Corporate Social Responsibility and Supply Chains: Contribution to the Sustainability of Well-being

Abstract

In recent years there is an ever greater attention toward the theme of social responsibility, especially from the agriculture and agri-food sector, whose typical features, i.e. the link with the land, the role of tradition and the defence of nature and environment, are closer to this theme. Thus, social environmental issues have become an essential part of the agricultural policy's objectives. In this context, we can observe a growing interest by the consumers towards the short food supply chain, which allows the recovery of the direct relationship and the consolidation of relations between producers and consumers. The short food supply chain creates the awareness among producers and consumers having common goals and drives them to find new forms of meeting, exchange and collaboration with the direct sale. Thus, the aim is to create some organizational models for the development of new forms of marketing of short chain, by responding to the purpose of ensuring a competitive development of the fruit and vegetable chain and of the reference area. In order to develop these reflections, we realized a case study on the “Orto in condominio” an experience similar to the “box scheme” realized in Campania region by the producers’ organization Terra Orti.