"leveraging market opportunities for promoting healthy diets gianluca brunori professor,...
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Leveraging market opportunities for promoting healthy diets Gianluca BrunoriUniversity of Pisa
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Health as a business opportunity
Source: Euromonitor
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Changing the foodscape
• Broadening consumer’s choice• Building new markets• Linking to policies
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Broadening consumers’ choice
Alternative food
Environmentally sustainable
Biodiverse
LocalTraditional
Ethical
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Building new markets
Alternative food
systemsAlternativ
e food
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CSA, GAS, AMAP
Farmers’ markets
Organic
Privatebox schemes
Fair trade
time
sales
Evolution of alternative food systems
GIs
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1994 1,775
2013 8,144
Farmers’ markets in the USA Farmers’ markets in Italy
Source: USDA
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GAS, CSA, AMAPS: decentralized networks
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Private box schemes
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An example: ‘Alternative’ bread
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Floriddia’s bread(on farm organic wheat-to-bread chain)
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local / global comparison
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Linking to policies
• Guidelines for sustainable diets• Public procurement• Urban food planning
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Thank you!
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Main messages
• Small farmers may have a competitive advantage over corporate food
• Competitive advantage regards biodiversity, environmental sustainability, social sustainability, cultural sustainability
• To express potential of small farms in relation to healthy diets, a specific attention should be focused on the relation between farmers’ strategies, alternative food systems and innovation