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MM Manifesto Main.jpg

Our Manifesto


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Our Manifesto


 

The current situation

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.

 

What is needed

In today’s context, we believe in the importance of:

  • Bridging the gap between rural and urban communities throu­gh innovative business models and inclusive food policies ba­sed on circular economy principles;
  • Educating people to recognise the legacy of traditions and to live sustainably, in harmony with the environment
  • Recreating the idea and the sense of real communities with health and  sustainability at their core;
  • Increasing market access and profitability of small scale far­mers and local producers;
  • Embracing technology and innovation as drivers for positive change.
 

HOW

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.

 

Impact

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.

 
 
 

Mercato Metropolitano aims to have a small impact on everyone’s well-being. The idea of MM being a movement that could disrupt the food industry has always been core to our ethos and we have now proven that our sustainable business operation works, with successful markets in Milan, Turin and London over the last three years. Each time we have refined the model to improve our environmental, social and economic sustainability. Our charity partner, The FarMM, has supported MM since its inception and is focussed on sustainable business solutions. 

 
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We Sustain


We Sustain


 

The second phase for MM was to host a sustainability weekend, celebrating our values across a weekend of events; workshops, classes, seminars and film screenings to highlight the importance of a profitable future for food and agriculture more attuned with nature. 

Following a successful first WE Sustain weekend in September 2017 we have written the MM Manifesto which presents the mission, goals and key learnings of MM. We want to use this to enable us to engage and collaborate with academics, policy-makers, industry professionals, entrepreneurs and the community, to work together to address issues such as food security, sustainability and traceability, sharing vision and principles for a sustainable future.

 
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The Next Steps


The Next Steps


 

On the 13th of October our founder, Andrea Rasca, and the Italian embassy presented Mercato Metropolitano’s Manifesto to the UN’s Food & Agriculture Organisation (FAO) in Rome, in anticipation of World Food Day (on the 16th October), which promotes worldwide awareness and action, and the need for food security and nutritious diets for all.

MM shared its sustainable business model with the FAO, to gain support for its work with communities to reconnect the producer and the consumer; society needs to invest in this relationship and rediscover the value of food.

 
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Join us


Join us


 

If you would like to be involved in the MM movement please get in touch at manifesto@mercatometropolitano.com.

Alternatively, please sign below to confirm your support for the MM movement – we will be delivering signatures to the FAO alongside the MM Manifesto.