This document discusses different approaches to marketing, including conventional, post-modern, cognitive, and radical marketing. It proposes that a "radical marketing" approach is needed to account for changing relationships between producers and consumers in alternative agrifood networks (AAFNs). The document uses a case study of a Slow Food presidium that helped valorize raw sheep milk cheese in Italy. Through building producer and consumer networks, the presidium was able to commercially succeed despite initial health authority concerns, demonstrating elements of a radical marketing approach aimed at social transformation rather than just satisfying existing consumer needs.
Hierarchy of Needs and Dynamics of Consumer BehaviorPavel Luksha
Pavel. Luksha. Presentation at the European Association of Evolutionary Political Economists meeting 2004, discussing simulation model of hierarchically organized consumer choice
Sustainable Development through Waste Management: An Empirical Research throu...inventionjournals
The aim of this research is to examine the perspective of the costumers concerning the environmental practices that are applied by grocery stores (Supermarkets), especially in relation to packaging and food products that have expired. In order to arrive to a conclusion, a questionnaire was distributed amongst Greek costumers. The results of this survey showed that packaging and expired food products are considered by Greek consumers, as a big environmental problem. In detail, they think that these problems are not handled in a resultful way by the Supermarkets, although the Supermarkets are somewhat environmental friendly. Moreover, consumers are ethical-aware concerning their purchases, and they are willing to visit another supermarket (than their local one) or a "green" store that is more environmental friendly. However they are not willing to reward any environmental practices of their local supermarkets, if they have to suffer higher prices.
Hierarchy of Needs and Dynamics of Consumer BehaviorPavel Luksha
Pavel. Luksha. Presentation at the European Association of Evolutionary Political Economists meeting 2004, discussing simulation model of hierarchically organized consumer choice
Sustainable Development through Waste Management: An Empirical Research throu...inventionjournals
The aim of this research is to examine the perspective of the costumers concerning the environmental practices that are applied by grocery stores (Supermarkets), especially in relation to packaging and food products that have expired. In order to arrive to a conclusion, a questionnaire was distributed amongst Greek costumers. The results of this survey showed that packaging and expired food products are considered by Greek consumers, as a big environmental problem. In detail, they think that these problems are not handled in a resultful way by the Supermarkets, although the Supermarkets are somewhat environmental friendly. Moreover, consumers are ethical-aware concerning their purchases, and they are willing to visit another supermarket (than their local one) or a "green" store that is more environmental friendly. However they are not willing to reward any environmental practices of their local supermarkets, if they have to suffer higher prices.
Innovating in search of sustainability: citizens, companies and entrepreneurs. ESADE
This publication aims at showcasing how citizen-led sustainability innovation is becoming an emerging reality in Europe. It describes how multinationals, SME´s, start-ups and cooperatives are co-creating with citizens and end users, sustainable innovation products, services and enterprises aimed at solving complex societal and/or environmental challenges. The cases analyzed are from three European countries (Spain, France and Greece) in four key industry domains (food, living, mobility and energy). This publication is part of a broader study: the three- year European Commission-funded project ‘EU-InnovatE. Sustainable Lifestyles 2.0: End User Integration, Innovation and Entrepreneurship’, a groundbreaking project involving fourteen leading Universities and think tanks (amongst them, ESADE Business School) aimed at accelerating the shift towards more sustainable lifestyles and a green economy in Europe.
Does Green Fashion RetailingMake Consumers MoreEco-friendl.docxjacksnathalie
Does Green Fashion Retailing
Make Consumers More
Eco-friendly? The Influence of
Green Fashion Products and
Campaigns on Green
Consciousness and Behavior
Namhee Lee
1
, Yun Jung Choi
1
,
Chorong Youn
1
, and Yuri Lee
1
Abstract
This study focuses on fashion retailers’ as the gatekeepers’ role of encouraging eco-friendly con-
sumption culture, that is, consumption of green products. The purpose of this study is to propose
and test a green retailing effect model involving different persuasion routes among green private
brand (PB), green marketing campaigns, green consciousness and behavior, and to explore the mod-
erating effect of marketing communication involvement (MCI). The research shows that perception
of green PBs has positive impact on consumers’ green behavior. Perception of green campaigns has a
significant influence on consumers’ green consciousness and indirect impact on consumers’ green
behavior. The relationship between consumers’ perception of green campaign and green conscious-
ness is stronger in the low MCI group. The model is helpful in understanding the positive impact of
fashion retailers’ green retailing activities on green consumption culture. The result also provides
strategic guidelines for retailers about their sustainable retail activities.
Keywords
green retailing, green consciousness, green behavior
Global retailers’ eco-friendly policies and investments in their implementation demonstrate that
green retailing is no longer an option, but an essential part of the business model. Green retailing
refers to retailing products with environmental benefits (hereafter, green products; Lai, Cheng, &
Tang, 2010). The green concept is related to the ecological dimension of sustainable development,
which consists of its sociocultural, ecological, and economic subdimensions. Among these, the
1 Seoul National University, Seoul, Republic of Korea
Corresponding Author:
Yun Jung Choi, Seoul National University, 1 Gwanang-no, Gwanak-gu, Seoul 151742, Republic of Korea
Email: [email protected]
Clothing and Textiles
Research Journal
30(1) 67-82
ª The Author(s) 2012
Reprints and permission:
sagepub.com/journalsPermissions.nav
DOI: 10.1177/0887302X12446065
http://ctrj.sagepub.com
at CALIFORNIA ST UNIV NORTHRIDGE on September 13, 2015ctr.sagepub.comDownloaded from
http://ctr.sagepub.com/
ecological dimension has drawn the most attention (Elkington, 1997). As consumers’ awareness of
environment increases along with the global demand for green products, major global retailers create
labels claiming environmental benefits, or green labels, (e.g., Green Collections of Gap and Carbon-
Neutral Lingerie of M&S) and indexes to evaluate ‘‘greenness’’ of suppliers and/or products for
practicing sustainability (e.g., Sustainability Index of Wal-Mart and the Eco Index
TM
of The U.S.
Outdoor Industry Association). Such policies of retailers who have a large number of employees and
stores across the globe inspire other retail ...
Customer Behaviour & Decision Making
This report concentrates on providing a balanced view about the benefits and drawbacks of approaching customers as group segments or as individual consumers, by providing academic underpinning from reputable sources & personal critique.
“...Our DNA is as a consumer company - for that individual customer who's voting thumbs up or thumbs down. That's who we think about. And we think that our job is to take responsibility for the complete user experience. And if it's not up to par, it's our fault, plain and simply. “ Steve Jobs.
The purpose of this paper is to investigate the role of multiple actors in the customer behaviour and STP process, while observing the impact of key areas, such as: culture, globalisation, current marketing trends, postmodernism and brand affection. This study aims to contribute to the understanding of complexity, regarding market segmentation. The paper discusses the various problems that today’s marketer’s face and focuses on the emerging challenges of the new marketing reality.
This paper mainly deals with the concepts and issues surrounding the matter of consumption. Consumption is a complex social phenomenon, in which people consume goods or services for reasons beyond their basic use.
A consumer society is one in which the entire society is organized around the consumption and display of commodities, through which individuals gain prestige and identity. Given the above context, globalization brings about diverse trends, cultural differentiation and cultural hybridization (Pieterse, 1996).
The term “consumer culture” refers to cultures in which mass consumption fuels the economy and shapes perceptions, values, desires, and personal identity. Consumers do not make their decisions in a blank moment.
Their purchases are highly influenced by cultural, social and psychological factors. Therefore, a customer’s want has to be identified and his expectations must be matched with the other economic and social factors.
The world is moving and changing at a pace that is both positive and negative in a way. Britain is an exceptional example of this ongoing situation. London is now more diverse than any city that has ever existed. Altogether, more than 300 languages are spoken by the people of London, and the city has at least 50 non-indigenous communities with populations of 10,000 or more. (www.statistics.gov.uk)
People are changing from time to time, so do their tastes and preferences. Marketers are always concerned about cultural shifts and keen to discover new products or services that consumers may want. Understanding the ingredients and drivers of global consumer culture is the key to gaining insight regarding consumer behavior. In a diversified country like UK, culture not only influences consumer behavior but also reflects it. Marketing strategies are unlikely to change cultural values, but marketing does influence culture.
Impact of Cultural Differences in Marketing on Buying BehaviourDr. Amarjeet Singh
Culture and differences in culture across the globe form an important aspect of marketing. One of the biggest factors that is taken into consideration by both marketing analysts and consumers is culture. Cultural Marketing, therefore, has gained importance as a way of marketing and market research. Especially when it comes to international trade and global marketing. The volatile nature of cultures as a concept makes it very difficult to predict the success or failure of a product or service. Cultural differences in marketing, therefore form the fundamental decision-making factors in the international marketing arena. This paper studies the consumers’ perception towards marketing strategies that align with their culture and the subsequent decisions they are likely to take based on these factions. Understanding this psychology is crucial to ensuring that a company can get a good return on its market investments while still generating a profit. Hence understanding the culture of a particular region before entering it is crucial and can play a huge role in the success of the company in that region.
Interest in the world’s four billion subsistence consumers is growing. Not only are the world’s poor an important market in their own right, but some two billion subsistence consumers are transiting from rural subsistence to urban consumer lifestyles in the span of a generation. Subsistence consumers make purchase and consumption decisions within complex, interconnected social environments that represent dramatic departures from the contexts of prior research. The author conducted semi-structured depth interviews with 54 subsistence consumers in the important subsistence marketplace of Batoke village, exploring consumer decision-making and its influences during five stages in the consumer decision process. The findings provide new insights into the subsistence consumer decision process and its individual, social, and situational influences for food and consumer packaged goods categories. The author suggests topics for future research.
The concept of Green Marketing in circular Sustainable economy.
Important challenge of Green Marketing .
The concept of Bibliometric analysis in context of green marketing.
Discussion on related paper on this topic and research gap.
Objectives Of the Study:
1)To understand the significance of Green Marketing In todays world.
2)To get insights about the evolution of GM concept over time and its impact on competition.
3)To get insights about the Green Marketing concepts and scope in context of supply chain.
4)To study the literature related to Green Marketing.
5)To analyse the past researches in order to find out future course of action .
Findings:
Make a fresh addition to the Green Marketing in Sustainable development with supply chain Concept.
We grouped the core idea creation and new work on Green Marketing in the arena of energy supervision.
We explore Circular-loop as well as the various types of chains that will help to enhance the Green Marketing chain.
The current global situation in agribusiness is characterized by rapid changes and endless challenges under the influence of many factors, some of which compete unidirectional. Many countries are slowly reforming agricultural policies. This has helped to increase trade and the greater role of the private sector in agriculture vis-à-vis the state. The population growth, income and urbanization, changing crop culture, eating crops, declining crops to feed the population have contributed to rising global food prices. At the same time, consumer requirements related to safety, quality, convenience of trading are increasing and the differential between agricultural and commodity prices is constantly increasing due to the differences in the technological provision of the two production processes. The changed paradigm in the diet of produced, processed and, above all, health-safe but higher-priced and differentiated agricultural products has created opportunities for agricultural entrepreneurs to transform the goods into consumer-demanded products. Small, highly mobile family agribusiness has prompted greater private sector involvement in agriculture and focusing on the development and improvement of agricultural value chain chains (AVCs) in terms of quality, productivity, efficiency and depth. The value chains are formalized relationships between producer groups, dealers, processors, service providers and non-governmental organizations that unite to achieve productivity gains and added value to their activities. Individual added value is achieved by bringing together participants in a single value chain, and its participants increase competitiveness and are better able to maintain the level of this competitiveness through a culture of innovation.The limitations of each participant in the value chain are eliminated by establishing synergies and rules for communications along the chain, with the ultimate goal of achieving higher value. The main commercial advantages of stakeholders to engage as part of an effective value chain can be defined as:- The ability to reduce the cost of doing business; increasing revenue increasing market impact; -Enhancing access to technology, information and capital for the process of innovation in manufacturing and marketing in order to gain higher added value and ensure higher quality of customers. These and other important aspects of the functioning of value chains are the subject of research in this work. As a result, some conclusions are drawn about the place of the Balkan countries in the agribusiness development chains as well as the prospects for the development of the process in the whole.
PhD Defense_Practicing Solidarity between Farmers and Eaters.pdfChikaKondo
PhD defense on Japan's alternative food networks. It is an exploration of how regenerative agricutlure producers and local food systems exist in relation to the mainstream. What opportunities exist for larger scale change for more sustainable practices to be implemented within the larger food system?
Insights cultural diversity and revolutionary change semiotics in emerging ma...LeapFrog Strategy
Well established academically across the human sciences, semiotics has recently achieved mainstream recognition and use in consumer insight and marketing consultancy. Some major client corporations such as P&G and Unilever, using tried and tested suppliers, have achieved considerable success in applying the methodology globally. Many clients and supplier agencies, however, still see semiotics as an optional extra rather than an essential part of a thought through research process. Nowhere is the role of semiotics more important than for international business units looking to learn about developing markets and the increasingly diverse and fluid cross-cultural patterns that characterize globalization today.
Innovating in search of sustainability: citizens, companies and entrepreneurs. ESADE
This publication aims at showcasing how citizen-led sustainability innovation is becoming an emerging reality in Europe. It describes how multinationals, SME´s, start-ups and cooperatives are co-creating with citizens and end users, sustainable innovation products, services and enterprises aimed at solving complex societal and/or environmental challenges. The cases analyzed are from three European countries (Spain, France and Greece) in four key industry domains (food, living, mobility and energy). This publication is part of a broader study: the three- year European Commission-funded project ‘EU-InnovatE. Sustainable Lifestyles 2.0: End User Integration, Innovation and Entrepreneurship’, a groundbreaking project involving fourteen leading Universities and think tanks (amongst them, ESADE Business School) aimed at accelerating the shift towards more sustainable lifestyles and a green economy in Europe.
Does Green Fashion RetailingMake Consumers MoreEco-friendl.docxjacksnathalie
Does Green Fashion Retailing
Make Consumers More
Eco-friendly? The Influence of
Green Fashion Products and
Campaigns on Green
Consciousness and Behavior
Namhee Lee
1
, Yun Jung Choi
1
,
Chorong Youn
1
, and Yuri Lee
1
Abstract
This study focuses on fashion retailers’ as the gatekeepers’ role of encouraging eco-friendly con-
sumption culture, that is, consumption of green products. The purpose of this study is to propose
and test a green retailing effect model involving different persuasion routes among green private
brand (PB), green marketing campaigns, green consciousness and behavior, and to explore the mod-
erating effect of marketing communication involvement (MCI). The research shows that perception
of green PBs has positive impact on consumers’ green behavior. Perception of green campaigns has a
significant influence on consumers’ green consciousness and indirect impact on consumers’ green
behavior. The relationship between consumers’ perception of green campaign and green conscious-
ness is stronger in the low MCI group. The model is helpful in understanding the positive impact of
fashion retailers’ green retailing activities on green consumption culture. The result also provides
strategic guidelines for retailers about their sustainable retail activities.
Keywords
green retailing, green consciousness, green behavior
Global retailers’ eco-friendly policies and investments in their implementation demonstrate that
green retailing is no longer an option, but an essential part of the business model. Green retailing
refers to retailing products with environmental benefits (hereafter, green products; Lai, Cheng, &
Tang, 2010). The green concept is related to the ecological dimension of sustainable development,
which consists of its sociocultural, ecological, and economic subdimensions. Among these, the
1 Seoul National University, Seoul, Republic of Korea
Corresponding Author:
Yun Jung Choi, Seoul National University, 1 Gwanang-no, Gwanak-gu, Seoul 151742, Republic of Korea
Email: [email protected]
Clothing and Textiles
Research Journal
30(1) 67-82
ª The Author(s) 2012
Reprints and permission:
sagepub.com/journalsPermissions.nav
DOI: 10.1177/0887302X12446065
http://ctrj.sagepub.com
at CALIFORNIA ST UNIV NORTHRIDGE on September 13, 2015ctr.sagepub.comDownloaded from
http://ctr.sagepub.com/
ecological dimension has drawn the most attention (Elkington, 1997). As consumers’ awareness of
environment increases along with the global demand for green products, major global retailers create
labels claiming environmental benefits, or green labels, (e.g., Green Collections of Gap and Carbon-
Neutral Lingerie of M&S) and indexes to evaluate ‘‘greenness’’ of suppliers and/or products for
practicing sustainability (e.g., Sustainability Index of Wal-Mart and the Eco Index
TM
of The U.S.
Outdoor Industry Association). Such policies of retailers who have a large number of employees and
stores across the globe inspire other retail ...
Customer Behaviour & Decision Making
This report concentrates on providing a balanced view about the benefits and drawbacks of approaching customers as group segments or as individual consumers, by providing academic underpinning from reputable sources & personal critique.
“...Our DNA is as a consumer company - for that individual customer who's voting thumbs up or thumbs down. That's who we think about. And we think that our job is to take responsibility for the complete user experience. And if it's not up to par, it's our fault, plain and simply. “ Steve Jobs.
The purpose of this paper is to investigate the role of multiple actors in the customer behaviour and STP process, while observing the impact of key areas, such as: culture, globalisation, current marketing trends, postmodernism and brand affection. This study aims to contribute to the understanding of complexity, regarding market segmentation. The paper discusses the various problems that today’s marketer’s face and focuses on the emerging challenges of the new marketing reality.
This paper mainly deals with the concepts and issues surrounding the matter of consumption. Consumption is a complex social phenomenon, in which people consume goods or services for reasons beyond their basic use.
A consumer society is one in which the entire society is organized around the consumption and display of commodities, through which individuals gain prestige and identity. Given the above context, globalization brings about diverse trends, cultural differentiation and cultural hybridization (Pieterse, 1996).
The term “consumer culture” refers to cultures in which mass consumption fuels the economy and shapes perceptions, values, desires, and personal identity. Consumers do not make their decisions in a blank moment.
Their purchases are highly influenced by cultural, social and psychological factors. Therefore, a customer’s want has to be identified and his expectations must be matched with the other economic and social factors.
The world is moving and changing at a pace that is both positive and negative in a way. Britain is an exceptional example of this ongoing situation. London is now more diverse than any city that has ever existed. Altogether, more than 300 languages are spoken by the people of London, and the city has at least 50 non-indigenous communities with populations of 10,000 or more. (www.statistics.gov.uk)
People are changing from time to time, so do their tastes and preferences. Marketers are always concerned about cultural shifts and keen to discover new products or services that consumers may want. Understanding the ingredients and drivers of global consumer culture is the key to gaining insight regarding consumer behavior. In a diversified country like UK, culture not only influences consumer behavior but also reflects it. Marketing strategies are unlikely to change cultural values, but marketing does influence culture.
Impact of Cultural Differences in Marketing on Buying BehaviourDr. Amarjeet Singh
Culture and differences in culture across the globe form an important aspect of marketing. One of the biggest factors that is taken into consideration by both marketing analysts and consumers is culture. Cultural Marketing, therefore, has gained importance as a way of marketing and market research. Especially when it comes to international trade and global marketing. The volatile nature of cultures as a concept makes it very difficult to predict the success or failure of a product or service. Cultural differences in marketing, therefore form the fundamental decision-making factors in the international marketing arena. This paper studies the consumers’ perception towards marketing strategies that align with their culture and the subsequent decisions they are likely to take based on these factions. Understanding this psychology is crucial to ensuring that a company can get a good return on its market investments while still generating a profit. Hence understanding the culture of a particular region before entering it is crucial and can play a huge role in the success of the company in that region.
Interest in the world’s four billion subsistence consumers is growing. Not only are the world’s poor an important market in their own right, but some two billion subsistence consumers are transiting from rural subsistence to urban consumer lifestyles in the span of a generation. Subsistence consumers make purchase and consumption decisions within complex, interconnected social environments that represent dramatic departures from the contexts of prior research. The author conducted semi-structured depth interviews with 54 subsistence consumers in the important subsistence marketplace of Batoke village, exploring consumer decision-making and its influences during five stages in the consumer decision process. The findings provide new insights into the subsistence consumer decision process and its individual, social, and situational influences for food and consumer packaged goods categories. The author suggests topics for future research.
The concept of Green Marketing in circular Sustainable economy.
Important challenge of Green Marketing .
The concept of Bibliometric analysis in context of green marketing.
Discussion on related paper on this topic and research gap.
Objectives Of the Study:
1)To understand the significance of Green Marketing In todays world.
2)To get insights about the evolution of GM concept over time and its impact on competition.
3)To get insights about the Green Marketing concepts and scope in context of supply chain.
4)To study the literature related to Green Marketing.
5)To analyse the past researches in order to find out future course of action .
Findings:
Make a fresh addition to the Green Marketing in Sustainable development with supply chain Concept.
We grouped the core idea creation and new work on Green Marketing in the arena of energy supervision.
We explore Circular-loop as well as the various types of chains that will help to enhance the Green Marketing chain.
The current global situation in agribusiness is characterized by rapid changes and endless challenges under the influence of many factors, some of which compete unidirectional. Many countries are slowly reforming agricultural policies. This has helped to increase trade and the greater role of the private sector in agriculture vis-à-vis the state. The population growth, income and urbanization, changing crop culture, eating crops, declining crops to feed the population have contributed to rising global food prices. At the same time, consumer requirements related to safety, quality, convenience of trading are increasing and the differential between agricultural and commodity prices is constantly increasing due to the differences in the technological provision of the two production processes. The changed paradigm in the diet of produced, processed and, above all, health-safe but higher-priced and differentiated agricultural products has created opportunities for agricultural entrepreneurs to transform the goods into consumer-demanded products. Small, highly mobile family agribusiness has prompted greater private sector involvement in agriculture and focusing on the development and improvement of agricultural value chain chains (AVCs) in terms of quality, productivity, efficiency and depth. The value chains are formalized relationships between producer groups, dealers, processors, service providers and non-governmental organizations that unite to achieve productivity gains and added value to their activities. Individual added value is achieved by bringing together participants in a single value chain, and its participants increase competitiveness and are better able to maintain the level of this competitiveness through a culture of innovation.The limitations of each participant in the value chain are eliminated by establishing synergies and rules for communications along the chain, with the ultimate goal of achieving higher value. The main commercial advantages of stakeholders to engage as part of an effective value chain can be defined as:- The ability to reduce the cost of doing business; increasing revenue increasing market impact; -Enhancing access to technology, information and capital for the process of innovation in manufacturing and marketing in order to gain higher added value and ensure higher quality of customers. These and other important aspects of the functioning of value chains are the subject of research in this work. As a result, some conclusions are drawn about the place of the Balkan countries in the agribusiness development chains as well as the prospects for the development of the process in the whole.
PhD Defense_Practicing Solidarity between Farmers and Eaters.pdfChikaKondo
PhD defense on Japan's alternative food networks. It is an exploration of how regenerative agricutlure producers and local food systems exist in relation to the mainstream. What opportunities exist for larger scale change for more sustainable practices to be implemented within the larger food system?
Insights cultural diversity and revolutionary change semiotics in emerging ma...LeapFrog Strategy
Well established academically across the human sciences, semiotics has recently achieved mainstream recognition and use in consumer insight and marketing consultancy. Some major client corporations such as P&G and Unilever, using tried and tested suppliers, have achieved considerable success in applying the methodology globally. Many clients and supplier agencies, however, still see semiotics as an optional extra rather than an essential part of a thought through research process. Nowhere is the role of semiotics more important than for international business units looking to learn about developing markets and the increasingly diverse and fluid cross-cultural patterns that characterize globalization today.
Similar to Radical marketing approach to food network (20)
PROGETTAZIONE ED IMPLEMENTAZIONE DI STRUMENTI PER LA VALUTAZIONE DI RETI COMP...Marco Garoffolo
Tesi Cirnigliaro Giulio su Progettazione Ed Implementazione Di Strumenti Per La Valutazione Di Reti Complesse Con Proprietà Scale-free.
Barabasi Albert
Interazione, innovazione e collaborazione sono i principi base della Social Innovation, sapientemente riproposti e rielaborati all’interno del testo Il libro bianco dell’innovazione sociale scritto da Robin Murray, Julie Caulier Grice e Geoff Mulgan e curato per l’edizione italiana da Alex Giordano e Adam Arvidsson.
Con un chiaro approccio realistico, dimenticando le teorie e le formule da manuale, il testo vi propone nient’altro che un’attenta e cosciente osservazione dei meccanismi odierni, filtrando il tutto con un forte senso critico volto alla praticità delle soluzioni.
Non si tratta dunque di rimpastare modelli passati e pochi affini alle attuali dinamiche socio- economiche, ma si tratta di una chiara esortazione all’impiego delle risorse di cui noi tutti siamo detentori: dalla sfida per la riduzione delle emissioni di Co2, alla lotta alla povertà fino alla salvaguardia per la salute delle persone.
Murray, Grice e Geoff dalle pagine dell’opera definiscono la Social Innovation come un fenomeno che parte dal basso, dalla società moderna virata dalla spinta dirompente della nuova generazione, fatta di giovani caparbi ed entusiasti, pronti a mettersi in gioco . La Social Innovation dunque è un fenomeno irruente e spontaneo che non impone soluzioni astratte ma nuove e concrete possibilità per il miglioramento degli obiettivi mondiali. Dopo il crollo dei vecchi dogmi sociali , divenuti ormai obsoleti, la società mondiale si è trovata a fare i conti con una repentina decadenza dell’intero apparato socio- economico. Per effetto domino, ciò ha portato ad un consequenziale compromissione del lineare andamento del mercato, ad un incremento vertiginoso dei costi e infine alla necessità di reinventarsi.
La sfida che lancia la Social Innovation è quella di riprendersi gli spazi e di attribuirgli nuovi segmenti di esistenza, rielaborando i vecchi modelli.
Fonte http://www.societing.org/wp-content/uploads/Open-Book.pdf
Comunicazione, Potere e Contropotere nella network societyMarco Garoffolo
Il presente articolo formula una serie di fondate ipotesi sull’interazione tra comunicazione e
rapporti di potere nel contesto tecnologico che caratterizza la network society, o “società in rete”.
Partendo da un corpus selezionato di studi sulla comunicazione e da una serie di case study ed
esempi, si giunge alla conclusione che i media siano divenuti lo spazio sociale ove il potere viene
deliberato. Mostrando il legame diretto tra politica, politica dei media, politica dello scandalo e crisi
della legittimità politica in una prospettiva globale. E avanzando l’idea che lo sviluppo di reti di
comunicazione interattiva orizzontale ha favorito l’affermazione di una nuova forma di
comunicazione, la mass self-communication (comunicazione individuale di massa), attraverso
Internet e le reti di comunicazione wireless. In un tale contesto, politiche insurrezionali e
movimenti sociali sono in grado di intervenire con maggiore efficacia nel nuovo spazio di
comunicazione. Sul quale, però, hanno investito anche i media ufficiali o corporate media e la
politica mainstream. Tutto ciò si è tradotto nella convergenza tra mass media e reti di
comunicazione orizzontale. E, più in generale, in uno storico spostamento della sfera pubblica
dall’universo istituzionale al nuovo spazio di comunicazione.
Fonte http://www.caffeeuropa.it/socinrete/castells.pdf
Non è facile immaginare una società in cui l'organizzazione industriale sia equilibrata e compensata da modi di produzione complementari, distinti e ad alto rendimento. Siamo talmente deformati dalle abitudini industriali che non osiamo più scrutare il campo del possibile, e l'idea di rinunciare alla produzione di massa di tutti gli articoli e servizi è per noi come un ritorno alle catene del passato o al mito del buon selvaggio. Ma se vogliamo ampliare il nostro angolo di visuale, adeguandolo alle dimensioni della realtà, dobbiamo ammettere che non esiste un unico modo di utilizzare le scoperte scientifiche, ma per lo meno due, tra loro antinomici.
C'è un uso della scoperta che conduce alla specializzazione dei compiti, alla istituzionalizzazione dei valori, alla centralizzazione del potere: l'uomo diviene l'accessorio della megamacchina, un ingranaggio della burocrazia. Ma c'è un secondo modo di mettere a frutto I invenzione, che accresce il potere e il sapere di ognuno, consentendo a ognuno di esercitare la propria creatività senza per questo negare lo stesso spazio d'iniziativa e di produttività agli altri.
Se vogliamo poter dire qualcosa sul mondo futuro, disegnare i contorni di una società a venire che non sia iperindustriale, dobbiamo riconoscere l'esistenza di scale e limiti naturali. L'equilibrio della vita si dispiega in varie dimensioni; fragile e complesso, non oltrepassa certi limiti. Esistono delle soglie che non si possono superare. La macchina non ha soppresso la schiavitù umana, ma le ha dato una diversa configurazione. Infatti, superato il limite, lo strumento da servitore diviene despota. Oltrepassata la soglia, la società diventa scuola, ospedale, prigione, e comincia la grande reclusione. Occorre individuare esattamente dove si trova, per ogni componente dell'equilibrio globale, questo limite critico. Sarà allora possibile articolare in modo nuovo la millenaria triade dell'uomo, dello strumento e della società. Chiamo società conviviale una società in cui lo strumento moderno sia utilizzabile dalla persona integrata con la collettività, e non riservato a un corpo di specialisti che lo tiene sotto il proprio controllo. Conviviale è la società in cui prevale la possibilità per ciascuno di usare lo strumento per realizzare le proprie intenzioni.
Fonte http://periferiesurbanes.org/wp-content/uploads/2010/08/La-Convivialit%C3%A0.pdf
A RFID web-based infotracing system for the artisanal Italian cheese quality ...Marco Garoffolo
The aim of this study is the integration of an electronic tracing system with a non-destructive quality analysis system for single product of a typical Italian cheese, prepared with buffalo milk and called “Caciottina massaggiata di Amaseno”, a typical diary product of Lazio Region. The tracing and quality information are combined on a web platform to obtain a complete procedure to develop what we define as an “infotracing system”. Quality analyses (chemical, sensorial and spectrophotometric) were carried out on a total of 23 cheese wheels (8 with TAGs) and for three cheese maturation classes (3, 6 or 9 months after production). Two typologies of RFID tags were tested. Results were screened by Partial Least Squares regressions (PLS) on reflectance values for the prediction of chemical content, while classifica- tion of cheese maturation classes (3, 6 or 9 months) was carried out by Partial Least Squares Discriminant Analysis (PLSDA) on reflectance values. The RFID system turned out as effective, reliable and compatible with the production process tool. A good estimation of maturation degree by spectral and chemical analysis was obtained. Moreover an infotracing web-based system was designed to acquire and link basic information that can be made available to the final consumer or to different food chain actors before or after purchasing, using the RFID code to identify the single and specific cheese product. The projected web-based tracing system could improve the products commerce by increasing the information trans- parency for the consumer.
Con un fatturato di oltre 43 miliardi di euro nel 2013, l’Italia è la terza potenza agricola dell’Unione Europa. A dirlo è Eurostat, che ha da poco diffuso l’edizione 2015 del dossier “Agriculture, forestry and fishery statistics”, un rapporto che descrive non solo la produzione agricola, ma anche l’allevamento, la diffusione delle coltivazioni biologiche e l’inquinamento prodotto da questi settori.
Sul fronte del fatturato a primeggiare è la Francia, che nel 2013 ha sfiorato i 57 miliardi di euro, quindi c’è la Germania con 46,2 miliardi e, come detto, l’Italia. È però interessante notare come siano stati raggiunti questi risultati: Parigi e Berlino, infatti, ci sono arrivati coltivando una superficie maggiore di territorio rispetto a quello italiano e dando lavoro a meno persone. In Francia sono destinati a coltivazione e pascolo qualcosa come 27,7 milioni di ettari di territorio, il dato più alto di tutta l’Unione, sui quali lavorano 725mila persone. Mentre sono 523mila i “contadini” tedeschi, che coltivano una superficie pari a poco meno di 17 milioni di ettari. Tra Trento e Palermo, invece, sono 12 milioni gli ettari utilizzati in agricoltura. E gli occupati raggiungono quota 817mila, il terzo valore più alto dell’UE dopo quelli di Polonia e Romania.
Valorizzazione cereali minori di montagna in provincia di bresciaMarco Garoffolo
In passato, l’importante ruolo svolto dalla coltivazione dei cereali minori (orzo, segale, grano saraceno, frumento ecc.) in zone di montagna - nel rifornimento di farine per il sostentamento delle popolazioni alpine - ha garantito per molti anni la gestione del
territorio. Le colture minori sono specie “antiche”, che hanno avuto un ruolo fondamentale nella storia dell’alimentazione umana, oltre a occupare una posizione strategica
nell’origine delle attuali forme coltivate. Purtroppo, dopo gli anni Cinquanta, la coltivazione dei cereali minori nelle zone di montagna è progressivamente calata, lasciando
spazio a colture più remunerative o, peggio ancora, all’abbandono. Tale evoluzione ha portato un cambiamento del paesaggio: là dove i campi sono pianeggianti sono
stati mantenuti a seminativo o a prato stabile; ma dove le caratteristiche pedologiche e strutturali (terreni poco fertili e con molto scheletro, pendenza elevata, difficoltà di accesso,
appezzamenti poco meccanizzabili) il terreno una volta seminato a segale o frumento ha lasciato il posto al rimboschimento delle superfici. Questo ha comportato un abbassamento della diversificazione visiva del paesaggio, con un impoverimento della
biodiversità vegetale e animale. I cereali minori possono essere definiti come piante rustiche, tolleranti a stress ambientali,
capaci di dare una produzione economicamente valida anche in condizioni di modesta fertilità del terreno. Hanno spesso pregevoli caratteristiche qualitative e nutrizionali, che ne fanno ingredienti principali in preparazioni dietetiche e salutistiche, in gradevoli
preparazioni culinarie attorno alle quali si muovono tradizioni popolari e usanze.
http://www.saporidivallecamonica.it/uploads/docs/512b37a2aade4.pdf
L’industria dei brevetti sta prendendo il controllo sul nostro cibo?Marco Garoffolo
L'industria dei brevetti svende il futuro del nostro cibo!
http://www.semirurali.net/modul…/wfdownloads/singlefile.php…
Per chi lo avesse perso l'anno scorso la Rete Semi Rurali ha tradotto in italiano il rapporto sui brevetti che concernono le sementi a cura della coalizione internazionale No patents on Seeds! Lo spunto per il rapporto nasce dal fatto che l'Epo -Ufficio Europeo per i Brevetti- ha concesso migliaia di brevetti su vegetali e sementi, con un numero crescente di brevetti concessi su piante e sementi ottenuti con metodi di miglioramento genetico convenzionali. Dagli anni '80, in Europa, sono stati concessi 2.400 brevetti su vegetali e 1.400 brevetti su animali. 7.500 brevetti su vegetali e 5.000 su animali sono in attesa di concessione. L'Epo ha già concesso più di 120 brevetti su vegetali ottenuti con metodi convenzionali di miglioramento genetico e circa 1000 altre richieste sono in attesa di concessione. Spesso la portata di questi brevetti è molto ampia e prende in considerazione intere filiere, dalla produzione al consumo.
Milano ha finalmente la sua Food Policy alla cui elaborazione anche tu hai contribuito!
Nella seduta del 5 ottobre scorso il Consiglio Comunale ha infatti approvato il Milan Urban Food Policy Pact e le Linee di Indirizzo della Food Policy di Milano 2015-2020
Il documento individua 4 aree prioritarie emerse nel corso del processo di consultazione della Food Policy:
1) Garantire cibo sano per tutti
2) Promuovere la sostenibilità del sistema alimentare
3) Educare al cibo
4) Lottare contro gli sprechi.
Per ognuna di queste priorità il documento suggerisce una serie di azioni concrete, tra queste favorire l'accesso al cibo sano e all'acqua potabile anche alle fasce più deboli, promuovere l'agricoltura urbana e il cibo locale, sostenere le filiere alimentari corte, aumentare la consapevolezza sugli sprechi con campagne mirate.
Per favorire la diffusione di queste linee di indirizzo il piano istituisce il Consiglio Metropolitano del Cibo, lo strumento attraverso il quale continuare a coinvolgere gli attori del sistema alimentare di Milano e i cittadini sui progetti della Food Policy.
Il testo della delibera è disponibile sul sito della Food Policy di Milano a questo link
Il Consiglio comunale ha anche approvato il Milan Urban Food Policy Pact che sarà firmato da più di 100 città il 15 ottobre prossimo e presentato il 16 ottobre al Segretario generale delle Nazioni Unite, Ban Ki -moon .
Con questo, e rimandandovi alle future comunicazioni in merito alla Food Policy, cogliamo anche l'occasione per invitarvi al "Feeding the 5000" il pranzo per 5000 persone cucinato con cibo recuperato che avrà luogo Sabato 17 ottobre dalle 12,00 alle 15,00 in Piazza Castello, con il fine di sensibilizzare la popolazione alla lotta contro gli sprechi alimentari.
fonte
http://www.foodpolicymilano.org/wp-content/uploads/2015/10/CC-n.-25-del-5.10.2015.pdf
Dal Centro Nuovo Modello di Sviluppo un dossier, realizzato con la collaborazione grafica di Andrea Rosellini e Margherita Brunori, che ricostruisce con efficacissime infografiche la storia dei cibi che finiscono nei nostri piatti e soprattutto svela quali sono le multinazionali che gestiscono il nostri alimenti interessandosi non certo di salute, qualità, ambiente e meno che mai di sovranità alimentare, ma solo ed esclusivamente badando al loro profitto.
Fonte http://expodeipopoli.it/wp-content/uploads/2015/07/i_padroni_del_nostro_ciboalta.pdf
Rapporto Coop 2015
Potremmo abbozzare il titolo del film prendendo in prestito un tema caro ai sociologi: «La fine del ceto medio». Superando definitivamente la «cetomedizzazione» della società, definizione cara a Giuseppe De Rita che negli anni Novanta la coniò per descrivere la crescita di una piccola borghesia del nord-est basata sulla «fabbrichetta» con simpatie leghiste. Nel tradizionale rapporto Coop sui consumi, diffuso oggi a Milano, emerge uno spaccato sociale interessante perché s’intravede per la prima volta un’Italia dinamica dopo sette anni di Grande Crisi seppur estremamente polarizzata su diverse dicotomie: giovani-vecchi, nord-sud, occupati-disoccupati, uomini-donne. Presto per parlare di scenario sudamericano dove le differenze si acuiscono invece che ridursi grazie allo Stato sociale, eppure la tendenza dei consumi rileva come la spesa al carrello diminuisce nonostante una clamorosa flessione dei prezzi al dettaglio operata da tutti i marchi della grande distribuzione. La cartina di tornasole della sparizione del ceto medio sta tutta nel declino del modello dell’ipermercato: store con grandi metrature all’interno di grossi centri commerciali nella cosiddetta cintura urbana....
Fonte
http://www.corriere.it/economia/15_settembre_03/ecco-l-italia-bipolare-consumi-singhiozzo-db924372-5234-11e5-aea2-071d869373e1.shtml
Exploring the production capacity of rooftop gardens (RTGs) in urban agricult...Marco Garoffolo
Exploring the production capacity of rooftop gardens (RTGs)
in urban agriculture: the potential impact on food and nutrition
security, biodiversity and other ecosystem services
in the city of Bologna
Francesco Orsini & Daniela Gasperi & Livia Marchetti &
Chiara Piovene & Stefano Draghetti & Solange Ramazzotti &
Giovanni Bazzocchi & Giorgio Gianquinto
n che modo consumatori
consapevoli possono
contribuire allo sviluppo
sostenibile?
Un’analisi a partire dal
consumo alimentare.
Gianluca Brunori, Adanella Rossi,
Francesca Guidi, Alessandra Lari
1. ISSN 2039-2532
Toward a “radical
marketing” approach
to food networks
Gianluca Brunori
Andrea Marescotti
LOGO di VANESSA MALANDRIN
quaderno
n. 0
1 febbraio
2007
quadernisismondi
2. L a b o r a t o r i o d i s t u d i r u r a l i S I S M O N D I
Via san Michele degli Scalzi, 56124 Pisa - Italia
telefono ++39 050 2218990 - fax ++39 050 2218970
h t t p : / / d a g a . a g r . u n i p i . i t / l a b r u r a l
LOGO di VANESSA MALANDRIN
3. Laboratorio di studi rurali SISMONDI
Index
Abstract .....................................................................................................................................3
1) Introduction ..........................................................................................................................3
2) Background: conventional, post-modern, cognitive and radical marketing .............................4
2.1) Conventional marketing........................................................................................................................ 5
2.2) From Conventional marketing to Post-modern marketing.................................................................... 5
2.3) Towards a radical marketing: cognitive marketing............................................................................... 6
2.4) Radical marketing................................................................................................................................. 7
3) Case study: a Slow food presidium as a transformative network............................................9
3.1) Institutionalising the producers‘ network: the Consortium.................................................................... 9
3.2) Linking networks: the setting-up of the Slow Food Presidium ...........................................................10
3.3) Changing marketing communication to change markets: the example of Toscana Slow..................11
4) Discussion: how relevant is this case to radical marketing?.........................................................12
References ..............................................................................................................................16
5. Laboratorio di studi rurali SISMONDI
Toward a “radical marketing” approach to food networks
3
Toward a “radical marketing” approach to food networks1
Gianluca Brunori
Department of Agronomy and Management of Agro-ecosystem, University of Pisa, Italy
(gbrunori@agr.unipi.it)
Andrea Marescotti
Department of Economics, University of Florence, Italy
(andrea.marescotti@unifi.it)
Abstract
The growing movement towards a new paradigm of agricultural and rural development has given origin to
a diversity of new farming activities and styles of connecting to the market. Consumers are playing an
important and active role in this change. This paper is a contribution to build a theoretical framework for an
appropriate marketing approach, here called ”radical marketing‘, to take in account the changing
relationships between production and consumption spheres within Alternatives Agro-Food Networks
(AAFNs).
Conventional and post-modern marketing refer to consumers‘ inspired actions and strategies set up by
the production sphere in order to catch consumers‘ need without showing the interest or potentiality to front
the mainstream production and consumption model. On the contrary, radical marketing bases its specificity
on actors‘ will to oppose to the dominant or conventional model, and to enrol other actors into their project.
Radical marketing schemes are therefore open to a plurality of diversified actors other than producers, and
offer more space to the spreading of non-negotiable values and identities far from the dominant commercial
ones on the market.
The paper describes the process of valorization of a product, raw sheep milk cheese in Pistoia mountains
(Italy), and analyses its impact on rural development of the area. The peculiarities of the case are related to
the fact that the product, whose legality in terms of hygiene and safety had been put into discussion by
health authorities which were suspicious on raw milk, has undergone a huge commercial success thanks to
the ability of producers to create a strong web of relations both internally and to the outside, and in particular
to consumers. In particular, the role of Slow food, an outstanding NGO whose mission is to improve the
culture of food and the value of taste against the excesses of industrialisation and technical regulation, is put
into evidence.
1) Introduction
The growing movement towards a new agricultural model, flanked by the recent changes of the
Common agricultural and rural development policy (CARPE), have given origin to a diversity of
new farming activities and styles of connecting to the market. Consumers are playing an important
role in this change. As a matter of fact, in developed countries an increasing number of consumers
show awareness and concern about conventional and industrialized farming, especially with
respect to the production of negative externalities (pollution, loss of biodiversity, economic and
social erosion of rural areas, taste homogenization, etc.), which leads them to look for local foods,
1
This paper acknowledges contribution from the EU, who financed the projects ”Transforming rural
communication‘ (TRUC), QLAM-2000-0025, and Marketing Sustainable Agriculture: An analysis of the
potential role of new food supply chains in sustainable rural development (SUS-CHAIN) QLK5-CT2002-
01349.
This paper was presented at XI World Congress of Rural Sociology Trondheim, Norway; July 25th-30
th
,
2004.
6. Laboratorio di studi rurali SISMONDI
Toward a “radical marketing” approach to food networks
4
environmental-friendly products, regional specialties, etc. (Callon, 2004; Weatherell, Tregear and
Allinson, 2003).
One of the most evident outcomes is expressed by the spreading of Alternative agrofood
networks (AAFNs), which can be defined as new ways to articulating the connections between
agriculture and final consumption based on values, principles, meanings somehow opposite to the
dominant (therefore “conventional“) ones (Marsden and Renting, 2003). Consumers are seeking to
engage in a wholly different type of relationship with farmers and food producers, based on
reciprocity, trust and shared values (Hinrichs, 2000, Marsden et al., 2000; Gilg and Battershill,
1998).
The growing interest over AAFNs, and the questions raised over the conditions for their
sustainability in a turbulent world (Conner, 2004), have generated the need for a more intense
theoretical research aimed at giving food movements and non-conventional producers an effective
theoretical basis to their action. Some recent contributions have started to respond to this need.
David Goodman, from his peculiar point of observation - being an European and working in an
American university - has given a rationale for different approaches on the two sides of the Atlantic
ocean. In his view American scholars, being more involved into food movements, are looking at
AAFNs as “…symbolic expressions of alternative eco-social imaginaries”. On the other hand the
Europeans, being more integrated into policy networks, see AAFNs as ”…the dynamic, innovative
expression of the “new” rural development‘ or as “..sources of resistance to the disruptive effects of
global competition” (Goodman, 2003).
In the opinion of the authors of this paper, in the literature on AAFNs there are now enough
conceptual resources to build convergence between the two perspectives. The point of departure,
as suggested by Goodman, is to recognise that AAFNs “…reconfigure production-consumption
relations in the process of extending their spatial and temporal reach. Conceptually, this requires
that the active, relational and political role of consumers in the genesis and reproduction of these
new economic forms be “acknowledged”” (Goodman and DuPuis, 2002), as well as recognising the
role of the new farmers and their changing communicative patterns in the food system arena.
This implies, as Goodman implicitly underlines in its critique, to abandon a conventional
marketing approach to consumers as market segments, and look for new approaches. In our view,
a research agenda like this should be able to set out an appropriate marketing approach. In fact, if
AAFNs are seen as social movements aimed at transforming social relations by active intervention
on market mechanisms, an appropriate marketing approach should be able to embody this
transformational goal. We call this ”radical marketing”. This paper tries to set out some of the basis
for this research agenda, using a case study in Tuscany as a seminal test.
2) Background: conventional, post-modern, cognitive and radical marketing
7. Laboratorio di studi rurali SISMONDI
Toward a “radical marketing” approach to food networks
5
2.1) Conventional marketing
The basic principle of (conventional) marketing is that producers can obtain better performances
by understanding consumers‘ attitudes and behaviours and by mobilising their resources to satisfy
their needs. As Callon and his collegues remark (Callon, Meadel and Rabeharisoa, 2002), the key
of this activity is a continuous product classification process which implies positioning (defining a
set of characteristics that qualifies the product for a specific target of consumers) and
communication (which implies signification of the product identity to the chosen group of
consumers).
The ways consumers (and their needs and behaviours) are taken into consideration vary a lot
between conventional marketing studies. We can identify a range of marketing approaches as
distributed between two extremes. The first extreme, that we would call “manipulation” approach, is
based on the idea that marketing has the necessary resources to construct consumers‘ needs
through research techniques, symbolic production and persuasion, control at a distance (Lockie
and Kitto, 2000; Cova, 1996). The other extreme, that we would call “understanding”, is based on
the principle that the task of marketing is to satisfy consumers‘ needs after carefully studying them.
------------------------------------------------------------------------------------
Manipulation Understanding
This dichotomy, always present in the marketing literature, has progressively been translated
into a different interpretation of consumers‘ satisfaction. On one side, marketing tends to play on
consumers‘ instincts and creates commodities as surrogates for “real” needs. On the other side,
marketing takes consumers‘ needs seriously, trying to enter into a two-ways communication
process to be able to tune with consumers‘ needs and respond to them appropriately.
2.2) From Conventional marketing to Post-modern marketing
An interesting step towards a non-manipulative approach to marketing lies in the recent
contributions of the so-called post-modern marketing (Brown 1995, Cova 1997; Firat et al..), which
acknowledges that the change happened in the shift to a post-productivist era implies a strong
revision of conventional marketing approaches. In particular, the tendency to individualisation no
longer allows firms to rely upon steady market segments. Consumers increasingly define their
unstable identities through their belonging to networks, picking up from each of them symbolic
resources and recombining them together.
But, as Cova states, also the acknowledgement of this tendency can produce different strategic
options, distributed over the manipulation-understanding scheme. On the one hand, firms assume
individualisation as fully performed, so that marketing becomes a substitute for lost communal
8. Laboratorio di studi rurali SISMONDI
Toward a “radical marketing” approach to food networks
6
links. Direct marketing based on huge databases, personalised services, customisation, emotional
communication are ways to link individualised consumers to producers.
On the opposite side, Cova starts from the hypothesis that individualisation brings to new forms
of communities, much less steady than in the past, and not necessarily exclusive (in the sense that
each person can belong to a plurality of communities) and this signals an insuppressible need for
social bonds. Rather than looking for surrogates to social bonds through commodities, Cova
therefore advocates for a “Tribal marketing”, which supports and encourages relationship between
customers. Producers inspired by tribal marketing should look to ways by which shifting their
attention to “functional value” of the products (those which can be qualified through specific
analytical devices, see Callon 1998) to their “link value”, that is the ability of products to strengthen
social links between consumers.
With its “link value”, Cova (1997) works out the anthropological concept of “totem” - a symbol
which represents social links - and opens a quite new field of research. To take this approach
seriously, in fact, implies revising not only the logic of the marketing, and namely of
communication, but also the way the production process is designed.
As Goodman and Dupuis highlight, food has in general a strong “link-value”. Whereas
modernisation of the agro-food sector tends to individualise food consumption, the “quality” turn
shows a strong tendency to re-embed food into social networks. Lee advocates for an “economy of
regard”, in the form of a mutual exchange of knowledge and status, which may displace narrow
economic relationships (Lee, 2000).
2.3) Towards a radical marketing: cognitive marketing
The first step towards radical marketing is accomplished by recognizing the fact that the
information flow that characterizes the relationship between the world of production and the world
of consumption is reversed or, better, expanded into a bi-directional information flow. While both in
conventional and post-modern marketing products (and communicative contents attached to them)
are conceived and adapted after analysing explicit or induced consumers needs (this implying the
need of studying consumers characters by means of rather traditional marketing research devices),
in cognitive marketing it is the world of production which expresses its values by means of the
products or, in a wider definition, it is through the dialectic between the world of production and the
world of consumption that products are vehiculated with their attached meanings.
The aim of cognitive marketing is to change the consumers preferences, enrolling them into the
producers‘ project, included (with special regards to) the values upon which the production process
is based. It is no longer a matter of selling to consumers a product which has been conceived in
order to satisfy specific consumers‘ needs. It is rather a matter of creating new alliances to build
and protect diverse product‘ meanings through communication practices.
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Toward a “radical marketing” approach to food networks
7
A seminal work in this perspective has been proposed by Lassaut and Sylvander (1997) who,
drawing on a comparison between two type of bread in France, find that artisanal bakers explain to
consumers why artisanal bread‘s characteristics are as they are, so taking up a educational
function vis a vis consumers. These authors speak of ”cognitive marketing‘ to illustrate this
approach. A large set of stories in the business sector (the most famous are Ben and Jerry‘s and
the Body shop), show that producers with a “vision” (and therefore a strong conviction of their
ideas) succeed in the market by enrolling consumers into their project.
More in general, the cognitive aspect is strongly taken into consideration in the organisational
design of AAFNs. Beyond an economic aspect related to the possibility of better controlling price
formation and added value distribution along the chain, communication between producers and
consumers allows for considering learning as a component of the product itself.
Cognitive marketing, however, does not necessary bring back to a “production centred”
approach. Rather, it may consider producers and consumers as members of —communities of
values“, where communicative action, rather than strategic action, prevails, and learning becomes
a common goal of both producers and consumers. By direct interaction, producers and consumers
can learn together how the lifecycle of the product affects social relations and the environment, so
that a continuous process of qualification and re-qualification of the product can happen.
2.4) Radical marketing
Conventional and post-modern marketing refer to actions and strategies set up by the
production sphere in order to catch consumers‘ need without showing the interest or potentiality to
front the mainstream production and consumption model. Cognitive marketing would aim to affirm
values and facts to unaware consumers, without necessarily having the aim of changing the
dominant knowledge and value system.
Radical marketing bases its specificity on the producers‘ will to oppose to (some of the)
mainstream or conventional model, and to enrol consumers and other actors into their
transformative project. Radical marketing can benefit from many insights of post-modern and
cognitive marketing, but alternative commodities vehiculated through AAFNs share specificities
which post-modern marketing cannot address.
Opposite to the conventional view of the market, radical marketing is aware that producers can
change their environment, and take benefit from this change. Alternative producers have a different
hierarchy of motivations, ranging from self-actualisation to commitment to the others to specific
norms. When they interact with consumers, they are not neutral on the object of interaction. On the
contrary, their product is in symbiosis with their identity, so there are characteristics of their product
and production process which is not negotiable. Broadly speaking, it‘s their specific identities and
values to be on the market.
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Toward a “radical marketing” approach to food networks
8
Therefore the aspect which differentiates most radical marketing from post-modern marketing is
that, in the world of AAFNs, “also producers have a hearth”, and therefore something to say. For
alternative producers, profit is not the ultimate goal, but rather a constraint.
But consumption activities, as well as production ones, are inherently political activities as they
go beyond individual utility goals (Lockie and Kitto, 2000). Therefore AAFNs may produce different
transformational values, as they can rely on different degrees of reflexivity in production and
consumption practices.
As a matter of fact, as Goodman and Dupuis explain, AAFNs are (alternative knowledge-value
systems, that is) loci where “modes of ordering” are reconfigured and struggles of contested
knowledge are carried out, so that alliance building between producers and consumers and
intervention in the public sphere are strictly intertwined.
“The common feature of these initiatives is the role given to involvement in business as a part of
a more general strategy aimed at change society: all of them try to change the existing power
relationships and to introduce social, ethic, and environmental values into business" (Brunori,
2000).
Having this in mind, the setting-up of AAFNs can be seen as “politics done with other tools”.
Producers build AAFNs by activating alliances with a large number of actors, and increasingly
success of their initiatives is based on the ability to make links between local and global networks.
This brings to another important aspect to be taken into consideration when looking for a radical
marketing theory. A rather diffuse agreement is that producers and consumers look at their
participation in AAFNs as a way to transform society and the environment (Barham, 2002). As
recent literature is currently showing (Goodman 2000, Barham, 2002), within AAFNs consumers,
as well as other actors, are not only passive actors. On the contrary, they too do hold the
potentiality to change the world, and they too “have a heart”.
Recognizing the active capacity of other actors than producers to induce a change by activating
the network and enrolling other actors (Evans and Yarwood, 2000) means making a great step
towards a new concept of marketing, that we might call “network induced radical marketing”, which
widens the visual angle.
Firstly, shifting from production to include other sides of the network implies that other basic
principles but the profit are at stake, opening more room for marketing strategies based on
alternative values. All AAFNs should be able to guarantee to all involved actors a fair distribution of
costs and benefits, and in the calculation of costs and benefits also non-monetary costs (social and
environment costs) should be considered. This economic constraint is an always present source of
contradiction and tensions in the lifecycle of AAFNs, as two different logics face themselves into an
economic environment largely dominated by commercial logic.
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Secondly, within AAFNs the initiative of changing may originate from different sides, that is other
sides than the sole production‘s. This may lead producers to activate an “induced” or “recursive”
radical marketing, which is negotiated with AAFN actors through a reflexive process.
The aspects taken into consideration so far are elements that should be considered when
setting up marketing strategies for alternative products.
Summing up the considerations done so far, we could say that a radical marketing approach
should base value creation activity on the following formula:
Product Value = functional value + link value + “fair” market value + transformational value
Each of the types of value are outcomes of interaction processes within socio-technical
networks (Callon et al. 2002) to which both producers and consumers, together with many other
actors, are actively involved. All of them are defined through qualification-requalification processes
and consolidated into “criteria”, “standards”, analytical devices, codified measurements, material
and symbolic devices.
The case-study presented here will be focussed on how the encounter of Slow Food with a
community of producers from the Pistoia mountains (Tuscany) have generated a wider food
network where all actors, from producers to consumers are involved in the construction of a
transformative discourse about food and food quality.
3) Case study: a Slow food presidium as a transformative network
3.1) Institutionalising the producers‘ network: the Consortium
On the Pistoia mountains, in the North of Tuscany, 24 breeders of autochthonous Massese
sheep gathered together in a Slow Food Presidium to promote the production of their raw-milk
pecorino cheese2
, a rare product in Tuscany, where nearly all pecorino cheese is made with
pasteurised milk.
Before the Slow Food Presidium came into being, the producers of raw milk pecorino cheese
had established a Consortium called “Montagne e valli di Pistoia” (“Pistoia mountains and valleys”),
with the aim of promoting the local products and the territory. The Consortium was established with
the help of the local APA, Associazione Provinciale Allevatori (Provincial Association of Breeders).
APA is an association which aims at selecting the breed and improving the breeding techniques,
but besides these tasks, its director started supporting the care and promotion of the products (milk
and cheese) in order to improve the breeders‘ economic and social conditions. Now the APA‘s
director is also the director and the promoter of the Consortium.
2 The raw-milk pecorino cheese of the Pistoia mountains is included in the national list of traditional
products, according to the D.M. 350/99 and is produced in 10 small areas of the Pistoia province.
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According to the local tradition, the breeders of the Pistoia mountains use to make the cheese in
their small workrooms in the valleys. Their production includes three different kinds of cheese: the
fresh/soft one (7-20 days of seasoning), the “abbucciato” (at least 35 days of seasoning) and the
“asserbo” (from 2-3 months up to 1 year of seasoning). All the kinds of cheese have a round shape
and a white paste; the colour of the rind changes from yellow to dark brown according to the length
of the seasoning. The sheep in the area are almost 4,000, and the amount of raw milk pecorino
cheese produced every year is about 30 quintals.
In order to establish the Consortium, APA had to work in two different directions:
1. guarantee the healthiness of the products from an hygienic point of view (compliance to
EU food safety regulations);
2. draft a code of practices for the production of raw-milk pecorino cheese.
To accomplish the first task, the APA technical staff started a co-operation with the Local Health
Unions and helped the breeders to standardise and adapt their workrooms in order to produce the
cheeses according to national and EU sanitary rules. They also checked the milk quality and
healthiness and verified the opportunity for all the producers to process raw milk without any risks
for the health of consumers.
As far as the second task is concerned, after a year since this work had started, the Consortium
drafted a Code of Practices, which regulated the “Raw Milk Pecorino Cheese” production and
obliged the breeders to use only raw ovine milk.
3.2) Linking networks: the setting-up of the Slow Food Presidium
In 2000 the director of the Consortium casually met the Slow Food representatives.
Slow Food is an international cultural association born in Italy in 1986, mainly within the urban
context. It is addressed to the conservation and development of a quality food culture; in particular
the aim of Slow Food is to defend the local and traditional food (and way of eating) in front of the
industrialised food, and to re-create a new food awareness and culture. The Slow Food movement
spread very quickly all over the world and counts in 2003 about 65,000 members in over 45
countries; a half of the members are Italian.
Born essentially as an association of people keen on “good food”, the objectives of the
association gradually changed together with a growing awareness of society towards new values.
Nowadays Slow Food is concerned with the aim of promoting typical agrofood products and
dishes, coupled to the desire of preserving traditional habits linked to food culture and to protect
ancient and local plant varieties and breeds from extinction. One of the tools used by Slow Food to
protect typical products and mainly their producers and the traditional techniques, skills and know-
how is the Presidium. A Presidium is a group of farmers and/or food processors of an agro-food
typical product which Slow Food aims at protecting from extinction and promoting to consumers by
giving local producers and their associations technical and marketing assistance.
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The Slow food representative suggested to the director of the Consortium the idea of creating a
Slow Food Presidium, which would have been the Presidium n.1 in Italy. The costs for the
participation in the Presidium were supported by the Province of Pistoia, the local Chamber of
Commerce, Industry, Craft and Agriculture, and the Mountain Community of the area.
The support offered by Slow Food for the promotion and marketing of the Presidium was
remarkable. Many articles appeared on the national press, and the Presidium producers could join
in the main national and regional events organised by Slow Food: “Cheese” (a national event
organised every two years in Italy completely dedicated to the promotion of the cheese), “Salone
del Gusto” (“The Hall of Taste“), “Toscana Slow“, and in the organisation of taste workshops on
raw milk pecorino cheese and of typical dinners in the restaurants which adopt the Slow Food
philosophy.
On the other hand, Pistoia Mountains sheep milk cheese has meant for Slow food a ”turning
point‘, as it has been the occasion to focus on tradition as key to quality, and to denounce to a
wider public the hyper-hygienist tendency of health regulation as a killer of quality, as defined by
Slow Food discourse (authenticity, taste, small producers, etc.).
3.3) Changing marketing communication to change markets: the example of Toscana
Slow
As an example of the initiatives taken by Slow Food we have chosen Toscana Slow.
Toscana Slow is a gastronomic event organised by Slow Food to present and promote the
traditional agro-food products of Tuscany to consumers, with special reference to the products of
the Presidia. The event is a network of food fairs held contemporarily every two years in all Tuscan
provinces, which implies a big organisational effort and the involvement of a big number of actors.
The first edition of Toscana Slow was launched with the aim of promoting traditional local
products against the backdrop of the artistic heritage of Tuscan cities. The roots of historical
heritage and of gastronomic tradition, as Slow Food put it, are connected and are just different
ways to express the Tuscan culture.
During Toscana Slow 2001 the Raw Milk Pecorino Cheese from the Pistoia Mountains
Presidium participated in some of the events in the programme: the most important day was the
1st December, when the producers of raw milk pecorino cheese joined in a market of Apennines
typical products and to a Taste Workshop on their cheeses. During Toscana Slow 2003 the
Presidium participated on the 6th June in an event called “The Treasures of the Cheese-maker“, a
whole day in a Carthusian monastery near Pisa dedicated to Tuscan cheeses. One of the events of
the day was a taste workshop on raw milk cheeses and red wines called “Raw is Better“.
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4) Discussion: how relevant is this case to radical marketing?
The following table shows how the value of the product can be broke down into the framework
above illustrated.
Value Description
Functional value Raw milk and traditional production process as key to a better taste
Link value The product purchased by consumers is a ”totem‘, as generally its consumption
strengthens a common attitude toward food and food quality. The product has
also a link value between consumers and producers, as consumers mature
awareness of the need to sustain economically local producers as a way to
avoid quality erosion. Slow food provides an ideology for an approach to food
consumption as a way to cement dialogue and social interaction and to bridge
consumers and producers.
Fair market value Producers keep attention on the level of prices to loyal consumers even in a
context of strong tensions to raise them.
Transformational
value
The product contributes to convey messages of critique to the dominant
approach to food and to propose alternatives in the relationship between food
production, consumption and nature.
The case study shows a radical marketing strategy deployed by a network of actors around a
common objective: allowing the survival of a traditional product by modifying its regulatory and
market environment, and contrasting the outstanding tendency to food and taste standardization
and loss of diversity.
This process consisted in two steps: the creation of a core network and the connection to the
outside (the Slow Food Presidium). The core network is made by producers, technicians, local
health authority, provincial administration, municipalities, local consumers. The other network is
made by Slow Food movement and the other stakeholders who joined Slow Food campaign:
consumers, regional and national authorities, opinion leaders, chefs, and a diversified set of other
stakeholders.
Communication brings to a growing alignment of these actors around the idea that raw milk
cheese is a local and valuable asset, and this asset has to be defended against the idea that raw-
milk pecorino cheese is unsafe as it does not meet hygienic rules. To this purpose, producers enrol
other actors to overturn a moral prejudice against raw milk.
Slow food encounters this process in its development, and gives to the local network the
necessary resources to step up the process: symbolic capital (the snail), communication skills (i.e.
the Manifesto), access to commercial networks, access to the mass media, a system of values
(slow food vs fast food, tradition vs industrialisation). The notoriety gained by the product reinforces
notoriety in the local networks (also through the local mass media).
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Slow Food Manifesto in Defence of Raw-milk Cheese
Between the two steps there is not a strict sequentiality, but it is rather a recursive process. In
fact, external stimuli start a process of reflection upon normal routines: in the contact with outside
consumers (already aware of Slow food discourse) producers perceive that what they normally do
(and have always done) has a value also for the outsiders, and this strengthen their self-esteem. In
the meantime, intensified interaction with the outside brings them to a clearer definition of their
identity.
If we have a look at transformation engendered by this AAFN, we can see that it brings change
on:
Codes a changing of the meaning of agricultural activity for producers and
consumers. Cheese as a symbol /means for cultural change. A greater
awareness of the relation between cheese and the environment which gives
rise to it
Norms the value of communication, reputation, notoriety
Behaviours
and attitudes
from “hidden” faces to self-esteem and pride. Producers open themselves to
the outside and set new relations
Technical
rules
codification of the raw-milk pecorino cheese production process, compliance
with hygienic rules
Built
environment
a greater commitment to nature conservation
Laws interpretation of the hygienic rules
Institutional
networks
convergence between a large set of local institutions (province, health
authority, local municipalities, ..)
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The producers of pecorino cheese had communication practices also before the partnership
with Slow Food and the activation of the Presidium. In that period producers used not to show
themselves with their own faces, and they underestimated their production because the dominant
convention of modernity (rural is old) did not allow them to insert in that logic. If rurality is seen as
an old and outmoded thing to get rid of, those persons which still felt totally plunged in this old-
fashion vision did not want to show their lives and habits, included the result of their work (pecorino
cheese).
But since the Consortium and the Slow Food Presidium appeared, there has been a growth of
12% in the number of sheep, and the prices of the Raw Milk Pecorino Cheese of the Pistoia
Mountains have doubled. The producers have started joining in about 50 fairs every year and
report an increasing success for their cheeses among the visitors.
This positive feedback from the consumers improved the breeders‘ perception of their work, as
the director of the Consortium refers:
“At the beginning the producers didn‘t want to join in the fairs and to show their names
on their products. Now they have an enthusiastic attitude towards their job and are
glad to participate to markets and fairs“.
The initiative has also changed the way consumers are involved into the network. As producers
can talk directly with consumers, they have progressively improved their communication skills, as a
couple of producers refer:
“Consumers at the fairs make a lot of questions - mainly about the way the cheese is
made, about quality features and about raw milk - and this has stimulated us in
reflecting about our work and our product“.
The success of this initiative have strengthened a commercial pattern based on a direct
relationship between producers and consumers. Producers classify their customers into three
groups: steady consumers or retail shops, who buy cheese on a regular basis, occasional
consumers, who look for cheese when they pass by in the area, and consumers met at the fairs.
They apply different prices to these customers: as there are an excess of demand over supply,
they have tried to keep prices steady to loyal consumers, while they have raised the prices to the
occasional consumers and at the fairs.
Besides, to reinforce this sensation, producers were also facing problems with the EU food
safety regulations. Only when a national /international movement, expression of the urban society,
re-evaluated the pre-modernist way of producing and consuming, the producers of the pecorino
cheese were able to change the value to give to their work.
This last statement affects the theme of qualification and legitimisation. Pecorino cheese
producers had to wait for someone who had acquired the sufficient legitimacy (obtained by means
of the success of the communication practices activated) to express an opinion on quality. Slow
Food‘s main role has been to allow a traditional cheese, which in the locality was considered a
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“normal” cheese, to circulate in greater networks, thus changing its status form “normal” to
“exceptional”, thus acquiring the necessary value and meaning to be fronted to the dominant
quality convention. There was no need to change the product with the Presidium, while for
example selling to mass distribution would have required to standardize the size and the colors of
the cheese, the seasoning, etc. Slow Food action gave a new value to the resources used by
inserting them in a new cognitive context, thus solving a problem of “qualification” of the actors who
may express against or in favour of a certain vision.
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