Pilot project to introduce an innovative beverage on the market for the valorization of the Veronese apple and its territory
The project aims to verify the following objectives: 1.to introduce an innovative beverage on the market with a nutritional claim; 2. decrease the contractual power of the industry/retailers over farmers; 3.to improve the economic margin gained by farmers as well as to provide them more stability and certainty; 4.to develop a product which is sustainable from the environmental, economic and social perspectives; 5.to valorize two typical Veronese productions and their production territory from both an agricultural and economic point of view; 6.to communicate this project to the community as an example of best practice which can be replicated with the same positive results by other farmers.
The project is composed by the following subsequent activities: Activity 1: Product development (testing of the product prototype); Activity 2: Development of the product concept (entailing both desk and field research); Activity 3: Selection of the foreign target markets (entailing desk research only); Activity 4: Study of the competitive environment for the selected markets, Italy included (entailing both desk and field research); Activity 5: Development of the business opportunities, from both commercial and production side, and drafting of the related business plan; Activity 6: Communication and dissemination
The main result of this project is to improve the economic margin gained by farmers, members of the consortium. The creation of added value, from an economic point of view, lies on the increased economic value for the selling of a processed product (i.e. beverage) compared to an un-processed (i.e. apple) as well as on the increased economic margin for consortium members for the apples destined to the production of the processed product. The beverage will be produced by following the model of the short supply chain, as it will be produced entirely by the consortium and its farmers. This will allow them to by-pass the processing industry, which usually wears away the economic margin their due to its stronger bargaining power over them. As such the consortium will be able to pay off a greater economic margin to its farmers and provide them more stability and certainty.
Another result of this project is linked to the environmental benefits for the territory in the South-east area of Verona. The added value, from an environmental perspective, lies on the creation of a short supply chain which will allow the valorisation of local products (i.e. apple and grapes) processed directly by the consortium. The realization of this project will allow a substantial reduction of road transportation and related carbon dioxide emissions, as the current situation foresees the transportation of apples to the processing industries which is often based up to 200 kilometres away from the consortium. Additional environmental benefits are linked to the use of renewable energy (such as solar power) in the production of this innovative beverage.
The last result of the project is linked to the socio-economical benefits for the territory in the South-east area of Verona. The added value, from a social point of view, lies on the creation of new jobs opportunities for the local community as well as on the development of new business network for the mutual sharing of know-how, innovation and knowledge. With our communication activities, the consortium seeks to share with the local, regional and national communities the project results to enable them to replicate the bottom-up innovative process followed in this project. The goal is to allow others to follow its footsteps and create alike new projects and related business opportunities for other farmers and other rural communities.
Development of an innovative beverage with a low alcoholic content, created by the union of two typical products of the Veronese area: apples and IGT wine grapes. The new beverage will be produced by the Consortium by following the short supply chain scheme.
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Sito web Consorzio ortofrutticolo di Belfiore
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Sito web Università Cattolica del Sacro Cuore di Piacenza
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Sito web ECAMRICERT SRL
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Facebook
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