PROJECT ON-FARM

TITLE OF THE CASE STUDY

From hen to consumer - Short chain in eggs production

MAIN DATA OF THE COMPANY

Name of the Company

KATIA-KM0

Country

Type of the Company

Farming Activity

Direct selling way

SELF – INTRODUCTION OF THE FARMER

KATIA-KM0 is a family business founded by my grandfather who has carried it on throughout his life. For many years the company, although open, was no longer productive because the daughters, my mother and my aunt, did not want to continue with the full-time business and took different paths. The company consists of 22 hectares in the area of Baratti near the sea, in a rather strategic area to develop activities related to agriculture such as camping. The land remained uncultivated for several years until in 2020 I, who in the meantime had been unemployed, with the support of my mother decided to dedicate myself to the land. After the breeding activity we also started with the direct sale of fruit and vegetables with a counter that during the summer season is open every day. In the autumn months we harvest the olives for the production of extra virgin olive oil which is another of our productions. Everything was done step by step, one step at a time and today we are quite happy because now we are known in the area and we have an increasingly important clientele. The sale of fresh vegetables and fruit over the counter helped us get to know each other.

CHANGES / INNOVATIVE SOLUTIONS ADOPTED

The farmer mainly invested in chicken farming. It was the business with which the grandfather had also started and thanks to which he was able to put together the heritage made up of land that today is the basis of our company. Therefore, the farmer has always believed that direct selling was essential for the business both to develop the company but also to help it establish itself in the area. It has certainly been an incentive for our work to both improve and grow. There were some obstacles to accomplishing all this and as I said earlier the biggest problem was finding a vet who specialized in poultry farming. However, the farm was supported by the responsible of the institutional offices to which the farmer turned to obtain permits and start the business.

WHY AND HOW YOU DECIDED TO INTRODUCE  STRATEGY CHANGES / INNOVATIONS

This idea was born because in our territory there is a high demand for fresh eggs but no company is structured for the production of eggs. So, the farmer started with a small laying hen farm. The first idea was to raise some laying hens to make a chicken coop and nothing more. Therefore, the objective was to create a short supply chain based on a new production and oriented to a wide target of consumers, above all during the summertime.

WHAT OBSTACLES DID YOU MEET

The process to activate the company was rather difficult and long and after we obtained the permits to start our business we had problems finding a veterinarian specialized in the poultry sector who could review and sign our self-control plan. 8 months of company activity has been lost because it was not possible to find a vet. Katia has also searched in other regions of Italy, especially in the North where the farming of laying hens is more widespread. Finally, Katia was able to start with the breeding and it was the first to breed laying hens on the ground with organic method.

EVALUATION OF THE RESULTS

Yes, in general I am satisfied with the results even if obviously there are some critical aspects such as seasonality. There is also seasonality in egg production and there are periods when hens produce smaller quantities of eggs than others when production is higher. Unfortunately, this does not allow us to always satisfy customer demand as we would like. Unfortunately, in the last year we have had a very substantial increase in production costs, especially for the purchase of feed and this has forced us to increase sales prices, albeit slightly, in order to be able to re-enter production costs and obtain small margins. of earnings. Fortunately, our customers have understood and accepted these small adjustments because with us they share the idea of a healthy diet and of known origin. We believe in the principles of healthy eating and direct sales as a tool to meet the needs of the producer and the consumer at the same time and our business is in line with these principles. In these times when the prices of many foods have risen especially for beef, many customers are oriented to consume more eggs as a source of animal protein.

WHAT WOULD YOU DO DIFFERENT AND WHAT ARE THE PERSPECTIVES IN YOUR MIND

In the future, the company will probably be fully owned by me and my goal is to give work to my family members and to expand also considering the strategic position in which my land is located a few hundred meters from the sea by developing services for tourists. I am certainly thinking of innovative projects for the company but I do not forget the link with the territory and with the past since everything comes from my grandparents' work. I would like to develop the company by creating services for tourists who are very numerous in these areas especially in summer. Already for next year I plan to organize some tastings in the company of products of our production. I am thinking of the tourist reception activity in the form of agri-camping in order to offer the customer a rustic and natural environment where he can relax, where he has contact with nature and where he can eat healthy food. I would like customers to discover a different and more genuine way than what unfortunately is often imposed on us today.

FINAL SENTENCES

General Evaluation

The way of the direct selling is was the best solution for our little farming activity. The effort to reach the quality and traceability of our product was rewarded by the commercial results.

Suggestions for other farmers

I would suggest that they take the plunge not to be afraid to undertake an activity they believe in. When I decided to start the business, I was not always understood and someone tried to discourage me by presenting me with a myriad of problems but the closest people have always believed in me because knowing me they knew that the link with this territory and with the tradition of my grandparents it was very strong for me and could guide me in my choices. It is not an easy path full of obstacles to overcome and problems to solve, but with perseverance and determination and I add a lot of passion, very satisfying results can be achieved. I would like to suggest starting with a small project to start and then develop and expand it. The effort will pay off. In my project of offering product tasting I think of using products from other companies in the area, especially from companies of young entrepreneurs. I would like to network with them to ensure that all together we can also develop our territory.