Exploring the urban agriculture processing sector
As part of a collaboration between Filament Europe, the School of Agro-Management in Paris, and Cueillette Urbaine, a research study on the urban agriculture processing sector was conducted.
The exploration of business models as well as the analysis of market trends for several processed products allowed us to develop ideas for the construction of a relevant and effective commercial strategy. The scope of the study included Paris, Lyon, Brussels, Zurich, and Montreal. Market trends for the fruit and vegetable, fish as well as aromatic herbs sectors were assessed.
The competitive analysis showed that few innovative urban farms have engaged in processing.
Three marketing strategies for processed products could be identified from the examples studied: an integrated, associated, or mixed strategy.
The examination of market trends has highlighted the opportunities that exist for the three commodity chains studied.