In 2024, over six out of ten consumers will buy fruit and vegetables directly from a farmer. This is what emerges from an analysis carried out by Coldiretti Puglia regarding Istat data on retail trade. What pushes citizens to buy directly from the producer is above all the guarantee of the healthiness and transparency of what they bring to the table. In fact, 73% of those interviewed believe that buying directly from the farmer is the safest way of all forms of distribution, from the supermarket to the web. In second place, Coldiretti notes, are the local farmers’ markets, which guarantee food safety for 69% of those interviewed and precede neighborhood shops (56%) and supermarkets and hypermarkets (48%). Bringing up the rear is the web, with just 19% of Italians trusting food purchased on the internet. The success of the so-called “farmers markets” is the result of the Italian agricultural orientation law of 2001 which rewards the multifunctionality of agriculture and which Coldiretti strongly desired and supported to bring agricultural businesses closer to citizens and reconcile economic development with environmental sustainability and social.
