COLIVE

Farmers and agrifood SMEs play a crucial role in Mediterranean local food domains, and their product diversity and traditional know-how reflect the cultural richness and fascinating history of this area. However, due to market liberalization with increased competition, changes of consumer habits and limited natural resources, farmers and food SMEs face diverse challenges regarding the valorisation and preservation of their valuable gastronomic and natural assets. The COLIVE project seeks to understand the socio-economic processes and conditions under which groups of farmers and food SMEs develop viable collective marketing strategies and new circular business models for valorising local food, agro-waste and by-products, using the example of the olive oil chain. As a key product of the healthy Mediterranean Diet, a successful marketing of olive oil is highly important, as at the same time are the valorisation and commercialisation of its waste and by-products, because huge waste streams are generated by olive oil processing, amounting up to 9 million tons annually. In order to identify major success factors, potential and bottlenecks for valorising local food, agro-waste and by-products in the Mediterranean region, an analysis of the conditions and processes will be done at three different interconnected action levels: (i) at a macro-level, agricultural and environmental policies will be reviewed regarding local food labelling and waste valorisation; (ii) at a meso-level, case studies will be performed on collective marketing strategies and circular business models within olive oil producing groups of farmers and food SMEs; and (iii) at a micro-level, individual farmers’ and consumers’ attitudes and behaviour towards local olive oil, its waste and by-product valorisation will be investigated. Based on the results, recommendations will be developed for food producers, processors and policy makers enabling to improve and innovate frameworks, governance structures as well as business and marketing concepts. The resulting innovative collective marketing strategies and circular business models can increase the competitiveness and incomes of farmers and food SMEs as well as creating new jobs, while reducing the (over-)use of precious natural resources and environmental impacts, and hence contribute to local sustainable development in the Mediterranean area.