Analysis of the economic evaluation of an Italian farm in response to the economic-financial crisis that the EU is going through

The Zero Food Miles agriculture is a sustainable philosophy of consumption: the farms open their doors to consumers and permit them to buy their own products without going through a middleman. This phenomenon, also known as the "Farmer's Market", is spreading to Italy and around the world. The Zero Food Miles products must have their origin in the same region where they are sold. As far as non-regional manufactured products are concerned, the "Zero Food Miles" definition is valid only if they are located no more than 50 km from the Region's border where the market is situated. The consumption data, collected by the Observatory SANA- GPF, an institute of research and consultancy, reveal that in 2011, the 50,6% of Italians claimed to have paid a higher attention to the environmental impact of their own consumes and their everyday life habits than the year before. However, there is a general tendency, in the Italian food consumption, to search for tasty and genuine products. As a result of these considerations and of the fact that at a local level it doesn't exist a powerful business organization which trades short chain products we found it interesting to analyse the case of a newborn Italian farm that adopts the Zero Food Miles selling of their own products to segments of consumers who display highly differentiated preferences and show a particular inclination to purchase natural and high quality goods.