vai al contenuto della pagina vai al menu di navigazione

Floema - Bologna (IT)

Case study of social innovations: Peri-urban organic farm with direct selling.

CHARACTERISTICS

Location: Bologna, Italy
Typology: Organic farm
Urban area: Peri-urban
Innovation type: Social innovation
Main functions: Organic food production – Direct marketing – Producer-Consumer relationship

HISTORY & CONTEXT

Floema produces seasonal and organic vegetables in an extension of 0.75ha and fruit in a extension of 2ha in Crespellano (Bologna, Italy). Created in 2016, the company is run by four young farmers and innovates in a just-harvested direct selling strategy through social media: WhatsApp and Facebook. The business weekly proposes a list of products, from which customers can order their basket (minimum of 15€) to be received the same day of harvest at their homes. Customers can employ WhatsApp and Facebook for this purpose, ordering the basket the day before delivery. Floema complements they offer of fresh produce with added-value options: flour and preserves, which are produced in collaboration with local companies.

AGRICULTURAL CHARACTERISTICS

Crops: 60 crops and varieties

Techniques: Organic open-air production

Irrigation: Drip irrigation

Use of renewable resources: Manual harvesting – Organic fertilizer (manure)

Sustainable practices: Pesticides-free (Integrated pest management with beneficial insects) – Local production – Local varieties – Seasonal production – Minimization of packaging use – Use of organic fertilizer from local farms

Other products: Preserves, flour 

LINKS

AVAILABLE LITERATURE:

Sanyé-Mengual, E., Specht, K., Grapsa, E., Orsini, F., & Gianquinto, G. (2019). How Can Innovation in Urban Agriculture Contribute to Sustainability? A Characterization and Evaluation Study from Five Western European Cities. Sustainability11(15), 4221.