A processing brand that certifies the chain, not just one product, as guarantees concerning high-quality, sustainability and respect for workers must also apply to chain links such as transport and packaging, which are often overlooked.
"We set up Filiera Verde based on these principles. As this is our livelihood, we asked ourselves how we could reassure buyers and guarantee transparent traceability as well as food defense and food security," reports Zanarini from Zanarini Agromarketing.
"This is why we have decided to use a registered trademark we had available to sum up this concept of professional security: Filiera Verde appears on all our documents as a testament to the compliance of partners involved with the following requirements: supplier we have known in the sector for at least 5 years, certified transporter, GlobalGAP certified producer." (on the right, the Zanarini team).
At the moment, the Filiera Verde mark is used mostly for walnuts, beetroots and potatoes. Zanarini decided to use its best knowledge and choice to offer better guarantees in terms of work, while considering the evolved market needs.
Filiera Verde was born out of a simple idea, "however, from this moment on, communication will be on point to make sure our interlocutors - retailers, processing industries or foreign buyers - are aware that the method too can make a difference. Techné is just as the essential as the sum of fine and complex art, and a good technique is nothing other than the correct application of knowledge to try and improve your objectives."
"Somebody once told me that the communication of content will always be essential for trade, and I am convinced of this: keeping the circuit informed as regards what we do to serve it is essential to work well."