Made in Nature, the importance of consciously choosing organic


  • Organic farming is being promoted throughout Europe, Italy is at the top in terms of exports and the number of organic producers.
  • The rapid development of green products and a particularly dynamic market highlight the need for greater consumer awareness, which is essential to prevent greenwashing.
  • The Made in Nature project was created with the aim of promoting the benefits of organic food for people and protecting the environment, mediating transparent and effective communication.

L’organic farming in Europe and Italy it is going through a phase of special growth. Over the last five years, organic production has seen a significant increase and has become one of the key sectors of the sustainable economy. As the latest Biobank report also states, sales of organic products reached 48 countries on the European continent 52 billion euros in 2020, a 15.6 percent increase over 2019 and an impressive 144 percent increase since 2011.

Organic farming is experiencing a period of significant expansion both in Italy and in the rest of Europe © iStock

In particular, our country confirms itself as a leader in the field not only in Europe, but also on a global level: with a turnaround Exports worth 2.6 billion eurosItaly boasts the highest number of organic producers in Europe, with more than 71,500 farms, and ranks third in both retail sales and organic farming, an area in which it ranks sixth globally.

This data highlights how, in addition to being a cultivation method ethically sustainable for our planet, organic farming represents more and more a an economically advantageous choice for companiesoffers significant opportunities for growth and development. Further confirmation of this trend comes from the data of the Sana of Nomisma 2023 observatory, which reveals how the organic sector is attracting an increasing number of operators, with the development of a market that has seen a strong expansion of supermarkets in recent years and large distributions that have practically doubled in the last ten years as distribution players at the expense of specialized stores, which, however, have seen a 15 percent decline since 2013.

Transparent communication and information for consumers

Although this change reflects a greater availability organic products, but new concerns are emerging, such as those related to the phenomenon greenwashing and to a possible deviation from the basic principles of health, sustainability and justice, which have always characterized organic products.

Nomisma found that in 2022 sale of organic food represented on the Italian domestic market 4 percent of organic retail sales and world level, indicating an increase in interest in organic products among Italian consumers. However, he also emphasized that almost 90 percent consumers want to receive detailed information on the products you buy, especially when it comes to biological. Responding precisely to this greater need clarity and transparencythe project was born Made in nature. A project created by Cso Italy, funded by the European Union and participated by Brio, Canova, Ceradini, Conserve Italia, Orogel and Verybio. bring the benefits of biothereby increasing the importance of agricultural practices that contribute to our health and the health of the planet.

“Although the purchase of organic fruits and vegetables showed a 7 percent decrease in the first quarter of 2023 compared to 2022, the number of Italian families accessing organic products, which allows for significant growth, is not decreasing. In addition, Italy is among the first European countries in terms of organically cultivated agricultural area with 22 thousand square kilometers, which is equal to the area of ​​the entire Emilia Romagna (source of Organic Farming in the EU Commission)”, he declared Elisa Macchi, CEO of Cso Italy, who continued: “The Made in Nature project, now in its sixth year, is important because it has two goals: to increase awareness and recognition of the EU quality regime for organic production and to increase EU competitiveness and consumption. organic agricultural products. The actions we have carried out help us achieve the goals we have set for ourselves: increasing the level of knowledge about the values ​​of the European organic certificate by 24 percent among female consumers and purchasing managers aged 18 to 55 (the so-called campaign goal) and additional consumption of organic fruit and of vegetables in the EU amounting to approximately 18 million euros’.

Made in nature: to strengthen the acceptance and dissemination of organic products

The importance of effective, clear and transparent communication is essential to the success of organic farming. Through dissemination and education, Made in Nature aims to improve awareness of organic farming and increase awareness among European consumers Italy, Germany, France AND Denmark – the four countries where the project is active – shows how farming practices rooted in the past can lead to a more sustainable future for agriculture.

The Made in Nature project aims to bring organic fruits and vegetables closer to more people © iStock

Made in Nature aims to promote farming methods that respect the environment and promote the importance of a healthy and sustainable diet, thereby improving people’s health and well-being and reducing the health costs caused by poor diet, which are only higher in our country. thirteen billion euros per year (source Italian Society of Environmental Medicine, Sima).

Through a number of initiatives and synergistic actions on various channels such as information campaigns in the main sector newspapers, communication on social media channels, which includes collaboration with influencers and active participation in industry fairs, the project aims to bring more people closer to organic fruits and vegetables and to break down the barriers of those consumers who still do not choose organic and to strengthen the choice of those , who already consume organic food.

Made in Nature initiatives

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

However, the zero-emission Frutteto project was created to offset the environmental impact of Made in Nature’s promotional activities. The program includes the planting of fruit trees and other plants such as compensatory measures for carbon dioxide emissions. In fact, the project pays special attention to choosing sustainable resources, such as using recycled paper for information materials, and reducing the environmental impact through practices such as reducing air traffic and fighting food waste. Located in Bologna’s agri-food hub, the Zero Emissions Orchard sees the annual installation of dozens of new trees to absorb thousands of kilograms of carbon dioxide over three years. To date, the project has already produced a number of fruit trees.

In addition to the ecological aspects, the orchard also has a social dimension: the fruit produced is donated Popular cuisine a local association providing meals to people in trouble, while the care and maintenance of the orchard is managed by a social cooperative. Beta age contributing to community development and social support.

However, Made in Nature will also be among the future initiatives on May 8, 9 and 10 on Macfruit 2024. The fair, which will be held in Rimini, is aimed at Italian and international experts in the fruit and vegetable sector and covers the entire value chain from production to marketing, including aspects such as logistics, nursery and seed production. In this context, companies participating in the project will be able to present their initiatives and advances in the organic farming sector, promote the exchange of best practices and explore issues related to sustainability and agricultural innovation.


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