Project - Mediterranean floriculture; an interacting system to improve market positioning

Description


Description (EN): This is the most significant cooperation area between Italy and France for the nursery gardening chain and is rather homogeneous. There used to be almost a monopoly in this sector, but the competing project areas are now about 100 producing countries. A narrowing range hs been developing between high-technology Northern European countries handling over 50% of the global market and the south of the world producing with small production costs. On average, the companies are micro- and small-sized and generally located in areas that are valid as far as climate but often not from the orographic point of view. They have high production costs and no penchant for aggregation, but they are highly professional and provide specific high-value products that are internationally recognised. The challenge is to create the conditions to keep up the competition and maintain or even strengthen their market shares, especially abroad. The aim is to increase entrepreneurial capacity by strengthening the service network, creating new services where needed and facilitating access to innovations for individual cross-border area producers. For MSMEs, individual responses are ineffective; those of organised network supply chains are necessary. It is a matter of developing a cross-border area strategy that will project the competitive ability of companies onto the outside, using a participatory approach that will systematically protect specific productions. This project also capitalises on the results of previous projects to improve the exchange of skills within the cooperation area. This way, adapting to market needs quickly and flexibly and a higher rate of entrepreneurship will compensate for the apparent diseconomies of scale against our primary competitors
Description: L’area di cooperazione rappresenta quella maggiormente significativa nei 2 paesi Italia e Francia per la filiera del florovivaismo ed è piuttosto omogenea. In questo comparto, dal quasi monopolio, le aree di progetto sono passate ad una concorrenza con circa 100 paesi produttori a livello mondiale in una forbice sempre più stretta tra i paesi del Nord Europa ad altissima tecnologia e capacità di gestire oltre il 50% del mercato globale e il sud del mondo che produce con costi di produzione irrisori. Le imprese sono generalmente ubicate in un territorio valido dal punto di vista climatico ma spesso non da quello orografico, mediamente di micro e piccole dimensioni, caratterizzate da costi di produzione elevati, una ridotta attitudine ad aggregarsi ma una elevata capacità professionale e specificità produttive di elevato valore, riconosciute a livello internazionale. La sfida è quella di creare le condizioni perché reggano la concorrenza e mantengano o meglio rafforzino le loro quote di mercato soprattutto all’estero. L’obiettivo perseguito è quello di elevare la capacità imprenditoriale irrobustendo la rete di servizi e creandone di nuovi dove serve, facilitando l’accesso alle innovazioni ai singoli produttori dell’ area transfrontaliera. La risposta individuale per le MPMI, è inefficace; occorre puntare a quella di filiere organizzate e di rete. Si tratta di mettere a punto per l’area transfrontaliera una strategia che proietti all’esterno la capacità competitiva delle imprese, tramite un approccio partecipativo e che consenta la salvaguardia delle specificità in un’ottica di sistema. Si capitalizzano anche i risultati di precedenti progetti per migliorare gli scambi di competenze all’interno della zona di cooperazione in modo che la capacità di adattamento alle necessità dei mercati rapida e flessibile e un maggior tasso di imprenditorialità riescano a compensare le evidenti diseconomie di scala nei confronti dei nostri maggiori competitori.
Description: L’aire de coopération représente la part la plus significative de la filière de l’horticulture ornementale pour les 2 pays, Italie et France, et elle est plutôt homogène. Dans ce secteur, les territoires du projet sont soumis à une forte concurrence avec presque 100 pays producteurs au niveau mondial, avec des créneaux toujours plus étroits entre les pays d’Europe du Nord à haute technologies et à la capacité de gérer plus de 50% du marché mondial, et le Sud du monde qui produit à des coûts de production dérisoires. Les entreprises sont généralement situés dans un territoire intéressant du point de vue climatique mais souvent pas idéal au niveau du relief. Elles sont en moyenne de micro et petite dimension, caractérisées par des couts de production relativement élevés, une aptitude réduite à se réunir mais une forte compétence professionnelle et des spécialités produites à forte valeur ajoutée, reconnues au niveau international. Le défi est celui de créer les conditions pour qu'elles se positionnent face à cette concurrence, qu’elles maintiennent voire renforcent leurs parts de marché, avant tout à l'étranger. L’objectif poursuivi est celui d’élever la capacité entrepreuneuriale en renforçant le réseau des services et en créant de nouveaux services utiles, en facilitant l’accès à l’innovation. La réponse individuelle des MPMA est inefficace. Il faut viser la réponse d’une filière organisée. Il s’agit de mettre au point pour l’aire transfrontalière une stratégie qui projette à l’extérieur la capacité compétitive des entreprises, par une approche participative . Le projet se propose de capitaliser les résultats des projets précédents pour améliorer les échanges de compétences à l’intérieur de la zone de coopération, de sorte que la capacité d’adaptation aux nécessités de marchés soit rapide et flexible, et qu’un meilleur taux d’entrepreneurs réussissent à compenser les évidentes distorsions dans les économies d’échelle au regard de nos principaux concurrents.

Thematic Information


Thematics: Cultural heritage and arts  Tourism  
Specific Objective: Increased international competitiveness of micro and small businesses in the cross border priority sectors linked to green and blue growth
Thematic Objective: (3) enhancing the competitiveness of SMEs by:
Investment Priority: (3d) supporting the capacity of SMEs to grow in regional, national and international markets, and to engage in innovation processes


Project Summary


Project name (EN): Mediterranean floriculture; an interacting system to improve market positioning
Project name: Il florovivaismo mediterraneo; un sistema interagente per migliorare il posizionamento sui mercati
Project acronym: FLORE3.0

Period: 2014-2020
Date of latest update: 2019-11-07

Web: http://interreg-maritime.eu/

Project start date: 2017-01-01
Project end date: 2019-03-31
Project status: Closed

Total budget/expenditure: EUR 854.495,82
European Union funding: EUR 726.321,45

Project documents

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Partners Data


Lead Partner (EN): Regione Liguria
Lead Partner: Regione Liguria
Address: Sanremo, Italy
Website: www.agriligurianet.it
Legal status: public

Address: Sanremo, Italy
Legal status: public
Website: www.regflor.it
Address: Albenga, Italy
Legal status: public
Website: www.cersaa.it
Address: Sassari, Italy
Legal status: public
Website: www.uniss.it
Address: Hyères, France
Legal status: private
Website: www.florisud.fr
Address: Hyères, France
Legal status: private
Website: www.marcheauxfleurs.fr/

Partners Location


  Lead Partner     Project Partner