Project - Mediterranean floriculture; an interactive system to improve market position

Description


Description (EN): The cooperation area is the most significant area in the 2 countries, Italy and France, for the floriculture supply chain and is rather homogeneous. In this sector, almost a monopoly, the project areas have been competing with around 100 producer countries at the global level, in an increasingly close battle between the countries of Northern Europe who operate with high technology and the ability to manage over 50% of the global market and the south of the globe which produces with ridiculously low production costs. Companies are generally located in a valid territory from a climatic point of view, but often not in terms of the terrain, on average they are micro and small in size, characterised by high production costs, a low inclination to aggregate but high professional capacity and high value production specificity, recognised internationally. The challenge is to create conditions that support competition and maintain, or better strengthen, their market share, especially abroad. The objective pursued is that of increasing the entrepreneurial capacity by strengthening the services network and creating new ones, facilitating access to innovation for the individual producers of the cross-border area. An individual solution for MSMEs is ineffective; it is necessary to focus on a solution for organised and networked supply chains. This involves implementing a strategy for the cross-border area that projects the competitive capacity of the companies outwards by means of a participatory approach that enables safeguarding of the particularities in a system view. Results from previous studies will also be capitalised on to improve the exchange of skills within the cooperation zone so that the capacity to adapt to the needs of fast-moving and flexible market and a greater rate of entrepreneurialism are able to compensate for the evident large-scale economic disadvantages we are facing against our major 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: Agriculture and fisheries and forestry  Clustering and economic cooperation  
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 interactive system to improve market position
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: 2017-06-26

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

Project start date: 2016-12-01
Project end date: 2018-11-30
Project status: Closed

Total budget/expenditure: EUR 854.495,80
European Union funding: EUR 726.321,43

Project documents

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Partners Data


Lead Partner (EN): Regione Liguria
Lead Partner: Regione Liguria
Address: Genova, Italy
Legal status: public

Address: SANREMO, Italy
Legal status: public
Address: Albenga, Italy
Legal status: public
Address: Hyères, France
Legal status: private
Address: Hyères, France
Legal status: private
Department: Dipartimento di Economia e Sistemi Arborei Sezione Agroecosistemi Arborei
Address: Sassari, Italy
Legal status: public
Department: Unità di ricerca per la floricoltura e specie ornamentali
Address: Sanremo, Italy
Legal status: public

Partners Location


  Lead Partner     Project Partner