Leveraging market opportunities for promoting healthy diets Gianluca BrunoriUniversity of Pisa

Health as a business opportunity

Source: Euromonitor

Changing the foodscape

• Broadening consumer’s choice• Building new markets• Linking to policies

Broadening consumers’ choice

Alternative food

Environmentally sustainable

Biodiverse

LocalTraditional

Ethical

Building new markets

Alternative food

systemsAlternativ

e food

CSA, GAS, AMAP

Farmers’ markets

Organic

Privatebox schemes

Fair trade

time

sales

Evolution of alternative food systems

GIs

1994 1,775

2013 8,144

Farmers’ markets in the USA Farmers’ markets in Italy

Source: USDA

GAS, CSA, AMAPS: decentralized networks

Private box schemes

An example: ‘Alternative’ bread

Floriddia’s bread(on farm organic wheat-to-bread chain)

local / global comparison

Linking to policies

• Guidelines for sustainable diets• Public procurement• Urban food planning

Thank you!

Main messages

• Small farmers may have a competitive advantage over corporate food

• Competitive advantage regards biodiversity, environmental sustainability, social sustainability, cultural sustainability

• To express potential of small farms in relation to healthy diets, a specific attention should be focused on the relation between farmers’ strategies, alternative food systems and innovation