The Farmers’ Market Sicily [Italy]
AGRISLES success stories booklets series
Project cofinanced by the European Regional Development Fund
Authors Dott. Mario Liberto - Esperto di Filiera Dott.ssa Franca Katia Omodei – Coordinatore locale Dott. Giacomo Barrile – Esperto Esterno
Design ICALPE - International Centre for ALPine Environments Casa Pastureccia 20250 RIVENTOSA [FRANCE]
Introduction This booklet gives an overview of the rural sector of the island region of Sicily, It also describes a success story of non-technological innovation on the island: the Farmers’ Market. This is a new type of markets which required a strong cooperation between producers, their organizations and the regional authorities. Establishing a direct, regular and efficient contact between producers and consumers is a real need for both of them: first the producer who gets this way a means to avoid intermediaries, and the consumer who can have the guarantee of the origin and the preparation conditions of the products. The producers markets are one of the means which allow ensuring the contact between producers and consumers...
Chapter 1 Context of the Island
Brief description Sicily is the biggest island of the Mediterranean sea (5,076,700 inhab.) and also the largest region of Italy, with its 25 711 km² of extension. It is mostly hilly (61.4%), while 25% is mountainous and the rest is lowland. The highest mountains are in the northeastern area, where Mount Etna is located: it is the highest active volcano in Europe (3 323 m). The climate is characterized by hot, dry summers and mild, rainy winters. There is a general lack of infrastructures and services in the territory, negatively affecting economic growth and quality of life of rural populations above all.
General context 6
Sicily is divided into nine provinces, also covering the Aeolian, Egadi and Pelagie archipelagos and the islands of Ustica and Pantelleria. It is a “special status” region: this status grants the regional government a degree of political, administrative and economic autonomy. Though Sicily’s economy registered a smaller GDP drop than the national average in 2009 (-2.9%, compared to -5.2%), it has been stepping out of the crisis more slowly, with a national growth of 1.3%. Yet the economic activities of the region have proved to be more dynamic than other southern regions, which grew a bare 0.2% on the average in 2010, although they staged a weak recovery compared to the growth of central northern regions (1.7%). GDP and net imports of Sicily contributed to create resources for internal use amounting to 111.9 billion Euro in nominal terms in 2010: a 2.3% increase from 2009.
Gross Domestic Product (Millions of Euros) GDP at market prices per inhabitant (Euro)
2000
2001
2002
2003
2004
2005
2006
2008
2009
67.203,8
70.530,1
72.855,0
75.084,5
77.327,3
80.358,1
82.938,6
88.327,7
86.015,0
13.479,6
14.185,7
14.662,2
15.053,9
15.440,1
16.023,2
16.531,5
17.533
17.045,2
Sicily at a glance: Area: 25 711 km² Average altitude: 917 m Population: 5 042 992 hab in urban areas: 1 647 500 individuals in rural areas: 3 324 500 individuals Density: 196 hab/km²
Graph: Sicily’s GDP at market prices in 2009 expressed in millions of Euros and divided into the main economic macro-sectors
Agriculture Forestry Fishing 3,52 %
Construction 5,52 % Industry excluding construction
Agriculture and rural areas
Trade, hotels and restaurant 18,28 %
9,3 %
The food and agriculture industry plays a key role in the Sicilian economy and society. The presence of different types of territories and of important supply chains leads to a complex and well-structured productive, social and cultural context. Yet, this system still has structural weak spots confirmed by the limited contribution of the agricultural surplus value to the entire surplus value of the economy of Sicily as a whole. On the other hand, labour productivity has increased because of the loss of workforce, shifting to sectors that are more profitable and have a less complex production and less business risk. Most Sicilian enterprises are small-sized, have high production costs (mainly because of outdated farming systems and/or cultivations which are hard to mechanize) and weak implementation of technological innovations. They also face difficulty to find workforce, especially the specialized one, high commercialization costs due to the lack or ineffectiveness of the transport system, low management ability, technical and organizational difficulties linked to the lack of services and infrastructures. Nevertheless, the favourable soil and climate characteristics allow a rich and diversified offer enabling to stimulate the development of eco-friendly and customer-friendly production systems and to produce high quality goods for several export sectors which are an important income source and a guarantee of a precious and delicate economic relationship with the territory.
Challenges facing the evolution of agriculture Rural development plays a key role in Sicily, where agricultural production is tightly linked to other activities such as craft, rural tourism and preservation of the environment. This connection is twenty years old and is founded on the awareness that the interventions on the mere agricultural component cannot guarantee a social and economic development able to increase and consolidate employment and income levels, and, in general, to improve the living conditions of local populations. For this reason multifunctionality, ratified by the EC regulation Nr 1257/99 and absorbed by Italy through the
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law on reorientation of 2001, is a suitable model, implying integrated development systems. Interventions in agriculture must be combined with interventions in the infrastructure, tourism, services and education sectors, since this process will be more rapid and definite if we will be able to create a system of professionalism that could anticipate solutions, optimize resources and make more effective and efficient the recovery, maintenance and development of the agriculture of Sicily,, supported by the scientific research that has always played a primary role in the creation of knowledge and in the revision of goods and tools which can meet human needs. .
Importance of agriculture in terms of land use, landscape, biodiversity
An acceleration of soil degradation processes that are typical of the Mediterranean area, such as erosion, salinization, reduction of organic substances, deterioration in the structure and desertification is observed In some areas of Sicily. In the last few years, European policies have dedicated more and more attention to the protection
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of the qualitative functions of agriculture, providing special supporting interventions through economic incentives to farms aiming at the production of goods and services compatible with the objectives of protection and improvement of the rural landscape. The necessary condition for these policies is the acknowledgement of the multifunctional role that agriculture can play, especially in some areas. The various support measures of the rural development plan (RDP) 2007/2013 of Sicily aim at creating this condition; they protect the environmental function and, at the same time, “pay” farmers for the qualitative services (positive externalities) they offer to society. Within the rural development plan, indeed, some of the measures included in Axis 2 “Improvement of the environment and the rural space” should contribute to the achievement of some important objectives: the recovery and protection of the agricultural and forestry landscape, the maintenance of right territorial balances, the support of environmentally friendly farming and livestock breeding practices.
Importance of agriculture in the regional economy Agriculture is still the main activity carried out by Sicilians (6000 billion of added value and 135,000 employees), because it is not only an added value but also an employment for thousands of farmers and for satellite industries. The Sicilian economy is basically founded on agriculture, craft and tourism. In the past, the region was called “the granary of Rome� and today it continues to be an important grain producer. In the coast, citrus fruits (Sicily is in the lead in Italy for the production of oranges), vegetable and floricultural crops are grown, in both open field and greenhouse. Olive-growing and fruit production is very important (peaches, Indian figs, grapes, and dried fruit such as almonds and pistachios). Vine-growing is the most important sector of agriculture in Sicily, where local vines originate fine wines. Farming is not prevalent, while fishery, of tuna and swordfish above all, is a relevant economic activity. The secondary sector does not weigh on the economy and is specialized in the extractive and energy sector.
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Chapter 2 The Farmer’s Market Summary In order to promote the Made in Sicily in the agricultural sector, the Department for agriculture and food of the regional government of Sicily choose this way of the “Farmers’ markets” to develop local products. The farmers market experience is strongly linked to ancient cultural social and natural modalities, based on a rich, varied and prestigious heritage of quality agricultural products. They are along with the territory and environment, one of the main tourist attractions.
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The regional government of Sicily identified the “Farmers’ Market” as a model of good practice within the Med AGRISLES project. It is one of the various examples of direct sale and is getting results. The idea arose from the new consumption trends which point out a growing search for natural, wholesome products characterized by a specific territorial identity (the mountains, protected areas...). This phenomenon opens new market opportunities for the products from the rural areas. The “Farmers’ Market” allows reducing the number of middlemen in the distribution chain from the producer to the consumer. The shortest distribution chain is the one where the producer directly sells his product to the consumer (direct sale). The direct link between the territory, the consumer and the products gives rise to a form of selling which underlines the impossibility to delocalize local production. The “Farmers’ Market” aims to achieve the following objectives: territoriality of productions (seasonality, local varieties, traditional, typical products, narrowing the gap between land and table); quality standards (traceability, organoleptic qualities, characterization, social quality and environmental quality); active role of producers (farmers leading role, presence of small producers, incentive for self organization, proposals for associations in the supply chain); collective project development (involvement and partnership between public and private sectors, associative life, coordination of the expertise, mediation in management to resolve administrative and sanitary problems, experimentation capacity); activities and communication, promoting the encounter between the world of the production and the world of consumption, people’s involvement in debates on quality, security, territoriality, price transparency.
Historical development of the experience In Sicily, direct selling has always been an everyday practice in the island’s culture; the ancient markets in the heart of Palermo such as Vucciria and Ballarò and the experiences in selling and barter trade of the populations of the small rural centres are a proof of it. Yet, we have started talking about “markets” again only in recent times, when the globalization process within the food sector have favoured the development of “long supply chains” over the years; this process eliminates the direct contact between producers and consumers. Initiatives aiming at showing to consumers the “place of origin of products” and giving visibility to rural regions have multiplied. These initiatives can be seen as “short chains” promoting direct selling between producer and consumer. This is an ancient way to sell, strictly related to natural, cultural and social resources, and founded on values,
morals, ethic and cultural meaning different from the hedonistic market objectives. In 2007, the Sicilian regional government supported, after a call for Expression of Interest, the realization of 40 “farmers’ markets” (mobile structures), in compliance with the national Decree of 20 November 2007 of the Ministry of Agricultural, Food and Forestry Policy on the implementation of Article 1, subparagraph 1065, act n. 296, 27 December 2006, on the markets dedicated to “direct selling” by agricultural entrepreneurs.
Methodological approach The Sicilian agricultural world has understood the importance of an adequate improvement and promotion of the main agri-food productions. The marriage between agricultural chains, environment and culture of a territory represents a strategic lever in the process of economic development from a territorial marketing point of view, able to guarantee those requirements of durability and sectorial interconnection. In view of the need for consumers to find safer and more natural agri-food products, the need to discover the many realities linked to the inland territories of Sicily, rich in history and traditions, the realization of a network of local markets has arisen through the activation of direct selling. This kind of selling provides for the direct relationship between producers and consumers, thus eliminating the intervention of middlemen, favouring the cut of the final price and guaranteeing, at the same time, a quality, fresh and local product. Individual producers, temporary associations of producers, consortiums, trade associations and organizations, craftsmen and agri-food operators, food and wine associations have taken part to this initiative. Operators are put on the register of “Farmers’ Markets”, which is essential to guarantee the healthiness of products and consumers’ safety. The regional government in collaboration with local authorities not only finance the project but they also have a coordination, organizational and sanitary role in each Farmers’ Market concerning the selection and control of farms and prices. Article 83 of the regional act n. 11 12 May 2010 provides for the institution of the “Farmers’ Markets”.
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Regione Siciliana Assessorato Agricoltura e Foreste Dipartimento Interventi Infrastrutturali
Palermo
Carini
Trapani
! (
! (
Erice
Cefa
! (
! (
Alcamo
! (
San Giuseppe Jato San Cipirello Monreale
Camporeale
Corleone Salemi
Castelvetrano
Campofiorito MontevagoContessa Entellina Bisacquino
! (
! (
Scillato Sclafani Bagni VicariRoccapalumba
Prizzi Prizzi
Lercara Friddi
Caltavuturo
Alia Valledolmo
Vallelunga Pratameno Castronuovo di Sicilia Chiusa Sclafani Sambuca di Sicilia GiulianaPalazzo Adriano Cammarata Bisacquino Bivona Villalba Re Burgio Caltabellotta Marianopoli Santa C Lucca Sicula Mussomeli Villafranca Sicula
Santa Margherita di Belice
Menfi
Key
! (
Caccamo
Godrano
! (
Bisacquino
! (
Bolognetta Marineo Villafrati Cefala' Diana
! (
Sciacca
! (
Municipalities where there is a stable Farmer’s market Municipal boundaries
Bovo Marina Eraclea T. Salsa S. dei Turchi* Cinque valli* Castle’s routes*
RiberaCalamonaci
! (
Calta
Sant'Angelo Muxaro Cattolica Eraclea Santa Elisabetta Raffadali Joppolo Giancaxio
Montallegro
Siculiana
! (
Agrigento
! (
Ribera** Municipalities of Corleone* Municipalities of Ribera*
Palma di Montechiaro
! (
Dall'Eleuterio a Rocca Busambra* Feudo d'Alì* Monreale Jetas* Nebrodi* Terre Sicane* Val d'Himera Settentrionale* Valle degli Iblei* Valle dei Nebrodi* Valle dell'Ippari* Valle del Sosio* Valle del Torto* Valli Joniche dei Peloritani* * Union of Municipalities with itinerant market ** Part of either the Castle’s routes or of the Municipalities of Ribera
Elaborazione cartografica a cura dell'Area II U.O. n. 12 Sistemi Informativi Territoriali e tecnologie infotelematiche
Last update: march 2010
The Farmer’s Market in Sicily
Messina Barcellona Pozzo di Gotto
! (
Capo D'Orlando
Sant'Angelo di Brolo! ( Librizzi
! (
CaprileoneMirto Castell'Umberto San Marco d'Alunzio Sant'Agata di MilitelloSan Salvatore di Fitalia Montalbano Elicona Galati MamertinoTortorici Santo Stefano di Camastra Caronia San Fratello
alu'
! (
Castelbuono
Longi
FiumedinisiItalaScaletta Zanclea Ali' Superiore Mandanici Ali' Terme Furci SiculoPagliara Nizza di Sicilia Casalvecchio Siculo Antillo
Savoca Limina Santa Teresa di Riva Forza D'Agro' Sant'Alessio Siculo
Geraci Siculo
Sperlinga
esuttano
Leonforte
! (
Agira
! (
Caterina Villermosa
anissetta
e
! (
! (
Caltagirone
! (
Butera
Lentini
Mineo
! (
! (
Sortino
Niscemi
Buccheri Ferla
! (
! (
Cassaro Buscemi Palazzolo Acreide Canicattini Bagni
Acate
Vittoria
! ( Comiso
Santa Croce Camerina
Ragusa
! (
Siracusa
! (
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Results obtained Despite the considerable success achieved by the introduction of “Farmers’ Markets”, this initiative must be improved both in the territorial promotion and in the organizational and management system. In Sicily, the “Farmers’ Market” is an economic reality which does not solve the problem of commercialization but has helped overcome several difficulties found by small producers and has controlled fruit and vegetables prices. Those farms that have been “accredited” by the regional government for this activity are small and have limited productions. The initiative achieved the highest success in the densely inhabited centres (over 20,000 inhabitants) while in rural areas this kind of selling has been unsuccessful because in these areas the relationship between the producer and the consumer is already strong. At the beginning, this activity of direct selling found some difficulties since producers were not accustomed to this form of market. The presence in the stands of women (wives and daughters) has contributed to improve the communication with consumers. Women who inherited the communication culture of rural areas are able to turn a trade relationship into a friendship. The culture of exchange (leale, bread, vegetables) that is present in the rural communities, with an ancient tradition, of which women are the guardians, has favoured the approach between two subjects, the producers and consumers that had forgotten this type of communication. For many people, aged or single people above all, accustomed to this kind of approach, the market is a binding appointment. Direct selling is also a way to know family problems, sharing, confidences, a system that with the big distribution totally disappeared. The market presents a sort of precariousness, basically due to the limited availability of products. So, it is essential to create temporary associations of producers in order to interchange productions of different areas, guarantee a bigger quantity and a wider diversification. Of course, several difficult points came up: producers find difficult to conciliate selling and producing activities; there is a dispute with street vendors which is not solved by political class. Another problem is logistics. Being the market mobile, there are costs to be afforded: assembly, disassembly and transport of stands cannot be afforded by the farmer. Finally, the “Farmers’ Markets” must be supported by promotion activities that favour the knowledge of the seasonality of productions and healthiness aspects. A direct training of farmers and animation in the markets’ areas are essential.
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Conclusion The success of Farmers’ Markets is evidenced by: a) The growth of the number of farmers’markets within the region: 20 markets are held in the main cities of the Sicilian region; b) The increased number of participating local authorities: 43, among municipalities and unions of municipalities c) Number of the “accredited” farms: just in the last year (2009) they increased from 40 to 800 d) Number of consumers: in 2009, one million consumers attended farmers’ markets, as a mark of a greater awareness of the added value of the purchase of regional products, even better if local. In Sicily, agricultural innovation is also achieved through the implementation of a support system for the short supply chain which take the consumer back to the the “product’s place of origin”, giving visibility and liveliness to rural territories.
Legislative references Decree of 20 November 2007 by the Ministry of Agricultural, Food and Forestry Policy on the implementation of Article 1, subparagraph 1065, act n. 296 27 December 2006 on the markets dedicated to “direct selling” or to the short supply chain Regional Act n. 73 1 August 1977 “Measures on technical assistance and promotional activities in agriculture” Protocol n. 52040, 26.05.2008, Guidelines for the organization of the Sicilian “Farmers’Markets” Regional act n. 11 12 May 2010, Article 53 – Programming and Remedial Provisions 2010 – providing for the institution of the “Farmers’ Markets” Rural Development Programme 2007/2013: Measures used: 312 and 313
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THE AGRISLES SUCCESS STORIES BOOKLETS SERIES
The partners of the MED AGRISLES project, representing public authorities in charge of agriculture and rural development in the Balearic islands (Spain), Corsica (France, project lead partner), Sardinia and Sicily (Italy), Gozo (Malta), the Northern Sporades (Thessaly) and North-Aegean archipelagos (Greece), the Cyprus island (Cyprus) and the Azores (Portugal), altogether are exchanging experiences and developing a common method for non-technological innovation in agriculture and rural development. They publish a series of booklets to disseminate identified best practices on this issue. This booklet about the farmers’ market in Sicily is telling the story of a new type of markets that required a strong cooperation between producers, their organizations and the regional authorities. Establishing a direct, regular and efficient contact between producers and consumers is a real need for both of them: first the producer who gets this way a means to avoid intermediaries, and the consumer who can have the guarantee of the origin and the preparation conditions of the products. The producers markets are one of the means which allow ensuring the contact between producers and consumers...
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