Organic farming in Europe: a way of BEING

The project aimes to increase the consumers and trade operators’ awareness about EU organic production methods/standards and EU organic logo in two internal markets: Germany and Italy. Target countries represent about the 32% of total EU population. They show great margins of increase in the knowledge about EU organic production methods and logo (Countries average in 2020: 55%) and in organic share of the total market (Countries average in 2019: 7.9%). Recently, target countries have highlighted a significant growth trend on the total consumption of EU organic logo labelled products, renowned not only for their quality but also for keeping in consideration innovative and sustainable production methods and respecting the productions’ typical characteristics.

The project aims to strengthen this path. Germany and Italy represent a challenge in the organic food products demand. The goal is to get in close contact with consumers to increase the perceived value of EU organic agriculture production methods/standards with EU organic logo, while ensuring an image of European excellence and tradition. These objectives are in line with the promotion regime listed in Articles 2 and 3 of the Regulation 1144/2014 and with 2021 Call for Proposals, Topic AGRIP-MULTI-2021-IM-ORGANIC.

The project addresses a very challenging goal, to bring together two Countries with different organic market characteristics and development under a common promotional action. The broad dissemination of information about Italian and German organic agriculture production methods/standards will be one of the main tools to enhance the training and awareness of the key players in the target countries (primarily consumers, producers, distributors, media, buyers) that are closest to the consumer market.