10.05.24 parco sud milano fp format

Nutrire Milano. Energie per il cambiamento

Feeding Milan. Energies for change.

Glossary (draft)Framework project: a project that, through a set of specific actions, promotes and coordinates a multiplicity of self-standing local projects in order to enhance large scale, socially driven, sustainable changes.

Local project: a self-standing project that, in the context where it is embedded must be: economically, technologically and socially viable. And, therefore, it must refer to locally already existing active communities or to communities that are activated by the same project proposals.

Framework action: a framework project initiative specifically finalised to strength the different local projects (increasing their visibility and coherence) and to communicate the Framework projects, as a whole.

….......

Context: the natural and social environment where the project is embedded. It includes the description of the current situation in terms of resources, opportunities and risks

Main problem: a recognised problem that a design team can solve. It is the main reason why the project exists.

Vision: the synthetic description of the desirable condition the project aims to. That is: a positive possible future that can be built thanks to a creative use of available resources and existing drivers of change.

Goals: the set of specific results to be achieved, in order to fulfil a given vision.

Strategy: the combination of existing drivers and specific actions thanks to which different goals can be achieved and the whole vision can be implemented.

INDEX1. Framework projectPromoter(s)

1.1 Context

1.2 Main problem

1.3 Framework project: vision and goals

1.4 Framework project: strategy

1.5 Framework project: structure1.5.1 Framework project: Local project 1

1.5.2 Framework project: Local project 2


1.5.4 Framework project: action 1



1.6 Framework project: timeline

1.7 Framework project: next steps

2. Local project: examples2.1 Local project 1

2.1.1 Local project 1: context and main problem

2.1.2 Local project 1: vision and goals

2.1.3 Local project 1: strategy

2.1.4 Local project 1: Activities and results

3. Design role3.n Design tools n

Nutrire Milano. Energie per il cambiamento

Feeding Milan. Energies for change.

Promoter(s)

University of Gastronomic Sciences. It is an international research and educational centre for a new agricultural paradigm, for biodiversity and for an holistic relationship between agronomy and grastronomy.

Politecnico di Milano, INDACO dept. It is the Design school of Politecnico di Milano. In particular, DIS-Design and Innovation for Sustainability research unit works in the field of strategies for sustainable innovation in product-service systems

Slow Food Italy. An international association born in 1989, it is a cultural movement that proposes a philosophy of pleasure and educational programs for taste, for eno-grastronomic heritage protection and for consumer training

Agricultural Park South Milan area

1.1 Context

Agricultural Park South Milan.Managed by Provincia di Milano63 municipalities (including Milan)47.000 ha, mainly for agro-industrial production not for city provision.Sustainable, local and organic agriculture only 3% (1400 ha)Rich historical heritage (abbeys, “cascine”…)Rural villages and natural resources (water, woods…)Cultural mix (autochthons, immigrants, city dwellers…)Efficient irrigation system designed by Leonardo da Vinci.Growing demand of local good food form the cityThe biggest agricultural park in Europe, ignored by the city dwellers

1.2 Main problem

Agricultural Park South Milan.A rururban region challenged by building speculation, where the boundaries between city and countryside are blurring due to urban sprawling, and agriculture is suffering and no longer profitable.

Photo: Anna Meroni - 2007

1.3 Framework project: vision and goals

Vision

A rural-urban area where agriculture flourishes feeding the city and, at the same time, offering citizens opportunities for a multiplicity of farming and nature related activities.

GoalsTo promote a shift from industrial agriculture to organic multifunctional farming thanks to the support of existing best practices and the development of new, specifically conceived, projects.

To conceive and develop a new set of services to improve the quality of life in the country side, and to facilitate the links among farms and the city.

To promote a new culture of food and agriculture and to rise between the citizens the consciousness of the Parco Sud relevance for the quality of life in Milan.

1.4 Framework project: strategy

StrategyTo transform the proximity to the city from a disadvantage to an advantage, promoting the scenario of “zero miles food and tourism”.To support existing best practice and to make their activities more visible in order to extend them to other farms and citizens.To build new food networks based on the two main concepts of demediation (to shorten up the agrifood chain) and multifunctionality (to promote economies of scope).

1.5 Framework project: structure

1. Mercato della Terra

2. Filiera paneLocal project 11. Mercato 3. Ortaggi n. …local projects

Scenario building

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Communication

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Photo: P.Bolzacchini e A.Cecchini - 2010


Mercato della Terra di Milano.

Agricultural Park South - Milan’s Slow Food farmers’ market

Promoted by Slow Food Italy and Provincia di Milano

Granted by Comune di MilanoProducers: from Park South, Lumbardy and

some guests from other regions


La filiera del Pane(the Bread chain)Milan’s bread chain from the crop to the

shop.Milan is suffering form a lack of good bread.

Also, in last years, its price has arised very high, so many people buy industrial one from the supermarkets.

The aim of this project is to re-build the bread chain from the quality of the crops, throght the processes of transformation, to the final consumer, who can buy good, clean and fair bread at the right price in the shops.



Ortaggi per la città (Veggies for the city)

Vegetable local production and distribution.In Milan there is no chance for city dwellers

to buy local fresh vegetables though the mainstream distribution. Despite this, some farms activated some shy attempts for shopping in farm.

The aim of this project is to bring fresh veggies to the urban population, boosting de-mediated ways of selling, both in the city and in the farms.

1.5.4 Framework project: action 1Scenario buildingA metropolitan agri-food model of excellence: a rural-

urban area where agriculture flourishes feeding the city and, at the same time, offering citizens opportunities for a multiplicity of farming and nature related activities.

To fulfil this vision, designers can manage several activities like:

• Envisioning• Creating ideas• Sharing an generating consensus• Territorial analysis• Case studies


Scenario building• Envisioning• Creating ideas• Sharing an generating consensus• Territorial analysis• Case studies


Digital platformThe digital platform aims to support the collaborate

among all communities working on the project at different layers: it is a tool that supports the 3 local projects.

Layers structure:• Social network base (as a mash-up of existing

social media and our user database)• Enabling solutions• Collaborative services• Events


CommunicationIt aims to create an iterative confrontation between

designers and the local communities• Organisation of seminars and co-design workshops

to help the iterative confrontation between designers and co-producers

• Activating permanent education of the consumers (co-producers)

• Organising academic conferences


SystemisingIt is the practical application of the framework, that

consists in:• Building the digital platform to start creating some

links between the local projects, and to give substance to the framework

• Showing who the farmers are and what they do (eg: farmers selection for farmers’ market according to quality criteria and the systemised way they are presented at the market)

• Creating synergies among the actors.


a project for local food producion, distribution and consumption for Turin

THE URBAN COUNTRYSIDE

a scenario project for Milan Agricultural Park South

FOOD NETWORKS

Other projects before“Nutrire Milano”

NUTRIRE MILANO

Current framework progress


work in progress… so far1. Scenario building: values and strategic drivers definition, first visualisation; creation of some ideas for new

services; definition of the analysis categories and “case studies” farms2. Digital platform: structure and objectives definition; first field research of Park South farms3. Communication: First meeting with the broad Milan community to share the project and understand the NM-

like running projects4. Systemising: digital platform collaboration definition; farmers selection for Mercato della Terra; first list of the

most pro-active farmers that are already networked; farmers’ market layout implementation

1.7 Framework project: next steps

Work in progress… next steps1. Scenario building: development of scenario peculiar features and visualisations; definition of the tools to build the scenario (according both to the framework and the local projects); definition of actors and existing best practices involvement; improving the relationship with local communities and institutions2. Digital platform: digital platform software development; digital platform feeding (field and data research); interaction design of the digital platform3. Communication: Participation to academic conferencesKick-off conference4. Systemising: New services generation according to the 3 local projects; recruiting of local best practices in the local projects; improving the “Mercato della Terra” project; boosting the existing synergies among the farmers

2. Local project: examples

1. Mercato della Terra di Milano(Milan Slow Food’s farmers’ market)

2. La filiera del Pane(The bread chain)

3. Ortaggi per la città(Veggies for the city)


2.1 Local project 1

Mercato della Terra di Milano.Agricultural Park South - Milan’s Slow Food farmers’ marketPromoted by Slow Food Italy and Provincia di MilanoGranted by Comune di MilanoProducers: from Park South, Lumbardy and some guests from other regions

Photo: P. Bolzacchini e A. Cecchini - 2010

2.1.1 Local project 1: context and main problem

Main problemCity dwellers in Milan cannot find local good produce in the mainstream distribution system. This system, also, keeps the chain between the farmer and the consumer very long, with cost increasing and small revenues for the farmer.

ContextLocated in Milan, in the former local vegetables market of the city.The Farmers’ market can be a good system of de-mediated selling from the producer to the co-producer.It’s part of a network of markets yet running in other cities in Italy

2.1.2 Local project 1: vision and goals

GoalsSupport the existing best practices by help them selling their produce.Help the farmers in organising the market

VisionFarmers need a chance to meet up other farmers and consumers and exchange their produces in a public place. This is a place where people can enjoy buying local produce and talking to the producers, and learn about good food

Photo: P. Bolzacchiini e A.Cecchini - 2010

2.1.3 Local project 1: strategy

(Coherence to the framework strategy)

the project supports the existing best practices by building a network of producers and consumers to help de-mediation

It aims to become self organising, so to provide proper infrastructures and tools to the producers

It offers educational and teaching activities to awaken the city to sustainable consumption.

Combining increasing interest of people about local food and the will of farmers to move towards to organic production and demediation: it means offering high quality food only from local small farms, according to the consumers trend.

The crisis of the agro-industry can push the farmers to switch to a more sustainable way of production (organic crops, de-mediated selling systems…)

The role of well know association as guarantee of good quality produce

Use technologies to help the meeting between the farmers and the consumers

2.1.4 Local project 1: Activities and results

ResultA monthly market every 3rd Saturday, with seasonal

produce from Agricultural Park South Milan and Lumbardy, Slow Food Presidia and Slow Food Taste Laboratories (Laboratori del Gusto)

ActivitiesSelecting and recruiting of the farmers, according to

quality parameters

Get the permissions from local authorities

Organising of the logistics and the turn over among the farmers

Communicating the event to the city

Provide a tool(kit) to help farmers in organising the market

3. Design role (draft)

Nourishing Milan is largely based on several Design research and teaching experiences on new food network in the Milano area.

In its development, designers played (and will play) a major role in order to trigger, promote and facilitate a larger co-design process.

3.1 Systemizing

Systemising: to improve the overall system effectiveness. It consists in connecting the actors and the resources, so that they generate synergies and, through this collaboration, they share risks and experience .

3.2 Visioning

Visioning to facilitate the social conversation on what to do and how. That is: to create consensus and to make the possible solutions visible.

3.3 Scenario building

Scenario building to (collaboratively) create a common vision about a desirable future and the strategy to implement it.

3.3 Communicating

Communicating in order to make the project and the project results visible and understandable.

and a set of social media

3.4 Platform building

Platform building intended as the development of a set of digital services. These digital services are conceived to share information and to support the involved partners in the project co-creation and management.

3. Design role (draft)

… to be concluded!

10.05.24 parco sud milano fp format

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