{"id":5633,"date":"2014-09-24T09:23:28","date_gmt":"2014-09-24T07:23:28","guid":{"rendered":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/?p=5633"},"modified":"2014-09-24T09:23:28","modified_gmt":"2014-09-24T07:23:28","slug":"how-lyon-is-reaching-new-customers-for-organic-food-mutualising-events","status":"publish","type":"post","link":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/?p=5633","title":{"rendered":"How Lyon is reaching new customers for organic food & mutualising events"},"content":{"rendered":"

1) Reaching new customers for organic food:\u00a0<\/strong>\u00a0(click to enlarge picture)<\/p>\n

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View guide<\/a><\/p>\n

ARDAB is a local organic producers\u2019 NGO. Besides working toward producers to foster organic farming, they also promote organic food toward customers. About 5 years ago, in order to reach new potential customers, they changed their communication strategy. Leaving the usual \u201cecological\u201d message about environment and health benefits from organic products (and the \u201cguilt\u201d background), they decided to use humour and none-customers\u2019 point of view to break down barriers of prejudices.<\/p>\n

Guide<\/span> :
\ncreated in 2012 by the regional network of organic producers: 1800ex, cost\u00a0: 5500euros
\nEdition every year: 10\u00a0000ex. Modification and diffusion in other network allowed (200\u20ac participation asked)<\/p>\n

Magazine<\/span> :
\nFigures:<\/strong> Edition : 1 per year. 15000 ex. About 1600\u20ac + 6 working days FTE. Diffusion : Paper in all the public lyc\u00e9es (high school for students aged from 16 to 18 yo) of the region + online edition on Lyc\u00e9es\u2019 website + on video screens in the canteens.
\nBenefits:<\/strong> 20 % of the students know it. Among those students, 70% think it brings new information and 65% find it adapted to the target group. Teachers are all very positive about it.
\nBlocking points:<\/strong> budget (70% with public funding and organic producers don\u2019t want to fund it) + skills and time
\nOpportunities:<\/strong> disseminate in public colleges (high school for students aged from 12 to 15 yo) on the same basis but more simple + have a wider dissemination through the internet (social networks?)<\/p>\n

\u00a02) Mutualisation for events and communication:<\/strong><\/p>\n

\u00a0\"fete\"<\/a><\/strong>About 20 organizations (NGO, companies, etc.) agreed to organize together a big event the 20th of September in the city centre (on the river bank) about sustainable food, organic agriculture and the rural-urban link. To do so, they gathered in one place and date several separate events planned to happen during this month. They also did develop a common visual communication and did mutualise resources to give a bigger impact to the usually scattered actions.<\/p>\n

Those organizations are all members of an initiative started last years (and supported through URBACT LSG) to foster synergies and mutualisation among them in different fields: communication, events, business, human resources, etc.<\/p>\n

Cost: 8000\u20ac (5k\u20ac subsidies from the city)<\/p>\n

Benefits expected: besides information to the general public and bringing more visibility to the topics, the idea is to use this event as the first concrete step toward the synergy process.<\/p>\n

Barriers:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Coordination<\/strong>: as nothing is clearly defined yet, each of the structure gives a bit of time and resources for the coordination. But still, few are really working hard to get things done. With no coordinator, and even with online tools, communication among partners can be an issue.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Governance<\/strong>: in such a network with no leader (they hate the idea\u2026!), organising meetings with all partners attending is quite impossible, and finding agreement about some issues can take time\u2026<\/p>\n

Tip : the subsidy given by the Municipality had both effects to support and speed up the process.<\/p>\n","protected":false},"excerpt":{"rendered":"

1) Reaching new customers for organic food:\u00a0\u00a0(click to enlarge picture) \u00a0 \u00a0 \u00a0 \u00a0 \u00a0           View guide ARDAB is a local organic producers\u2019 NGO. Besides working toward producers to foster organic farming, they also promote organic food toward customers. About 5 years ago, in order to reach new potential customers, […]<\/p>\n","protected":false},"author":10,"featured_media":5634,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,93],"tags":[],"class_list":["post-5633","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lyon","category-vaslui-meeting"],"_links":{"self":[{"href":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/index.php?rest_route=\/wp\/v2\/posts\/5633","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/index.php?rest_route=\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5633"}],"version-history":[{"count":2,"href":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/index.php?rest_route=\/wp\/v2\/posts\/5633\/revisions"}],"predecessor-version":[{"id":5638,"href":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/index.php?rest_route=\/wp\/v2\/posts\/5633\/revisions\/5638"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/index.php?rest_route=\/wp\/v2\/media\/5634"}],"wp:attachment":[{"href":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5633"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5633"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.sustainable-everyday-project.net\/urbact-sustainable-food\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5633"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}