The agricultural brand Genève Région – Terre Avenir (GRTA) is celebrating its 20th anniversary. While half of the 1,500 labeled products are currently consumed in the canton, the Council of State aims to reach 70% local consumption in 2050, in accordance with the Climate Plan.
Owner and guarantor of the brand, the State of Geneva wants to increase the share of production and consumption of GRTA products, in particular by increasing the number of points of sale and diversifying the sectors. “The objective is for the GRTA product to be favored by the consumer,” State Councilor Antonio Hodgers, in charge of the Territorial Department, explained to the media on Thursday.
Significant awareness-raising work, particularly among children, and communication around local agriculture and sustainable food will be carried out. Because if 80% of Genevans know the GRTA brand, consumers remain more sensitive to the price than to the origin of the product, according to the results of the Demoscope 2023 survey.
Geneva farmers
“GRTA was created in 2004, to best manage the shift towards globalization, the idea being to allow farmers to make a living from their work and residents to consume locally,” recalled Elodie Marafico, head of the brand. Its annual turnover amounts to 40 million francs.
Milk, vegetables, fruit, meat, fish, wood, wine, flour, oil and even flowers: GRTA certified products come from integrated or organic agriculture, from the canton or its free zones. They are traceable and produced in compliance with collective labor agreements. As for the 700 processed products, they must contain at least 90% regional raw materials.
GRTA has 360 users, including 80% Geneva farmers, but also distributors and processors. And more than 300 school or company restaurants, nurseries, hospitals, EMS and even commercial restaurants are certified. According to the latest directive, they must use at least three GRTA products from four different categories every day, according to Ms. Marafico.
This article was automatically published. Source: ats
