Innovation in the agri-food sector is not only a matter of technological adoption, but a cultural process that requires a creative and multidisciplinary vision. In a context where competitiveness depends on the ability to communicate the value of territories, it is necessary to integrate design, the arts, and social sciences in order to transform agricultural production into an experience of economic and social development capable of engaging new markets.
Rural Hack is involved in the project as a facilitator of creative initiatives that bring together design and communication experts with local businesses. The aim is to stimulate the development of new languages and business models that will make agri-food innovation more inclusive and attractive. By fostering the exchange of ideas between different fields of knowledge, the project aims to revitalise rural identity, making it a fertile ground for sustainable development and enhancing the appeal of these areas.
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