Agribusiness in Tuscany
Facts and figures
Why Invest in agribusiness in Tuscany 3
Overview of Tuscany’s economy 4
Agribusiness in Italy 5
Agribusiness in Tuscany 6-8
Traditional and excellence products 9-12
Wine 14-16
Olive oil 17-18
Plant nursery and flowers 19
Rural tourism 20-21
Human capital and research 22
Infrastructures 23
Regional policy 24
Key Contacts 25
INDEX
2
Great tradition and high quality productions
Tuscany is among the regional leaders in agribusiness in Italy
The entire supply chain is present within region
International leader in some excellence products
Diversification of production
Integration with tourism and cultural heritage
Tuscany is leader in farm tourism in Italy and Europe
Human capital and infrastructure
Dense network of educational and research centers
Excellent logistic localization and infrastructure assets
3
WHY INVEST IN AGRIBUSINESS IN TUSCANY
Population: 3.65 mln
Regional GDP: €106 bln (6.7% of Country GDP)
GDP per capita: €28,300
Export on GDP: 25% regional value
Export Δ 11/12: +14%
Main Exports : Machinery, Chemicals, Pharma
Top 10 Southern European Regions Overall for FDI (FDI Magazine 2010)
Tuscany ranked 6th in Italy for attractiveness of multinational companies in 2011
Its share of FDI has continuously grown since 2005
Today the Region employees over 32,000 workers in multinational companies
In 2013, according to a regional database on multinationals, overall multinational companies accounted for 501 companies (421 foreign and 80 Italian)
Overview of Tuscany’s Economy
Source: IRPET on ISTAT data 2012; 1991=100; real value
Source: Reprint Database and Politecnico University of Milan (2012)
All data source: ISTAT 2013 (data refers to 2011)
362 363
374 374
390388
392
345
350
355
360
365
370
375
380
385
390
395
2005 2006 2007 2008 2009 2010 2011
Foreign multinational companies in Tuscany (number), 2005- 2011
Rank Region Country
1 Catalonia Spain
2Comunidad de Madrid Spain
3Lisbon Region Portugal
4 Andalucia Spain
5 Lombardy Italy
Rank Region Country
6Comunidad Valenciana
Spain
7 Piedmont Italy
8 Lazio Italy
9 Tuscany Italy
10 Aragon Spain
4
Italian exports
2003 2004 2005 2006 2007 2008 2009 2010 2011 20120.0
20.0
40.0
60.0
80.0
100.0
120.0
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Average unit value index
Volumes index
Values of exports
Increasing average unit values of exports: towards quality
2003 2004 2005 2006 2007 2008 2009 2010 2011 20120.0
20.0
40.0
60.0
80.0
100.0
120.0
0
5,000
10,000
15,000
20,000
25,000
30,000
Average unit value index
Volumes index
Values of exports
Agricultural products
Food and beverage
Italian share of agricultural goods World export: 1.7%
Italian share of food products on World export: 3,8%
Agribusiness sector in Italy: facts and figures
Labor units in agribusiness in Tuscany
Agricolture72%
Fishery1%
Food industry27%
84650 Labor Units
Agribusiness in Tuscany
Euro (millions) %
% over Italy
% over Tuscan Value added
Agricolture 1734 55.1 7 1.8
Fishery 58 1.8 3.9 0.1
Food industry 1353 43 5.4 1.4
Total 3145 100 6.1 3.3
Value added of agribusiness
Agribusiness sector contributes to the 3% of Regional Gross Domestic Product, producing a total added value of around 3.15 Euro billions.
Around 85000 labor units are employed in agribusiness
Tuscany accounts for 6% of Italian exports in agribusiness. Exports increased by 30% in period 2008-2013
20002001200220032004200520062007200820092010201120122013 1,000,000,000
1,200,000,000
1,400,000,000
1,600,000,000
1,800,000,000
2,000,000,000
2,200,000,000
Europe is the main market, with 60% of exports. However, USA are the biggest importer from Tuscany (23%), followed by Germany (17%), France (9%), UK (8%)
United States
France
Switzerland
Japan
Netherlands
Austria
Australia
Sweden
Turkey
Russia
0 100000000 200000000 300000000 400000000 500000000
Variety of production
Production of Tuscan agriculture
Euro mil % % over Italyherbaceous plants 430 18.5 3.3Pastures 43 1.9 2.5Woody plants 1132 48.5 10.8Livestock 456 19.6 3.1Services 270 11.6 4.9TOTAL 2331 -- 5.1
Tuscan agriculture is characterized by specialization in production from woody plants, which is linked with grapes, olive, wood and plant nursery activities
The more relevant productions in terms of added value in agriculture are wine (45% of Tuscan value added), wheat (16%), oil (11%), potatoes (7%), grapes (6%)
Changes in Tuscan agriculture
Increasing role of secondary activities on agricultural turnover.Those include mainly:- Farm tourism- Direct food production
Share of secondary activities on agricultural turnover
0
100
200
300
Nord Ovest Nord Est Centro Sud Isole Toscana Italia
prodotti agricoltura prodotti industria alimentare
1. Towards diversification
2. Towards quality
Tuscany
Increasing production in high quality products, as shown by increasing export prices
Average export prices, agriculture (blue) and food industry (red)
Tradition & excellence
Tuscany hosts:
463 traditional food varieties (Italian Census of traditional food products, Ministery of Agricolture, 2013)
22 EU quality branded products (10% of Italian branded products): 14700 firms
40 varieties of wines with warranty assurance labels awarded
protected geographical indication (PGI)
Protected Designation of Origin (PDO)
38 DOC wine typologies
17 DOCG wine typologies
5 IGT wine typologies
Excellences in Tuscan agribusiness: EU quality brands
It designs products which are traditionally and prepared, processed and produced in a specific territory and thus acquire unique properties
12 products awarded PDO status in Tuscany
Protected designation of origin (PDO)
Excellences in Tuscan agribusiness: quality brands
Protected geographical indication (PGI)
PGI status can be awarded to products that are traditionally prepared, processed or produced in a territory
10 Tuscan products awarded PGI status
Excellences in Tuscan agribusiness
Organic faming is developing across the region:
Around 2400 firms are involved in organic farming (3.4% of total firms):-1860 firms produce organic olive oil- 960 firms produce organic wine
Cultivated surfaces doubled between 2000 and 2010
Organic farming
Renewable energy
2165 farm business firms product renewable energy. Tuscany is the 2nd region after Trentino-Alto Adige in terms of firms producing renewable energy.1760 firms produce solar energy173 firms produce biomass39 firms produce wind energy350 firms produce other forms of energy (hydro, geothermal,…)
39 firms produce biofuel
Excellent sectors in Tuscan agribusiness
Major R&D centers and
Universities in Tuscany
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Olive oil
Wine Plant nursery
Farm tourism
Tuscany is the 7th Italian region in terms of wine production, but the 3rd considering the value of production, and the 10th European region (Eurostat, 2012)
26 000 firms producing wine
High quality productions (DOC, DOCG, IGT labels) represent 82% of total wine production
Excellences in Tuscan agriculture: wine
Italy is one of the World leaders in wine sector, both considering production and consumption:
- the second world producer and exporter (after France)
- the third world market (after France and USA)
FranceItaly
SpainUSA
ChinaAustralia
ChileArgentina
South AfricaGermany
0 10000 20000 30000 40000 50000Main wine producers
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
0
100
200
300
400
500
600
700
800
Wine exports (trend)
Tuscany Italy
Wine exports
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012400000000450000000500000000550000000600000000650000000700000000750000000
Wine exports
Wine exports have grown by 31% in period 2008-2013
Main importes from Tuscany are USA (29%), Germany (18%), Switzerland (7%), Canada (7%), UK (6%), Japan (4%)
United StatesGermany
SwitzerlandCanada
United KingdomJapan
DenmarkNetherlands
FranceSwedenBelgiumAustriaRussiaChina
Norway
0 100000000 200000000
Source: Istat (2014)
Source: Istat (2014)
Source: Istat (2014)
Main importers
Controlled designation of origin guaranteed
(Denominazione di Origine Controllata e Garantita, DOCG)
Typical Geographic Indication (Indicazione Geografica Tipica,
IGT)
Controlled designation of origin (Denominazione di Origine
Controllata, DOC)
60 varieties of Tuscan wines awarded quality assurance labels
16
QUALITY BRANDING IN TUSCAN WINES;
17 typologies of Tuscan wine awarded DOCG brand:Brunello di MontalcinoCarmignanoChianti ClassicoChianti Colli AretiniChianti Colli SenesiChianti Colli FiorentiniChianti Colline PisaneChianti MontalbanoChianti MontespertoliChianti RufinaChianti SuperioreMontecuccoMorellino di ScansanoSuveretoVal di CorniaVernaccia di San GimignanoVino Nobile di Montepulciano
38 typologies of Tuscan wine awarded DOC brandAnsonica Costa dell'Argentario , Barco Reale di Carmignano , Bianco della Valdinievole, Bianco dell'Empolese , Bianco di Pitigliano, Bianco Pisano di San Torpè , Bianco Vergine della Valdichiana Bolgheri e Bolgheri Sassicaia, Candia dei Colli Apuani, Capalbio , Chianti,Colli dell'Etruria Centrale , Colli di Luni, Colline Lucchesi , Cortona , Elba, Montecarlo, Montecucco , Monteregio di Massa Marittima , Montescudaio , Terratico di Bibbona, Moscadello di Montalcino Orcia, Parrina, Pomino, Rosso di Montalcino, Rosso di Montepulciano, San Gimignano, Sant'Antimo, Sovana , Tazio, Valdorcia, Terratico di Bibbona , Val d'Arbia , Val di Cornia Vin Santo del Chianti Vin Santo del Chianti Classico Vin Santo di Montepulciano
5 typologies of Tuscan wine awarded IGT brand:Alta Valle della Greve Colli della Toscana Centrale Maremma ToscanaToscano o Toscana Val di Magra
50 300 agricultural firms are operating in Tuscany92 000 hectares cultivated, 15 million plants18 000 tons annually produced
3.7% are organic farming5 typical production brandsHigh quality allows for higher price than competitorsHigh integration between agriculture and oil production
Excellences in Tuscan agriculture and food industry: olive oil
2001200220032004200520062007200820092010201120120
50000000100000000150000000200000000250000000300000000350000000400000000450000000
Olive oil exports
United StatesGermany
FranceUnited Kingdom
CanadaSwitzerland
JapanBelgiumPolandPolonia
0 50000000
100000000
150000000
200000000
In the period 2008-2013 the value of exports increased by 40%
1991
1993
1995
1997
1999
2001
2003
2005
2007
2009
2011
2013
0
200
400
600
800
1000
1200
Olive oil exports
Tuscany ItalySource: Istat (2014)
Source: Istat (2014)
Source: Istat (2014)
The brand Olio Toscano IGP (Protected Geographical Indication)Is a guarantee brand indicating that the oil responds to several requirements across the entire supply-chain. Quality is guaranteed by the Consortium for the protection of Tuscan extra virgin olive oil, which established the Disciplinary rules of Production, in order to protect the quality and the traceability of the oil. Main rules are:- Oil should be extracted exclusively and entirely from olive groves
grown in Tuscany. All plants are registered.- Crushing operations should be done exclusively within Tuscany and
mills should communicate operations to the inspection bodies. - Oil should pass several inspections and chemical and sensorial
tests determined by the product regulation.- Bottling and packaging should be made within Tuscany.
Traceability:Each bottle of Tuscan Extra Virgin IGP is labeled around the neck of the bottle with the alphanumeric code. This allows to track the supply chain. By entering the code on the website of the Consortium, one can have information on who cultivated the olives, who pressed them and who bottled them.
Excellence in oil: Extra virgin olive oil Toscano IGP
Excellences in Tuscan agribusiness: plant nursery and flower industry
Tuscany is the main Italian region in plant nursery and flower production (15% of national production)Plant nursery accounts for around 30% of agricultural production in Tuscany, with around 5500 labor units.Strong performance on foreign markets: Tuscany is the Italian leader region in exports of plants and flowers (44% of national exports)
France
Germany
United Kingdom
Netherlands
Switzerland
Spain
Turkey
Belgium
Greece
Turkmenistan
0% 5% 10% 15% 20% 25% 30% 35%
Main importers
Tuscany44%
Sicily9%
Liguria17%
Emilia-Romagna
7%
Friuli-Venezia
Giulia5%
Others17%
Export shares by region
Source: Istat (2014)
Source: Istat (2014)
Source: Istat (2014)
1991
1993
1995
1997
1999
2001
2003
2005
2007
2009
2011
2013
0
50
100
150
200
250
Plant exports (euro millions)
Rural tourism has gained widespread diffusion in Tuscany, counting around 4200 firms and 57000 places available in structures. Nowadays Tuscany is the Italian leader in rural tourism, both in terms of supply of structures and tourist arrivals and overnight stays.
Excellences in Tuscan Agriculture: rural tourism
Toscana
Lombardia
Umbria
Emilia-Romagna
Sardegna
Abruzzo
Sicilia
Liguria
Puglia
Molise
0 1,000 2,000 3,000 4,000 5,000
Farm tourism structures
0500,000
1,000,0001,500,0002,000,0002,500,0003,000,0003,500,0004,000,000
Tourist presences in farm tourism structures in Tuscany
Foreigners
Italians
Tuscany hosts 20% of Italian farm tourism structures and 30% of nights spent by tourists in Italian structures
Farm tourism hosts over 7% of total tourist presences in Tuscany (more than three millions nights in Tuscany).65% of guest are non Italian
Excellences in Tuscan Agriculture: rural tourism (2)
Wine, oil and flavors of Tuscany Trails
Is a network of 22 tracks within Tuscan territories characterized by high specialization in wine, oil, and other typical products.
They represent an effective way of promoting territories and their high quality products, by means of dedicated web sites, smartphone and computer apps and specific initiatives within territories
Universities & Research
• Universities• University of Pisa• Scuola Superiore Sant’Anna of Pisa• University of Florence• University of Siena
• Research centres• Ibimet-CNR (Florence)• CRA (Council of Research and experiment in Agriculture, plant nursery
branch) • INEA (National Institute of Agricultural Economics)
High Schools and professional training
• 30 schools offer 74 technical and professional courses• on agribusiness studies, with 6000 students enrolled
Innovation poles
• Poles on agribusiness industry (Grosseto) and on plant nursery (Pescia) will be launched soon
to access and distribute for
major European Markets
Major R&D centers and Universities in Tuscany
Per ogni affermazione diamo cifre di evidenza (+ 1
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MILANO
ROMA
U
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UU
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GENOVA - FRANCE
• A1 Highway Milan/Florence/Rome/Naples
• A12 Highway to Genoa and France
• Florence International Airport• Pisa International Airport
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Tuscany offers a wide network of institutions offering education and/or research applied to agribusiness
I
S
I
SS
S
S
S
S
S
S
S
S
S
S
• Livorno harbor• Carrara harbor• Piombino harbor
Human capital and research in agribusiness
S
SS
S
S
S
S
S
S
S
SU
U
Highways
A1 the main Italian highway, linking North and SouthA11 linking Florence with Pisa-ViareggioA12 linking to Genova , Turin and France
Main markets and logistic centersInterporto Toscano Amerigo Vespucci, LivornoInterporto della Toscana Centrale, PratoMercato dei Fiori di Pescia
HarborsLivorno, Carrara, Piombino
AirportsPisa International AirportFlorence International AirportBologna Int. Airport is 100 km from Central TuscanyRome Fiumicino Airport is 300 km from Central Tuscany and 170 km
from Southern TuscanyMilan Malpensa Airport is 350 km from Central Tuscany
to access and distribute for
major European Markets
Major R&D centers and Universities in Tuscany
Per ogni affermazione diamo cifre di evidenza (+ 1
slide)d
MILANO
ROMA
GENOVA - FRANCE
• A1 Highway Milan/Florence/Rome/Naples
• A12 Highway to Genoa and France
• Florence International Airport• Pisa International Airport
23Tuscany is strategically located in Central Italy
• Livorno harbor• Carrara harbor• Piombino harbor
Transport infrastructures
Main guidelines for policies carried out by Regional Administration are the following:
- Promotion of branding, especially regarding high quality products
- Promotion of investment, especially those regarding training, innovation and research
- Promotion of private and public research
- Promotion of multifunctional firms and integration between farming and tourism
- Promotion of low environmental impact productions
Regional policy
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The Promoter
Under the President of Regione Toscana, the government of the Region, an investment promotion program was undertaken to facilitate investments from foreign companies in the field of Cultural Heritage
Along with Toscana Promozione, we support foreign companies willing to locate in Tuscany
Our service is free of charge and strictly confidential
Our experts can help you do business in Tuscany by:
Providing investment opportunities
Scouting and groundwork for potential investors
Establishing leads
Assisting investors: assessment, contacts, negotiation and after-care services
Services for investors
We provide information services for investors wishing to locate their business in our region on issues ranging from incentives and market information to location opportunities
The service is free of charge and confidential
Take advantage of our network. It is at your disposal to give you detailed information, including:
Availability of location opportunities
Macro - economic and sector data
Start-up information
Bureaucratic procedures
European, national and regional incentives and
grants
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Contact Details:
INVEST IN TUSCANYRegion of Tuscany
Directorate General for PresidencyRegional policies for attracting inward investments
Piazza Duomo, 1050123 Florence, Italy
Tel: + 39.055. 438 2425 / 5033 / 4896Fax: + 39 055 4384135
Email: [email protected]
www.investintuscany.com