Choosing organic: more than a way of eating, a way of life

Fiera Milano, Rho


Choosing organic: more than a way of eating, a way of life

Organic is becoming more of a lifestyle rather than a nutritional choice. Not only with strong lifestyle implications, but also with ethical and social ones.

The pandemic emergency has further highlighted the close relationship between human health and the environment. Even when it comes to nutrition. According to data from the SANA Observatory managed by Nomisma, in 2020 organic sales in Italy exceeded €4.3 billion. Of this, 3.9 are attributable to domestic consumption (+7% compared to the previous year) and just under 500 million to the away-from-home, which was affected by the closure of public establishments during lockdown. Consumption habits are increasingly rewarding e-commerce, which recorded a triple-digit increase last year (+143% compared to 2019) worth €43 million.


"The typical organic consumer is young, highly educated and more attentive, informed and aware", comments Leonardo Pugliese, Communication and External Relations Manager of FederBio. "He pays great attention to the origin of raw materials, with a preference for Made in Italy. He tends to avoid waste and in addition to organic raw materials prefers a product that is totally sustainable in its packaging and production method. Among the values guiding the purchasing decision we should highlight attention to waste, quality guarantees, health and environmental benefits, but also health properties, organoleptic quality and the origin of raw materials”.



Not only environmental sustainability, but also social


The special profile of the organic user is also evident in another aspect: the focus not only on environmental sustainability, but also social. In fact, there are many cooperatives and associations in the sector. One example is Libera Terra Mediterraneo, a non-profit consortium that refers to the association Libera, supporting legality and offering work opportunities to young people in complex territories.


"With its strong ethical and social connotations, Libera Terra is a unique experience within the Italian agri-food scene", explains the Consortium Director, Valentina Fiore. "At the base of our products there are non-profit cooperatives cultivating with organic methods lands that were confiscated from the mafia in Sicily, Calabria, Puglia and Campania, producing the traditional Mediterranean raw materials that we process and market collectively. The durum wheat is milled in a cold environment to preserve its organoleptic characteristics, sauce and peeled tomatoes contain just one ingredient, tomato, and the oil enhances high quality areas and varieties, such as Nocellara del Belice and Etna, but also the Sicilian biancolilla and even the Carolea and Leccina from Calabria and Puglia”.


At TUTTOFOOD 2021, in conjunction with HostMilano taking place at fieramilano from 22 to 26 October, the organic world will be the star of the TUTTOHEALTH area, along with herbal and vegan products, as well as functional foods, free-from, novel foods and nutraceuticals. Once again, TUTTOFOOD will benefit from the valuable partnership with FederBio, which will bring to the event high-profile contributions and contents on the subject.