ORGANIC ECOSYSTEM organises a Living Lab to voice the concerns of local agriculture operators

The city of Aqaba in Jordan will welcome stakeholders from the organic agriculture sector across the Mediterranean. In the upcoming week-long event, a significant activity will be a Living Lab, open to representatives from both the public and private sectors. The 40 participants will engage in workshops, divided into groups, to share their future insights on:

• Management
• Digitalisation
• Branding

These stakeholders will come from Jordan, Lebanon, Greece, Spain, and Italy. The workshop methodology is expected to be effective in enhancing cross-border cooperation.

Here are some lessons that will be learned:

Quality Management and Leadership

• Quality management will focus on customer orientation, continuous improvement, relationship management, process approach, evidence-based decision-making, engaging people, and effective leadership.
• Leadership will involve direct interaction with team members, recognizing them as the key assets of the business.
• Ideal leadership will need to be situational, adapting to various circumstances to boost team efficiency, knowledge, experience, and loyalty.

Digitalisation

• A digital mindset will enhance business, but it will require a human touch, considering customers and collaborators.
• Testing products and collaborations will often be wise before transitioning to digital platforms.
• Digital tools will aid in data collection, cost reduction, efficiency improvement, global outreach, and ensuring traceability and transparency.

Branding

• Product development will need to align with customer needs, suggesting partnerships between operators to heighten customer experience and satisfaction.
• Research, technology development, traceability systems, and appropriate certification standards will be crucial.
• Making organic products more appealing will involve strategies like logo design, eco-friendly packaging, storytelling, and digital marketing campaigns.
• A public-private partnership will be essential to shift perceptions of organic agriculture among suppliers and consumers.

Participants will unanimously agree that committing to organic is not just an option but a necessity, highlighting the responsibility to offer healthy products. This commitment should be strategically integrated into all company operations.