Mariano Votta and Bianca Ferraiolo of Cittadinanzattiva – Active Citizenship Network explore how an EU workshop in Rome explores how consumer insights can shape the future of organic farming.
On 29 and 30 April, Cittadinanzattiva – Active Citizenship Network (ACN) will host in Rome, Italy, an EU workshop titled “Responding to consumers’ needs in organic farming: a qualitative assessment“.
Policy context and targets
Organised within the framework of the Organic Farming Innovations Network Europe (OH-FINE) project, the event will bring together consortium members, independent experts, representatives of national civil and consumer associations from several European countries, as well as leaders of the EU umbrella consumer association European Consumer Union (ECU), to discuss the practical integration of end-user needs into the organic supply chain.
The European Union’s Green Deal and “Farm to Fork” strategy have set an ambitious target: 25% of EU agricultural land under organic farming by 2030. To reach this, the current growth rate must double. However, the transition is not merely a technical hurdle for farmers; it is a social and economic evolution that depends also on market trust and consumer behaviour.
The role of the OH-FINE project
This is where the OH-FINE project steps in. Spanning 48 months and involving a diverse consortium of partners from across Europe, OH-FINE aims to empower farmers and smallholders. But it recognises a vital truth: innovation in the field is useless if it does not resonate in the grocery aisle.
The EU workshop in Rome, organised by Cittadinanzattiva – Active Citizenship Network (ACN), the only Italian partner of the OH-FINE consortium, focuses on the “qualitative assessment” of consumer needs. While quantitative data tells us what people buy, qualitative research explains why.
For two days, representatives from consumer associations and consortium members from over 10 European countries will engage in a structured dialogue about the “invisible” barriers and the new opportunities for organic consumption.
The workshop will also explore ways to recognise the role of consumer associations as mediators between the laboratory and the kitchen table. By involving these organisations, OH-FINE guarantees a dialogue between experts, farmers and citizens, ensuring that the tools developed for farmers also appeal to citizens, who will ultimately support the organic ecosystem.
Looking ahead to 2030
As we look towards 2030, the OH-FINE project serves as a reminder that the Green Deal is a social contract. By fostering direct dialogue between the scientific community, agricultural producers, and consumer representatives, as on the occasion of the Rome meeting, the OH-FINE project aims to create a more resilient organic sector that is both economically viable for smallholders and responsive to public interest.