HomeResearch projectsProjects Call 2017 (ARIMNet2)COLIVE

COLIVE- Collective marketing strategies and new circular business models for valorising local food, agro-waste and by-products: example of the olive oil chain 

PRESENTATION

Coordinator
Mechthild Donner, Institut National de la Recherche Agronomique; France
 
Partners 
  • Feliu López i Gelats, Centro de Investigación en Economía y Desarrollo Agroalimentario; Spain

  • Taoufik Yatribi, Ecole Nationale d'Agriculture de Meknes; Morocco

  

Collaborators:

 

  • Yamna Erraach, Institut National Agronomique de Tunisie; Tunisia

Keywords: 

Collective marketing; circular business models; multi-actor approach; olive oil; waste and by-products

Abstract: 

Farmers and agrifood SMEs play a crucial role in Mediterranean local food domains, and their product diversity and traditional know-how reflect the cultural richness and fascinating history of this area. However, due to market liberalization with increased competition, changes of consumer habits and limited natural resources, farmers and food SMEs face diverse challenges regarding the valorisation and preservation of their valuable gastronomic and natural assets.The COLIVE project seeks to understand the socio-economic processes and conditions under which groups of farmers and food SMEs develop viable collective marketing strategies and new circular business models for valorising local food, agro-waste and by-products, using the example of the olive oil chain. As a key product of the healthy Mediterranean Diet, a successful marketing of olive oil is highly important, as at the same time are the valorisation and commercialisation of its waste and by-products, because huge waste streams are generated by olive oil processing, amounting up to 9 million tons annually.In order to identify major success factors, potential and bottlenecks for valorising local food, agro-waste and by-products in the Mediterranean region, an analysis of the conditions and processes will be done at three different interconnected action levels: (i) at a macro-level, agricultural and environmental policies will be reviewed regarding local food labelling and waste valorisation; (ii) at a meso-level, case studies will be performed on collective marketing strategies and circular business models within olive oil producing groups of farmers and food SMEs; and (iii) at a micro-level, individual farmers’ and consumers’ attitudes and behaviour towards local olive oil, its waste and by-product valorisation will be investigated.Based on the results, recommendations will be developed for food producers, processors and policy makers enabling to improve and innovate frameworks, governance structures as well as business and marketing concepts. The resulting innovative collective marketing strategies and circular business models can increase the competitiveness and incomes of farmers and food SMEs as well as creating new jobs, while reducing the (over-)use of precious natural resources and environmental impacts, and hence contribute to local sustainable development in the Mediterranean area.

 
 
 

 

 

 

 

 
 
     

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Welcome to ARIMNet2

The countries of the Mediterranean basin face a number of common problems in relation to agriculture and food security, mainly as regards the use and management of natural resources, such as soil and water, crop protection and threats to the security and sustainability of agricultural production resulting from climate change...
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About us

Acknowledgements: ARIMNet (2008-2013) and ARIMNet2 (2014-2017) are ERA-NETs coordinated by INRA (France).
They have received funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration under grant agreements no. 219262 (ARIMNet) and no. 618127 (ARIMNet2)
 

 
Disclaimer: The views and opinions expressed in this website are purely those of the writers and may not in any circumstances be regarded as stating an official position of the European Commission.
 
 

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  ARIMNet2 Coordinator: Dr. Florence JACQUET (INRA, FR) 
 
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  ARIMNet2 Assistant CoordinatorDr. Fabrice GOURIVEAU (INRA, FR) 
 
fabrice.gouriveau@supagro.inra.fr
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