MIGRATIONS & TERRITORIES
The creation of a socially sustainable food supply chain in the South of Italy
«Social fractures can be treated with art, culture and beauty through a new design of economic and productive relationships»
What is it?
Funky Tomato is the first participated supply chain that includes all those involved in the economic process. Transparent and multi-ethnic, it is a network that brings together growers, gatherers and bottlers of tomatoes from Southern Italy, guaranteeing a regular contract to all people involved. It operates in Scampia (Naples), in Basilicata and in the Foggia area. It produces peeled tomatoes and sauces that sells at large retail prices.
How did it come to life?
After the death for fatigue of laborer Paola Clemente, a group of farmers, activists and researchers decided to reorganize the tomato production chain in accordance with the principles of dignity, equity and participation, convinced that quality food should also be socially sustainable. Funky Tomato reinvests part of its profits in financing local artistic projects.
How does it work?
The legal instrument used is the “network contract” which allows the clustering of small businesses in the name of shared objectives. All those involved or their representatives are part of a well-defined communication set-up, essential for any relationship-based economy work. Co-producers of Funky Tomato need to pre-purchase the products or to contribute to the Funky Tomato Fund: the injection of capitals covers production costs).
Why is it in Design Collisions?
Funky Tomato is born from the idea that social fractures can be treated with art, culture and beauty through a new design of economic and productive relationships. A territory is reactivated, also in terms of multi-culturalism, when it finds pride, memory and culture. For this reason, Funky Tomato redistributes the resources it generates and invests locally in training, cultural production and job creation.
Is it design?
Funky Tomato redesigns supply chain relationships by establishing the network, combining economy and culture in the production process. The Funky Tomato jar becomes a container of food and culture, and the brand is the tool for spreading the message: today’s production models must have social and environmental responsibilities and re-establish their ties with the territory in a mutually fruitful relationship.
Funky Tomato’S alternative supply chain was turned into a brand by its team and that of Rural Hack, led by Prof. Alex Giordano. Hydrogen recently re-designed the graphics of the labels.
LABOUR DIGNITY IS POP
Funky Tomato is POP in its way of thinking and acting. It is a point of reference on conscious nutrition, it feeds on the energy, fun and sense of the people it involves and it is closely linked to the local musical culture.
In the photo, Nicodemo, one of the artists collaborating with Funky Tomato.
The funk and jazz sounds of the 1960s and 1970s were an important starting point for developing the brand image, based on iconographic elements of pop culture, from posters to posters and covers of period records.
The cultural and ethical value in production and respect for the land and its workers is expressed by the “Alimentare la Cultura” (Feeding Culture) pay-off, placed above the logo on the label.
To reinforce the close link between the company and music, each label has been equipped with a QR Code that refers to a page on the company website where it is possible to listen to and download the “No Borders” album, a playlist of music by artists who support the Funky Tomato project (the Romans of Carmine D’Aniello, Assalti Frontali, Giulia Anania and Baba Sissoko) ».