MADRID-KMREGION Operational Group: Short marketing channels as an opportunity for family and social agriculture in the CM

Visitable farms. A strategy for promoting and selling agricultural holdings that allows for public awareness of the work carried out on the farm and the sale of the products themselves.

Main added value, advantage, or opportunity for the end user: This is a widely implemented approach in other countries, but one that is barely present here in the Madrid Region. The promotional work carried out within the framework of Madrid Kmregión demonstrates the interest in this type of network to raise awareness of agricultural activity in the region.

Producers' interest as a marketing and sales strategy. Consumers' interest in accessing these types of products and engaging in these types of activities. How can farmers, ranchers, or foresters implement this approach? It can be implemented individually by planning these visits so that they don't interfere with the development of productive activities.

It has a greater impact if it's carried out in a coordinated manner by several producers in a region, creating a unique itinerary. If this itinerary includes different types of products, the experience and appeal for consumers are greater.

Matchfunding. A microfinance system supported and promoted by a public or private entity: The main added value, advantage, or opportunity for the end user. Matchfunding is a tool with diverse advantages: obtaining financing for entrepreneurs, promoting new projects, involving regional governments, and leveraging resources.

How can farmers, ranchers, or foresters implement this? There are matchfunding platforms they can use. It's necessary to prepare a good project and have a broad social network. The main sources of support are usually the closest social networks.

Ecoscore. Labeling that informs consumers about the sustainability of agricultural products: Main added value, advantage, or opportunity for the end user. It allows the most responsible and sustainable production to be valued, allowing consumers to decide what type of agriculture they want to support.

How can farmers, ranchers, or foresters apply it? It's a strategy currently attracting significant interest. The prototyping carried out at Madrid KmRegión needs to be improved by adjusting the costs of calculating this seal, so its use cannot yet be recommended except on an experimental basis.