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Green Point

Green Point

GREEN POINT living lab acts in the area of Short Food Supply Chain (SFCS), based on fully deployed and functional SFSC called Green Point, located in Pomurje region (Slovenia). Our mission is to:

  • empower cities and regions as agents of food system transformation by providing a demo-based environment for social change and
  • provide end-to-end technological and collaborative environment where SFSC actors and solution providers (SMEs, startups) could meet and use the living lab for systemic innovation in the areas of food production & processing, distribution, marketing, access and food consumption.

 

GREEN POINT SFSC is including more than 70 local farmers and food producers, covering the process of production in greenhouse and open-air fields, with logistics from own distribution center and different means of sales such as public institutions (schools, …), institutions from hospitality sector (Restaurants, …), own retail store and online shop – GREEN POINT. The Green point SFSC is continuously implementing innovative business models and technologies while actively contributing to increase proportion of local and safe food through awareness raising campaigns. Moreover, the GREEN POINT (under the umbrella of ITC) is providing innovation infrastructure to test technologies and demonstrate new value chains developed within the food supply, with Multi-Actor based approach, involving: policy makers, local governance, academia, business actors, food actors, consumers / consumer organizations, civil society and NGOs.

 

The domain of Agrifood is lagging behind digital transformation processes (especially in South-Eastern Europe region), therefore we tend to share the best practice and innovation principles from this domain to other living labs in the region and around Europe and seek synergies, while focusing on development of new common projects, initiatives and technology transfer use-cases. The Green Point Living lab is supported by the digital innovation hub for agriculture and food production (DIH AGRIFOOD), managed by the ITC – Innovation Technology Cluster, thus it is fully incorporated into the DIH AGRIFOOD service portfolio, especially into awareness creation, technology transfer and living lab environment based services. Living lab eco-system is one of the most important services provided by DIH AGRIFOOD, since agriculture is a traditional sector and farmers are even more cautious when implementing novelties into their production processes. This way they can observe, test, feel and touch the product/service within the living lab, before implementing it into their own operation.

Contact:
Daniel Copot [javascript protected email address]
Tomaz Zadravec [javascript protected email address]
Denis Topolnik [javascript protected email address]
Country:
Slovenia
Address:
Lendavska ulica 5a
9000 Murska Sobota
Slovenia
Artificial IntelligenceAgriculture & Agri-foodSocial Inclusion & innovationEducation1214
Green Point

Methologies

References and track record:

  1.  User acceptance and awareness about local products and quality schemes
Green Point has been deploying a consumer survey about local product acceptance/awareness, which has been deployed in the Green Point retail store. Customers were asked about their purchasing/consumption habits in respect to food locality and how they perceive local food in comparison to other non-local food products. Answers from those interviews have been analysed by couple of different experts (marketing, branding, business development, food supply chain) in order to define and develop orientations in further development of short food supply chain system, communication, branding and support to local farmers (branding of their products, promotion, …).

  2.  Setting up a ‘’A way to the local food’’ short food supply chain in small local community
The project was focused on establishing local food distribution system to public organizations in a small rural environment (elementary school and kindergarten in municipality of Puconci), which started with the common idea from municipality Puconci and cooperative of local farmers. After the project was approved for funding, partners started implementing the projects/business model and developed their own mobile application and a dedicated tool, where public institutions are able to order local food from the region.

3.  Traceability system in the short food supply chain
Green Point SFSC staff has conducted survey and interviews with consumers at the Green Point retail store, focusing on trust in local food. The survey has shown interesting results, concluding on the fact that there is still lack of trust in local food, whereas consumers are afraid that food is not being produced in the local environment but is rather imported from other countries and then labelled as locally produced food (food fraud). After definition of this problem, living lab members organized a workshop in order to collect ideas on how to tackle this issue. The outcome of this workshop was that traceability system with help of blockchain technologies (or other traceability based systems) would best fit to solve the issue by (i) increasing consumer trust in locally produced food, producers and short food supply chain system and (ii) preventing food fraud and eliminating those that would be involved in those practices.

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