The deciding factor behind the collaboration of the initiative was the need for fair prices for farmers/producers/consumers, the need to introduce logistical innovation, to improve the visibility of local products and to find marketing opportunities for producers to sell (fresh) agricultural products. Zelena točka is fully operational, the largest and most advanced regional short food supply chain founded by farmers with the aim of raising consumer awareness of the importance of local food.
Main results / outcomes
By taking care of branding, promotion and sales, Zelena točka takes the burden of marketing off farmers, enabling them to bring their products to market and achieve higher prices. The establishment of a traceability system based on blockchain technology has taken the relationship between producers and consumers a step further. This raises awareness of producers, production methods and, above all, consumer confidence, which ultimately leads not only to the social recognition of producers but also to economic impact.
Practical recommendations
With increasing scandals in global food supply systems with fraudulent origins and ingredients, consumer awareness and demands are rising. They want to know where their food comes from, and they want to trust suppliers. The Zelena točka model can be replicated in any environment where there is an opportunity for different actors in the supply chain to work together and build a system based on fair relationships and reciprocity, and the understanding that everyone benefits from working together. The participation of Zelena točka as a Living Lab in the European Network of Living Labs (EnoLL) adds value and allows to test new technologies and new business models and to further validate and implement them in a multi-partner approach.
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