Organic and biodynamic retail chain NaturaSì has launched “Supporting Agriculture,” a campaign aimed at securing fair prices for farmers through greater pricing transparency. The initiative, unveiled in Rome at Libreria Spazio 7, introduces a new labeling system that displays how much farmers and processors are paid for selected products, including tomato sauce, bread, fennel, oranges, and kiwis.
A Call for Transparency and Fair Pay
Fabio Brescacin, NaturaSì’s founder and president, emphasized the need for systemic change. “Too little money goes to farmers. Agriculture is in crisis. In Europe alone, over 5 million farms have disappeared in the last 15 years. We need to reverse this trend.”
The campaign calls for a roundtable discussion among supply chain actors and institutions to establish fair pricing policies. Industry representatives attending the launch included FederBio president Maria Grazia Mammuccini, IFOAM Organics Europe policy manager Silvia Schmidt, and Goetheanum biodynamic agriculture head Ueli Hurter, alongside Coldiretti, CIA, Confagricoltura, cooperatives, and academics.
Fair Compensation in a Challenging Market
NaturaSì’s initiative ensures up to 50% of the final price goes directly to farmers for certain products.
“Discussing pricing requires courage,” Brescacin said. “Behind pricing, there is often a system built on self-interest.”
Dora Brio, an organic vegetable farmer from Matera, highlighted the urgency of fair compensation, particularly amid climate change pressures. NaturaSì is also spotlighting its farmers in store posters and promotional materials to raise consumer awareness.
Experts: Fair Pricing is an Economic and Ethical Issue
Industry leaders underscored the broader implications of pricing fairness:
- Maria Grazia Mammuccini (FederBio): “Fair pricing is not just an economic issue—it’s an ethical and social one. We need structural policies to protect farmers and align compensation with production costs.”
- Silvia Schmidt (IFOAM Organics Europe): “The European Commission has established the Agri-Food Chain Observatory to improve transparency in pricing and help farmers make informed decisions.”
- Ueli Hurter (Goetheanum): “Organic farming carries higher costs because it preserves ecosystems. These efforts must be reflected in pricing.”
A Step Toward Structural Change
The “Supporting Agriculture” campaign is a move toward greater transparency in the organic sector, ensuring fair compensation for producers while reinforcing the social and environmental value of organic farming.
As the debate over fair pricing in agriculture continues, NaturaSì’s initiative sets a new standard for the industry, calling on businesses and policymakers to make pricing transparency a priority.
Cristina Latessa
