From NOVACT we are promoting the MenjaCAT project that aims to contribute to the promotion of agri-food models adapted to climate change that allow reducing the ecological footprint of this sector in Catalonia, promoting a more resilient and sustainable food.

How do we make this possible?

1. We promote commercial and digital strategies to encourage the sale of local products -priorizing organic ones- from Catalan production companies in order to expand the sustainable, healthy and local food offer at new points of sale.
2. We promote the consumption of more sustainable food. We encourage the consumption of ecological, local and responsible food; promoting healthy, fair and sustainable food among citizens through the implementation of actions of awareness, training and incentives linked to local/social currencies, generating a greater economic and social impact in the territory.
3. We improve the intercooperation of the agri-food sector to strengthen the resilience and sustainability of the food chain in Catalonia. We establish intercooperation strategies between the different agents in the food chain to share tools, resources, distribution and marketing channels.

Why do we do that?

We have detected that there are different groups and sectors in precarious situations:

• Extensive livestock sector: Sacred socio-labour situation and with loss of rights that can only be overcome by selling differentiated products to responsible consumers.
• Agroecological pages: A rather precarious sector that works to offer quality products to citizens, but lacks commercial strategies to reach new audiences.
• Consumption groups: They work in a participatory way and that allow connecting local producers with responsible consumers, despite having difficulties in making their business models viable in front of large surfaces and online commerce.
• Conventional commercial establishments: Local commerce in large cities is looking for new ways to build customer loyalty and reach new audiences, through offering added value in their service to cope with large surfaces.

MenjaCAT will provide the following resources:
1. A directory of agri-food producers (livestock farmers from Catalonia and farmers from the Collserola and Parc Agrari del Llobregat area), which will be a tool that allows them to be made visible and promoted.
2. A conscious and responsible consumption guide towards sustainable food for citizens.
3. A training manual that will help make sustainable and healthy food recipes at home, at school, etc.
4. A document of agreements in the agri-food sector with specific strategies and actions to promote fairer, more dignified and sustainable marketing.
A robust and exhaustive business model that is viable, transferable and scalable.