Τools and procedures for production lines towards HNV meat products, local eco-brands and shorter supply chains through direct, online sales
The Project is co-funded by the European Regional Development Fund and by national funds of the countries participating in the Interreg V-A “Greece-Bulgaria 2014-2020” Cooperation Programme
Nature and goals of the project
High Nature Value (HNV) livestock grazing is a tool for the conservation of grassland and open bush ecosystems. Thus, it is an internationally recognized and applied management practice in HNV areas such as NATURA 2000 sites and other protected areas. Also, HNV livestock grazing is an invigoration catalyst for local economy which can produce high quality products with added ecological value.
The Greek-Bulgarian crossborder area is a continuous region with similar environmental, ecological and resource characteristics. Grazing activities across this area are common local economy practices which support many small or larger communities. However, uncontrolled grazing leads to ecosystem (grassland) degradation and downgrading of environmentally important sites.
The proposed project aims in creating an operational framework for the sustainable management of HNV grazing of NATURA 2000 at the cross-border area, while the business challenge is to reveal the potential to monetize the environmental value of HNV meat products and increase the corresponding profitability. BorderGraze puts emphasis on the promotion of the added value of HNV meat products as well as on innovative marketing methods for products originating from local HNV grazing systems
The core objective to be met is the development of a sustainable business framework which will offer tangible solutions on the increase of the productive and environmental efficiency of High Nature Value (HNV) grazing systems. This will put emphasis on the development of new products, product processing, adding value and marketing of products from HNV grazing systems and areas and will give the companies the potential to monetize the environmental value of HNV products and thus increase their profitability.
The successful implementation of the investment plan will be a good practice to be followed by other GR-BG business collaborative schemes. Specifically, this core objective will be achieved by
- The introduction of new services regarding High Nature Value livestock grazing in NATURA 2000 areas at the cross-border region,
- The improvement of meat product quality through the application of an innovative framework of HNV grazing guidelines,
- Te introduction of technical and organization innovation within the two involved companies and
- The introduction of efficient and targeted marketing and distribution solutions such as a detailed Marketing Research and Promotion Strategy and relevant tools, the organization of business events for of HNV meat farmers and producers at the cross-border region (networking, association/ cooperatives building, agreements promotion) and the development and dissemination of a cross-border digital marketplace for direct, online sales and distribution of HNV meat products by establishing shorter and stronger cross-border, inter-sectoral supply chains.
Benefits and expected results
The innovation of the proposed investment plan penetrates and interconnects the two (2) core levels of the agro-food value chain, i.e. (a) the farming techniques and (b) market and products. On the farming techniques level, the plan aspires in giving livestock farmers a crucial and practical tool of knowledge regarding the two way relationship between their business and nature. On the market and products level, the plan promotes new and innovative ways to strengthen the value chain of “green” meat products through short supply distribution lines and direct, online sales along with association, cooperative and networking building of important local actors.
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