Building upon the above, we concluded that the **selection of values**, coupled with **communication strategies and tools** and **contextual - explicit or implicit - mission statements**, could serve as effective means of determining different types of value chains that prioritise the valuation of NUCs.

Further guidelines/considerations for the adjustments of the typology

* **Address various conceptual issues:** Acknowledge, for example, the variation in how supermarkets value NUCs, and recognise that a single producer may utilise multiple types of value chains in different ways.

* **Comprehend the genuine benefit of NUCs in value chains:** Consider the role of communication in differentiating value chains in the next typology iteration.

* **Clear definitions:** Ensure a clear, shared definition to NUCs, value chain dynamics, etc. among stakeholders to avoid confusion in the typology.

* **Re-evaluate differentiating variables:** Explore alternative approaches where the leading actor is not the primary differentiating factor to gain a more nuanced understanding of value chains.

* **Inclusion of underrepresented value chains in typology:** Due to the relatively low response rate, certain types of value chains (e.g., school catering, farmers' markets) were not adequately represented in the analysed data. However, it is crucial to acknowledge their existence and incorporate them into typology development. Testing the typology on these underrepresented chains is essential for comprehensive evaluation and refinement.

* **Improve sample representation:** Strive for balanced participation across different types of initiatives, acknowledging limitations in project resources.

* **Incorporate additional variables:** Utilise available data to clarify linkages within value chains, while considering time and resource constraints.

* **Refine type definitions:** Enhance clarity in defining different value chain types to minimise confusion.

* **Consider vertical integration:** Recognise cases where farmers process and sell NUCs themselves, leading to vertically integrated value chains.

Based on these suggestions, we extended the date for collecting data from our questionnaire. We then went back to the literature and modelled a new set of clusters around these pivot points that better explained the differences in how ideal type value chains might value agrobiodiversity and NUCs in particular. The new typology is presented in the next section.

## Validation workshop with DIVINFOOD partners

As discussed above, in March 2024 we organized an online participatory modelling workshop to validate our initial typology of short- and mid-tier chains valuing NUCs. After this workshop, we concluded that a different approach was needed on our part and the typology needs to be adjusted. The typology presented in this deliverable reflects the feedback received from the participants of this first workshop.

The new – and final – typology, which is presented here, was developed, but we still wished to validate this with the DIVINFOOD partners, to see whether they can be clearly understood and whether the initiatives they are familiar with in their countries or living lab regions could be categorized into these types with a relative ease. Therefore, a validation workshop was organized in the framework of the 2nd DIVINFOOD Annual Meeting in Copenhagen, on the 25th of June 2024.

<figure><img src="image_170.png" /></figure>
This was an in-person workshop in which all attendees of the meeting (56 people in total) were present.

In the workshop, the key elements of the research and the typology were first presented by Allison Loconto: the presentation included the objectives of the task, the methodology behind developing the typology, the description of the various types, and one case study for each category to illustrate the key characteristics of the types.

After the presentation, we asked the participants to create groups according to their country: this resulted in 5 groups in total: one with the French, one with the Hungarian, one with the Portuguese, one with the Italian and Swiss, and one with the Danish and Swedish participants. Each group was given 25 minutes to discuss how the initiatives they are familiar with in their local contexts fit – or do not fit – into the categories suggested by our typology. They were asked to create a chart where the various initiatives were placed into the various categories.

The group exercise was followed by a plenary session where we gathered feedback on the exercise and what the thoughts within the group were about the typology. As it can be also seen from the charts that the groups created (Figures X-Z), participants found it relatively easy to place different initiatives into the categories, even though the time in the workshop was limited to fully convey the characteristics of the types. Key feedbacks we received criticized the various overlaps between the categories and the question of creating a 5th category – with initiatives that answered that they do not deal with NUCs in the survey – was raised. Some confusion was present about the naming of the various categories, which resulted in us renaming two of them for this final version. Thus, “modest communicators” turned into “quality communicators” and “highly certified” was turned into “active promoters”.

<figure><img src="image_171.png" /><figcaption>Figure 22. Group work at the DIVINFOOD annual meeting - the Hungarian table</figcaption></figure>

<figure><img src="image_172.png" /></figure>
<figure><img src="image_173.png" /><figcaption>**Figure 23.** Group work at the DIVINFOOD annual meeting – the Italian-Swiss table</figcaption></figure>

<figure><img src="image_174.png" /><figcaption>**Figure 24.** Group work results - Nordic countries</figcaption></figure>

<figure><img src="image_175.png" /><figcaption>**Figure 25.** Group work results - France</figcaption></figure>

<figure><img src="image_176.png" /></figure>
<figure><img src="image_177.png" /><figcaption>Figure 26. Group work results - Italy</figcaption></figure>

<figure><img src="image_178.png" /><figcaption>Figure 27. Group work results - Portugal</figcaption></figure>

<figure><img src="image_179.png" /><figcaption>Figure 28. Group work results - Hungary</figcaption></figure>

<figure><img src="image_180.png" /></figure>
# Transcripts of breakout group discussions of the DIVINFOOD - NUCS Value Chain Expert Workshop in March 2024

## France

<table><thead><tr><td>Discussion topics</td><td>Feedback from Participants</td></tr></thead><tbody><tr><td>Conceptual linkages</td><td><ul><li>Consumers, citizens and local authorities sometimes play an important role in supporting (or even primary) functions.</li><li>The conceptual framework has been well captured, but I don't know if everyone has the same definition of NUCs.</li><li>Cooks (private and public restaurants) to be considered or processors (ready meals).</li><li>Could we have a definition of "Value Chain Dynamics" and other examples?</li><li>The Food Chains Valuing NUCs here are more focused on selling products to consumers and not on other NUC outlets (restaurants, eateries, etc.), so it's difficult to see how NUCs are used as a whole + there's no mention of how products are processed (e.g. chef, farmer-boulangerie, SMEs, etc.).</li><li>An experimental dimension that may be lacking in the dynamics (experimenting with the crop as a complement to a 'traditional' crop): not necessarily emphasised in the players' discourse.</li><li>Environmental objectives vary widely: is it a desire to adapt to climate change, to develop more resistant crops or a genuine biodiversity objective?</li><li>Differentiation between local and old seeds? With different dynamics and objectives</li><li>Very small experiments not developed on the Internet but locally (no communication) excluded from the analysis: perhaps develop a qualitative analysis with interviews/ethnography to complete the picture.</li><li>Introduction of NUCs through school catering (canteens)</li></ul></td></tr><tr><td>Clarification of the categories</td><td><ul><li>The farm category has 2 sub-types: individual farmers and groups of farmers who structure a collective supply chain (and work with intermediaries).</li><li>"Vision of Nuc's value: categories a little vague (e.g. environmental)</li><li>Overlapping categories? Market that ultimately represents a "network" of producers</li><li>The "collective" category is more oriented towards economic benefits (differentiation from a mainstream industrial or agricultural cooperative).</li><li>The term "collective" is debatable: some manufacturers cooperate, others less so.,</li><li>Where could health benefits be placed in a category?</li></ul></td></tr></tbody></table>

<figure><img src="image_181.png" /></figure>
<table><tr><td></td><td><ul><li>The farm focused and collective markets categories can be quite similar. Rename the farm focused category for example (as some collective markets may also have farm sales... )</li><li>Last category: Processors may use NUCs for reasons of niche market opportunities, or 'food innovation', and no stable market.</li></ul></td></tr><tr><td>Distinctiveness</td><td><ul><li>Lack of categories to specify the typologies (even if I understand that the surveys have already been carried out and that it is difficult to retrieve this information afterwards).</li><li>Make another presentation of the categories (and their interactions with each other) to see the interconnectivity between them (Venn diagram, etc.).</li><li>Need to discuss the interrelationships between dynamics (cooperation, etc.)</li><li>Specificity of sorting stages with sometimes very few operators (different value chains passing through the same link)</li></ul></td></tr><tr><td>Empirical examples</td><td><ul><li>Release of the latest book from the BioValue sister project: "Value Chain Dynamics in a Biodiverse Environment" edited by Konstadinos Mattas, George Baourakis, Constantin Zopounidis, and Christos Staboulis?</li></ul></td></tr><tr><td>What's missing</td><td><ul><li>There are 2 categories of chains missing: collective chains run by groups of farmers and chains run by a manufacturer/cooperative</li><li>Health benefits of NUCs and nutritional aspects</li><li>Innovations in meat substitutes (veggie steak)</li><li>Redefinition of NUCs with a more attractive semantics, but one that takes into account the positive aspects of species from field to plate</li></ul></td></tr></table>

## Hungary

<table><thead><tr><td>Discussion topics</td><td>Feedback from Participants</td></tr></thead><tbody><tr><td>Conceptual linkages</td><td><ul><li>NUCs are extremely underrepresented in the Hungarian supply, so it is not clear what the purpose of the categories is?</li></ul></td></tr><tr><td>Clarification of the categories</td><td><ul><li>Market Quality and Collective Market Value are difficult to distinguish</li></ul></td></tr><tr><td>Distinctiveness</td><td><ul><li>Initiatives may change categories during their lifetime,</li><li>There are other values in Farm-Focused value chains than environmental.</li></ul></td></tr><tr><td>Empirical examples</td><td></td></tr><tr><td>What's missing</td><td><ul><li>Hard to find the proper category for shopping communities, CSAs</li></ul></td></tr></tbody></table>

## Italy and Switzerland

<table><thead><tr><td>Discussion topics</td><td>Feedback from Participants</td></tr></thead><tbody><tr><td>Conceptual linkages</td><td><ul><li>Competition between NUCs and conventional products (non-NUCs),</li><li>I would add the cooperative theme: common campaign</li><li>Online platform is more an instrument, than an actor – this category needs to be refined.</li></ul></td></tr></tbody></table>

<figure><img src="image_182.png" /></figure>
<table><tr><td>Clarification of the categories</td><td><ul><li>Market quality value chains / Collective Market value chains</li><li>The name of these 2 categories should be better distinguished.</li><li>Supermaket chiana/mainstream channels,</li><li>Collective/collaborative dimension of the supply chain can be found in other types of supply chains, not only in Collective Market Value Chains)</li><li>Clarify how the price comparison is done</li></ul></td></tr><tr><td>Distinctiveness</td><td></td></tr><tr><td>Empirical examples</td><td>- Farm that sells partly on farm, in an urban coop, and to an SME</td></tr><tr><td>What's missing</td><td></td></tr></table>

Portugal + Nordic countries

<table><thead><tr><td>Discussion topics</td><td>Feedback from Participants</td></tr></thead><tbody><tr><td>Conceptual linkages</td><td></td></tr><tr><td>Clarification of the categories</td><td>Market Quality is perhaps also mission first in some cases. Duration of enterprises</td></tr><tr><td>Distinctiveness</td><td><ul><li>There are overlaps between the categories.</li><li>Examples are broader than the categories themselves,</li><li>Not clear distinction between Market Quality, and Diversified Value Chains</li></ul></td></tr><tr><td>Empirical examples</td><td><ul><li>Some examples fit into more than one category,</li><li>Supermarkets began to work with NUCs in Denmark and Portugal, with displays, selling legumes in bulks. Hard to categorize these.</li><li>Do non-profits/NGOs fit into the categories?</li><li>Cooking Lab promoting but not selling – where does it fit?</li></ul></td></tr><tr><td>What's missing</td><td><ul><li>Incentives of funding of the enterprises,</li><li>In-store nudging,</li><li>NGOs do not have a place in the typology,</li><li>Linkage with year of pulses,</li><li>Stability of market, resilience of enterprise, financial sustainability of enterprise as variables</li></ul></td></tr></tbody></table>

As part of this appendix, see also the three attached PDF files with the boards from the breakout sessions from the participatory modelling workshop ("Appendix6_France", "Appendix6_IT-Swiss", "Appendix6_PT-Nordic"). See also the PDF file containing Version 1 of the typology that was proposed at the first workshop ("Appendix6 Typology").

<figure><img src="image_183.png" /></figure>
# Appendix 7. Case studies to illustrate the typology

## 7.1 Active promoters

### 7.1.1 Genfyld - Emballagefri købmand

<figure><img src="image_184.png" /></figure>

Source: https://genfyld.dk/

**Country:** Denmark

**Date of foundation:** 2020

**Actor type:** Shop

**Main activity:** Selling food/retail

**Sales points:** Grocery; specialty shop; organic shop

**NUC Varieties sold:** Swedjer rye, emmer, einkorn, spelt (cereals), fuego beans, green peas and many others (legumes)

**NUCs as share of commercial activity:** 5 - 25%

**Origin of the NUCs:** Same region; same country

**Type of supply from farmers:** Both directly and indirectly

**Number of intermediaries:** 1

**Type of supply contract:** 1 time sale

**Type of selling to consumers:** directly to consumers only,

**Type of consumers:** One-off consumers (single purchase); repeat consumers (once monthly)

**Share of direct sales to consumers:** 100%

<figure><img src="image_185.png" /></figure>
### Description written by the respondent:

Genfyld [Refill - Packaging-free grocery store] gives the customer the opportunity to pick up organic dry goods and liquid soaps in their own containers. The customer decides the quantity himself and pours the goods from food dispensers and other containers into his own container. The purpose is to give the customer the opportunity to reduce packaging and food waste, as well as support primarily Danish or European growers.

### Typical elements:

#### Guaranteeing quality

Third party certification, social control, and business-to-business (B2B) verification are all used in this value chain. The qualities that are guaranteed are: Taste, size, colour, place/origin, organic and vegan qualities. Consumer feedback is another means to guarantee quality and this is solicited through interaction on social media and through direct exchanges with the customer at the point of sale.

Why are your varieties NUCs?

Many of Genfyld's first-time customers do not know the different varieties and do not know how to process/prepare them or their nutritional benefits.

#### Communication

Genfyld uses a range of communication strategies: online tools (i.e., own website; facebook; instagram) are used for marketing/selling purposes, content sharing and maintaining a community. Word of mouth is main means of communication about the qualities of NUCs, but talks and speeches on social media, in their shop and as part of local events, are also common. The qualities that are communicated relate to health and nutrition, environmental/landscape preservation, (agro)biodiversity conservation/restoration, the diet transition towards vegan/vegetarian and promoting local agriculture.

#### Social Mission

Genfyld has a very large number of social missions, which include: Gluten intolerance; overconsumption of meat; food insecurity; unsustainable agricultural, production or distribution practices; environmental degradation; climate change; biodiversity decline; and unfair remuneration of producers.

#### Benefits from selling NUCs

Consumer prices for NUCs are lower than comparable non-NUC products, profit margins are lower, and there are low levels of competition for NUCs in the market. It is within this economic context of selling NUCs that Genfyld claims that it gains cultural, social and environmental benefits from selling NUCs.

> "We are talking about the fact that it is possible to grow well-known cereals or pulses in Denmark - for example beluga lentils or quinoa. We are talking about conversion from conventional agriculture to ecology and eco-labelling. I will explain how Swedjebrug works. We are talking about Danish growers who would like to switch to growing more pulses but find it difficult to set aside their harvest. In Denmark 200 years ago many legumes were grown, but as we eat more meat they had to give way to feed for animals and we started importing the fertilisers instead... And much else... :-)"

<figure><img src="image_186.png" /></figure>
## 7.1.2 Odyssee d'engrain

<figure><img src="image_187.png" /></figure>

Source: https://odysseedengrain-patesbio.fr/

**Country:** France

**Date of foundation:** 2013

**Actor type:** Farmer

**Main activity:** Food production/processing

**Sales points:** online sale; school canteens

**NUC varieties sold:** Lentils, coral lentils (locally produced); ancient wheats (Poulards)

**NUCs as share of commercial activity:** 76 - 95%

**Origin of the NUCs:** Same region

**Type of supply from farmers:** Both directly and indirectly

**Number of intermediaries:** 2

**Type of supply contract:** 1 time sale; annual contract

**Type of selling to consumers:** Both directly and indirectly

**Type of consumers:** One-off consumers (single purchase); repeat consumers (once monthly); frequent consumers (once a week or more)

**Share of direct sales:** 45%

**Description written by the respondent:**

A collective of farmers and citizens organised in a collective interest cooperative society (SCIC) and committed to agricultural biodiversity, food autonomy of territories and fair remuneration of peasant work. We produce ancient wheat and small spelt, which we transform into pasta. We also produce lentil and buckwheat/chickpea pasta. Certified organic.

<figure><img src="image_188.png" /></figure>
## Typical elements:

### Guaranteeing quality

Third party certification and consumer feedback are the two ways through which Odyseesé d'engrain guarantees quality. They also have received the prestigious France Foundation Prize.
The qualities that are guaranteed are: taste, place/origin, certified organic and nutrition benefits. Consumer feedback is solicited through direct exchanges with the customer at the point of sale.

### Communication

Odyseesé d'engrain has an online platform that is mostly used for marketing. In terms of communication strategies for the cooperative, they use: Word of mouth; labels, brochures/flyers, posters, radio, TV, sales point displays and exchange visits with schools where their pasta is served. They communicate about the growing conditions of their

products, specifically that no chemical inputs are used, that they cultivate living soils and are certified organic. Their general communication channels and tasting campaigns are used to communicate the qualities of NUC to their consumers. The qualities that are communicated relate to health and nutrition, (agro)biodiversity conservation/restoration, culture and gastronomy, and promoting local agriculture. In terms of active promotion, Odyseesé d'engrain conducts cooking demonstrations, talks/speeches and engages in activism. These promotional activities take place on social media and in their processing plant. However, they have also organised local and regional events in public venues.

### Social Mission

Odyseesé d'engrain has a very large number of social missions, which include: Obesity; Malnutrition; Gluten intolerance; Overconsumption of meat; Food insecurity; Unsustainable agricultural, production or distribution practices; Environmental degradation; Climate change; Biodiversity decline; Unfair global trade; Unfair remuneration of producers

### Benefits from selling NUCs

Consumer prices for NUCs are higher than comparable non-NUC products, profit margins are lower, and there are sometimes low levels of competition for NUCs in the market. It is within this economic context of selling NUCs that Odyseesé d'engrain claims that it gains Cultural and Social benefits from selling NUCs. They claim that the cultural benefit is winning the "cultural battle over ecology", while the social benefit is "popularizing healthy products."

> Challenges to production, processing and selling NUCs can be resolved "first by public markets voluntarily oriented towards NUCs, then by specific subsidies for the production and processing of NUCs and by agricultural protectionism favorable to the best environmental, social and local bidder."

### Why are your varieties NUCs?

> For lentils, production is complex and lower than demand in France, because it is cheaper to buy in Turkey or elsewhere. Long live free trade! Ah ahAhah! For ancient cereals, some of which are little known, require different agronomic techniques, adaptation/selection over several years of the ancient wheat population on each farm to achieve satisfactory

<figure><img src="image_189.png" /></figure>
### 7.1.3 Farm2Fork Kft.

<figure><img src="image_190.png" /></figure>

Source: 1https://www.farm2fork.hu

**Country:** Hungary

**Date of foundation:** 2019

**Actor type:** Intermediary (online platform)

**Main activity:** Wholesaling; transporting or delivery service; food storage/warehouse; selling food/retail

**Sales points:** Online platform selling local and/or organic food

**NUC varieties sold:** Chickpeas; spelt (tönkölybúza); stubble turnip (vegetable); quince (fruit)

**NUCs as share of commercial activity:** <5%

**Origin of the NUCs:** Same country

**Type of supply from farmers:** Directly from producers

**Number of intermediaries:** 1-2

**Type of supply contract:** Long-term contract (pluriannual)

**Type of selling to consumers:** Directly to restaurants and consumers

**Type of consumers:** Repeat consumers (once monthly)

**Share of direct sales:** n/a

**Description written by the respondent:**

Farm2Fork is a business that specifically sells domestic, seasonal, partially organic vegetables, fruits and processed products to restaurants and residential customers.

**Typical elements:**

**Guaranteeing quality**

Farm2Fork guarantees the quality of their products by soliciting consumer feedback via email and through their own, unique, business-to-business (B2B) verification systems. The qualities that are guaranteed are: Taste, size, colour, place/origin, organic, nutrition benefits.

<figure><img src="image_191.png" /></figure>
## Communication

Farm2Fork has their own website, a Facebook page and an Instagram account – all of which are used mostly for information and content sharing. Word of mouth is their main means of communication for the initiative.

*Why are your varieties NUCs?*

*NUCs are usually difficult to obtain as few people grow them.*

Farm2Fork promotes the consumption of NUCs by communicating: Environmental/landscape preservation, (agro)biodiversity conservation/restoration, culture and gastronomy. They do this communication through their online platforms and via word of mouth.

## Social mission

Farm2Fork maintains eight social missions, which include: Unsustainable agricultural, production or distribution practices; environmental degradation; climate change; biodiversity decline; unfair global trade; unfair remuneration of producers

## Benefits from selling NUCs

Consumer prices and profit margins are the same for NUCs as for similar non-NUCs products. There is competition for NUCs in the market, but it is considered low. It is within this context of selling NUCs that Farm2Fork claim that they have earned extra income (economic) and protect biodiversity (environmental) because of their sales of NUCs.

Farm2Fork aims to bridge the gap between consumers and top-quality Hungarian produce. We work with farmers on a daily basis to deliver fresh vegetables and fruits to your home or restaurant and put a great emphasis on building trustworthy relationships in the meantime.

<figure><img src="image_192.png" /></figure>
### 7.1.4 UnSacco, pieni di grani antichi

UNACCO

SHOP

HOW DOES IT WORK

OUR MISSION

ANCIENT GRAINS

BLOGS

CONTACTS

LOGIN

<figure><img src="image_193.png" /></figure>

## Why choose our products made with ancient grains?

<figure><img src="image_194.png" /></figure>

### Healthy

We use whole and semi-whole ancient grain flours, all stone ground. Therefore, they are full of fiber and with live wheat grains to fill up on nutrients (proteins, mineral salts, vitamins) and to support intestinal well-being.

<figure><img src="image_195.png" /></figure>

### A rediscovered flavour

Each variety of wheat has peculiar flavors and aromas. We want to awaken memories of genuine pleasure that lead directly to the countryside, where our grains are grown in balance with their own microclimate.

<figure><img src="image_196.png" /></figure>

### We safeguard the environment

We select ancient grains grown in organic and rotational agriculture. We care about the health of the land and the conscious use of water. Each piece of our project tries to make its contribution to the environment: from 4.0 machinery to delivery.

<figure><img src="image_197.png" /></figure>

### Ethical

The noble work of farmers must be respected and rewarded. The agreements with the farmers do not follow stock market logic but are signed recognizing fair compensation. We want to contribute to the growth of local economies.

### Certified Organic

UNACCO is authorized for the production and distribution of organic products. Many of our recipes are certified organic, like our flours. We want to safeguard an important heritage of agricultural biodiversity, such as ancient Italian grains.

<figure><img src="image_198.png" /></figure>

### We deliver with respect

We want the whole of Milan to rediscover the authentic flavors of ancient grains. For this reason we have created an e-commerce with delivery service with the possibility of having fresh breads, focaccias and desserts at home while respecting environmental sustainability.

**Source:** UnSacco, pieni di grani antichi

**Country:** Italy

**Date of foundation:** 2022

**Actor type:** Processor

**Main activity:** Processing; education; selling food/retail; research; advertising/marketing/promotion/valorisation

**Sales points:** Specialty shop; organic shop; online platform selling local and/or organic food

**NUC varieties sold:** local Italian varieties of red lentils, beans, chickpeas and peas; 25 out of the 100 ancient varieties of cereals that are present in Italy

**NUCs as share of commercial activity:** >95%

**Origin of the NUCs:** Same region; same country

**Type of supply from farmers:** Directly from farmers

**Number of intermediaries:** 1

**Type of supply contract:** Annual contract; long-term contract (multiannual)

**Type of selling to consumers:** directly to consumers only

**Type of consumers:** One-off consumers (single purchase); frequent consumers (once a week or more); members of a loyalty program

**Share of direct sales:** n/a

**Description written by the respondent:**

We are a bakery specialised in selling bread, cakes and baked products made with Italian organic ancient varieties of grains ("grani antichi"). Furthermore, we sell products made with legumes' flours, seeds and other healthy and sustainably cultivated products. We are also specialised in vegan cakes and recipes. We have an R&D department, headed by a nutritionist with PhD, to improve recipes. We sell through one point of sale and online via e-commerce. We would like, in the future, to expand ourselves with other points of sale. We are also a benefit company and social vocation start up with the social objectives of taking care of health, environment and spread around ancient grains.

<figure><img src="image_199.png" /></figure>
Typical elements:

Guaranteeing quality

Third party certification, business-to-business (B2B) verification and consumer feedback are all used to guarantee the quality of UnSacco's NUCs. These guaranteed qualities include: Size; colour; place/origin; organic; vegan; nutrition benefits; and ecosystem services. They complement the official certifications (e.g., organic) that they use, with what the farmers declare in terms of production, and also with what official scientific studies or trusted sources, like doctors and nutritionists, say. They solicit consumer feedback through their own website, e-mail, direct messaging on social media, and through face-to-face exchanges with the customer.

Why are your varieties NUCs?

These varieties have been cultivated in Italy for centuries from Roman and Greek times and abandoned in the 60's60th, substituted by higher productive modern varieties, with higher gluten strength. They all have a low gluten strength, which studies showed as more digestible. During centuries, they adapted to local climate, making their cultivation naturally organic and measured as more stable in stress situations.

Communication

UnSacco uses its website, Facebook, Instagram, and WhatsApp for marketing/selling purposes, for information/content sharing, for creating a community around the initiative and for activism. Their typical communication strategy includes word of mouth, posters, workshops and trainings. UnSacco actively promotes NUCs through their online platform and through their typical communication strategy. They also give public talks, trainings and run campaigns out of their own location, in public venues and on social media to promote NUCs. They promote the following qualities of NUCs: health and nutrition, environmental/landscape preservation, (agro)biodiversity conservation/restoration, culture and gastronomy, medical properties, diet transition towards vegan/vegetarian and local agriculture support.

Social mission

Obesity; gluten intolerance; overconsumption of meat; unsustainable agricultural, production or distribution practices; environmental degradation; climate change; biodiversity decline; unfair remuneration of producers.

Benefits from selling NUCs

Consumer prices for NUCs are higher than for comparable non-NUC products, profit margins are lower, and there is high demand competition for NUCs in the market. In this difficult economic context, UnSacco declares that there are important cultural, social, and environmental benefits. Culturally, people are understanding better the value of local food culture and history, as well as, the job of the farmer and bread-maker. Socially, people are becoming more concern about their health and eating a balanced diet, and having a higher sensitivity to biodiversity and the environment. The environmental benefits of selling NUCs are a higher attention to organic, high quality, seasonal and low emission agriculture.

<figure><img src="image_200.png" /></figure>
We buy only old varieties of grains organically cultivated; the majority certified. They are all whole or half whole ("integrale", "tipo 1" and "tipo 2") grains and stone milled. They are all cultivated by Italian regional small farmers, with whom we have a direct relationship. Some of them are also cultivated using crop rotations. We communicate all the healthy and environmental properties of these grains confirmed by our nutritionist, official scientific studies and trusted sources, like doctors or other scientists. Transparency is our key value. Many customers become costumers because they have previously informed themselves about our products.

<figure><img src="image_201.png" /></figure>
7.1.4 Quinta dos 7 Nomes CRL

<figure><img src="image_202.png" /></figure>

A Cantina Social -Boca da Mata não é um restaurante.

É uma **cozinha cooperativa**, onde cada pessoa que come connosco passa a fazer parte da família.

A comida é sempre **vegan** e **biológica**, com uma maioria de **ingredienteς locais, de época**, privilegiando os **produtos low waste** - sem embalagens, sem resíduos, os restos são transformados em composto - e a um **preço ético**.

Dos 6€ que pagas por refeição - sopa, prato e chã -2,50€ são para o cozinhoiro, 2,75€ para os ingredientes, e 0,75€ para a cooperativa cobrir despesas com o espaço.

Source: Quinta dos 7 Nomes CRL

Country: Portugal

Date of foundation: 2007

Actor type: Shop

Main activity: Selling food/retail

Sales points: Grocery; organic shop; open-air market/farmers' market; on-farm selling point; collective farmers' shop (including drive pick-up services)

NUC varieties sold: Grão preto (chickpea); Corasano corn; purple stick carrot (vegetable); pearl pear (fruit)

NUCs as share of commercial activity: 5 - 25%

Origin of the NUCs: Same municipality; same region; same country

Type of supply from farmers: directly from farmers

Number of intermediaries: 0

Type of supply contract: 1 time sale

Type of selling to consumers: directly to consumers

Type of consumers: Repeat consumers (once monthly)

Share of direct sales: n/a

Description written by the respondent:

Biological grocery store, permaculture and regenerative agriculture laboratory, social canteen

Typical elements:

Guaranteeing quality

<figure><img src="image_203.png" /></figure>
Third party certification, social control and consumer feedback are the three ways through which Quinta dos 7 Nomes guarantees quality. The qualities that are guaranteed are: taste, size, colour, place/origin, organic, tradition, and ecosystem services. Consumer feedback is solicited through their website, email and through direct exchanges with the customers in their shop.

## Communication

Quinta dos 7 Nomes has a website that is used for marketing/selling purposes, information sharing and maintaining a community around the initiative, as well as for activism. Their core communication strategy is to use the word of mouth, but posters and a monthly newsletter are also developed.

Quinta dos 7 Nomes carries out active promotion of their NUCs through online platforms, word of mouth and by using labels. They give lectures and speak on social media and in their main location. They communicate the following qualities of NUCs: Health and nutrition, environmental/landscape preservation, (agro)biodiversity conservation/restoration, culture and gastronomy and the promotion of local agriculture. Growing information is part of their communication about NUCs, where they claim that the NUCs are produced locally, on a small scale, by a certified producer, with high environmental awareness. They have this information as part of an in-store display.

### Why are your varieties NUCs?

[Because they are] species that are increasingly less cultivated, with a high capacity for adaptation to the environment and resilience but low productivity

## Social Mission

The social mission for Quinta dos 7 Nomes is composed of claims to the following values: Malnutrition; gluten intolerance; overconsumption of meat; food insecurity; unsustainable agricultural, production or distribution practices; environmental degradation; climate change; biodiversity decline; unfair global trade; unfair remuneration of producers.

## Benefits from selling NUCs

Consumer prices for NUCs are higher, profit margins are the same as for comparable non-NUC products, and there are sometimes low levels of competition for NUCs in the market. Quinta dos 7 Nomes claims that it gains cultural, social, economic, environmental and political benefits from selling NUCs. They claim that the cultural benefit is the preservation of traditional cultivation methods, while the social benefit is “supporting local producers by creating sustainable financial networks.” Creating financial sustainability is the economic benefit, while reducing the need to use pesticides and improving local ecosystems are environmental benefits from selling NUCs. Better political awareness is also seen as a benefit from their sale of NUCs.

<figure><img src="image_204.png" /></figure>
Quinta dos 7 Nomes was founded in November 2007, by a nucleus of seven people, and an extended group of 50 founding partners, and today has more than 600 members. It was born from a dream and a need: to connect the local community of consumers with local producers. Our philosophy is based on practical principles that we intend to increasingly bring into practice: encourage the production of organic vegetables and fruit at a local level; consume in season, locally and in bulk; raise awareness of the importance of more sustainable consumption with the lowest possible impact on the environment; promote training actions in the area of sustainability, in an attempt to make the community increasingly resilient; support production for self-sufficiency, whether in the garden, with plots, or in the store, with the sale of homemade and artisanal products; work in favour of reducing prices for organic products, practicing political prices whenever possible; create sharing spaces where families can interact, integrating all members, from grandchildren to grandparents. And everyone is welcome!

<figure><img src="image_205.png" /></figure>
### 7.1.5 Biohof Las Sorts+ Bergkartoffeln aus dem Albulatal

<figure><img src="image_206.png" /></figure>

Source: Biohof Las Sorts+ Bergkartoffeln aus dem Albulatal

**Country:** Switzerland

**Date of Foundation:** 2001

**Actor type:** Farmer

**Main activity:** Food production; agro-tourism; processing; education; selling food/retail

**Sales points:** Grocery; organic shop; on-farm selling point; online platform selling local and/or organic food

**NUC varieties sold:** Mountain broad beans from the Albua Valley, barley, spelt, rye, 40 varieties of vegetables, 80 varieties of fruits, potatoes, grains, fruit trees, meat from Rhaetian grey cattle (other)

**NUCs as share of commercial activity:** 76 - 95%

**Origin of the NUCs:** Same municipality; same region; same country; same continent

**Type of supply from farmers:** Producer of NUCs

**Number of intermediaries:** 0

**Type of supply contract:** n/a

**Type of selling to consumers:** Directly to consumers

**Type of consumers:** One-off consumers (single purchase); repeat consumers (once monthly); frequent consumers (once a week or more); members of a loyalty program

**Share of direct sales:** 100%

**Description written by the respondent:**

Organic regenerative mountain farming with potatoes, spelt, perennial rye, barley, and mountain broad beans. Meat specialties from our own animals, which are kept according to kag freiland animal welfare guidelines. Sales of mountain farm products throughout Switzerland - approx. 50% gastronomy. Awareness raising potato academy. Teaching business. Mountain fruit/agroforestry.

<figure><img src="image_207.png" /></figure>
**Typical elements:**

**Guaranteeing quality**

Third party certification, social control and consumer feedback are the three ways through which Biohof Las Sorts guarantees quality. The certifications used are Bio Inspecta certified Organic, kagfreiland livestock welfare certification and the Pro Specie Rara quality seal. In 2016, they were awarded the Bio Grischun Prize. The qualities that are guaranteed are: Taste; colour; place/origin; organic; tradition; known recipes; nutrition benefits; and ecosystem services. Consumer feedback is solicited via email and social media interactions. Direct exchanges with their customers are also very important. Their products are only available seasonally.

**Communication**

Biohof Las Sorts has their own website and uses social media for marketing purposes, information sharing and for maintaining their community. Their general communication strategy is to use labels and loyalty promotion displays in their shops, as well as brochures and posters. They also organise

workshops and ensure that they talk with their customers about what they do. NUCs are actively promoted through their normal communication channels, but Radio and TV commercials are also used. Cooking demonstrations, public talks, teaching and campaigning about NUCs are carried out on social media, on their farm, and in public venues and special local, regional and national events. The qualities of NUCs that are promoted deal with their health and nutrition qualities, the environmental/landscape preservation, (agro)biodiversity conservation/restoration, culture and gastronomy, the good value for money of NUCs and their role in promoting local agriculture. They also explain the regenerative organic farming methods in mountain areas that are used to grow their NUCs.

*Why are your varieties NUCs?*

*Cultivation of various old, forgotten varieties. Keeping PSR? animals*

**Social mission**

Biohof Las Sorts does not claim to have a social mission.

**Benefits from selling NUCs**

Consumer prices for NUCs are higher than comparable non-NUC products, profit margins are higher, and there are sometimes medium levels of competition for NUCs in the market. Biohof Las Sorts claims that it gains cultural, social, economic, and environmental benefits from selling NUCs. These benefits are: Preservation of endangered culinary heritage (cultural); regional identification of residents with our farm (social); niche production with history (economic) and organic regenerative farming (environmental).

> La Sort means lot or fate in Romansh. However, we do not simply leave the future of our farm to fate, but try to actively influence it. In 2005, we were able to rebuild the stable using wood from our own forest. It now complies with the animal husbandry regulations of Bio and kag freiland, the most animal-friendly organic label in Switzerland. The preservation of potatoes, beans, cows and fruit trees that are threatened with extinction is close to our hearts, which is why we have been a Pro Specie Rara quality seal company for years. In 2016, we were awarded the Bio Grischun Prize. This prize gave and gives us motivation for the future. We knew from the start that complaining is a waste of time

<figure><img src="image_208.png" /></figure>
and energy. In order to remain as independent as possible, we create and produce various specialties, which we market as directly as possible in the niche. In recent years we have gained a lot of experience, had to pay the price again and again, but have also been able to celebrate countless successes. With perseverance, passion and a pinch of luck, we market crazy mountain potatoes, for example, which are now also in great demand in top-class restaurants. Many thanks to all our friends, helpers and customers, without you our pure farm would not exist as it does now!!!

<figure><img src="image_209.png" /></figure>
## 7.2 Silent sellers

### 7.2.1 Kornsang

front page

Products

<figure><img src="image_210.png" /></figure>

Dealers

<figure><img src="image_211.png" /></figure>

About Kornsang

<figure><img src="image_212.png" /></figure>

Tips

Contact us

<figure><img src="image_213.png" /></figure>

Source: https://kornsang.dk/

**Country:** Denmark

**Date of foundation:** 2004

**Actor type:** Processor

**Main activity:** Food production

**Selling points:** Organic shop in an organic village

**NUC varieties sold:** Spelt, emmer, fonio, cassava (cereals), cabbage (vegetables)

**NUCs as share of commercial activity:** > 95%

**Origin of the NUCs:** Same municipality, same continent, outside Europe

**Type of supply from Farmers:** Both directly and indirectly

**Number of intermediaries:** 4

**Type of supply contract:** 1 time sale

**Type of selling to consumers:** both directly and indirectly to consumers

**Type of consumers:** Frequent consumers (once a week or more); members of a loyalty program

**Share of direct sales:** 10%

**Description written by the respondent:**

Bread factory with sales to institutions, health food, cafes and private individuals. Organic, sustainable, local and social.

**Typical elements:**

**Guaranteeing quality**

Third party certification is the main way of guaranteeing the organic and vegan qualities of their products. Their grains are in season all year round and cabbages are fermented when harvested. Consumer feedback is collected through direct exchanges with their customers on site.

<figure><img src="image_214.png" /></figure>
## Communication

Kornsang has its own website for marketing purposes and uses facebook and instagram for information sharing. Beyond this, word of mouth and labels are used in their communication. Their online platform and the labels that they use are the means used to promote the health and nutrition qualities of NUCs. Kornsang communicates the fact that their NUCs are grown and handled in the local area and that they are organic. The importance of NUCs in promoting local agriculture is another quality that is disseminated in their activism in local events.

*Why are your varieties NUCs?*

*Not many bake 100% spelt bread. Cabbage as sauerkraut is a fantastic healthy food, but is not used that much in Denmark*

## Social mission

Kornsang claims to work with a social mission. This mission aims to fight: Gluten intolerance lack of food alternatives; overconsumption of meat; unsustainable agricultural, production or distribution practices.

## Benefits from selling NUCs

Consumer prices for NUCs are higher than comparable non-NUC products, profit margins are higher, and there are sometimes high levels of competition for NUCs in the market. Kornsang claims environmental benefits from selling NUCs, they specifically benefit from diversity and plant health.

> *"The basic idea for Kornsang is social-ecological sustainability. Here proximity and health are combined with sustainability and ecology. Proximity because the shareholders in Under Solen a/s - who own the buildings - are predominantly local, - because all employees live within a few hundred meters of the building - and because many different types of companies live in the same building. Health because everything that is produced, sold and served is made from super healthy organic ingredients. Sustainability because rainwater, heat recovery and locally grown grain are used here. Organic because Kornsang produces organic products - in an organic commercial building - in an organic village."*

<figure><img src="image_215.png" /></figure>
## 7.2.2 Les Champs de blé earl

<figure><img src="image_216.png" /></figure>

Source: https://www.local.bio/les-champs-de-ble

**Country:** France

**Date of foundation:** 1999

**Actor type:** Farmer/ processor

**Main activity:** Food production

**Selling points:**

**NUC varieties sold:** Red Bordeaux wheat, Poulard wheat, einkorn, oberkulmer spelled wheat (Cereals)

**NUCs as share of commercial activity:** 26 - 50%

**Origin of the NUCs:** Same region, same country

**Type of supply from farmers:** Producer of the NUCs

**Number of intermediaries:** 1

**Type of supply contract:** n/a

**Type of selling to consumers:** both directly (on farm) and indirectly to consumers (via BioCoop)

**Type of consumers:** Frequent consumers (once a week or more)

**Share of direct sales:** 90%

**Description written by the respondent:**

We are peasant bakers. The 75% turnover comes from the sale of bread made from cereals produced in our fields.

**Typical elements:**

**Guaranteeing quality**

Third party certification is used to promote the place of origin of their products as well as their organic quality. Consumer feedback is solicited through direct contact when consumers come to their on-farm store.

<figure><img src="image_217.png" /></figure>
## Communication

Les Champs de blé earl does not have its own website, instead uses facebook to maintain their community and the local.bio online platform to sell their products. The main form of communication is through the product labels. They do not actively promote NUCs, but they do provide information that the cereals are grown organically in the online platform and through the use of labels and sales point displays.

*Why are your varieties NUCs?*

*These are cereals that do not find buyers on the markets outside of a microcosm of very motivated and*

## Social Mission

No social mission was declared.

## Benefits from selling NUCs

Consumer prices for NUCs are higher than comparable non-NUC products, profit margins are lower, and there is no competition for NUCs in the market. Cultural and environmental benefits from selling NUCs are claimed. The fact that there is another way to grow and eat, is the cultural benefit that their receive. The environmental benefit comes from the knowledge that soil fertility can also be improved by growing cereals that have not undergone selection over the last 100 years.

> "We started baking on the farm in 2004. Le Fenouil immediately started selling our bread. Since then, we have kept pace with Le Fenouil's development as new shops have opened around Le Mans. Today we sell over 400kg of bread every week in the six Le Fenouil Biocoop shops. We are on the shelves on Wednesdays and Fridays. Thank you to the pioneers of fair trade, the creators of the Le Fenouil consumer cooperative, for having pioneered a new way of distributing organic produce over 30 years ago, where farmers, processors and consumers are respected. Thank you to Le Fenouil-Biocoop and thank you, our customers and co-operators, for placing your trust in us over the past 17 years."

<figure><img src="image_218.png" /></figure>
7.2.3 Jóllét Műhely Egyesület

<figure><img src="image_219.png" /></figure>

Szolnok Basket Community

<figure><img src="image_220.png" /></figure>

Our activities v

About us v

Things to read

Archive v

Contact

Our active activities

> Szolnok Basket Community

> You are what you eat

> Blooming Szolnok

> Common good

Recent posts

The current situation forges a community between producer and consumer

Archive

Realized projects

Gallery

Contact

5000 Szolnok, Ady E. út 5. 8/6.

+36304424197

jolletmuhelyegyesulet@gmail.com

Source: https://jolletmuhelyegyesulet.hu/szolnoki-kosar-kozosseg/

**Country:** Hungary

**Date of foundation:** 2021

**Actor type:** Intermediary – online platform

**Main activity:** Transporting or delivery service, selling food/retail

**Selling points:** Online platform selling local and/or organic food

**NUC varieties sold:** Spelt (tönkölybúza) (cereals), chicory, purple carrot, purple potato (vegetables)

**NUCs as share of commercial activity:** 76 - 95%

**Origin of the NUCs:** Same region

**Type of supply from farmers:** Both directly and indirectly

**Number of intermediaries:** 1

**Type of supply contract:** Long-term contract (multiannual)

**Type of selling to consumers:** n/a

**Type of consumers:** n/a

**Share of direct sales:** <5%

<figure><img src="image_221.png" /></figure>
### Description written by the respondent:

The main activity of our community is to deliver the high nutritional content and chemical-free products of local small and primary producers, at subsidised prices to the widest possible audience of customers. In this way, support the survival and growth of producers, as well as the access to quality food for our conscious customers. The organisation acts as a transfer point between the producer and the end user.

### Typical elements:

#### Guaranteeing quality

Jóllét Műhely Egyesület relies upon Third party certification, Self-declaration and consumer feedback as ways to guarantee the nutrition benefits of their NUCs. Their organisation deals with local products, including seasonality from local features. Therefore, they cannot ensure the availability of seasonal products all year round.

#### Communication

Jóllét Műhely Egyesület maintains a website and uses social media (i.e., Facebook, Instagram, TikTok) to market, share content, maintain their community and conduct activism. The association organises workshops and their customers hear about them via word of mouth. They do not actively promote NUCs.

> *Why are your varieties NUCs?*
> 
> *Little known products. Many times, customers do not even know their usage options.*

#### Social mission

Jóllét Műhely Egyesület is an association that works with a social mission that aims to fight against unsustainable agricultural, production or distribution practices, biodiversity decline and unfair remuneration of producers.

#### Benefits from selling NUCs

Consumer prices and profit margins for NUCs are comparable to non-NUCs products. There is a medium level of competition for NUCs in the market. Jóllét Műhely Egyesület claims that it provides environmental benefits, specifically biodiversity support, from selling NUCS.

> "The Szolnok Basket Association coordinates the supply of local producers with the demand. They organise their work based on the small producers' decree, so they contact farmers within a forty-kilometre radius of the county seat and the city in order to ensure that really fresh goods can be put on the tables of families. Many people are looking for alternative ways of shopping, a good example of which is the basket community (...). The Szolnok Basket Community not only provides an interface but also help our customers with a basket system as a community transfer point. The producer prepares the orders in boxes, which the volunteers transform into the customers' personal baskets."

<figure><img src="image_222.png" /></figure>
7.2.4 Azienda agricola Zordan Tiziano

<figure><img src="image_223.png" /></figure>

LA FILIERA I NOSTRI SOCI VARIETÀ DI CEREALI ANTICHI EVENTI CONTATTI

<figure><img src="image_224.png" /></figure>

Source: https://www.crescent.bio/soci/

**Country:** Italy

**Date of foundation:** 1875

**Actor type:** Farmer

**Main activity:** Food production

**Selling points:** None

**NUC varieties sold:** Autonomy, Villa Glory, Frassineto, Inallettabile, Canove, Piave, Gentil Rosso, Cobra Q population, Cobra A population, Mixture 180, Li Rosi durum wheat mixture, einkorn variety Haermanni (cereals)

**NUCs as share of commercial activity:** 26 - 50%

**Origin of the NUCs:** Same region, same country

**Type of supply from farmers:** Both directly and indirectly, producer of the NUCs

**Number of intermediaries:** 1 supply intermediary, at least 1 selling intermediary (but actual number not known)

**Type of supply contract:** Annual contract

**Type of selling to consumers:** indirectly to consumers

**Type of consumers:** consumers not known

**Share of direct sales:** n/a

<figure><img src="image_225.png" /></figure>
### Description written by the respondent:

With my small 4-hectare agricultural property located in Villa Estense (Padova), I collaborate with another 14-hectare organic farm, adjacent to mine, owned by Montecchio Luigino. With this collaboration, we are able to carry out longer rotations for cereals. In recent years, we have joined the "Let's cultivate diversity" and "consemi" projects, coordinated by Rete Semi Rurali. These projects aim to promote the development of innovative, local and sustainable supply chains and the preservation of genetic diversity and conservation/ dissemination of local and traditional peasant seeds, suitable for organic farming and the different soil and climate conditions of the territories. Within these initiatives, starting from a small quantity of seeds that were made available to us, we reproduced a quantity of seed sufficient for sowing and open-field harvesting. In here we multiplied a certain number of species, varieties and populations of grains local and traditional so-called ancient ones, including: Autonomia, Villa Glory, Frassineto, Inallettabile, Canove, Piave, Gentil Rosso, Senatore Cappelli, Cobra Q population, Cobra A population, mixture 180, Li Rosi duri mixture, and the einkorn variety Haermanni.

### Typical elements:

#### Guaranteeing quality

Azienda agricola Zordan Tiziano uses Organic Third-party certification to guarantee the quality of his NUCs. Sometimes grains are stored before sale, so he is able to extend his season.

#### Communication

There is no website, but there is a Facebook page and the farm can be found on the website of Crescent Short Organic Chain for Ancient Grains.

#### Social Mission

Azienda agricola Zordan Tiziano does not work with a social mission.

#### Benefits from selling NUCs

Consumer prices and profit margins for NUCs are higher than for non-NUCs products and they do not know what the market competition is like for their NUCs. Economic and environmental benefits from selling NUCs are recognized by Tiziano Zordan. He claims that economic benefits are generated from the fact that they require fewer technical means to grow them, so the benefit comes when you manage to find a buyer who values them with the right price. In terms of environmental benefits, NUCs do not require fertilisation but only rotations with intercropped green manures. NUCs have good competition against wild plants.

"We are well aware that none of the seeds we grow are or can be ours. Ours is rather the ability to empathise with them, understand their needs, their ability to adapt, understand their characteristics and peculiarities. Our commitment is the ability to guarantee healthy and fertile soil where these can grow, furthermore, ours may also be the ability to select new populations of plants that blend well with the pedo-climatic peculiarities of our territory. (Crescent)"

### Why are your varieties NUCs?

Because they were selected and
reproduced within the "Let's grow
diversity" and "semi-seed" projects,
coordinated by Rete Semi Rurali, with
the aim of promoting the development
of innovative, local and sustainable
supply chains and promoting the
preservation of genetic diversity

<figure><img src="image_226.png" /></figure>
7.2.5 Terra bio Lda

<figure><img src="image_227.png" /></figure>

Source: https://www.facebook.com/terrabioCB/about

**Country:** Portugal

**Date of Foundation:** 2018

**Actor type:** Shop

**Main activity:** Selling food/retail

**Selling points:** Grocery; organic shop

**NUC varieties sold:** Khorasan wheat (cereals)

**NUCs as share of commercial activity:** 5 - 25%

**Origin of the NUCs:** Outside Europe

**Type of supply from farmers:** indirectly

**Number of intermediaries:** >1, the number of supply intermediaries are not known

**Type of supply contract:** n/a

**Type of selling to consumers:** Directly to consumers

**Type of consumers:** Repeat consumers (once monthly)

**Share of direct sales:** n/a

<figure><img src="image_228.png" /></figure>
### Description written by the respondent:

Certified store specializing in organic products, with sections for gluten-free, vegan and vegetarian products, cosmetics and animal feed. It aims to make organic products available to the entire community, as well as, raise awareness and promote the importance of this form of production and encourage local producers to opt for this method of production. We value local and national production and strive to have the greatest possible representation of national products.

### Typical elements:

#### Guaranteeing quality

Third party certification is used to certify the organic quality of the NUCs. The Khorasan wheat is imported and they have it on the shelf throughout the year.

Why are your varieties NUCs?

They were used ancestrally, but difficult to obtain nowadays

#### Communication

Terra bio Lda maintains a Facebook page used to support the community around their initiative. Their main means of communication is word of mouth, but they do not actively promote NUCs.

#### Social mission

Terra bio Lda does not declare to be working with a social mission.

#### Benefits from selling NUCs

Consumer prices and profit margins for NUCs are higher compared to non-NUCs products and there is no competition for NUCs in their market. Terra bio Lda claims that the sales of NUCs provide no additional benefits.

> Yesterday was the day, on the way home, to stop at this new store. It would just be to get to know you, but who can resist? Large and with room to grow; with light and full of colour; meat/fish, milk, but also vegan products for those who, like me, want it; friendliness without exaggeration on the part of the owner; openness to look for other products that the grocery store doesn't yet have, and a variety of products that range from essential to delicious: I'm obviously a customer! I wish "Terra Bio" a long and healthy life.

<figure><img src="image_229.png" /></figure>
7.2.6 Boställets vedugnsbageri

<figure><img src="image_230.png" /></figure>

Source: https://bostallets.se/om-oss/

Country: Sweden

Date of foundation: 2011

Actor type: Processor

Main activity: Agro-tourism; bakery café

Selling points:

NUC varieties sold: Emmer, spelt, Öland wheat and old local varieties (cereals)

NUCs as share of commercial activity: 5 - 25%

Origin of the NUCs: Same municipality, same region, same country

Type of supply from farmers: Both directly and indirectly

Number of intermediaries: 2 supply intermediaries

Type of supply contract: Verbal contracts with neighbour

Type of selling to consumers: directly to consumers

Type of consumers: One-off consumers (single purchase); repeat consumers (once monthly); frequent consumers (once a week or more)

Share of direct sales: n/a

<figure><img src="image_231.png" /></figure>
### Description written by the respondent:

Bakery and café in the countryside. I mainly use locally produced products.

### Typical elements:

#### Guaranteeing quality

Quality control is conducted by their suppliers – either the mills or the farmers themselves. The guaranteed qualities are taste; colour, protein levels, and lot number. Their wheat is stored and milled throughout the year.

#### Communication

Boställets vedugnsbageri maintains their own webpage as well as a Facebook page and an Instagram account. All of these online platforms are used for selling their products. The general communication strategy is to talk about their initiative and hold workshops. They do not actively promote NUCs, however, in the store consumers are informed about the local variety grown in the local area and the good baking properties (e.g., gluten-free).

Why are your varieties NUCs?

I use the NUC varieties because they give good bread and are useful. They also preserve biodiversity compared to large corporate varieties. Some can withstand drought better.

#### Social Mission

Boställets vedugnsbageri does not work with a social mission.

#### Benefits from selling NUCs

Consumer prices and profit margins for NUCs are higher when compared to non-NUCs products and there is no competition for NUCs in their market. Boställets vedugnsbageri claims receiving environmental benefits, specifically diversity preservation, from selling NUCs. A culinary benefit is also claimed by this store, which is that it tastes good and makes beautiful bread.

"Flour, water and salt, that's all you need to bake good bread. We bake with sourdough that is left to rest for a long time to develop flavours. The long fermentation time also means that nutrients in the flour become more readily available to our body. In the bakery, we mainly use organic grain grown in Östergötland and ground into flour at Orga mill. From Warbro mill in Södermanland, we buy whole grain flour from einkorn and other older types of grain. Since recently, we also have a small stone mill and can grind wholemeal flour ourselves for some breads. We are happy that we can bake Öland wheat and emmer, etc produced by a farmer in Grannbyn. We bake different kinds of bread, mainly with rye and wheat, but also, more and more, whole grain bread with older varieties."

<figure><img src="image_232.png" /></figure>
### 7.2.7 Verein Erlebniswelt Roggen Erschmatt

<figure><img src="image_233.png" /></figure>

Source: https://www.erschmatt.ch/en/botanic-reserve/

**Country:** Switzerland

**Date of Foundation:** 2003

**Actor type:** Other - Botanic reserve

**Main activity:** Advertising/marketing/promotion/valorisation; research

**Selling points:** n/a

**NUC varieties sold:** *Vicia faba:* 15 varieties (legumes), rye, wheat, barley, maize: many varieties (cereals)

**NUCs as share of commercial activity:** 76 - 95%

**Origin of the NUCs:** Same region, same country

**Type of supply from farmers:** Both directly and indirectly

**Number of intermediaries:** 1 supply intermediary

**Type of supply contract:** A variety of contracts are used depending on the project

**Type of selling to consumers:** Not selling to consumers

**Type of consumers:** n/a

**Share of direct sales:** n/a

**Description written by the respondent:**

Since its foundation in 2003, the non-profit association Erlebniswelt Roggen has been committed to the preservation, enhancement and further development of the natural and cultural heritage related to rye. It promotes efforts and projects for the preservation of the cultural landscape and biological diversity. In addition, the association is committed to promoting a diverse cultural life in and around Erschmatt through public events (concerts, readings, communal events, thematic village tours, etc.). The botanical garden offers a home to ancient Valais cultivated plants. These traditional crops are nowadays rarely planted but they are part of the biodiversity and cultural heritage of the people of Valais. The diversity of these old varieties is important as a reservoir for future new varieties. The field flora to be found in the reserve include rare beautiful plant species that are also part of the region's biological diversity. Activities: - preservation of old varieties - research: how can those varieties be used/cultivated on a bigger scale? - guided visits, group visits - small

<figure><img src="image_234.png" /></figure>
production of seeds - transmit the knowledge around the varieties varieties, the tradition of rye
production and processing - consulting to farmers, gardeners.

Typical elements:

Guaranteeing quality

No qualities are guaranteed for NUCs in this initiative.

Communication

Verein Erlebniswelt Roggen Erschmatt maintains their own website and a Facebook page, both focused on information sharing and maintaining their community. Their general communication strategy focuses on providing brochures and flyers about their seeds and spreading the word through verbal communication and in workshops. They do not actively promote NUCs. However, they give indications on how to grow the seeds. They do not sell NUC-based products beyond the seeds.

Social mission

This association is dedicated to curbing biodiversity decline and more specifically to the preservation, enhancement and further development of the natural and cultural heritage related to rye.

Benefits from selling NUCs

Consumer prices and profit margins for NUCs are higher when compared to non-NUCs products and it is not known what the market competition is like for the NUCs. Verein Erlebniswelt Roggen Erschmatt does not receive any additional benefits from selling NUCs.

The Erschmatt Botanic Reserve (Sortengarten) was created in 1985 when traditional Valais rye was still cultivated in the village. Fields of wheat, barley and oats were also to be seen. You could see several rare field flowers such as corn cockle (Agrostemma githago) or prickly poppy (Papaver argemone) in the fields. So, this was an ideal place to set up a Botanic Reserve to cultivate and display Valais cultivated plants in all their diversity.

Why are your varieties NUCs?

These varieties are not cultivated by
farmers anymore, even though they
originate from this region.

<figure><img src="image_235.png" /></figure>
## 7.3 Quality Communicators

### 7.3.1 Torup Spisehus

<figure><img src="image_236.png" /></figure>

Torup Spisehus is buying produce from

Meat, milk & vegetables from Engmosegaard 1,5km

Vegetables from Andelsgaarde 3,3km

Game from Grønnessegaard 4km

Flour from Fællesmølleriet 4km

Vegetables from Sølager 5,8km

Beer from Det Våde Får 23,4km

Fish from Fiskeri kajen 60km

Icecream and cheese from Tothaven 4,4km

Artworks

Mains, sandcast iron, 2019, Asta Lynge

Source: https://torupspisehus.dk/en

**Country:** Denmark

**Date of foundation:** 2020

**Actor type:** Processor, restaurant

**Main activity:** Food service

**Selling points:** Restaurant

**NUC varieties sold:** Chickpeas, horse beans, beluga lentils, puy lentils (legumes), red wheat, purple wheat (cereals), skorzone roots (vegetables)

**NUCs as share of commercial activity:** 5 - 25%

**Origin of the NUCs:** Same municipality; same country

**Type of supply from farmers:** Both directly and indirectly

**Number of intermediaries:** 2 supply intermediaries

**Type of supply contract:** Long-term contract (multiannual)

**Type of selling to consumers:** directly to consumers

**Type of consumers:** One-off consumers (single purchase); repeat consumers (once monthly)

**Share of direct sales:**

<figure><img src="image_237.png" /></figure>
### Description written by the respondent:

Restaurant with a focus on local and organic ingredients. We make all the food from scratch, make our own cheeses, hams and bread according to old principles. For our evening menus, we only use ingredients sourced within a 7 km radius of the restaurant, except for oil, vinegar and salt. Our menu is predominantly vegetarian, with small amounts of meat, if at all.

### Typical elements:

#### Guaranteeing quality

The restaurant relies upon self-declaration to guarantee the qualities of taste, place/origin and organic to their consumers. They also solicit consumer feedback through direct exchanges in the restaurant. They use both fresh and dried legumes, in and out of the season. They use grains primarily in dried form for bread.

Why are your varieties NUCs?

I am not an expert, and it may well be that the varieties I mention are not NUCs. However, I found the range of pulses, grains and vegetables to be very limited to very few varieties.

#### Communication

Torup Spisehus has a website and an Instagram account that is used for marketing purposes. Their general communication strategy is via word of mouth and brochures. They use these means to promote NUCs. They promote the following qualities of their NUCs: Environmental/landscape preservation; (agro)biodiversity conservation/restoration; culture and gastronomy (preserving identity and heritage); and diet transition towards vegan/vegetarian. The restaurant engages in teaching and speaking about NUCs in their other locations. They also explain to their customers that their NUCs are locally grown or grown in Denmark.

#### Social mission

Torup Spisehus does not articulate a specific social mission.

#### Benefits from selling NUCs

Consumer prices for NUCs are lower and profit margins are lower when compared to non-NUCs products, and there is no competition for NUCs in their market. Torup Spisehus claims that it gains cultural and environmental benefits from selling NUCs because they show that they are keeping up with the times and the transition to a more plant-based diet.

Torup Spisehus is located in Dyssekilde ecovillage, Torup. Torup Spisehus focuses on organic and local produce, and works closely with the producers and suppliers on the surrounding farms, mill and brewery. At Torup Spisehus everything is made from scratch: meat is cured in the backroom, fresh cheese made from local milk, vegetables fermented, kombucha brewed, and sourdough bread baked."

<figure><img src="image_238.png" /></figure>
### 7.3.2 Earl la Ferme du Bois du Treuil

**Country:** France

**Date of foundation:** 1990

**Actor type:** Farmer

**Main activity:** Food production; processing; selling food/retail

**Selling points:** Organic shop; on-farm selling point; community-Supported Agriculture

**NUC varieties sold:** Red of Bordeaux, Red of Lot, Red of Morvan, Red of Roc, Carré de Crête, Touzelle (wheat and einkorn - cereals)

**NUCs as share of commercial activity:** 26 - 50%

**Origin of the NUCs:** Same country

**Type of supply from farmers:** Producer of NUCs

**Number of intermediaries:** 1 selling intermediary

**Type of supply contract:** None

**Type of selling to consumers:** both directly and indirectly to consumers

**Type of consumers:** Frequent consumers (once a week or more)

**Share of direct sales:** 75%

Description written by the respondent:

We are an organic farm with large crops of 110 hectares. We transform the cereals produced on our land into flour and then into bread. We have cereal storage and sorting tools. We also have an Astrié type mill (stone millstone) for grinding cereals as well as a wood-fired oven for making bread. We sell flour and bread directly (farm store, market, AMAP) as well as in organic stores. We use population (old) varieties of soft wheat and einkorn.

**Typical elements:**

**Guaranteeing quality**

The farm and bakery use third party certification to guarantee the origin, taste an organic quality of their NUCs.

# TARIFS ET PRODUITS

<figure><img src="image_239.png" /></figure>

TARIFS 2024

<figure><img src="image_240.png" /></figure>

## FARINES

<table><thead><tr><th>Type</th><th>Taille sac</th><th>Prix</th></tr></thead><tbody><tr><td rowspan="4">Blés Anciens</td><td>1 kg</td><td>2,30 €</td></tr><tr><td>5 kg</td><td>10,50 €</td></tr><tr><td>10 kg</td><td>20 €</td></tr><tr><td>25 kg</td><td>45 €</td></tr><tr><td rowspan="3">Épeautre</td><td>1 kg</td><td>3,70 €</td></tr><tr><td>5 kg</td><td>17,50 €</td></tr><tr><td>10 kg</td><td>34 €</td></tr><tr><td rowspan="3">Engrain</td><td>1 kg</td><td>4,90 €</td></tr><tr><td>5 kg</td><td>23,50 €</td></tr><tr><td>10 kg</td><td>46 €</td></tr><tr><td rowspan="3">Sarrasin</td><td>1 kg</td><td>3,70 €</td></tr><tr><td>5 kg</td><td>17 €</td></tr><tr><td>10 kg</td><td>32 €</td></tr><tr><td rowspan="3">Seigle ou Maïs</td><td>1 kg</td><td>2,90 €</td></tr><tr><td>5 kg</td><td>13,50 €</td></tr><tr><td>10 kg</td><td>26 €</td></tr></tbody></table>

## PAINS AU LEVAIN

<table><thead><tr><th>Type</th><th>500 g</th><th>1 kg</th></tr></thead><tbody><tr><td>Pain de campagne</td><td>2,90 €</td><td>4,80 €</td></tr><tr><td>Pain complet</td><td>2,90 €</td><td>4,80 €</td></tr><tr><td>Pain aux graines</td><td>3,40 €</td><td>5,70 €</td></tr><tr><td>Pain aux noix</td><td>3,80 €</td><td>6,30 €</td></tr><tr><td>Pain d'épeautre</td><td>3,70 €</td><td>6,10 €</td></tr><tr><td>Pain d'engrain</td><td>4,40 €</td><td>7,50 €</td></tr><tr><td>Pain au sarrasin</td><td>4 €</td><td>---</td></tr><tr><td>Pain Spécial</td><td>4,90 €</td><td>---</td></tr><tr><td>Brioche 400g</td><td>4,70 €</td><td>---</td></tr></tbody></table>

## LÉGUMES SECS (1KG)
Lentilles Vertes 4,60 €

Source: https://www.farinepainbio.com/home

<figure><img src="image_241.png" /></figure>
They actively solicit consumer feedback through direct exchanges with the customer on the farm
or in their bakery.

Communication

Earl la Ferme du Bois du Treuil has a website, a Facebook page and an Instagram account that are all used for information sharing. They use word of mouth and labels to communicate about their initiative. Active NUCs promotion is conducted online, through their normal communication channels and through public talks in their main location. The qualities that they promote include: Health and nutrition; environmental/landscape preservation; (agro)biodiversity conservation/restoration; and the promotion of local agriculture.

Social mission

No social mission declared

Benefits from selling NUCs

Consumer prices for NUCs are higher, and profit margins are higher when compared to non-NUCs products, and there are sometimes low levels of competition for NUCs in the market. Earl la Ferme du Bois du Treuil claims that it gains cultural and economic benefits from selling NUCs. They claim that the cultural benefit is safeguarding genetic heritage, while the economic benefit is a more attractive selling price.

Why are your varieties NUCs?

These are landrace varieties gradually
abandoned during the 20th century in
favor of lineal or hybrid varieties.

"Peasant Bakers since 2006, we have been growing cereals which we transform into flour on site with a stone mill. Then, we make organic sourdough bread cooked in a wood-fired oven. From the land to the plate, we cover the entire sector."

<figure><img src="image_242.png" /></figure>
### 7.3.3 Toscanatura Bio

Toscanatura Bio

Home

Who we are

Products

The Agriturismo Il Fontanile

Recipes

Contacts

<figure><img src="image_243.png" /></figure>

<figure><img src="image_244.png" /></figure>

**Sustainability**

"When we talk about food, "good" is clearly essential, but it only represents the minimum wage (who would eat food that isn't good?), the food must also be healthy, genuine, and produced with total respect for the ecosystem, of nature and its resources."

Source: https://www.toscanaturabio.it/ 2

**Country:** Italy

**Date of foundation:** 2016

**Actor type:** Farmer

**Main activity:** Inputs production; food production; agro-tourism; wholesaling; blogging; other

**Selling points:** n/a

**NUC varieties sold:** Lupine (legumes), quinoa, amaranth, chia (seeds)

**NUCs as share of commercial activity:** 5 - 25%

**Origin of the NUCs:** Same municipality; outside Europe

**Type of supply from farmers:** Producer of NUCs

**Number of intermediaries:** 1 selling intermediary

**Type of supply contract:** n/a

**Type of selling to consumers:** both directly and indirectly to consumers

**Type of consumers:** One-off consumers (single purchase); repeat consumers (once monthly)

**Share of direct sales:** 30%

<figure><img src="image_245.png" /></figure>
### Description written by the respondent:

Our company is located in Tuscany. In our farm, we produce and sell under the brand Toscanatura Bio quinoa, teff, amaranth, flaxseed and flaxseed oil. In the same farm, we have a country house. Furthermore, under the brand tuttoquinoa (www.tuttoquinoa.com), we produce and sell seeds for sowing to farmers and we have developed a supply chain of quinoa in Italy (from seed to table) in collaboration with our partner specialised in processing. On our website, we have a blog about pseudo cereals and minor crops farming. We have a project about lupins and we are trying to maintain a local accession. This year we will try a new lupine supply agreement from South America to evaluate their alkaloids content.

### Typical elements:

#### Guaranteeing quality

Toscanatura Bio does not guarantee the quality of their NUCs. However, they do solicit consumer feedback via email.

#### Communication

Toscanatura Bio uses Facebook, Instagram, WhatsApp, LinkedIn and Mangia Locale online platforms to share information and maintain a community around the initiative. They communicate more generally via word of mouth, brochures and in trade fairs. They actively promote their NUCs through their normal communication channels and through online and in person seminars in off-farm locations. They communicate the following qualities of their NUCs: Health and nutrition; environmental/landscape preservation; (agro-)biodiversity conservation/restoration; and medical properties. Farm visits are organised and they provide information in the online platforms in order to share the growing information with their consumers.

#### Social mission

No social mission

#### Benefits from selling NUCs

Consumer prices for NUCs are lower and profit margins are higher compared to non-NUCs products, and there are sometimes medium levels of competition for NUCs in the market. Toscanatura Bio claims that they gain no additional benefits from selling NUCs.

Why are your varieties NUCs?

All these crops have been abandoned, for different reasons, during so much time. Some of them have probably been abandoned for the trouble in processing (LupineLupin or quinoa), some others for cultural or religious reasons.

"The small size allows family management and scrupulous and constant control over our crops. All processes are carried out using non-invasive techniques, reducing mechanical interventions to a minimum. We believe that food must be produced with respect for nature, and we try to express this concept not only in the field, but also in packaging. In fact, from 2024 we have decided to only sell the product "by weight", in paper packages, reducing costs waste and energy consumption. All our products are grown without resorting to irrigation, relying only on the water that nature offers us from the sky, and completely eliminating the consumption of this important and increasingly scarce resource."

<figure><img src="image_246.png" /></figure>
### 7.3.4 Artisan Bread AB

<figure><img src="image_247.png" /></figure>

A modern artisan bakery that offers bread, pastry and
coffee in a beautiful setting.

info@artisanbread.se

054-15 32 00

Kasernhöjden 4, Karlstad

INSTAGRAM

FACEBOOK

Opening hours

Newsletter

MON - FRI
08.00 - 18.00

SATURDAY
08.00 - 16.00

SUNDAY
09.00 - 16.00

MAY 1st WE CELEBRATE 10 YEARS! 09.00-16.00.

<figure><img src="image_248.png" /></figure>

Source: https://artisanbread.se/

**Country:** Sweden

**Date of foundation:** 2014

**Actor type:** Processor

**Main activity:** Selling food/retail

**Selling points:** Specialty shop (e.g. bakery, butchery, fruit and vegetable shop...)

**NUC varieties sold:** old country varieties, such as gray pea, Gotland lentil, vreta yellow (legumes), country wheat varieties, Dala country wheat, Värmland wheat, Västgöta wheat, emmer, einkorn (cereals)

**NUCs as share of commercial activity:** 51 - 75%

**Origin of the NUCs:** Same country

**Type of supply from farmers:** Both directly and indirectly

**Number of intermediaries:** 1 supply intermediary

**Type of supply contract:** No written contracts

**Type of selling to consumers:** directly to consumers

**Type of consumers:** Frequent consumers (once a week or more)

**Share of direct sales:** 100%

**Description written by the respondent:**

Bakery/Café

**Typical elements:**

**Guaranteeing quality**

Artisan Bread does not guarantee the qualities of its NUCs.

<figure><img src="image_249.png" /></figure>
## Communication

Artisan Bread uses Instagram for marketing and information sharing. They also promote NUCs through this online platform. They highlight the following qualities of NUCs: Health and nutrition; environmental/landscape preservation; (agro)biodiversity conservation/restoration; culture and gastronomy (preserving identity and heritage); and promoting local agriculture. They speak to their customers over the counter to explain that artificial fertilisers are not used in the growing of their NUCs.

Artisan bakery/patisserie/café in Karlstad, Sweden. Everything from scratch. Organic.

## Social mission

There is no social mission for Artisan Bread AB.

## Benefits from selling NUCs

Consumer prices for NUCs are higher, and profit margins are lower when compared to non-NUCs products, and there is no competition for NUCs in their market. Artisan Bread claims that it does gain economic and environmental benefits from selling NUCs. Their NUCs help them to create local economies and avoid input funds.

*"A modern artisan bakery that offers bread, pastry and coffee in a beautiful setting. Open every day. Welcome to us!"*

<figure><img src="image_250.png" /></figure>
## 7.4 Mission first

### 7.4.1 La Cagette de Montpellier

LA CAGETTE DE MONTPELLIER

Become a member

Learn more...

NEWS

Member area

<figure><img src="image_251.png" /></figure>

<figure><img src="image_252.png" /></figure>

#### La Cagette de Montpellier

The first cooperative and participatory non-profit supermarket in Montpellier, whose members participate for three hours every four weeks and are the only owners, the only decision-makers and the only customers.

**Source:** https://lacagette-coop.fr/?PagePrincipale

**Country:** France

**Date of foundation:** 2017

**Actor type:** Shop

**Main activity:** Selling food/retail

**Selling points:** Supermarket/hypermarket (including delivery, pick-up services); frozen food shop; organic shop

**NUC varieties sold:** all varieties of legumes; spelt, buckwheat (cereals); kohlrabi, parsnips, Jerusalem artichokes

**NUCs as share of commercial activity:** <5%

**Origin of the NUCs:** Same municipality; same region; same country; same continent; outside Europe

**Type of supply from farmers:** Both directly and indirectly

**Number of intermediaries:** >2, the exact number of intermediaries in their long supply chains are not known

**Type of supply contract:** They work with producers over the long term, some with annual volume planning. On the other hand, nothing is contractual.

**Type of selling to consumers:** directly to consumers only

**Type of consumers:** Repeat consumers (once monthly); frequent consumers (once a week or more)

**Share of direct sales:** -100%

**Description written by the respondent:**

Offer an alternative to mass distribution accessible to all. A complete range of products: food, hygiene, maintenance, etc. A non-profit supermarket: no dividend paid! Everything is reinvested in the Cooperative. Total transparency on the margin made. A place for exchange, sharing and debate on food.

<figure><img src="image_253.png" /></figure>
Typical elements:

Guaranteeing quality

La Cagette does not guarantee the NUCs quality, but
seek consumer feedback through email and surveys
with members via online forms. They try to make
seasonal NUCs identifiable on the shelves.

Why are your varieties NUCs?

> It seems to me that all varieties of vegetables can be useful to achieve a less processed, healthy and ecological diet.

Communication

La Cagette has its own website and use Facebook, Instagram and peertube for marketing, for information sharing, for creating a community and for activism. They have a communication strategy that is organised around the use of word of mouth, brochures/flyers, posters, workshops/trainings, radio, TV, and sales point displays. There is active promotion of NUCs using the core communication strategy, but La Cagette also indicates the local origin of the producer. They produce a newsletter that includes their promotion of NUCs and organise events, cooking demonstrations, give talks and conduct activism around NUCs in their store and in other locations and local events. The qualities of NUCs that they promote are focused on their socio-economic aspects and include: culture and gastronomy; affordable price; good value for money; and their role promoting local agriculture.

Social mission

La Cagette is a mission first participatory consumer cooperative whose members work in the store 3-4 hours per month. They are the only decision-makers and customers in the cooperative. Their mission is to fight against: Obesity; malnutrition; gluten intolerance lack of alternative food products; overconsumption of meat; food insecurity; unsustainable agricultural, production or distribution practices; environmental degradation; climate change; biodiversity decline; unfair global trade; and the unfair remuneration of producers.

Benefits from selling NUCs

Consumer prices for NUCs are higher, and profit margins are the same when compared to non-NUCs products, and there are high levels of competition for NUCs in the market. La Cagette claims that it gains cultural, social, economic, environmental and political benefits from selling NUCs. Learning to cook recipes and their producer-consumer meetings have created a better understanding of each other's issues (cultural benefits). Social connection, mutual aid, neighbourhood atmosphere are social benefits. The economic benefits come from their business model whereby the cooperative sells more to its members and buys more from its suppliers. Consumers benefit from their unique low margin system and the non-profit purpose of the structure. Environmental benefits are gains from producers whose environmental methods are virtuous and can find new outlets and increase their production. The political benefit comes from the dissemination of environmental, economic, social and therefore political issues among all stakeholders.

"We sell products from long supply chains of which we only know the mandatory legal notices (origin, allergens). We therefore do not provide any further information on these products. We also sell products from direct channels on which we can provide more precise information (production methods, problems encountered by producers, taste

<figure><img src="image_254.png" /></figure>
qualities, preparation methods, labels, etc.). On these products, we try to provide complex information: for example, surveys carried out by our committee to better understand our supply chains, allowing us to send articles to all our members via our newsletter. That said, it's very time-consuming and we don't do it enough... it's frustrating and we'd like to do it more and better."

<figure><img src="image_255.png" /></figure>
### 7.4.2 MagosVölgy Ökológiai Gazdaság

<figure><img src="image_256.png" /></figure>

Source: https://magosvolgy.hu/

**Country:** Hungary

**Date of foundation:** 2014

**Actor type:** Intermediary – community supported agriculture

**Main activity:** Food production

**Sales point:** On farm distribution

**NUC varieties sold:** Fava bean

**NUCs as share of commercial activity:** <5%

**Origin of the NUCs:** Same region; same continent

**Type of supply from farmers:** Indirectly only

**Number of intermediaries:** 2 supply intermediaries

**Type of supply contract:** 1 time sale; Annual contract

**Type of selling to consumers:** Directly to consumers only

**Type of consumers:** Members of a loyalty program

**Share of direct sales:** 100%

**Description written by the respondent:**

Mixed organic vegetable cultivation, in an agricultural system supported by the community, with annual commitment, unit share, advance payment, with 150 vegetable community members.

**Typical elements:**

**Guaranteeing quality**

MagosVölgy does not guarantee quality to their consumers beyond gaining consumer feedback through interaction on social media and through direct exchanges with the customers on their farm. They sell their NUCs only in season when they are fresh.

<figure><img src="image_257.png" /></figure>
## Communication

MagosVölgy maintains a website and a Facebook page that have multiple uses. These are: marketing purposes, information sharing, maintain a community around the initiative and for activism. The main communication strategy for the initiative is to use labels, word of mouth and workshops or trainings. They actively promote NUCs in their online platforms and through their verbal communication. The qualities of NUCs that they promote include: Health and nutrition, their role in the diet transition towards vegan/vegetarian and what they can do to promote local agriculture. They do explain the growing conditions and the difficulties that they face to their consumers.

## Social mission

MagosVölgy Ökológiai Gazdaság has a very large number of social missions, which include: unsustainable agricultural, production or distribution practices, environmental degradation, biodiversity decline, and unfair remuneration of producers.

*Why are your varieties NUCs?*

*Their fresh consumption in Hungary and their production as a fresh product are not known or barely known.*

## Benefits from selling NUCs

Consumer prices for NUCs are higher, and profit margins are higher when compared to non-NUCs products, and there is no competition for NUCs in their market.

MagosVölgy has declared to gain environmental benefits from selling NUCs because legumes are favourable in the crop rotation and there is also a culinary benefit which is that the vegetable palette is wider for members of the vegetable community.

*"We carry out controlled organic farming in MagosVölgy. This means that we comply with the conditions of organic farming, we farm according to the EU and Hungarian legal framework. We have a contract with a certification organisation, which in our case is Bio Garancia Kft. However, what is really important to us is not the "official" paper, but rather that we can operate and produce food in harmony with nature as much as possible. The members of the vegetable community, our children and we eat the same."*

<figure><img src="image_258.png" /></figure>
### 7.4.3 Tularù Società agricola

<figure><img src="image_259.png" /></figure>

HOME

**BENVENUTI A TULARU!**

TULARÙ È UN'AZIENDA AGRICOLA CHE PRODUCE TUTTO L'ANNO GRAND TENERO PER FARCE IL PANE, CARNE, ORTAGGI E TRASFORMA IL SELVATICO CHE NATURALMENTE TROVA INTORNO A SÉ. IL FINE SETTIMANA APRIAMO LA NOSTRA CUCINA PER PICCOLI EVENTI, FESTE O ANCHE SOLO COME RISTORO.

CI PIACE PENSARE CHE TULARÙ STÀ SOPRATTUTTO UN LUOGO DE INCONTRO E DE SCOPERTA, UN REFUGIO IN CIMA ALLA MONTAGNA DOVE POTER CONTEMPLARE CON CALMA QUELLO CHE ST'HA INTORNO.

**Source:** https://www.tularu.it/

**Country:** Italy

**Date of foundation:** 2016

**Actor type:** Farmer

**Main activity:** Food production; agro-tourism; processing; transporting or delivery service; advertising/marketing/promotion/valorisation; education

**Selling points:** On farm

**NUC varieties sold:** Rieti wheat

**NUCs as share of commercial activity:** 26 - 50%

**Origin of the NUCs:** Same municipality; same country

**Type of supply from farmers:** Both directly and indirectly, producer of NUCs

**Number of intermediaries:** 1 supply intermediary, 1 selling intermediary

**Type of supply contract:** Long-term contract (multiannual)

**Type of selling to consumers:** Both directly and indirectly to consumers

**Type of consumers:** Frequent consumers (once a week or more)

**Share of direct sales:** 65%

**Description written by the respondent:**

We cultivate local traditional wheat, in rotation with rational pasture raised cows and we cultivate a regenerative garden. We transform the wheat in bread, we sell the meat directly to the consumers and we transform the vegetables for the kitchen in the agro-tourism. We organise several meetings and parties related to the agricultural process.

**Typical elements:**

**Guaranteeing quality**

Third party certification and consumer feedback are the two ways through which Tularù guarantees quality. The qualities that are guaranteed are: Organic. Consumer feedback is solicited through direct exchanges with the customers on their farm and through interaction on social media. Their wheat can be easily stored during the year and they mill it when necessary.

<figure><img src="image_260.png" /></figure>
## Communication

Tularù maintains their own website as well as a Facebook page, an Instagram account and WhatsApp groups. These are used for marketing, information sharing, and maintaining the community around their initiative. For general communication, they use the word of mouth, brochures and workshops.

*Why are your varieties NUCs?*

*It is the local wheat variety used as starter by Nazareno Strampelli for the first wheat crossing in early 1900's 1900s.*

They are actively promoting NUCs online and through their general communication. They promote the following qualities of NUCs: their health and nutrition characteristics, their role in environmental and landscape preservation and (agro)biodiversity conservation/restoration. They explain their role in culture and gastronomy and in promoting local agriculture. They provide information through their general forms of communication about the regenerative agriculture and rotation with cows, which are part of the growing practices. At their agro-tourism centre, they also teach this information about NUCs.

## Social mission

Tularù is mission first. They are fighting against: unsustainable agricultural, production or distribution practices; environmental degradation; climate change; biodiversity decline; unfair global trade; and unfair remuneration of producers.

## Benefits from selling NUCs

Consumer prices for NUCs are higher and profit margins are lower when compared to non-NUCs products, and there are sometimes low levels of competition for NUCs in the market.

Tularì claims cultural, social, economic, environmental and political benefits from selling NUCs. They claim that the cultural benefit is sharing the responsibility for a better environment. The economic benefit is increasing the value of the wheat, while the environmental benefit is increasing the organic matter in the soil. The political benefit is creating a local community aware of the importance of the protection of the landscape.

*"Tularù is a concrete response (firstly by 2 people but progressively by a group of people) to satisfy the need to escape the extractive paradigm on which contemporary society is based. Having had the opportunity to use a fundamental means of production such as land, the intention was to take back the responsibility of caring for and regenerating it and to share this responsibility with the territory."*

<figure><img src="image_261.png" /></figure>
7.4.4 Quinta do Arneiro

<figure><img src="image_262.png" /></figure>

quinta do
arneiro
biológico com amor

<figure><img src="image_263.png" /></figure>

CERTIFICATION
SATIVA BIO-PT-03

Order your box

How it works v

Our mission and values

We strongly believe that:

* Nature has the best recipes for a long and healthy life.

* Soil regeneration and agriculture that does not use synthetic chemicals is the only way to a better and more balanced world.

* Respect for the rhythms of nature should be remembered in the daily gestures of those who work in the field.

* Only harmonious cooperation with nature can bring lasting results and happy endings.

* The only way to give back to all our customers the trust they place in us is under no circumstances to forget the principles that guide us.

* We have an obligation to pass on the baton through example.

We are proud of our work.

We are proud of the outcomes achieved knowing that everything is done without compromise.

Source: https://quintadoarneiro.pt/

Country: Portugal

Date of Foundation: 2007

Actor type: Farmer

**Main activity:** Food production; processing; transporting or delivery service; selling food/retail; organic production

**Sales points:** Organic shop; open-air market/farmers' market; on-farm selling point; online sale of organic baskets with home delivery

**NUC varieties sold:** all indigenous varieties of legumes or legume varieties normally consumed in the country; ancient varieties of cereals such as Barbela wheat among others

**NUCs as share of commercial activity:** <5%

**Origin of the NUCs:** Same country; same continent

**Type of supply from farmers:** Both directly and indirectly

**Number of intermediaries:** 1-2

**Type of supply contract:** 1 time sale

**Type of selling to consumers:** directly to consumers

**Type of consumers:** Repeat consumers (once monthly); frequent consumers (once a week or more)

**Share of direct sales:** n/a

Description written by the respondent:

Organic vegetable and fruit production farm. Transformation of surplus and Bread production. We purchase products to add to those produced by us. Direct sale to the end consumer through online sale of baskets, with home delivery. Sale at street markets on Saturdays, and sale at the grocery store existing on the farm. All products sold are certified organic and there is a restaurant on the farm. They say that knowledge does not take up any space, but we believe it does. Knowledge can take up space, soul and heart. Learning or remembering can help us change.

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Change habits, change the way we see things, change our way of being. And that is why we think it is essential to teach and to help remember. At the farm academy we have workshops and more in-depth courses on a myriad of subjects, but all have in common a real concern for sustainability and the preservation of this planet of ours. What we do, what we eat, what we consume, how we consume...

### Typical elements:

#### Guaranteeing quality

Third party certification and consumer feedback are the two ways through which Quinta do Arneiro guarantees quality. The qualities that are guaranteed are: place/origin, organic and nutrition benefits. Consumer feedback is solicited through their website, via a contact form, via email and through direct messaging on social media.

*Why do you consider your products to be NUCs?*

*Because they are products of high nutritional quality that are no longer produced due to lack of profitability, due to intensive production and genetic manipulation*

#### Communication

Quinta do Arneiro maintains a website that is used for marketing and maintaining a community around their initiative. The general communication strategy is to rely up on labels, flyers and posters, but also by word of mouth. Quinta do Arneiro does carry out active promotion of their NUCs through online platforms, word of mouth and by using labels. They hold workshops in their Academy and run promotional campaigns on social media and in their main location, but they are also active in local and regional events. They communicate the following qualities of NUCs: environmental/landscape preservation, (agro)biodiversity conservation/restoration, culture and gastronomy and the promotion of local agriculture. They provide growing information to their consumers through their normal communication strategy by explaining that the NUCs products are produced organically and in Portugal.

#### Social mission

Quinta do Arneiro is strongly mission driven whereby their company claims to fight: Malnutrition; overconsumption of meat; food fraud; unsustainable agricultural, production or distribution practices; environmental degradation; biodiversity decline; unfair global trade; unfair remuneration of producers.

#### Benefits from selling NUCs

Consumer prices for NUCs are higher, and profit margins are higher compared to non-NUCs products, and they face high levels of competition for their NUCs in the market. It is within this economic context of selling NUCs that Quinta do Arneiro claims that it gains economic and environmental benefits from selling NUCs. The economic benefit is the revitalisation and sale of national products, while NUC cultivation helps to improve soil quality, thus bringing an environmental benefit from their sale.

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As a result of hard work, dedication, will and stubbornness, we have managed to overcome many obstacles and grow a company that makes us proud every day. Has it been easy? No. Do we feel like it has been worth it? Yes. And it is a great joy to know that we have led so many families to change their eating habits, to start consuming organic products, to become more aware and concerned about the environment. It is a family project that would not be possible without the help of all those who work here. We are proud of what was done. And we still have much to do. We work so that the day never comes when we can say: "Mission accomplished."

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7.4.5 AGRIDEA

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AGRIDEA

SERVICES PROVIDED

THEMES

PORTFOLIO

SHOP

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Search...

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AGRIDEA

Committed to the Swiss agricultural and food economy

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Your centre for Agricultural Advisory and Extension Services

As an independent knowledge centre, AGRIDEA has been proactively promoting sustainable and practice-oriented solutions in the Swiss agricultural and food industry since 1958. With around 120 employees in Lindau, Lausanne and Cadenazzo, the association networks various stakeholders with agronomic and methodological know-how and offers courses, projects, publications and software in the framework of strong partnerships.

Source: https://www.agridea.ch/en/

**Country:** Switzerland

**Date of foundation:** 1958

**Actor type:** Education

**Main activity:** Food production/processing

**Selling points:** On farm

**NUC varieties sold:** Lentils, broad beans, chickpeas (legumes)

**NUCs as share of commercial activity:** 5 - 25%

**Origin of the NUCs:** Same country

**Type of supply from farmers:** Both directly and indirectly

**Number of intermediaries:** Unknown

**Type of supply contract:** Unknown

**Type of selling to consumers:** Not concerned with the sale of food

**Type of consumers:** n/a

**Share of direct sales:** n/a

Description written by the respondent:

As an independent knowledge hub, AGRIDEA has been proactively committed to sustainable, down-to-earth solutions in the Swiss agriculture and food industry since 1958.

Typical elements:

**Guaranteeing quality**

AGRIDEA does not guarantee quality. However, they are conducting research and farmer advice on organic farming.

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## Communication

AGRIDEA has an online platform that is mostly used for information sharing. They are actively promoting NUCs using their online platforms and conducting workshops, training, and cooking demonstrations on farm, in schools and in national events. They promote the health and nutrition, environmental/landscape preservation and promotion of local agriculture qualities of their NUCs.

*Why are your varieties NUCs?*

*They are not very cultivated, but are very good for the environment and health*

## Social mission

AGRIDEA works with a social mission, which is dedicated to fighting: food insecurity; unsustainable agricultural, production or distribution practices; climate change; biodiversity decline and unfair remuneration of producers. They are heavily involved with legumes in various projects

## Benefits from selling NUCs

Consumer prices and profit margins for NUCs are the same as for similar, non-NUC products. AGRIDEA claims that they gain economic, environmental and political benefits from selling with NUCs. The economic benefit is delivered through diversification. The environmental benefit comes from the biodiversity conservation through NUCs, while the political benefits come from promoting less meat in the food system.

AGRIDEA fulfils an essential role as a link between research, popularisation, training and practice. Our mission is to provide important background documents such as data collections and practical tools. At the same time, we encourage innovation through projects. Our varied course offering aims to meet the individual needs of our customers and give them new impetus to move forward.

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