It’s good, healthy and natural_BIO FRUIT&VEG

It’s good, healthy and natural_BIO FRUIT&VEG
The project presented by AOP GRUPPO VI.VA intends to use a strategy that focuses on direct contact with the consumer, through the planning of impactful promotional activities for points of sale and a highly integrated print and web campaign. A great effort has been made in the last three decades by policy makers worldwide to encourage sustainable production and consumption putting in practice the sustainable development principles. Still a long way is needed to achieve this objective. Organic food is one of the most representative sustainable products. World and European organic food market statistics highlight positive trends, although consumption results are heterogeneous and low compared to conventional food consumption. This implies that consumer behavior is still not sufficiently responsive to policies on sustainable consumption. The present project aims to contribute to boost sustainable and organic consumption pushing on factors that encourage consumption of organic food products. Adopting a new approach, linked to market analysis tries to understand how different food diet segments face organic food in terms of consumption and attitudes. Organic products have become part of the eating habits in Italy. The consumption seems to be developed mostly in a segment also pursuing healthy eating habits. Low level of attention to a healthy diet, lifestyles, income level, accessibility, a lack of awareness of sustainability condition food habits to the detriment of more sustainable consumption. The objective of the project through the various actions described is therefore to increase the degree of competitiveness of the organic productions of AOP group Vi.Va, and to strengthen the degree of awareness and recognition of the merits of organic farming while contributing to the achievement of the goals set by the European Green Deal and the objectives established in the "farm to fork" strategy.