Organic farmers' marketing strategies in Tuscany, Italy

Organic products reach the Italian consumers through several channels, from on-farm sale to internet, from Solidarity Purchase Groups to supermarkets. 85% of Italians affirm to have purchased organic food in the last month, with fruits and veggies being the most mentioned, but most consumers admit being very occasional buyers. A survey was performed in the province of Arezzo (southern Tuscany), including 55 producers, randomly extracted from a list of 550 organic farmers belonging to the Italian Confederation of Agricultural producers, a union of small and medium size farmers’. With a questionnaire covering 16 variables, data collection was realized from June 2017 through February 2018, via face to face interviews, telephone calls and emails. These farms are mostly family run, with the support of some workers. Most farmers converted only recently, with a minority being organic before 1992. 25 percent did not yet entirely convert. The production systems are diversified, with vineyards, olive and fruit trees, pastures and arable fields, used for several crops. Many have animals: dairy cows, cattle, goats, sheep and small animals. This allows the on-farm production of wines, olive oil, cheeses, jams, breads and cakes, and other foods, frequently used in the on-farm restaurants. That helps the on-farm sale, considered the best modality by 26% of respondents, followed by local markets, specialized organic shops, SPGs and internet. Advertising is done via website, participation in local and national fairs, printed media, small billboards along the roads, and participation in international fairs. 56 percent say that the local market is growing and 45 percent consider positively the presence of organic foods in the supermarkets.