Today’s society is facing the pressing challenge of feeding a fast growing population which is expected to reach 9.8 billion in 2050. Developing the right capacity to meet demand is a challenge. Developing the ability to meet such a demand in a sustainable way seems almost impossible.
Geopolitical issues and gaps in infrastructure, education and economic systems have led to misplacement of people and mass migration from rural to urban areas. Accelerated urbanisation puts increasing pressure on cities, but, at the same time, on rural areas too which see progressive exploitation of resources and often a rapid impoverishment.
In this context, over the past sixty years the food production paradigm has mainly focussed on mass production. Such a paradigm cannot last longer, given the challenges previously mentioned. Production and consumption schemes need to change.
Today, we experience the need to address our broken food system in order to reconnect people to food and agriculture and their value, and to bring the dimension of sustainability into the equation. Within our current linear economic system, a third of the world’s food supply is wasted, enough to feed 3 billion people. Innovative and inclusive models of sustainable food systems will contribute to the mitigation, and hopefully to the eradication, of two global problems: under and over nutrition, which sometimes coexist within the same geo-demographic clusters.
The nature of the challenge calls for a systemic approach. The agriculture, food, hospitality and retail industries need to rethink their business models in order to balance economic growth with environmental and social sustainability.
In today’s context, we believe in the importance of:
In this complex and challenging context, we aim to create an innovative and sustainable ecosystem which will build on new production and consumption models with a focus on people.
The FarMM is an incubator of innovative technologies and business solutions. Its partner and operational arm, Mercato Metropolitano (MM) celebrates food as an important catalyst for conviviality and social cohesion, while at the same time, promoting inclusive social and economic development in local communities also by supporting the regeneration and requalification of declining urban areas. MM helps communities to discover the pleasure of sharing a meal; it promotes food, nutrition and environmental education and embraces arts and craftsmanship with a special attention to young people. Food is put at the very centre of MM’s action and is intended as a tool for the promotion of sustainable human and economic development.
MM offers an adaptable and scalable model which aims to bring sustainable producers of food and citizens together. Acting as an aggregator, the MM initiative reduces supply fragmentation while providing a reliable and economically sustainable channel to market for small-scale agri-food actors.
MM and FaMM want to be positive drivers of change and want to show that new, sustainable, production and consumption paradigms are possible.
MM and FarMM aim to create a movement of educated thinkers, ambassadors, entrepreneurs, consumers and citizens, who share a vision for a world without hunger, poverty and social injustices.
WE Sustain is The FarMM’s model, through Mercato Metropolitano, to create awareness of the current situation and challenges that we face globally. WE Sustain is an event which aims to attract people from the local community and the wider region, who will come to enjoy food with their friends, meet the producers, learn about sustainable practices in a local and international ”piazza”, and ultimately highlight the importance of a profitable future for food and agriculture more attuned with nature. This embodies the ethos of WE Sustain which are Eat, Buy, Learn and Share.
Through growing awareness and education MM already has 1.5 million people who believe in the movement.