IL MERCATO KM ZERO TRA SOGNO E REALTA'

Four general objectives of this research project. The first one, define the vision and values associate to Campagna Amica Farmer's Market. The second one, discover motivation that push the farmer to partecipate at Farmer's Market. The third one, identify the update role vested from the farmer between different capability, producer, artisan and merchant. The four one, understand the consumer's motivation for buying at Farmer's Market and detail the material and symbolic meaning associate to the farmer's product. The Campagna Amica Farmer's Market start in Italy in the last part of the 2008. The experimental goal is focus on S.W.O.T analysis, the strength and weakness that characterize the farmer's organization and enterprise, the opportunity and the threats that surround the Campagna Amica project.