The Increasingly Strategic Role of Organic Products in Modern Distribution: The Data
Modern Distribution remains the primary channel for Italians’ purchases of organic products. This was the main insight derived from the conference “Organic in Italian Modern Distribution,” which involved the participation of key figures from the retail and organic processing industry, held in March 2023.
The initiative is part of the Being Organic in EU campaign promoted by FederBio in collaboration with Naturland and co-financed by the European Union under Reg. EU no. 1144/2014.
The event focused on analyzing the evolving scenario of organic products and exploring opportunities to maximize the potential of organics in modern distribution. This was set against a backdrop marked by the challenges of greenwashing and economic contraction, necessitating the identification of new tools and collaboration platforms between producers and distributors.
During the workshop, the Being Organic in EU project was also presented as a partner of the initiative. It aims to promote European organic produce through activities centered on promotion, education, and communication, with the goal of enhancing consideration and knowledge of organic farming and advocating for more ethical and sustainable consumption practices.