
the farmers at the
general market
to resell them
to other buyers
(local markets,
supermarkets, big
platforms), pays
back the producer in
1 week

Buys products from
commissioner or
directly from the
producer (can resell
to restaurants/
private users etc)
pays back after 30
days

Buys products from
commissioner,
paying back every 30
days

Groups of big
supermarkets buying
big amounts of
products paying
back every 30
days (usually
have contracts
with producers or
commissioner)

Market

213
Opportunity Spaces

So how might Bayer...

After collecting all the data and insights gathered from the different activities conducted with the major stakeholders
in the agriculture context in Sicily, we identified patterns and clustered the information in main themes. The recurrent
patterns and relevant quotes back up the themes which formed the foundation of our brainstorming sessions. These
themes include:
»»
»»
»»
»»
»»
»»
»»
»»
»»
»»

214 - Sicily · Agriculture and Greenhouses - D4SB

Retailers

encourage/enable specialization of farmers?
generate brand awareness by communicating its products using a more familiar
approach?
generate a service/solution that will help farmers with waste management?
create more brand awareness through the active principle of products?
play a role in helping farmers in the quality certification process?
help farmers trust each other?
play a role in bringing farmers together?
help in attracting the young generation to the agriculture field?
develop farmers’ skills and know-how?
empower farmers with managerial knowledge on running farms?

give more importance/empower retailers to sell its products?
take advantage of good relations with the retailers to sell their products?
improve its delivery system?
gain influence over the retailer on the products farmers buy?
bypass the retailers’ influence on clients?
help farmer with payments to retailers?

Innovation

help small farmers access new markets/channels?
ease the bureaucratic procedures that farmers have to go through?
reduce the number of intermediates between the farmer and the consumer?
raise awareness regarding quality to end consumers?
use vivariums as a channel to increase/market product sales?

In order to explore the opportunity spaces for providing solutions to the identified problems, one brainstorming tool
we use is to ask ourselves ‘how might we’ questions. In this case, we asked ‘how might Bayer...’ questions in order to
trigger ideas for innovative solutions that Bayer can develop, be it products, services or systems, in order to fidelize
farmers to their portfolio.

Farmers

Market End User & Vivarium

Innovation
Trust issue
Interdependent system
Lack of unity / aggregation
Market instability / prices
Bayer products & pricing
Technical regulation / bureaucracy
Waste management
Lack of professional stakeholders
Young generation

use their know-how and R&D department to expand the line of products/services to
provide infrastructure/ technical innovation to farmers?
take advantage of the pre-existing techniques to introduce innovation?

215
Projections

217
Projections
Bayer CropScience is one among many other multinational companies that are showing great interest in
social initiatives. These companies that are willing to exploit their resources for social benefits need to
rethink how they go to market and how they are perceived by those markets.
This provides an opportunity for design to play a role in guiding these companies through their discovery
process and to become “leaders in leapfrogging to products that don’t repeat the environmental mistakes
of developed countries over the last 50 years.” (The fortune at the end of the pyramid).

218 - Sicily · Agriculture and Greenhouses - D4SB

219
Bibliography
»» Bayer CropScience http://www.bayercropscience.com/
»» P. Piccarolo, Greenhouse Type and Crop Techniques. (Mondo Macchina Worldn Issue #5, 2008)
http://www.unacoma.it/mmacchina/32-41_mag_2008.pdf
»» Sicily and Ragusa profile http://en.wikipedia.org/wiki/Sicily

Bibliography

220 - Sicily · Agriculture and Greenhouses - D4SB

»» Campiotti, C.A. F. Dondi & C. Viola. Sviluppo di un Modello sostenibile di sistema serra a ciclo chiuso
e controllato per la riqualificazione tecnologica, Energetica e produttiva delle colture protette nella
Sicilia Meridionale (MODEM). (Agenzia nazionale per le nuove tecnologie, l’energia e lo sviluppo
economico sostenibile. 2008).
http://www.efficienzaenergetica.enea.it/doc/pubblicazioni/Modem_UTEE_AGR.pdf
»» Economia in Sicilia : agricoltura, allevamento, pesca, produzione di energia, undustria.
http://www.insicilia.org/economia-sicilia/65.htm

221

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Greenhouse Agriculture in Sicily

  • 1. Agriculture and Greenhouses An Opportunity Analysis for Bayer CropScience 177
  • 2. “The farmer has to be an optimist or he wouldn’t still be a farmer”. Will Rogers 178 - Sicily · Agriculture and Greenhouses - D4SB 179
  • 3. Index Why Sicily? Bayer CropScience 185 Project Brief 185 The Sicilian Context Sicily Profile 189 Sicily in Numbers 189 Ragusa 190 Greenhouse Cultivation 191 Ragusa and Greenhouse Cultivation 192 Benchmarks 193 Project Goal 194 Observation & Synthesis The Siciliy Field Research Program 198 The Interview Guides 199 Stakeholder Map 210 Time and Money Flowchart 211 Stakholders on the Agrcultural Context. Influence on System 212 Opportunity Spaces 214 Projections Projections Bibliography 180 - Sicily · Agriculture and Greenhouses - D4SB 72 75 181
  • 4. Why Sicily? During our journey in defining the scope of design and social business, we had the opportunity to collaborate on a project with a multinational corporation that showed interest in our work and methodology. Due to the confidential information revealed throughout the research and used throughout our analysis, synthesis and ideation, we will not be able to share the detailed outcomes of our project. However, it is important to acknowledge this project as a valuable tool to understand how social and design can integrate within large corporations. 183
  • 5. Bayer CropScience “Bayer: Science For A Better Life”. Bayer CropScience is the second largest crop protection global company, with sales in 2006 of USD$4,874 million in the crop science sector and USD$8,000+ million for the entire company. Bayer CropScience sells products in the United States, Canada, Mexico, Asia, Europe, Brazil, Australia and other countries. Its customers are commercial dealers and growers in crop production, horticulture, turf and ornamentals and professional products. Products are insecticides (#1), herbicides, fungicides, and seeds. Bayer CropScience is with annual sales of about EUR 6.8 billion one of the world’s leading innovative cropscience companies in the area of crop protection (Crop Protection), non agricultural pest-control (Environmental Science), seeds and plant biotechnology (BioScience). Customers include distributors, dealers and farmers. Project Brief Identify opportunity spaces for Bayer to develop new products and/or services within the context of greenhouse agriculture in Ragusa - Sicily. To understand the opportunities for the development of new services, to analyze the needs of farmers, retailers and other stakeholders and to give insights about the innovation process in greenhouse agriculture 185
  • 7. Sicily Profile Even though much of its mountainous terrain is unsuitable for farming, Italy has a large work force (1.4 million) employed in farming. Most farms are small, with the average size being only seven hectares. In this context, Sicily is known for it’s vegetables, which since the sixties have gained much larger markets in the quality of crops in greenhouses, found mainly in the South East, such as the famous Pachino tomatoes, or legumes such as lupine. Sicily in Numbers Total area of Italy 301,338 Km2 70% Italy Total area of Sicily 25,711 Km2 Area in Km2 of Sicily compared to Italy Greenhouses Capital City: Palermo Population: 5,048,806 GDP: 88,327.73 GNI (PPP) per capita: 17,533 30% Sicily Proportion of Greebouses in Sicily compared to Italy Hectars of covered ground Most of the greenhouses in Sicily are located mainly along the strip in the south coast, especially in the province of Ragusa. In particular, in the Vittoria, Comiso, Achates and Santa Croce Camerina zones. There predominate the floriculture, and the fruit and vegetable sectors, while the marine area of Scicli, Pozzallo, and Ispica presents mainly vegetable crops in open fields (Sicily Region). The entire inland of the coastline of Ragusa, from Ipsica to Vittoria (and recently some areas from Gela and Mazara) have constituted for several decades an area of excellence for protected crops. 189
  • 8. Ragusa “...the industry’s most outstanding and innovative feature is that of the greenhouses, especially on sandy soils, which stretch from Vittoria to the coast; millions of square meters of cropland, made with great economy ​​ of material, ...that go through the entire year”. Greenhouse Cultivation The agriculture of the province has many traditional aspects: on the plateau dry crops are prevalent, especially cereals and tree crops. A mosaic of tree crops and vegetable plants characterizes the areas of Ispica and Pozzallo , the hills and the plains of Vittoria, Comiso and Achates. But the industry’s most outstanding and innovative feature is that of the greenhouses, especially on sandy soils, which stretch from Victoria to the coast; millions of square meters of cropland, made ​​ with great economy of material, in which there is a production of zucchini, eggplant, tomatoes and flowers (the latter, especially in the area of Victoria) that go through the entire year. The cultivation in greenhouses is presented - in monofunctional or multifunctional areas - in the Ispica region, including Donnalucata and Scicli, as well as along the coast and in between Punta Secca and Santa Croce Camerina and between Acate and Achates. In the early seventies the explosion of the ragusian greenhouses has been, according to Antonio Saltini , one of the most striking phenomena of vitality of the entire Italian agriculture building, on land which offered virtually no income, a flow of income and involving a large number of related areas, from trade of seeds and pesticides to that of polyethylene, from bottled gas for heating greenhouses and refrigeration facilities for road transport. Greenhouse cultivation plays an important part in flower and fruit and vegetable growing. In the Mediterranean basin, crops grown in some sort of protective structure cover an estimated surface area of over 40,000 hectares, largely with little technological input. Yet innovation continues, for the structures used and the crop techniques and technical methods. The wine-growing economy has an important place of Ragusa, there are many wines IGT and DOC products, among which stands the Cerasuolo di Vittoria, produced from the grape Nero d’Avola and Frappato . Construction Types Greenhouses are almost all built in two basic types: gable roofed with symmetrical or asymmetrical gables, and tunnels with a circular or elliptical section. They also differ in terms of the conditions inside, which rests on the type of crop: cold frame, when there is no temperature control; temperate frame when the night temperature is kept at 10-14°C; and hot houses with a temperature of 16-20°C at night. Some wooden framed greenhouses are still built, but steel is the most widely used material. The frame must be strong to support its own weight, any secondary supports such as metal anchors, the covering, and also factors such as wind and snow. The type of cover material decides the type of structure, its shape and size. Climatisation Controlled greenhouse conditions means controlling not only the temperature, but also humidity, illumination and air flows. In hot and temperate greenhouses, heating is the most important component. The ‘greenhouse effect’ is not enough to guarantee the temperature, so artificial heating is almost always indispensable. It is generally produced by hot air generators fitted with fans. The most common type is suspended in the air and blows the hot air through a suspended pipe made of plastic film with holes in it. Heating can also be applied to the substrate in which the plants grow, using PVC pipes buried or laid on the bottom of the growing bench. The whole operation of a modern greenhouse – shading tarps, mechanised opening and closing, heat regulation, etc. – can be managed fully from a computer on the basis of information from sensors and peripheral microprocessors. Problems in Greenhouse Cultivation The troubles which arise in the culture of crops in the greenhouse may be divided into several groups »» failure to supply the essential factors for optimum growth such as light, moisture, carbon dioxide and heat in amounts necessary for each individual crop »» fertilizer deficiencies »» fertilizer excesses »» toxic gases »» attacks by insects, animals, and allied pests and »» susceptibility to fungus, bacteria and virus troubles. 190 - Sicily · Agriculture and Greenhouses - D4SB 191
  • 9. Ragusa & Greenhouse Cultivation Ragusa holds the national record of gross marketable agricultural production, with 47% of the floriculture and vegetable production in greenhouses. Benchmarks Other initiatives that have dealt with greenhouse agriculture are: The greenhouses of Ragusa are used mainly for horticulture, especially for tomatoes, eggplants, bell peppers, zucchini and melons. Tomatoes alone, account for 70% of the entire production in the zone. Technology use in the area is also very limited, especially among the small farmers, and many of them still use the same techniques of 20 years ago. Most of the greenhouses in the area are cold ones, which means that they are not heated, or use automated temperature control mechanisms since they can benefit from milder temperatures than other renowned greenhouse zones such as the Netherlands, and the relation between cost and benefit is still high. Instead, it is widely spread the use of plastic to cover the soil to keep it warmer and to avoid sudden changes of temperature. This help to considerably reduce the production costs, since the use of fuel is very limited, and many times, none. Techniques such as soil-less cultivation (fuori solo) which is one of the biggest trends of the market in the recent years – plants grown outside of the ground in suspended bags containing natural fibers and added nutrients – are still not very diffused because of the high cost of implementation. The use of soil-less cultivation considerably reduces the contamination of the plants by fungus , lowering the need of agrochemicals. In Italy, it accounts for 3% of all greenhouse production while in Holland for over 50%. The cycles of a crop can vary from farm to farm. They can decide to do one or two cycles per year. One cycle a year, reduces the overall costs, since they planting occurs only once. On the other hand, even if it is more costly doing two cycles, it allows the harvesting in times such as winter or Christmas when farmers can sell their products at higher prices. Walking Plant Systems In Holland, Walking Plant Systems, one of the major suppliers of greenhouse management systems, uses electronic tagging employed in the automatic identification of people and things (Radio Frequency Identification) to keep track of each individual vase and optimize the entire process of greenhouse cultivation. The system created by WPS integrates RFID and image technology to achieve full automation through the plant’s crop cycle, from sowing to sale to the final customer. The software also means that each plant can receive specific treatment as a function of its needs. RFID also makes retail sales management very reliable. Nutrient Film Technique (NFT) A simplified hydroponic technique known as Nutrient Film Technique or NFT was developed in England in the 1970s. using small channels at a slope of 1 - 1.5% covered with an opaque plastic roof. The plants are started in inert materials such as perlite or rock wool and then placed over a channel containing a fine, continuous flow of nutrient. In this way, the roots are always bathed in a veil of nutrient solution continually on the move so there is no need for it to be aerated artificially. Of course, the nutrient is kept moving by a pump with continuous control of pH and heat conductivity. The agrochemical market. Growing sales of generic products. With few new pesticide active ingredients coming to market, sales of older pesticides are dominating global agriculture. When patents on these older pesticides expire generic producers can start manufacturing. The original research-based companies seek to maintain control while generic producers try to capture a share of the market. Fierce competition is likely to bring about significant changes over the next five years. Agrochemicals are an aging industry. While over 800 pesticide active ingredients remain on the market, the number of new substances being developed has fallen considerably over the last ten years. In some industrialized country markets older products are losing their registrations. For example, the European Union review has removed over 360 active ingredients to date. Ragusa But these and many other chemicals are still available elsewhere. But while aging, the industry has not lost its vigour. The overall global agrochemical pesticide market was valued at US$32 billion in 2004 with generic products making up an increasing percentage of this market. Latest estimates indicate that generic products account for US$18 billion, or around 66% of overall sales1 and by volume, generic active ingredients may account for approximately 95% of all product sales worldwide. Six research-based agrochemical companies (Bayer, BASF, Dow, DuPont, Monsanto and Syngenta) control around 85% of the overall global market by value. Generic pesticides are key in their product portfolios and these companies play a dominant role in the generic market, with approximately 70% of sales by value, and possibly 65% by volume. Figure 1. Greenhouse production in Ragusa compared to the rest of Italy. 192 - Sicily · Agriculture and Greenhouses - D4SB Table 1. Description of the agrochemical market. 193
  • 10. Project Goal: Provide Bayer CropScience with opportunity spaces for the development of new products and services that aim at improving farmers’ conditions. 195
  • 12. The Sicilly Field Research Program The Sicily Trip Program (13th - 16th September) Tuesday Wednesday Thursday Friday 13 14 15 16 Arrive to Sicily Interviews with farmers, retailers and other stakeholders in the agriculture field throughout the day Morning interviews Complete information download Information sharing and downloading in the afternoon Leave Sicily to Milan Initial dialogue – Building the system map on field workforce together with Bayer representatives Table 2. The schedule of our 4 day research in Sicily. In preparation for our field research in Sicily, we developed interview guides for the different stakeholders in the agriculture system that we had identified earlier with Bayer representatives in Milan. Once in Sicily, we interviewed and conducted card games with 9 farmers, 3 retailers, 1 vivarium, 1 commissioner, 1 quality certification administrator and 1 technician. In addition, we had a group discussion with 3 of Bayer’s representatives that helped us understand the relationships within the complex agriculture system. A main tool that helped facilitate the conversations with our interviewees was the card sorting game. This visual aid helped the stakeholders express abstract and emotional sentiments through the use of words and images. These include: »» Their relationship and feelings towards all the other stakeholders involved in the process: farmers, retailers, buyers, customers, companies, cooperatives, etc. »» Trust issue and community sense. »» Economical barriers/gains and frustrations/satisfactions. »» Ideal services for them. The Interview Guides 198 - Sicily · Agriculture and Greenhouses - D4SB 199
  • 13. The Interview Guides Interview Guides - Retailers Name Interview Guides - Farmers Name Age Occupation Activity Specifics Production Specifics Use Of Agrochemicals Important Quotes Stefano Nicita 31 years Sales Manager “Libretti Srl” - 200ha - 150 employees commercialization Tomato, eggplant, pepper, cucumber, zucchini Prevention - type and brand chosen by the technician in house “Nowadays it is very difficult to start in agriculture” Guglielmo Lami 57 years Owner Family business - 0.5ha from 1 to 2 employees Grapes, tomato, zucchini Doesn’t pay attention to the brand products chosen with son (technician) - No protections “I don’t see agriculture as a possibility” - “We’d like to be part of a coop that looks after us” Angelo Biagio 42 years Owner Family business - 5ha from 9 to 10 seasonal workers Tomato, artichoke, several try-outs No prevention; products chosen by brand - managed by specialized operators “I buy what I know” Giuseppe Melilli 44 years Administrator Family business - 8ha 15 employees Tomato, eggplant Helped by a friend technician doesn’t care about the brands he uses “I’m willing to pay more for the quality” Giovanni Lomagno 40 years Biological farm (with 3 associates) - 45ha - 120 employees commercialization Tomato, small percentage of other horticultural products No use of chemicals if not authorized - products chosen by the technician inhouse (both brands and generics) “Market requires bio and beautiful at the same time” “Plastic bio” Owner Occupation Activity Specifics Products Specifics Suppliers Relationship Important Quotes Salvatore 41 years Owner (supplies/ selling management) Big retailer 4 employees 30% plastics - fertilizers and other products Regarded as partners - Bayer is less flexible with payments but credible and powerful “We give more credit than we should” Gianluca/ Salvatore 39 & 40 years Administrator/ Technician “Farmacia Agricola Agrisol” - Big retailer Agrochemicals - zinc wire - other structural material They have a bigger margin with the generics but prefer selling the brand - Syngenta gives the best service and the fastest delivery - Bayer has a long delivery time but a great technical support system “Farmers should specialize” Fabio - Sales Manager “Tutto Per L’agricoltura” Family business (4 brothers + 1 external) Big variety of products in small storage, mostly agrochemicals He has power of negotiation because pays always on time “Clients trust us on products” Table 5. The table lists some of the data gathered from the retailer interviews. Interview Guides - Comissioner Name Salvatore Sciacca 49 years Owner Small family business - 1ha - 2 seasonal workers Tomato, pepper, cucumber Choice influenced by the technicians, the retailer, the price and the personal experience - No protections “I buy the products I find” “We usually buy the brands that everybody knows” Galanti Brothers 42 years Owners/Sales Manager Family business - 15ha - 50/60 workers commercialization Different products Products chosen by the technician inhouse “To maintain yourself in the business you need to have a name and quality” Iacono 70 years Owner Family business (3 brothers) - 4ha Grapes, tomato, pepper Depends on the help of the technical forces from the companies (Bayer) “Everybody looks for his own interest” Antonio 34 years Owner Small family business - 3ha - 1 fixed/1 seasonal worker Tomato, eggplant, zucchini, pepper Chooses based on his personal knowledge - Bayer products too expensive “Bayer products are good but expensive” - “Better to pay more for a product that works” Table 3. Age The table lists some of the data gathered from the farmer interviews. Age Occupation Relationships in the System Important Quotes Aristia - Commissioner in Vittoria market and owner of the transformation company “Agromonte” Has a place in the market where he buys products for his company and for small farmers for the Italian market taking 10% commission “The market is missing a lot of services” “There is lack of experience and knowledge Table 6. The table lists some of the data gathered from the commissioner interviews. Interview Guides - Quality Certification Agency Name Age Occupation Activity Specifics Important Quotes Gianni Polizzi - Administrator Give consulting and certification services (the global gap) “We have to attract young people to join the field” - “We have to innovate culturally and in the mentality of the farmers here” Table 7. The table lists some of the data gathered from the quality certification agency interview. Interview Guides - Vivarium Interview Guides - Bayer Name Age Occupation Activity Specifics Production Specifics Use of Agrochemicals Important Quotes Name Age Occupation Relationships in the System Important Quotes Filomena Fontana 39 years Production/sales management Family business (3 greenhouses - 1 bio) Tomato, pepper, eggplant, cucumber They have a technician in house, don’t use chemicals till the plant is in the greenhouse “The client comes knowing what he wants” - “We give credits only if there’s trust” Giovanni Inghisciano 57 years C.T.C. for Bayer - Part of crop team Direct relationships with retailers and coops. (Orders) and farmers (promotion of products & technical support) “I can’t bypass the retailer” - “Too many technicians in the chain and lack of communication between them” - “Bayer’s profit depends on the whole system, each player has an important role in it” Table 4. The table lists some of the data gathered from the vivarium interview. 200 - Sicily · Agriculture and Greenhouses - D4SB Table 8. The table lists some of the data gathered from the quality certification agency interview. 201
  • 14. “I buy the products I find” “Usually we buy the brands that everybody knows” 202 - Sicily · Agriculture and Greenhouses - D4SB “I only buy the products I know” 203
  • 15. “Nowadays is very difficult to start in agriculture” 204 - Sicily · Agriculture and Greenhouses - D4SB “I don’t see agriculture as a possibility” 205
  • 16. “Market requires bio and beautiful at the same time” “Plastic Bio” 206 - Sicily · Agriculture and Greenhouses - D4SB “Bayer’s profit depends on the whole system, each player has an important role in it” 207
  • 17. “We give more credit than we should” “I’m willing to pay for a service to be sure to have my money back” 208 - Sicily · Agriculture and Greenhouses - D4SB “Here we are in the middle age” 209
  • 18. Technical support Retailer (plastic / material) Technician Retailer (plastic / material) Retailer BAYER Retailer FARMER (small & medium) Technician BAYER Quality Certification Agency (Global Gap) FARMER (small & medium) Technician Technician Technician Technician Technician Vivarium Quality Certification Agency (Global Gap) Vivarium production Seeds production Seeds Selling General market Comissioner 1 Comissioner 2 Selling Local market General market Exportation Comissioner 1 Comissioner 2 Technician Local market Exportation Technician Supermarket Supermarket Tranformation company Technician Technician Technician Tranformation company Technician Final user Relations Between the Different Stakeholders Within the Agricultural Context 210 - Sicily · Agriculture and Greenhouses - D4SB Final user Time and Money Flow Between the Different Stakeholders Within the Agricultural Context 211
  • 19. Stakeholders of the Agricultural Context Influence on the System COOP BAYER RETAILER VIVARIUM FARMER Association of producers/sellers looking after their interests and needs; able to have more power in the chain Sells its products to the farmers through the retailer; has influence on farmers’ choices through the technical support forces in field Buys the products from agrochemical companies/plastics companies/other materials companies and resell them to the farmers with a margin; has the power to influence the farmers’ choices Buys the seeds to the seed company and sell baby plants to the farmers, according to the request Produces crops to be sold on the market aggregation 212 - Sicily · Agriculture and Greenhouses - D4SB Production QUALITY CERTIFICATION AGENCY Agency in charge to give the Global Gap Certification to the farmes Commissioner LOCAL MARKET SUPERMARKET GDO Taking the 10% of commission buys the crops from the farmers at the general market to resell them to other buyers (local markets, supermarkets, big platforms), pays back the producer in 1 week Buys products from commissioner or directly from the producer (can resell to restaurants/ private users etc) pays back after 30 days Buys products from commissioner, paying back every 30 days Groups of big supermarkets buying big amounts of products paying back every 30 days (usually have contracts with producers or commissioner) Market 213
  • 20. Opportunity Spaces So how might Bayer... After collecting all the data and insights gathered from the different activities conducted with the major stakeholders in the agriculture context in Sicily, we identified patterns and clustered the information in main themes. The recurrent patterns and relevant quotes back up the themes which formed the foundation of our brainstorming sessions. These themes include: »» »» »» »» »» »» »» »» »» »» 214 - Sicily · Agriculture and Greenhouses - D4SB Retailers encourage/enable specialization of farmers? generate brand awareness by communicating its products using a more familiar approach? generate a service/solution that will help farmers with waste management? create more brand awareness through the active principle of products? play a role in helping farmers in the quality certification process? help farmers trust each other? play a role in bringing farmers together? help in attracting the young generation to the agriculture field? develop farmers’ skills and know-how? empower farmers with managerial knowledge on running farms? give more importance/empower retailers to sell its products? take advantage of good relations with the retailers to sell their products? improve its delivery system? gain influence over the retailer on the products farmers buy? bypass the retailers’ influence on clients? help farmer with payments to retailers? Innovation help small farmers access new markets/channels? ease the bureaucratic procedures that farmers have to go through? reduce the number of intermediates between the farmer and the consumer? raise awareness regarding quality to end consumers? use vivariums as a channel to increase/market product sales? In order to explore the opportunity spaces for providing solutions to the identified problems, one brainstorming tool we use is to ask ourselves ‘how might we’ questions. In this case, we asked ‘how might Bayer...’ questions in order to trigger ideas for innovative solutions that Bayer can develop, be it products, services or systems, in order to fidelize farmers to their portfolio. Farmers Market End User & Vivarium Innovation Trust issue Interdependent system Lack of unity / aggregation Market instability / prices Bayer products & pricing Technical regulation / bureaucracy Waste management Lack of professional stakeholders Young generation use their know-how and R&D department to expand the line of products/services to provide infrastructure/ technical innovation to farmers? take advantage of the pre-existing techniques to introduce innovation? 215
  • 22. Projections Bayer CropScience is one among many other multinational companies that are showing great interest in social initiatives. These companies that are willing to exploit their resources for social benefits need to rethink how they go to market and how they are perceived by those markets. This provides an opportunity for design to play a role in guiding these companies through their discovery process and to become “leaders in leapfrogging to products that don’t repeat the environmental mistakes of developed countries over the last 50 years.” (The fortune at the end of the pyramid). 218 - Sicily · Agriculture and Greenhouses - D4SB 219
  • 23. Bibliography »» Bayer CropScience http://www.bayercropscience.com/ »» P. Piccarolo, Greenhouse Type and Crop Techniques. (Mondo Macchina Worldn Issue #5, 2008) http://www.unacoma.it/mmacchina/32-41_mag_2008.pdf »» Sicily and Ragusa profile http://en.wikipedia.org/wiki/Sicily Bibliography 220 - Sicily · Agriculture and Greenhouses - D4SB »» Campiotti, C.A. F. Dondi & C. Viola. Sviluppo di un Modello sostenibile di sistema serra a ciclo chiuso e controllato per la riqualificazione tecnologica, Energetica e produttiva delle colture protette nella Sicilia Meridionale (MODEM). (Agenzia nazionale per le nuove tecnologie, l’energia e lo sviluppo economico sostenibile. 2008). http://www.efficienzaenergetica.enea.it/doc/pubblicazioni/Modem_UTEE_AGR.pdf »» Economia in Sicilia : agricoltura, allevamento, pesca, produzione di energia, undustria. http://www.insicilia.org/economia-sicilia/65.htm 221