Made in Nature, the importance of choosing organic consciously

Made in Nature is the project financed by the European Union and Cso Italy to promote the benefits of organic consumption for health and the environment.

• Organic agriculture is gaining ground across Europe, with Italy at the forefront in terms of exports and number of organic producers.
• The rapid evolution of organic products and a particularly dynamic market accentuate the need for greater awareness among consumers, which is essential to avoid greewashing practices.
• The Made in Nature project was created to promote the advantages of organic food for people and for the protection of the environment, conveying transparent and effective communication.

THE'organic farming in Europe and Italy it is going through a phase of particular growth.Over the last five years, organic has seen a notable increase, becoming one of the key sectors of the sustainable economy.As also reported in the last one Bio Bank report, sales of organic products in the 48 countries of the European continent have reached 52 billion euros in 2020, an increase of 15.6 percent over 2019 and an impressive 144 percent increase since 2011.

In particular, our country confirms itself as a sector leader not only in Europe, but also globally:with a turnover of 2.6 billion euros in exports, Italy boasts the highest number of organic producers in Europe, with over 71,500 farms and is in third place for both retail sales and organic cultivated area, an area in which it ranks sixth globally.

These data highlight how, in addition to being a cultivation method ethically sustainable for our planet, organic agriculture increasingly represents one economically advantageous choice for companies, offering significant opportunities for growth and development.Further confirmation of this trend comes from the data of the Sana Observatory of Nomisma 2023, which reveal how the organic sector attracts an ever-increasing number of operators, with a market evolution that in recent years has seen a strong expansion of supermarkets and large-scale distribution, which have practically doubled their presence as distribution players in recent years ten years, to the detriment of specialized shops which, however, have suffered a 15 percent decrease since 2013.

Transparent communication and information to the consumer

Although this change reflects a greater accessibility to organic products, however new concerns emerge, such as those linked to the phenomenon of greenwashing and to the possible departure from the fundamental principles of health, sustainability and equity that have always characterized organic products.

Nomisma found that in 2022 the organic food sales in the Italian domestic market they represented the 4 percent of organic retail sales a world level, testifying to the increase in interest in organic products among Italian consumers.However, he also highlighted that almost the 90 percent of consumers want to receive more in-depth information on the products you purchase, especially when it comes to biological.Precisely to respond to this need for greater clarity and transparency, the project was born Made in Nature.Made by Cso Italy, financed by the European Union and participated by the companies Brio, Canova, Ceradini, Conserve Italia, Orogel and Verybio, the project is committed to bring to light the benefits of organic, enhancing the importance of agricultural practices that contribute to our health and that of the Planet.

“Although the purchase of organic fruit and vegetables fell by 7 percent in the first quarter of 2023 compared to 2022, the number of Italian families who are approaching organic products, allowing for significant growth, is not decreasing.Furthermore, Italy is among the first European countries in terms of organically cultivated agricultural surface area with 22 thousand square kilometres, equal to the surface area of ​​the whole of Emilia Romagna (source Organic farming in the EU of the Commission)", he declared Elisa Macchi, general director Cso Italy, who continued:“The Made in Nature project, now in its sixth year, is important because it has two objectives:strengthen awareness and recognition of the Union's quality regime for organic production and increase the competitiveness and consumption of EU organic agricultural products.The actions we have implemented help us achieve the objectives we have set ourselves:increase in the level of knowledge of the values ​​of the European organic certificate by 24 percent among women consumers and purchasing managers between 18 and 55 years of age (the target of the campaign) and an additional consumption of EU organic fruit and vegetables equal to approximately 18 million euros".

Made in Nature:to strengthen the adoption and dissemination of organic products

The importance of effective, clear and transparent communication is fundamental to the success of organic farming.Through dissemination and education, Made in Nature aims to improve information regarding organic and spread awareness among European consumers of Italy, Germany, France And Denmark – the four countries where the project is active – showing how cultivation practices that have their roots in the past can guide a more sustainable future for agriculture.

Made in Nature aims to encourage cultivation methods that respect the environment and promotes the importance of a healthy and sustainable diet, thus improving people's health and well-being to reduce health costs due to a poor diet which, in our country alone, they amount to thirteen billion euros a year (source Italian Society of Environmental Medicine, Sima).

Through a series of initiatives and synergistic actions on various channels such as information campaigns in the main sector newspapers, communication on social network channels, which includes collaborations with influencers, and active participation in sector fairs, the project aims to bring more people closer to organic fruit and vegetables, breaking down the barriers of those consumers who still do not choose the organic, and strengthen the choices of those who already consume organic.

Made in Nature initiatives

Two examples of Made in Nature initiatives are the podcast Sprouts and the project Zero emissions orchard.Germogli consists of a series of events to rediscover the origins of organic agriculture and demonstrate that organic is not just a simple alternative linked to a contemporary trend, but an authentic expression of our culinary tradition and the rural cuisine of the past.A journey in the company of guests and food and agriculture experts to explore the sustainable stories and practices that define our agricultural heritage.

The zero emissions Frutteto project, however, was created to balance the environmental impact of Made in Nature's promotional activities.The program involves the planting of fruit trees and other plants such as compensatory measure for the carbon dioxide emissions generated.The project, in fact, pays particular attention to the choice of sustainable resources, such as the use of recycled paper for information material, and to the reduction of the ecological impact through practices such as limiting air travel and the fight against food waste.The zero-emission Orchard, located in the agri-food center of Bologna, sees the annual installation of dozens of new trees, with the aim of absorbing thousands of kilograms of carbon dioxide over three years.To date, the project has already created numerous fruit trees.

In addition to the environmental aspects, the orchard also has a social dimension:the fruit produced is donated to Popular cuisines, a local association that provides meals to people in difficulty, while the care and maintenance of the orchard is managed by the social cooperative Age beta, contributing to community development and social support.

Among future initiatives, however, Made in Nature will be present on 8, 9 and 10 May to Macfrut 2024.The fair, which will be held in Rimini, is aimed at both Italian and international fruit and vegetable sector professionals, covering the entire value chain from production to marketing, including aspects such as logistics, nursery and seed production.In this context, the companies participating in the project will be able to present their initiatives and progress in the organic farming sector, encourage exchanges of best practices and explore issues related to sustainability and agricultural innovation.

Funded by the European Union.However, the views expressed are those of the author(s) alone and do not necessarily reflect the views of the European Union or the European Research Executive Agency (REA).Neither the European Union nor the providing administration can be held responsible.