Solidale Italiano - Italy

Solidale Italiano is an initiative that was launched in 2010 by Altromercato, as an Italian domestic Fair trade products brand. While Altromercato directly deals with the commercialization of processed food products, the commercialization of fresh agricultural products (on which our study focused) is handled by CTM-AgroFair (a 50% joint venture between Altromercato and AgroFair). Products are supplied through long-term partnerships with cooperatives of ethical and organic producers in Italy, and sold to a variety of actors: the network of Altromercato’s worldshops, an Italian supermarket, organic and quality groceries in Italy, Switzerland and some EU countries.

In order to analyse the concerns and relative goals that orient Solidale Italiano, as well as the mechanisms and actions that characterize it, we interviewed 9 different persons connected to the initiative: 4 members of CTM-AgroFair, and 5 respresntatives of the producers’ cooperatives.

Solidale Italiano’s project aims at making Italian products that have been produced in line with the 10 WFTO principles of Fair trade available and recognisable to consumers, improving sale opportunities and conditions for disadvantaged Italian small producers. The table below summarizes the key concerns and goals of the initiative:

CTM-AgroFair (assisted by AltroMercato) plays the role of distributor and intermediary between the producers (organized in cooperatives) and the wholesalers/retailers, assuring long-term business relations, output sale, fair prices, as well as coordinating logistics. The table below summarizes the key mechanisms and actions operated by the initiative to attain its goals: