From Best Practices WIKI
Italy Region of Apulia Province of Bari
Sector: Local handicrafts

Basic Information

Company details
Organization name: PUGLIA NATURA
Contact: Luigi Triggiani
Address - city: Registered Office: Via Bonomo 49 – 70031 Andria (Ba) - tel./fax 0883 592225
Administrative Office: Via O.Serena 38 – 70126 Bari - tel 080 5530049; fax 080 5524255
Other offices and branches:
Foggia - Piazza U. Giordano 53 (c/o D&T); tel/fax 0881 580086
Guagnano (Le) - via Mazzini 14; tel/fax 0832 704946
Latiano (Br)- via Col. Montanaro 87 (c/o Studio Rubino); tel/fax 0831 725373
Manduria (Ta) - via Erario 12; tel 349 7501556
Spinazzola (Ba) - via G. Bovio 779 (c/o Studio Sorrenti); tel/fax 0883 684075
S. Giovanni Rotondo (Fg) - via Diaz 7; tel/fax 0882 456499
Taranto - via Icco 11; tel 099 4773103

Description of Best Practice

In which field can you company consider itself an example of best practice?
Marketing and Communication Strategies
Improvement in product quality
Services to companies and consumers (encouraging the creation of consumer purchase groups);
Protection and promotion of Apulian biological products.
Type of best practice?
Names of partners in the case of a collective/integrated project
“Consorzio Puglia Natura” collaborates with some important partners, including:
AIAB (“Associazione Italiana per l’Agricoltura biologica” – Italian Association for Organic Agriculture);
CiBi (“Consorzio italiano per il Biologico” – Italian Consortium for Organic food);
ACU Puglia (“Associazione Consumatori Utenti” – Association for Consumers and Users);
In co-operation internationally/trans-nationally with other companies?
The consortium and/or its experts have participated during other transnational projects in the promotion and diffusion of the
“short supply chain” concept (in Albania and Lebanon).
Brief history of the Pilot Action
Description of the ideas behind the development of this action/project; the initiator(s) of the action/project; the involvement of local partners
(LAG, project operators etc.) in the conception/development of the action/project;how this action/project is embedded in the territorial strategy.
“Consorzio Puglia Natura” was born in 2000 with the objective of protecting and promoting, above all at a Regional level but also
at a National and International level, typical Apulian products, organic products, natural products and products that are
orientated towards the ethical development of the economy, in full respect of the relative National and EU norms, as well as
collective brands and brands of guarantee.
Among the members of its consortium, “Consorzio Puglia Natura” counts both consumers (about 100) and agricultural and agroalimentary
companies (more than 400) of which about 20 are currently involved in the “short supply chain” project, which has the
objective of keeping on the territory the added value coming from quality productions, and helping associated and nonassociated
consumers consume healthy products. This objective is being reached by promoting the creation of consumer
purchasing groups, with conscious consumers in such a way as to reduce the gap between producers and consumers, a gap
which is often too wide.
Main activities of the best practice
Description of the main activities planned and put in place, including where and when they took place, and who brought them to a conclusion
(indicating local operators and other subjects).
Among the numerous activities taken forward by “Puglia Natura” there are:
The elaboration of marketing plans for the promotion of typical products from Andria (in partnership with the Local Action
Group (LAG) “Murgia degli Svevi” in the ambit of Leader II);
Management of the “Centro Agricoltura Ambiente e Alimentazione” (Agricolture, Environment and Food Centre) aimed at
rural development in the territory of Andria (always through the EU programme Leader II);
in collaboration with the Nord Barese-Ofantino Territorial Agreement it supplies marketing plans, actions regarding distribution
and collective catering, and promotion of typical products coming from9 towns in the area (Trinitapoli, Margherita di Savoia,
Barletta, Trani, Andria, Corato, Spinazzola, Minervino and Canosa);
The carrying out of awareness campaigns such as “BioGoloso”, which had as particular objectives the protection, promotion
and diffusion of organic products and typical products from the area. An initiative which was realised through various events,
such as the first “Corso Biogoloso” (9 September 2001 – free tastings led by wine and olive oil experts (the companies of
Torrevento and Torre Sansanello) or video showings and the diffusion of organic-related materials during an open air film
show at Andria’s Ipercoop in the Summer of 2001; “Percorsi del Gusto” and promotional programmes in schools during the
Autumn of 2001.
Support for important events regarding organic agro-alimentary products, such as Premio Biol – City of Andria, a competition
between the best organic extra virgin olive oils in the world scheduled at the end of every April in Andria, or the
“Biodomeniche” (Organic Sundays).
As far as concerns the “short supply chain” project, this is an initiative that began only recently (about 2 months ago), and
among the instruments used there was the organisation of a market, in which the companies of the consortium, as well as
selling their products, sought to create a direct relationship with the consumer, as well as build up their loyalty. This was done
by providing details on their agricultural companies/farms and offering them the opportunity of coming to visit - conveying in
this way their passion and the real reasons pushing them to produce according to the principles of organic agriculture.eet products.

Qualitative Information Regarding the Product

Describe the area of production
Are there specific resources that characterize your area of reference? Are they agro-alimentary resources or products of handicraft? Are
there interdisciplinary and inter-territorial integrations that confer an added-value to the product?
The products promoted during the town markets come exclusively from the Region. Some are also typical Apulian products
(DOP olive oil, bread, fresh “orecchiette” (ear-shaped) pasta, Cardoncello mushrooms etc..), but all are BIO-certified by an
accredited supervisory organization.

Product Description of its Relationship with the Market

This part of the questionnaire will cover the description of the product with the indication of the characteristics of the raw materials used, and
of the eventual phases of transformation. Please describe and underline, in the description the specific nature of the product and the
production process which differentiates it from other product that fall into the same typology.
Describe the characteristics and the origin of the main raw materials used
All the products come from the Region: olive oil, wine, jams, oven-produced products, pasta, vegetables, fruit, dairy produce,
honey, etc..
Describe the production process, and the techniques and methodologies used during processing
If the product presents distinctive characteristics in terms of quality, raw materials, techniques and methods of processing, briefly describe.
At the markets it is mostly agricultural companies putting on sale their organic products, depending on the season in which
the market takes place.
During the markets “Puglia Natura”, together with the producers themselves, provides information on the principles driving
this type of activity on the basis of organic agriculture, and on the possibility of creating “commercial” relations having tried the
products on display.
Specify any variations in the product in relation to the different areas and typologies
(E.g: ………in the area of this Municipality ………….. one uses olives that are treated in a different way than in other bordering
Describe how the product is presented on the market (state the brand or describe the pack used)
(E.g: “Pane d’ Altamura”(Bread from Altamura) is packaged inside......…... The dimension o f the bag is.... colour, etc ........)
The product is sold directly by the producer, and with the producer’s own brand. It is a very wide range of products, and the
choice of packaging and merchandising is left to each individual producer.
Describe the product’s market outlets and its diffusion locally, nationally and internationally
At the moment these markets are being planned in various towns of Apulia, so the diffusion of the products is purely
Regional, but given the success of the initiative it would be possible to expand it also to other regions.
The product is sold:
Only on the local market (municipality/province/region) 100 % of total sold
During the process of company improvement aimed at promoting products locally and Europe-wide have you created a
marketing plan?
Yes, and the most difficult part is involving agricultural companies in the project. At the moment the most innovative and
tenacious companies are gaining faith in the initiative.
How much did it cost to take forward this best practice? In terms of cost, time and resources?
Specify length, starting date, end, etc.
Taking forward the project in an organic and continuative way, keeping up contacts between the consumers taking part in the
purchase groups and the producers requires that “Puglia Natura” set aside the use of two full time human resources every
The collaboration of the companies involved is also indispensable, since they need to designate a contact person for the
organisation of events and personnel for when the markets are taking place.
Concrete outputs and results of the action / project
Explanation of the concrete outputs and the results of the whole action/project for the territory; identification of the direct beneficiaries of the
During the first events organised there was good participation from both companies and consumers, as well as a strong
public notice. The consumers welcomed the initiative very favourably, and after feedback a lot of them joined the consumer
purchase groups. The first results were very encouraging.
The results have been extremely positive, as witnessed by the growing demand for products by these very consumers.
Problems encountered; lessons learned
Explanation of the main problems encountered, how they were solved and the lessons learned..
Specifying that this is an experimental project, the results obtained by the initiatives taken forward so far are very
encouraging, notwithstanding the various problems encountered regarding logistics. Above all it is necessary to optimise the
predisposition and positioning of the products.
The added value of this best practice
...regarding the method, the process and the results. If carried out within a LAG (Local Action Group) describe the way in which Leader+ has brought a
clear added value.
The added value of this best practices concerns the involvement of different actors of the organic agriculture chain. In
particular, producers and consumers share the same oriented to the organic. During the promotion activities the producers
meet the consumers with the aim to transfer knowledge about organic agriculture and process. This is a good opportunity to
present their firms, their products and to sell their products.
At the same time its consumers (a quality oriented consumer) can appreciate the organic products and discover new local

Why this Action/Project is a Good Practice?

Bottom-up approach
This aims to encourage participatory decision-making at the local level for all development policy aspects.
The “short supply chain” strategy is based on bottom-up approach. In particular on the basis of local operators and
consumers needs the Consorzio Puglia Natura decides to focus on promotion activities and “purchasing group”.
Approach aimed at promoting partnership
“Puglia Natura” approach aimed at promoting partnership, In particular, the synergy and the integration between producers
and consumers the exchange of information and the dialogue on weakness, straightness and on particular needs.
Even if the idea is innovative also the action should be innovative.
The innovation consists in the creation of a close connection between consumers and producers, both of which are part of
“Consorzio Puglia Natura” and adhere to/benefit from the various initiatives promoted by that same Consortium.
The advantages for producers are, as well as the added value for the product being sold, the opportunity to confront oneself
directly with the final consumer, and with their specific demands: giving agricultural producers a sort of on the job training.
Creation of a network and cooperation between areas
The “short supply chain” project could certainly be transfered to other realities; in fact, in this regard Puglia Natura
participated in an experimental market of organic products that took place in Tirana. Bringing products from its producers not
for selling but with the aim of stimulating Albanian producers re examples of packing, presentation and marketing that could
be personalised for their own commercial reality. The same initiative will be re-proposed also in Lebanon in the ambit of an
Interreg project.
Economic sustainability
“Puglia Natura” is aware of the fact that this initiative will certainly not change the economy of the producers making up the
consortium, but it does represent an extra income for them.
In fact, helping consumers who want to consume this type of product, and seeking to meet the prImary demand of producers
in selling their own produce, it is possible, with the creation of consumer purchase groups, to give an extra income to small
agricultural and food-processing companies.

The present information regarding data protection is rendered according to article 13 of D.L. 196 (30 June 2003) - Code regarding the protection of personal data. We inform you that the personal data provided will be processed in accordance with these norms, and that such processing will be characterised by the principles of correctness, lawfulness, transparency and the protection of privacy and rights. The data is processed electronically only for the time strictly necessary for carrying out the aims for which it was collected. Specific security measures are observed as a safeguard in order to prevent the loss of the data or its illegal/incorrect use and access by non-authorised people. All the necessary data protection interventions, as foreseen by the new dispositions of ex. art. 33 (and following) of D.L. 196/2003 have been adopted. The subjects to whom the data refers have the right in any moment to obtain confirmation of the existence of this data and to be informed of its content, origin and method of processing, as well as to the logic applied when using electronic equipment. They may check whether the data is correct, and request its updating, rectification or integration, as well as be informed of the details of the subjects or categories of subjects to whom the personal data could be communicated, or who could have access to the data in their roles as controllers or processors of the data (art. 7 D.L. 196/2003). In accordance with the same article they have the right to obtain the cancellation, transformation into anonymous form or the blocking of data being processed in violation of the law, as well as opposing in any case, for legitimate motives, the processing of their data, even if it is pertinent to the aim of the data collection. Date: 31th October 2007

Name Luigi Surname Triggiani