ENoLL FAO Workshop Francisco Molinari

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Catalysing agrofood sector innovation Do$. Francesco Molinari, [email protected]
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Catalysing agrofood sector innovationENoLL FAO Workshop Rome 25-26. January 2011

Transcript of ENoLL FAO Workshop Francisco Molinari

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 Catalysing  agrofood  sector  innovation  Do$.  Francesco  Molinari,  [email protected]    

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Contents  

  Where  

  Why  

  Who  

  How  

  What  

  Lessons  learnt  

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Francesco  Molinari  

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Where  

Francesco  Molinari  

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Lunigiana  

The  N/W  “>p”  of  Tuscany  

14  municipali4es,  56,000  inhabitants,  4,000  unemployed,  5,300  enterprises  (800  agricultural  -­‐  1,600  craB  firms)  

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Where  (2)  

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Where  (3)  

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Why  

  Agriculture  has  largely  become  an  informal  ac>vity:    “Second  job”  for  most  regular  employees    Lowest  produc<vity  and  size,  high  dispersion  of  

agricultural  firms    Old  age  of  local  farmers  (>65)    need  to  ensure  the  

con>nuity  of  business  and  its  permanence  on  the  territory  

  Wish  to  break  the  “vicious  circle  of  depression”      Low  market  demand    no  incen4ve  to  increase  quan4ty  

and/or  improve  quality  of  produc4on!    Poor  knowledge  and  innova<on  capacity  in  local  players    A  long  track  record  of  “failures”  in  “top  down”  enterprise  

support  policies    

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Why  (2)  

  An  untapped  poten<al  deriving  from:    A  few  products  interna>onally  renowned  for  taste  and  

quality,  some  holding  a  EU  cer>fica>on  (e.g.  Honey  PDO,  Chestnut  Flour,  Val  di  Magra  Wine  PGI,  “Testaroli”  etc.)  

  Local  consump<on  of  agricultural  products  as  part  of:    Touris>c  promo>on  of  the  rural  and  mountain  territory    The  experience  of  an  invaluable  ‘quality  of  life’  

  The  communitarian  /  collabora<ve  structure  of  local  society    Some  na<onal  /  interna<onal  rela<ons  brought  into  the  

project  by  a  group  of  visionary  people…    The  “open  innova<on”  approach  implemented  “for,  by  and  

with”  the  people  to  opera>onalise  “bo$om  up”  strategies  for  rural  development  

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Who  

  A  non  profit  associa<on  under  the  Italian  law  

  Established  in  January  2007,  now  coun>ng  120+  members  and  200+  associates  (mostly  from  the  agricultural  and  agritourism  sector)  

  A  ‘light’  structure,  with  minimal  costs  of  func>oning  

  HQs  located  in  the  Terrarossa  Castle,  in  the  very  heart  of  Lunigiana  

  Like  any  ‘virtual’  organiza>on,  Lunigiana  Amica  does  not  imply  significant  membership  fees  

  Run  and  managed  by  its  members  

  Each  member  can  freely  and  seamlessly  join  or  leave  any  internal  cluster  (project)  of  Lunigiana  Amica,  following  their  con>ngent  requirements,  interests  and  opportuni>es.  

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Who  (2)  

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Who  (3)  

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How  

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Lunigiana    Business  

Community  

Local    Firms  &  Partners  

LA    Members  

≈  120-­‐150  en>>es  

≈  250-­‐300  

≈  2,500+  

…  a  Catalyser  of  Local  Innova2on  …  

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How  (2)  

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LA  Associa>on  

Informal    partnership  #1  

Informal    partnership  #2  

Informal    partnership  #N  

Project  #1   Project  #2   project  #N  

Third  Par>es  

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What  

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Establish  a  distribu<on  and  marke<ng  centre  for  Lunigiana’s  agricultural  and  crah  products,  in  coopera>on  with  a  local  coopera>ve  company  based  in  the  area.  

Promote  the  consump<on  of  agricultural  products  in  the  same  area  of  produc<on  by  means  of:  par>cipa>on  in  local  fairs,  strategic  alliances  with  the  agritourism  and                          Ho.Re.Ca.  sectors,  etc.    

Favour  an  increase  in  quan<ty  and  quality  of  local  agricultural  (and  bio-­‐)  products  through  finding  new  markets  and  opportuni>es  for  programming  (e.g.  school                canteens,  new  Regional  law                              on  agritourism  etc.)  

Create  a  virtual  competence  centre,  networking  with  European  and  interna>onal  best  prac>ces  in  rural  development  and  ICT  innova>on,  providing  valuable  services                                  to  the  whole  Lunigiana.    

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What  (2)  

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What  (3)  

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What  (4)  

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As  a  follow-­‐up  of  a  na>onal  project  on  fire  preven>on  in  the  rural  and  mountain  areas  of  Italy,  we  have  established  in  2007-­‐2008  an  innova<ve  pilot  (FRAIL)  -­‐  based  on  mobile  technologies  -­‐  in  the  specific,  real-­‐life  scenario  of  fire  risk  monitoring  and  control.  

The  pilot  won  recogni>on  of  FP6  WearIT@Work  IP  as  a  take-­‐up  ac>on  and  its  results  were  presented  at  the  mGov  Conference  2009  in  Barcelona.  

Involved  partners:  Coldiren,  the  Mountain  Community  and  the  Milan  based  ICT  company  Actvalue  s.r.l.    

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Ongoing  projects  

  Addi<onal  points  of  distribu>on  and  sale  in  the  area    

  Promo>on  of  the  “bio”  label  of  local  products  

  Regional  level  agreements  for  the  supply  of  “Km.  0”  products  (also  from  other  areas  of  Tuscany)  to  various  prospec>ve  buyers  

  E-­‐Commerce  for  selected  items  in  north  European  markets  

  “PortoQui”  =  an  in-­‐port  food  supply  service  to  yachters  

  “Hotel  Lunigiana”  =  an  integrated  supply  of  rooms  from  several  agritourism  farmhouses  

  Interna<onal  clustering  and  partnering  for  addi>onal  business  opportuni>es  and/or  RDI  projects  based  on  the  Living  Lab  approach  

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Lessons  learnt  

  “Doing  it”  is  possible,  par>cularly  in  small  communi>es  (word  of  mouth  effects    trust  and  image  building)  

  Don’t  need  much  >me  to  see  the  first  results  

  Make  it  cheap,  keep  overheads  low  

  Public  funding  is  key,  but  only  for  the  start-­‐up  phase  

  Reputa<on  is  essen>al,  and  growing  with  your  achievements  

  You  can’t  serve  everyone  at  best,  so  be  ready  to  lose  some  founding  members  on  the  way  

  Going  interna<onal  helps  you  learn  from  someone  else’s  mistakes  &  open  up  new  windows  of  opportunity  

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More  info  

  Associazione  Lunigiana  Amica    h$p://www.lunigianaamica.it  (in  Italian,  sorry)    h$p://www.openlivinglabs.eu/sites/enoll.org/files/lunigiana-­‐

amica.pdf  

  FRAIL  project    h$p://www.wearitatwork.com/take-­‐up-­‐projects/frail/  

  Italian  Network  of  Living  Labs    h$p://www.inoll.it    

  “PortoQui”  project    h$p://proge$okublai.ning.com/group/portoqui  

  Francesco  Molinari,  [email protected]    

Francesco  Molinari  

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Thanks  for  your  kind  attention  

Francesco  Molinari  

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