Tourist brand and green biotechnology for the development of companies on a common resource: Citrus fruits
This project aims to increase the competitiveness of micro, small and medium companies in the cross-border area in connection with the agricultural, agri-food and “green” tourism sectors. Its common thread is the promotion of citrus, a quality and multifunctional product common to all regions. The rich biodiversity of the upper Mediterranean citrus fruits has resulted in a lively economic fabric that over time has built an "agricultural landscape" of great charm and strong tourist appeal. However, the size of the entrepreneurial fabric, consisting of micro, small and medium-sized companies, has limited market and tourism ambitions, currently only seasonal. The MARE DI AGRUMI project faces the challenge to co-create an original offer of innovative and universal citrus themed products and services that will stand out against other competing local strategies. There will be two ways to accomplish these objectives: 1) the green biotechnology supply chain will innovate citrus fruit waste production, transformation and management, while common aggregation and marketing strategies will promote the economic sustainability of agriculture, so important for commercial appeal; 2) new green tourism will expand the cross-border tourist offer and integrate it with the local socio-economic reality.  The innovative approach of this project focuses on the local economy and environmental issues such as transforming product waste into resources and activates the dialogue between public bodies, scientists, businesses and ordinary people for the creation of a new tourism brand through the Citizen Science approach and the creation of cross-border living labs.