sustainability is not just a matter of environment and fairness, it's also gaining the "right" price for the efforts spent in producing the "right" end-product.
Speaking about food, and olive oil specifically, the so called "value chain" along which the product's price reach its final value is typically rich in intermediaries. The higher the number of intermediaries between the producer and the final customer our dearest "consumer" - or we should say "prosumer" - the higher the end-price. Whenever the price needs to be lowered to gain in competitiveness, value is often cut off the producer's share, isn't it?
Well, someone could say "that's the market baby!" meaning that if your bargaining power is low you cannot ask for more. We are not going to post any comment to this latter, however direct-selling is one option producers have to gain the most value from their products. Here we want to show an example, the Borough market in London- Southwark Street.
Long way from saying "this is what you should do!" we want to present how an organization can be built around a message - fresh, safe & specialty food - to get the best out of it.
Was olive oil there? Yes of course!
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