Farmer-consumer: let's develop together the 3rd way of agriculture for an agricultural transformation at the service of the food transition

Farmer-consumer: let's develop together the 3rd way of agriculture for an agricultural transformation at the service of the food transition

With the International Agricultural Show in full swing over the past few days, the InVivo group, a national union of 200 cooperatives representing more than half of all French farmers, is looking back at the role of the 3rd way of agriculture in the current food transition.

The foundation of its 2030 by InVivo strategic plan, the 3rd way is based on the combination of all types of agriculture and the establishment of a win-win relationship between farmers and consumers.

As a creator of food intelligence, InVivo is a pioneer in the transformation of the agricultural world. For several years now, the group has been deploying new technologies and innovative solutions that improve the competitiveness of cooperatives and significantly reduce the use of inputs, while enhancing the safety and quality of agricultural production.

InVivo is now stepping up this support by deploying an e-commerce platform for goods and services, coupled with a content offer dedicated to cooperatives and farmers: aladin.farm.

A third way to respond to the marketing of fear with the marketing of proof

The diversity of French agriculture is a source of unique richness: conventional, reasoned, responsible, peasant, organic or agro-ecological agriculture... Opposing one type of agriculture to another means missing the realities of the agricultural world and the transformations taking place.

Bioline by InVivo, the group's agricultural subsidiary, masters all the agricultural know-how to support all types of agriculture and farmers throughout the value chain: purchasing, sowing, feeding, managing, protecting and developing. The transformation of the agricultural world is aimed at producing more and better and is based on two major orientations: the increasing use of digital tools and biocontrol products.

To facilitate farm management and improve performance, Bioline by InVivo offers a range of specific digital tools with :

• Smag and its range of web software and mobile applications,
• be Api and its precision farming offer dedicated to intra-parcel modulation of inputs.
• Fermes LEADER: living-lab associated with a web platform for farmers offering collaborative exchanges, training and testing of innovative technologies.

For plant protection, the 3rd pathway encourages the rational use of plant protection products, combined with other solutions, such as biosolutions. Bioline AgroSciences already produces and markets these solutions in France and abroad and is on the way to becoming a leading player in the global biocontrol market.

A third way to give meaning back to the farming profession

Protecting farmers' income is of major importance in optimising the value chain. Agrosolutions, the group's subsidiary dedicated to agronomic expertise, works to improve production and anticipate risks. Tailor-made solutions to secure farmers' income directly are also offered by Bioline Insurance and Protélis.

Bioline's commitments for 2030:

• to reduce the production cost of wheat by 50 euros per hectare, thanks in particular to reasoned fertilisation through intra-parcel modulation using the know-how of be Api, Smag, Agrosolutions and Fertiline;
• achieving zero pesticide residues in food products by drawing on the expertise of Bioline, Phyteurop and Semences de France;
• supporting the implementation of HVE (high environmental value) certification procedures to enhance the value of farmers' work.
   

"Today, more than ever, we are supporting the ecological and technological transition of our activities, so that agricultural production becomes a major lever in the fight against climate change, through its positive impact on carbon storage, soil quality and the preservation of biodiversity. By investing in new technologies and innovations we are providing solutions that will make it possible to achieve what today seems impossible. By putting food intelligence at the service of cooperatives and farmers, we will demonstrate that we can produce more and better with fewer inputs and meet the aspirations of citizens," says Thierry Blandinières, CEO of InVivo.

Among the management tools that are now indispensable to the agricultural world, InVivo and nine of its member cooperatives have invested in the creation of a unique platform dedicated to cooperatives and their farmers.

Aladin.farm: the genius of agriculture and farmers

aladin.farm was created with the cooperatives and their farmers, to accompany and accelerate the transformation of the agricultural world, and to prepare the future of agriculture.

This platform was developed in partnership with nine cooperatives spread across the country: Agora, EMC2, Groupe Dauphinoise, Maïsadour, NatUp, Noriap, Ocealia, Uneal and Val de Gascogne; its objective being to be 100% aligned with the needs of farmers and technicians.

aladin.farm, a vector for the 3rd way of agriculture

Beyond a purchasing platform integrating the specificities of the cooperative world, aladin.farm is the promise that a different kind of agriculture is possible by highlighting alternative practices and professional content to build the 3rd way of agriculture. Aladin is positioned at the heart of the changes in the French agricultural model.

Today, more than 50,000 farmers in France already have access to aladin.farm. And the platform aims to cover all 201 of InVivo's member cooperatives.

Plant health, biosolutions, seeds, fertilisers and services are the first ranges to be opened on aladin.farm, which will eventually meet 100% of farmers' needs and services in terms of farm management. "aladin.farm is the power of a national platform with local offers managed by each cooperative for its own members," says Stéphane Marcel, Managing Director of Aladin.

Low-carbon label: a tool for the transition of agricultural sectors

Officially launched a year ago, the low-carbon label enables companies wishing to offset their emissions to support the low-carbon transition of agriculture. Agriculture has many levers, both for reducing its emissions (CO2, N20, CH4) and for sequestering CO2 in the soil and biomass on a long-term basis. Along with forests, agricultural soils are the only carbon sinks capable of offering natural and viable solutions for climate regeneration.

France, via the Ministry of Ecological Transition and Solidarity, has committed to achieving carbon neutrality by 2050; the Low Carbon Label sets the framework for certifying projects, remunerating farmers for their practices and allowing economic actors to offset their emissions.

Available for a few months for forestry and mixed farming/livestock, this label is currently being developed for field crops. It is co-written by Agrosolutions, the agricultural consultancy subsidiary of the InVivo group, and the field crop technical institutes.

In parallel with the development of the field crop label, Agrosolutions is participating in the European Innovation Project (PEI) CarbonThink, with Terrasolis, Planet A and INRA. Carried out in the Grand Est region and financed by the Grand Est Region and Europe, 100 farms in the region (in field crops, mixed farming and viticulture) will enter the low-carbon transition and have their practices certified by the low-carbon label.

Agriculteur le jour et la nuit - a positive communication operation

Who are the men and women who feed us? How do they live? Far from representing a homogeneous group, farmers are very diverse: depending on their type of production, the geographical and climatic constraints they face, the techniques they use, their mode of organisation.

At a time when food and agriculture are at the heart of the debate, photographer Géraldine Aresteanu went to meet farmers for the InVivo group. The objective: to show the daily life of those who feed us and their investment in their work, which does not stop at night...

For 24 hours, she accompanied and photographed the many faces of our agriculture. InVivo is showcasing them at the Salon de l'agriculture by displaying the 12 portraits between pavilions 1 and 2 (Passage Renan), on a backlit frieze covering more than 110 m². Visitors to the show will discover 24 hours in the life of a farmer, a market gardener, a cereal grower, a wine grower or an oyster farmer.

To publicise this exhibition, 25 photos will also be displayed in 45 Paris metro stations, including Montparnasse, Etoile, Porte Maillot and Saint-Lazare, between 12 and 25 February.

To follow the project: Instagram: 1jour1nuit1agri - Website: www.1jour1nuit1agri.fr