MiiMOSA is the French platform for
crowdfunding
dedicated to organic and sustainable agriculture. With the goal of an agricultural, food and energy transition in line with consumer demands and respect for the ecosystem. Carrefour also adheres.
MiiMOSA,
crowdfunding
for organic
The conversion of a farm to organic is one of the many initiatives proposed on the homepage by MiiMOSA, a platform of crowdfunding dedicated to funding the ‘agricultural, food and energy transition‘. One project promotes chicken welfare, another large-scale agronomic trials to produce agroecology potatoes, yet another permaculture. Then there is the home delivery model of fruit and vegetable baskets
bio
– to affirm a model of consumption ‘
healthy, ecological and socially responsible
‘ – and many other valuable initiatives. Some projects are still ongoing, others already successfully completed. Common denominator, progress.
MiiMOSA
identifies the issues that need to be invested in to accelerate the transition.
Agroecology, emission reduction, organic farming, renewable energy, innovation, animal welfare. A transition of agriculture and food transition using respected partners. In addition to the French food cooperatives
d’Aucy
e
Les Paysans de Rougeline
and the Herta food group, a retail (large-scale retail) giant such as Carrefour has also joined in. Which, along with other groups including Danone, decided to support MiiMOSA to encourage the conversion of the
supply chain
agribusiness towards the organic method
. In response to, among other things, the marked consumer demand for..
Organic, what a passion
The
organic has undoubtedly
emerged from the niche to enter with vibrancy the ‘
mass market
‘. The latest data show how organic is now part of Italians’ shopping cart. (1) Eight out of ten consumers bought organic in the past year, especially fruits and vegetables, milk and dairy products, and eggs. 42% of Italian consumers qualify as ‘
frequent user
‘, that is, they buy organic food every week. And 44 percent of organic consumers buy them at the supermarket. Large-scale retail, the supply chain operator closest to the consumer, has indeed been able to intercept the spirit of the times and the opportunities that come with it. As the example of Carrefour, below, shows.
The food transition according to Carrefour
Carrefour aspires to become the leader In promoting, globally, the sustainability of food production. With the idea of taking a leading role, in transferring consumer demands to the production chain. It is no coincidence that Carrefour was the first group to embrace the Consumer Brand project, in France. The French giant also presented in Italy in September 2018 the ‘
food transition 2022
‘
. A strategy that is based on three pillars,
– ‘
Realizing awareness toward sustainable and responsible consumption,
– Fostering the democratization of organic
,
– Enhancing the value of the supply chain with a view to greater security and transparency‘. (1)
‘
The future of food
must be sustainable and designed from a holistic perspective’,
explains Stéphane Coum, CEO of Carrefour Italy. ‘All aspects that impact our Planet must be taken into consideration. Thanks to its role as a privileged observer of consumption trends, Carrefour Italia, like all large-scale retailers, must assume the social responsibility of guiding all the actors involved along the entire supply chain, from producer to consumer, in this path of change.’
Blockchain technology
– adopted by Carrefour
to track free-range, antibiotic-free chicken, tarocco oranges, and Sicilian lemons-is part of this program, with the idea of consolidating consumer trust in theintegrity of the supply chain
. The democratization of organic is also moving in this direction, which means at the same time expanding the availability and accessibility of organic products.
Sabrina Bergamini
Notes
(1) Source Sana Observatory, September 2018
Journalist. Consumption, rights, nutrition, social, environment. Head of Consumers Help. She collaborated with ResetDOC, Il Riformista, La Nuova Ecologia, IMGPress.
