Informal Meeting of Rural Development Directors 'E- Agriculture‘ 26 – 28 July 2017, Tartu, Estonia

Workshop 3- E-marketing and short supply chain - Introductory presentation Triinu Lepa, NGO (food directly from farmers to consumers, intermediary actor) Four types of direct selling categories: 1) Farmer himself directly to consumer E-solutions not very high 2) Directly from producer to consumer, meetings 1-2 twice a week E-solutions are very simple, lot of voluntary work, arising trend 3) Broader networks Pre-ordering, warehouse 4) Start-up´s Young people try to find e-solutions that everything can be organized through internet

E-marketing and short supply chain CHALLENGES What is local product? What is short supply chain? Consumers habits (I do not know what I will eat in the evening – no long planning) Local food is seen like niche thing and it is uncomfortable to consume local food The final product of the organic farming is not always organic How to market local and organic food? Supporting participation in fairs etc is not sustainable for local producers

E-marketing and short supply chain INSTRUMENTS To raise consumers awareness To support also intermediaries – farmers always do not have to be good marketers Local food should be in supermarkets (example: local food corners) Public procurements/green procurements Younger generation is used to buy through internet – possibilities for rural areas More attention to labeling

E-marketing and short supply chain FUTURE OF THE CAP To continue with current measures Cooperation measure Thematic networks Promotion of quality schemes etc. To raise people awareness about organic farming More promote and exchange of result of researches To use more also other possibilities: Horizon 2020 Support logistics systems, IT systems etc. Do not stop facilitation of developing actions