AgriXplainer: The New European Educational Marketing Method for the valorization of Green Practices and Successful Products in Agri-Food Micro-Enterprises
AgriXplainer aims to reinforce the training of farmers through strategies of Educational Marketing, definable as marketing strategies designed to educate the customer to the value of the offer, by promoting awareness, knowledge and literacy; in this specific case about sustainable food production, transformation and consumption.
The motivations behind AgriXplainer are the following:
a) The Farm to Fork Strategy highlighted the importance of ethics in marketing for farmers by delivering “EU Code of Conduct on Responsible Food Business and Marketing Practices.” we would like to apply in the field of Educational
Marketing for farmers
b) Educational Marketing represent a valid intersection promoting female participation in agriculture, considering that female are predominant in the formal training regarding education (both in Schools and Universities)
c) Food literacy, due to its technicalities, face particular obstacles in sections of the population as people with low level of education and much more in people with mild mental disabilities
d) providing strategies mutated by effective education in agriculture we will make farmers more competitive in the labour market and connected with ethical goals in promoting sustainable food production and consumption
Our project aim to increase the competences in the field of Educational Marketing for Agri-Food Micro-enterprises. In order to stimulate interactions between school and the professional labour sector, we collect a list of 120 VET Schools from the participating countries involved which are at various title in the eco-system of food including Agriculture, Tourism, Food Transformation, Food & Beverage, Hotel VET Schools. Specifically, we will create a Synergy Document to integrate the project’s results of this project in Schools lectures and stimulate interest in future work in agri-food sector in a sustainable way.
Moreover, we will use eTwinning for Initial VET and share the content produced in concomitance with the launch of the project’s materials and promote their adoption at the EU level, also considering countries not formally included in this project.
AgriXplainer Test will provide to farmers the capacity to measure their Educational Marketing Practices and the Atlas will instruct them on how to replicate these strategies. The strategies aims to promote the value behind sustainable food consumption and selection of the farm products respecting these criteria; which will therefore support the Farm to Fork strategy of “Promoting sustainable food consumption”.
AgriXplainer MOOC and its Micro-credentials model proposed in “Educational Marketing for Farming” will support the farmers needs to be more competent and qualified in educational marketing and increase advanced competence of
Educational Marketing and personalized strategies to be applied in their specific context; which will support the farmers competitiveness and resilience on the labour market. Increased competence of farmers in explaining the value behind the sustainable food production, transformation and consumption will support their needs to increase the trust of customers through Educational Marketing.
SLOVENSKA POLNOHOSPODARSKA UNIVERZITA V NITRE, Slovakia
IGOR VITALE INTERNATIONAL SRL, Italy
RIVENSCO CONSULTING LTD, Cyprus
ASSOCIATION FOR EDUCATION AND DEVELOPMENT OF DISABLED PEOPLE (ASEDDEDIPE), Greece
AGENTIA DE DEZVOLTARE JUDETEANA HARGHITA, Romania
GAL Linas Campidano Soc. Cons. a r.l., Italy
WOMAN AND YOUNG ENTREPRENEURSHIP CENTRE ASSOCIATION, Turkey