ONE AND A HALF MILLION VENETI SHOP IN OVER 100 REGIONAL FARMERS MARKETS

12.6% , around 600 operators, are present and sell their products in the farmers markets : in fact, there are about a hundred active farmers' markets in the Veneto Region, established or promoted and managed by agricultural trade associations.

These are some of the most interesting data and information that emerge from the " Analysis of the direct sale of agricultural products " project, presented today on the occasion of the 7th Agriculture Festival scheduled until 5 October in Bressanvido (Vi), research carried out in last year by the Agri-food Economic Observatory of Veneto Agriculture in collaboration with the agricultural sector organizations (AgridelVeneto, Cia, Coldiretti and Confagricoltura), the support of the Veneto Region and the market research company SDV of Padua.

Frequented by over 1.5 million consumers a year, who for 66% purchase agricultural products directly from producers weekly, 84% declare themselves completely satisfied with the products purchased, for a turnover that is estimated to be around 40 million euros .

The project included two field surveys, carried out between February and April 2021: more than 490 questionnaires were collected from a significant sample of farms that carry out direct sales and who filled it in directly online. The aim was to capture the evolutions that have occurred in terms of the number of companies involved, type of products sold, methods and tools used for the sale, advantages and disadvantages , criticalities and synergies with other related activities in a logic of multifunctional approach and diversification of agricultural activities.

Furthermore, considering the importance that the phenomenon has assumed in the last ten years, particular attention was paid to direct sales in farmers markets, where 600 direct interviews were carried out with consumers / buyers in about twenty farmers' markets, representing over 100 active in Veneto, trying to grasp the extent of the phenomenon, the evolution of consumer tastes, their habits and motivation for purchasing agricultural products directly from producers.

Some data : direct sales represent the first outlet channel for companies that have oriented themselves towards this method of sale and is carried out mainly in the company (70.9%) or in company outlets, but also via the internet through e- commerce (used by 14.6% of companies) or in farmers markets (12.6%). The main products sold are represented by vegetables (33.9%) and wine (32.7%), followed by fruit (24.4%) and processed products (preserves, jams, juices) (20.7%).

53.6% of companies have been dedicated to direct sales for more than 10 years and achieving moderate economic satisfaction: 89% consider the choice to sell directly to be very or quite positive. In fact, the average turnover per company with direct sales is estimated to be around 160,000 euros , which is definitely higher than the overall average of farms.

As for sales in farmers markets , 12.6% of companies sell their products in farmers' markets, about 600 operators, who are "sales professionals": about 40% of them participate in 2 or 3 markets , almost 20% to more than 5. During the conference, some farms also brought their direct experience in direct sales, with a view to product innovation, process or sales tools.

Finally, Alberto Andriolo (Veneto Region), took stock of the initiatives implemented and planned in the future regional public planning in favor of direct sales. The conclusions of the conference were by the Director of Veneto Agriculture Nicola Dell'Acqua.