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Lunigiana AmicaDo$. Francesco Molinari, [email protected]


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Table of Contents

Where Why Who How What Lessons learnt

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Francesco Molinari


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Where

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Lunigiana

The N/W >p of Tuscany

14 municipalies, 56,000 inhabitants,

4,000 unemployed, 5,300 enterprises

(800 agricultural 1,600 craB firms)


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Where (2)

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Where (3)

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Why

Agriculture has largely become an informal ac>vity: Second job for most regular employees Lowest produc65) need to ensure thecon>nuity of business and its permanence on theterritory

Wish to break the vicious circle of depression Low market demandno incenve to increase quanty

and/or improve quality of producon!

Poor knowledge and innova


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Why (2)

An untapped potenonally renowned for taste and

quality, some holding a EU cer>fica>on (e.g. Honey PDO,Chestnut Flour, Val di Magra Wine PGI, Testaroli etc.)

Local consumpc promo>on of the rural and mountain territory The experience of an invaluable quality of life

The communitarian / collabora


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Who

A non profit associang 120+ members and 200+

associates (mostly from the agricultural and agritourism sector)

A light structure, with minimal costs of func>oning

HQs located in the Terrarossa Castle, in the very heart of Lunigiana Like any virtual organiza>on, Lunigiana Amica does not imply

significant membership fees

Run and managed by its members Each member can freely and seamlessly join or leave any internalcluster (project) ofLunigiana Amica, following their con>ngent

requirements, interests and opportuni>es.

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Who (2)

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Who (3)

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How

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Lunigiana

Business

Community

Local

Firms &

Partners

LA

Members 120150 en>>es

250300

2,500+

a Catalyser of Local Innova2on


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How (2)

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LA Associa>on

Informal

partnership #1

Informal

partnership #2

Informal

partnership #N

Project #1 Project #2 project #N

Third Par>es


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What

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Establish a distribuve

company based in the area.

Promote the consumpon in local fairs, strategic

alliances with the agritourism and

Ho.Re.Ca. sectors, etc.

Favour an increase in quanes for

programming (e.g. school

canteens, new Regional law

on agritourism etc.)

Create a virtual competence centre,

networking with European and

interna>onal best prac>ces in rural

development and ICT innova>on,

providing valuable services

to the whole Lunigiana.


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What (2)

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What (3)

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What (4)

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As a followup of a na>onal project

on fire preven>on in the rural and

mountain areas of Italy, we have

established in 20072008 an

innovaon of FP6

WearIT@Work IP as a takeup ac>on

and its results were presented at the

mGovConference 2009 in Barcelona.

Involved partners: Coldire, the

Mountain Community and the Milan

based ICT company Actvalue s.r.l.


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Next steps

Addion and sale in the area Promo>on of the bio label of local products Regional level agreements for the supply ofKm. 0 products (also

from other areas of Tuscany) to various prospec>ve buyers

ECommerce for selected items in north European markets PortoQui = an inport food supply service to yachters Hotel Lunigiana = an integrated supply of rooms from several

agritourism farmhouses

Internaonal businessopportuni>es and/or RDI projects based on the Living Lab approach

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Lessons learnt

Doing it is possible, par>cularly in small communi>es (word ofmouth effects trust and image building)

Dont need much >me to see the first results Make it cheap, keep overheads low Public funding is key, but only for the startup phase Reputaal, and growing with your achievements You cant serve everyone at best, so be ready to lose some

founding members on the way

Going interna


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More info

Associazione Lunigiana Amica h$p://www.lunigianaamica.it (in Italian, sorry) h$p://www.openlivinglabs.eu/sites/enoll.org/files/lunigiana

amica.pdf

FRAIL project h$p://www.wearitatwork.com/takeupprojects/frail/

Italian Network of Living Labs h$p://www.inoll.it

PortoQui project h$p://proge$okublai.ning.com/group/portoqui

Francesco Molinari, [email protected]

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Thanks for your kind attention

Francesco Molinari

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Attribution Non Commercial

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