In the recent years the organic products consumption has seen an important growth in Europe, confirmed also in the 2020, thanks to an interest more and more popular in European consumers, who search natural and healthy products. The results of Made in Nature project highlights how much is important to promote the knowledge of organic farming hrough actions in store, events and, especially in this period, through digital channels.
To reach this objective Made in Nature, the project funded by CSO and European Union for 1,7 mils. of euros representing the leading company of organic in Italy, has continued the activities of promotion of Italian organic quality among the consumers of Italy, Germany and France.
The restrictions imposed by the Covid-19 pandemic has inevitably needed a necessary reconfiguration of communication actions, leading Made in Nature to launch smarter initiatives that have focused on the potential of online communication. These activities of Made in Nature, combined with the development of the website (www.madeinnature.org) which saw the launch of the Seasonality tree, viewed by over 30,000 users in few months, has showed the importance and the role of new media to interact with consumers. The second year of the project saw the growth of Facebook pages (today 7448 followers, with more than 1 million coverage users) and Instagram with over 3500 followers and a coverage of over 305,000 users, together with the website to 17.000 unique users in 2020. This type of activity has allowed a widespread diffusion of organic values among interested people and new users who have been able to discover the activities and the world of Made in Nature.
Italian organic is increasingly important, as highlighted in Ismea-Sinab report, that make Italy the first European country for the number of farms engaged in organic farming, with over 80 thousand operators involved and an area of almost 2 million of hectares (15.8% of the utilized agricultural area) far above the EU average (about 8%), superior to competitors such as Spain (10.1%), Germany (9.07%) and France (8.06 %), with a value of more than 3.3 billion euros and a weight of 4% on the Italian market.
The support actions of Made in Nature for the diffusion and valorisation of European organic fruit and vegetables, financed by the EU and CSO Italy with the collaboration of Italian companies (Brio, Canova, Conserve Italia, Veritas Biofrutta, RK Growers e Lagnasco Group), will continue in 2021.