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