ALIANZA AGRO Operational Group: Aragonese Agri-Food Alliance. Communication for improving the reputation and enhancing the value of food production.
- Type Operational group
- Status In progress
- Execution 2024 -2027
- Assigned Budget 120.000,00 €
- Scope Autonómico
- Autonomous community Aragón
- Project website GO ALIANZA AGRO
This project seeks to bridge the gap between rural and urban areas by improving the visibility and recognition of the agri-food sector. Expected outcomes include the development of more effective communication strategies for specific audiences, increased awareness of the role of farmers in food production, and a strengthening of the connection between industry professionals and society.
For farmers and other professionals, this initiative brings key benefits: improved public understanding of their work, greater support for sustainable rural development, and a stronger market position through more effective communication.
By implementing these strategies, professionals will be able to interact more directly with consumers, policymakers, and other industry stakeholders, generating new business opportunities and strengthening the value of the agri-food sector to the economy and society.
Primary and secondary school students are expected to better understand the links in the agri-food production chain, from agriculture and livestock to food processing and marketing. Furthermore, the teaching materials and educational simulator are intended to raise awareness about responsible consumption, environmental impact, and the importance of local products.
Through questionnaires, students' prior and subsequent knowledge levels will be assessed, as well as the effectiveness of the educational activities. An improvement in the perception of agriculture as a key factor for health, social well-being, and economic development in Aragon is also anticipated.
The project will be developed in several phases.
First, a survey will be conducted on the prior knowledge of students in grades 5 and 6 of primary school and early secondary school, using a specifically designed questionnaire. This will inform the design of educational materials, which will include a teaching guide on agri-food production in Aragon, highlighting seasonal foods, production areas, and processing processes. This guide will be integrated into science classes and will promote critical thinking and scientific literacy.
Teachers will then be trained in the use of these materials, and classroom monitoring will be provided to ensure proper implementation. In addition, complementary activities such as games and contests will be designed to reinforce learning.
Finally, an interactive educational simulator will be created that will allow students to collaborate virtually on projects related to food and sustainability. Students will be able to interact with peer avatars and guide their decisions, promoting collaboration and active learning about the territorial impact of food production. This simulator will be integrated into the school curriculum and will be an innovative tool to reinforce concepts taught in the classroom.
The project is part of the Aragonese Agri-Food Alliance, a multidisciplinary organization with almost 15 years of experience, whose objective is to promote the importance of the agri-food sector and the rural environment. Throughout its existence, the Alliance has worked to raise awareness about the importance of agriculture, livestock farming, and food production as fundamental pillars of food and environmental sustainability.
This work has materialized in various initiatives such as the Green I Love You Green Conference and the Communication Cooperation Group (2020-2023), which have identified the need to optimize public resources by targeting communication toward specific audiences. One of the key drivers for this project has been the growing gap between rural and urban areas, which has affected the understanding and value that society places on the agri-food sector.
In this regard, the Alliance has promoted forums for debate, such as the conference on the link between rural areas and cities, and has maintained a constant presence in the media, with the aim of strengthening the sector's visibility and recognition. Furthermore, the project responds to the challenges arising from rural depopulation and the need to revitalize rural areas through initiatives that promote sustainability and inter-institutional cooperation. In this context, the project seeks to develop a communication strategy that strengthens the agri-food sector's presence in the collective imagination, promoting a collaborative approach to improving the conditions of rural areas and producers.
This project addresses the need to increase awareness about agriculture and livestock in Aragon, focusing on primary and secondary school students.
Through educational materials and an interactive simulator, the project seeks to raise awareness about the importance of consuming local products, foster respect for rural areas, and promote sustainability. The project also aims to improve knowledge about food production and distribution processes, contributing to the development of a critical and well-informed citizenry.
For farmers and other professionals, this initiative brings key benefits: improved public understanding of their work, greater support for sustainable rural development, and a stronger market position through more effective communication. By implementing these strategies, professionals will be able to interact more directly with consumers, policymakers, and other industry stakeholders, generating new business opportunities and strengthening the value of the agri-food sector to the economy and society.
- Coordinator/entity name: Official College of Agricultural Engineers of Aragon, Navarre and the Basque Country
- Postal address: Calle Valenzuela, 5, Zaragoza
- Coordinator/entity email: agronomos@coiaanpv.org
- Telephone: 976230389
- Colegio Oficial de Ingenieros Agrónomos de Aragón, Navarra y País Vasco
- COLEGIO OFICIAL DE INGENIEROS TECNICOS AGRICOLAS, GRADUADOS Y PERITOS AGRICOLAS DE ARAGON (coita@coita-aragon.org)
- UNIÓN DE AGRICULTORES Y GANADEROS DE ARAGÓN (aelorriaga@uaga-aragon.com)
- ASAJA HUESCA (asaja@asajahuesca.es)
- UPA ARAGON (upahuesca@upa.es)
- Colegio Oficial de Ingenieros Agrónomos de Aragón, Navarra y País Vasco
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