|company: Agritime, Mondo Arancio|
product: apples, oranges
distribution: Italy & worldwide
what: in order to educate us about healthy agricultural products with certificates of origin , two Italian companies have started an interesting initiative addressed to schools and families. The idea comes from the concept of ‘adoption at a distance’. Even if we cannot compare the importance and seriousness of this initiative with similar methods used for humanitarian assistance, nature and a respect for other cultures deserve the same care and attention as human beings.
aim: in this case, the adoption principle is a way to increase our proximity to nature and agriculture, to safeguard traditional cultures and to learn how to eat in a simpler and healthier way. Last but not least, this practice allows people to carry out ‘nature’ hobbies that they cannot fulfil when living in an urban environment. Both initiatives are addressed in particular to schools and children.
how it works: virtual farmers are requested to pay a seasonal fee which gives access to a farm where an apple or orange tree will be labelled with the owner’s name. Virtual farmers are also asked to participate in the choice of farming methods and they can get in touch with the farmer who is responsible in loco for their tree. When the fruit is ripe, virtual farmers can go on-site to pick their fruit or receive a fixed amount of the harvest directly at home.
who: Agritime is an Italian company that started the project “Adopt an apple tree” three years ago. The company gives people the possibility of adopting an apple tree in the area of South Tyrol and, by following its growing process, the benefit of the fruit that is produced. A famous Marlene variety apple tree can be chosen and named for its owner, who will be regularly updated with information about the tree and digital photos of the orchard every two weeks via e-mail. Participants are welcome to visit the orchard at any time to see their apple tree’s growth.
Mondo Arancio (Orange World), another Italian organisation promoting a similar initiative, produces "Riberella®” oranges: this fruit is grown in a delimited geographic area of Sicily, in the province of Ribera, and its characteristics and organoleptic qualities are strictly certified (Protected Geographical Indication, Regulation EEC/2081/1992). The consortium’s aim is to enable consumers to enjoy the fruit of their own tree while following step-by-step the way they are cultivated and picked in their native setting… But above all, participating in these projects means co-operating in the safeguarding of natural products and determined areas where traditional cultures need to be protected and fostered.