European Agriculture: from organic support to the promotion of typical products, the approach is digital

 European Parliament, the Council, the Economic and Social Committee, and the Committee on Regions, the European Commission takes a clear stance in favor of organic farming, considered the center of the recovery, defined as "green and digital", of the European economy from the consequences of the pandemic.

While considering that the organic production model is not the only model of sustainable agriculture, the Commission emphasizes how it unifies the objectives of the European strategy for the protection of biodiversity and, especially through digital technology, translated the objectives of the training strategy. “Farm to Fork”, i.e., the complete traceability of agri-food products, from producer to consumer.

In addition, the Commission notes, organic farming guarantees better access to agricultural professions for new generations and fights gender inequality better than traditional agriculture, which has offered more opportunities for women to run businesses in the agri-food world.

The development of organic farming in the European Union, which currently suffers from many variations from each country, will take place on different tracks.

What is most interesting here is the path aimed at increasing the organic market, contemplating a series of concrete actions aimed at stimulating demand, is now extremely disorganized and schizophrenic from every area. Among the various ways in which this goal can be achieved, the European Commission suggests at least two.

One is the enhancement of traceability. Here, as is easy to understand, new technologies are at play, from artificial intelligence to blockchain, in all solutions that can increase the transparency and traceability of organic products. The Commission has clearly stated that it is working towards a kind of “digital passport” of products.

The second path is related to the promotion and increase of consumer confidence in organic products and the certification process, also by enhancing the logos on the label.

On this front, the Commission intends to increase, within the framework of annual employment programs, the budget focused on promotion and stimulating the visibility of the sector.

But it is wrong to think that the digital world only works to support organic products.

The Commission itself, in fact, with talks also dated 31 March 2021, has opened a public consultation on the future policy of the launch of agri-food products of the European Union, both relevant to the internal market and in non -EU countries.

The initiative starts from the report of the Commission, dated 11 February 2021, on the review of the application of Regulation no. 1144/2014, called “information and promotional actions on agricultural products conducted in the internal market and in third countries”, and in support of the competitiveness of the agrifood sector.

The consultation aims to discuss the prospects for regulatory reform, which are also in line with the objectives of the so-called European Green Deal and the “caesura” represented by the pandemic emergency, which necessitates, on the one hand, the need to activate the entire market sectors (across all Ho.Re.Ca. channels) and which considers, on the other hand, the chaotic integration of digital communication methods.

Thus, in the final recommendations, the Commission recognizes the effectiveness not only of campaigns involving direct interaction with consumers but above all the importance of “product promotion of influencers on social media”. This statement is even more important if we keep in mind that, according to Eurobarometer 2020, i.e., the survey on the topic “Europeans, agriculture, and EU agricultural policy”, only a small percentage of respondents (between 14% and 20%) find out European Union quality labels, including Designations of Origin (DO) and Geographic Indications (GI).

This data is surprising when we consider the main role of geographical, territorial, and socio-environmental origin of agri-food products within the General Agricultural Policy and the General Organization. In community law and jurisprudence - but also internally, if we consider the recent decision of the Justice Department to change the alcohol regulations of the DOC Sicily and the IGT Terre Siciliane - the concepts of geographical origin, personality, and quality of products is increasingly associative and correlated.

It is possible to understand the great cultural work that European, national and local institutions will be called upon to carry out in the coming years on the subject, but also the decisive contributions that will come from individuals, individuals, and partners, as well as from groups. of manufacturers and consumers.

And to carry out these tasks, of protecting the quality of agri-food production and, at the same time, increasing consumer confidence, must be the digital transition.