Urban Ecology - Cantinho das Aromáticas

Cantinho das Aromáticas is a small-scale company that produces certified organic herbs in a peri-urban zone, trying to contribute to mitigate climate change. The production system used is based on a special screen that keeps water in the land and heats the soil, allowing the plants to grow safer. The irrigation practices also save water resources. This holistic thinking of the business model, can contribute to implement a new vision of the food system in the cities where 55% of the world population live in. The plants are produced and processed in the same location reducing product handling. Some herbs produced are wild and rare species which have become lost in culinary use. The main objective is to contribute to a better understanding of the community, to promote life changes and to improve the values of social impact through the production of food and more responsible consumption attitudes.

The Cantinho das Aromáticas project has been contributed over the last 18 years to a true sustainable food system in peri-urban zone.The agricultural practices and the possibility for each citizen to visit the farm, are a very important factor to increase the well-being. The neighboring communities derive direct benefits from the existence project. This partnership ensuring a logistical means of supplying local products to the population bringing other producers closer to consumers through the short channels distribution strategy. helps the understanding of a new way to consume food and connecting with the nature. It was the first production project in Portugal, pioneering, and which helped more than 300 Portuguese farmers and some abroad (France and Spain). The partnerships with universities allows to replicate this model. In terms of research and development, Cantinho das Aromáticas was involved in hundreds of undergraduate, master's and doctoral works. In this regard, they received the distinction of honor of horticultural technician, for helping to establish a new Portuguese urban agriculture. TThe volunteer program of Cantinho das Aromáticas and the Municipality, which is already 11 years old, makes it possible to leverage the social responsibility of the project and to develop therapeutic horticultural programs.

The weed control screens, water efficiency and solar energy used at Cantinho das Aromáticas in the peri-urban agriculture production, made many followers and became a benchmark among hundreds farmers. 
Furthermore, by promoting environmental sustainability through his practices was possible to reestablishment ecosystems on the farm itself, as the dragonflies. Another important factor is the "consumption" of manual and electrical machines in the cultivation. So, there is no use of fuel tractors to prepare the soil and another farm activities. It should be noted that the techniques of fertilizing the land - compost and organic matter from farm animals - help a lot to reduce the carbon footprint. The two natural wells for capturing water constitute a good example of good practices related to the environment and climate change. There is a herd of Garrano horses and Barrosãs cows, both native Portuguese breeds. This project takes advantage of these animals, concerning the tons of compost they produce, or in the maintenance of uncultivated fields. On average, some lands have 4% more organic matter, which represents twice as much as the beginning.

Cantinho das Aromáticas has four main targets. The principal one is the consumers of food. Based on his small-scale production but supported in an innovative and disruptive management, the project targets the consumers of food. The several workshops that happened at the farm level, helps the consumers to rethink about the importance of the food - a new way of consumer behaviour. At the production level, which is another target, we can mention other farmers that got inspired on Cantinho das Aromáticas and Luís Alves - CEO, to start their own business in a sustainable basis. Cantinho das Aromáticas participates in municipal volunteer programs gives guarantees of providing better levels of well-being to the local population, promoting social equity and sharing of enriching human experiences. This way to collaborate with the society is different of all business. Some of this target-people seek contact with nature and re-establish inner well-being. Other people are those of the highest age group that need emotional proximity. Finally, the fourth target are the students at the University. Cantinho das Aromáticas was involved in several projects to develop new products an to support research project that allows sharing knowledge.  

Cantinho das Aromáticas is characterized by a small-scale periurban business that produces organic food - infusions and herbs for seasoning. In other hand, it is also related to the global issue of climate change by selling organic certified products. Production-level business practices - supported by the transfer of knowledge to other producers, help to embrace the target to adopt new and sustainable thinking. At the same time, during the 18 years of life of Cantinho das Aromáticas, the project has been encouraging consumers to connect with nature, positively putting pressure on the adoption of a new consumption behavior.

The Cantinho das Aromáticas project is a complex business based on the critical success factors based in the best balance between environment, society and economy - the true tripple botton line. The interdependence relationships generated by management, enable a strong value chain, based on the sustainable practices of producing aromatic herbs and certified infusions and seasonings in organic farming. The entire context of the business model, from strategic thinking, to agricultural practices, such as the use of organic matter from autonomous animals on the farm, the water from two wells, the use of part of the electricity via solar panels, allowed this business to differentiate itself from the others competitors. The fact that it is inserted in an urban context, in which 7,41 acres of agricultural land are preserved, adds even more complexity to this business. Good relations with suppliers, but also with customers and visitors, leverage the sales strategy in short channels. All of this contributed to a result that is very difficult to achieve for other similar businesses: the annual agricultural income in turnover in the context of a city that approaches 100 thousand euros per 2,47 acres. No other competitor reaches these numbers, in the same space of agricultural land, supported in organic agriculture. It is from this set of factors that Cantinho das Aromáticas is different and is innovative.

The certification in organic farming and GlobalGap, are a guarantee of differentiation that requires unique business practices, as well as the nurseryman certificate. The critical success factors of this business are based on the propagation of plants by the creation of their own seeds, making the selection of the best varieties, to guarantee the best final results of aroma and flavor - improvement processes over 18 years of experience and experience. collaboration with Universities, until the harvest, using machines from Japan that guarantee homogeneity and harvest capacity of approximately 1 ton. per hour. As for the harvesting process, in order to gain more flavor, aroma and maintenance of the essential oils of the plants, a crucial factor in this business, unlike all the other producers who water the plants a lot until the harvest to obtain more weight, in Cantinho das Aromáticas the process it is the opposite, that is, before harvesting, irrigation is cut so that the plants enter water stress, strengthening the quality of the final product. Finally, the drying process is also unique, as it never exceeds 45 degrees of temperature and is slower than normal practices, taking 3 days. In this way, it is possible to guarantee more volatile compounds per plant, reinforcing the flavor and aroma and the final quality of the products.

https://www.youtube.com/watch?v=IBPn5NLBp2s&t=234s

From seeds to consumer is the business model of Cantinho das Aromáticas.

The use of screens to protect plants and to be more efficient in resources, the irrigation system and wells of water, the use of animals as a living and calibrating element between the plant and animal world that also makes fertilization possible, the use of clean energy sources, such as solar panels, cutting and drying plants, to maintain and improve the organoleptic qualities of the final product, the use of robotic greenhouses that guarantee an effective management of humidity, temperature and irrigation, due to the fact that being a nurseryman and guaranteeing the propagation of plants by creating and maintaining their own seeds, until the use of packaging that allows a more effective product conservation, guarantees the use of technology, but above all with holistic business thinking.

All Cantinho das Aromáticas activities, from seed to research and development activities, aim to highlight and reinforce that agricultural production in the context of the city is possible and that above all, cities have and will increasingly play an important role in feeding the population of the future. The prospect of short distribution channels, of fighting to minimize environmental impacts while producing healthy food, provides the existence of alternative paths to mass production. Cantinho das Aromáticas is a strong net contributor to an understanding of sustainable food production, employing local people, generating happiness for seasonal employees in the harvests. Basically, this project makes a strong contribution every day to two fundamental pillars: the change in lifestyles that it is necessary to promote, fundamentally in consumption and a positive and very intervention social impact through social responsibility actions in which the business is involved. Aromatic plant infusions have been used over the centuries not only for the pleasure of its aromatic richness, but also for the impact on the health and well-being of the consumer, with the product being associated with a holistic perspective. While the value of selecting raw materials and product preparation practices has been explored in the valuation of many drinks and foods, allowing the creation of lots of quality, as is the case with wines, olive oils or even coffee, the concept and the value of lots of excellence and differentiated quality in aromatic plants has not been explored until today.It is known empirically that factors such as the season or form of harvest, or even the area of the plant used, affect its aromatic and functional properties. However, until now, its effect has not been systematized or its value explored with the consumer, as has been the case for some years in other beverages and foods.Deciding to fill this gap, the Infusion Premium consortium had as main objective the creation of a new culture of consumption of infusions that takes the consumer to limit to the limit the pleasure of tasting these drinks, through the creation of lots of excellence (premium).

http://www.cantinhodasaromaticas.pt/infusao-premium/divulgacao-do-projecto/

https://www.youtube.com/watch?v=Pp8zB1s8n5I&t=3s 

https://www.youtube.com/watch?v=ChYvz9jbGME 

The Cantinho das Aromáticas project, in connection with agricultural producers, directly influenced around 300 in Portugal, France and Spain, some of whom continue to be clients of the nursery. In one year it is expected that this level of production may influence 500 and in 5 years 1,000. In the context of customers and consumers, Cantinho das Aromáticas currently deals with about 5 major distribution customers. Next year, it is intended to expand to 8 and to 12 in the next 5 years. As for the bulk sale of herbs, the impact is currently residual, however, the relationship with an ice cream processing industry, with canned fish and a pharmaceutical, constituted a good diversification base that the company wants to boost in the next year, to double. In the next 5 years, scaling up the business with partners, the idea would be to increase exports and reach new market.

At the moment, after 18 years of existence, the Cantinho das Aromáticas project aims to scale its business and reach a level, if possible international, without losing the DNA of its business model. Boosting sales through the online store and finding a good business partner with capital and investment capacity will allow you to leverage the business to a higher dimension. Cantinho das Aromáticas is a family business that produces aromatic and seasoning herbs in organic farming in an urban environment. An urban fringe project. The search for a partner that makes it possible to reach another dimension is one of the major goals for the future. As this project now influences and promotes new lifestyles and consumption for thousands of consumers, in the near future with a new partner and more investment capacity, it may achieve an even greater capacity to positively influence other business models, these, at international and global scale. Exploring the concept of "glocalization" is one of the objectives. The idea is maintain the focus on the production level but also improve the marketing level of this business. New markets and new products. Maybe redefining the capital structure with new local investors that has know how about this kind of business...why not ?

The investment capacity and access to capital is one of the biggest barriers that this project has. At the same time, the scale of production does not yet allow for a true and ambitious internationalization process that will leverage the business to international markets. The current moment of great uncertainty - Covid-19 reflects a threat to international markets that must be overcome by a good online sales strategy in an omnichannel environment that requires investment and expertise in marketing and management. Stimulating online sales through the virtual store and being present in marketplaces could prove to be a strategy to be fostered. For the next year, Cantinho das Aromáticas wants to focus its business focus a little more on the online business, however, it is expected that the big players in the online market will be a barrier to small businesses. In the next 5 years it is estimated that the barriers to the expansion of the Cantinho das Aromáticas business may be of a logistical nature. Logistics - transportation, storage and packaging are very expensive factors.

Covid-19 and access to international markets: try to increase online sales and improve omnichannel management.Access to capital and investment capacity: find a new partner who has know-how about the business of producing and selling aromatic and seasoning herbs.Marketing and logistics issues: try to recruit, with the help of the partner, a marketing planning team that positions itself in the management of domestic markets and that can develop an internationalization plan taking into account the current and future context that lies ahead.Improve and optimize logistics with the introduction of information and control systems, from production to the final customer - satisfaction. Reducing logistics costs and economies of scale will be another factor to consider.

Nothing to declare.

8 at full time during all year. 

At the weekends at the farm store 3 employees. 

At this moment the Cantinho das Aromáticas are looking for 3 more employees. 

The experience and knowledge of the founder of Cantinho das Aromáticas - Luís Alves, alone guarantee a perspective of continuity and dissemination of good business practices. Luís alves is a national reference and mentioned internationally, in the context of the production of aromatic and condiment herbs in the context of agricultural practices based on the maintenance and restoration of ecosystems. In this regard, he was honored by the President of the Republic, on June 9, 2012, for creating a new paradigm for small and medium-sized agriculture in Portugal, for creating and sharing a new production model. Additionally, it has a constant presence in television programs to disseminate knowledge and promote good practices. At this moment, the Cantinho das Aromáticas team has a very accurate knowledge of the context of the production of aromatic and seasoning herbs, the result of the know-how and knowledge transmission that Luís Alves - Agronomist, provides to the whole team.

Great Taste Awards 2014

The direct relationship with the universities - Biotechnology of the Catholic University and with the Polytechnic Institute of Bragança - CIBIO - Research Center for Biodiversity and Genetic Resources, allows its collaborators to acquire knowledge through practices and the execution of real experiences.

In the context of the public and municipal sectors, Cantinho das Aromáticas has been involved for the past 11 years in volunteer programs that allow local citizens to have an occupation. In this regard, Cantinho das Aromáticas receives hundreds of people every year to participate in the harvests, helping, for example, the elderly to be in contact with people and with Nature, but also helps in the insertion of professionals in the labor market, through programs for the inclusion of people at risk of social exclusion.

Cantinho das Aromáticas' business model is largely based on the holistic vision of creating shared value. Value shared with customers who are offered value propositions based on differentiated products, highly adjusted to a holistic production based on the principles of agroecology, but also to whom knowledge is given and the possibility to think and act with a view to a change to healthier lifestyles. The vision and focus of the business on the triplle botton line model, helps Cantinho das Aromáticas to have a business philosophy focused on satisfying all stakeholders, from society, to the environment and the economy as a whole. The CEO's vision is clearly to implement a business model in which there is a sustainable balance between the three pillars mentioned above. To this end, it takes on the production and sale function internally and outsources the logistics and distribution function. This way of acting, helps the CEO and his team to be close to the customer, being therefore a source of knowledge transmission about the product, the practices and guaranteeing that behind a set of products, some of them of excellence and awarded, there is a face, a team, a land, a model that cares for the common good. This business model allows the definition of the positioning of Cantinho das Aromáticas: from seed to consumer.

The Cantinho das Aromáticas project is applying to MIT-SOLVE in order to achieve a prize that will make it possible to blur and overcome the greatest barrier to growth and business leverage: access to investment, capital. On the other hand, with this resource - Solve, Cantinho das Aromáticas could also strengthen its investment capacity and, together with the business partner, scale production for a true and ambitious internationalization process. The current moment of great uncertainty - Covid-19 reflects a threat to international markets that must be overcome by a good online sales strategy in an omnichannel environment that requires investment and knowledge in marketing and management. This would also be another source of investment to face the uncertainty of the "physical" markets and to keep up with the trend of online selling markets. Invest in a strong online sales platform. For next year, Cantinho das Aromáticas wants to develop a little more focus on online businesses, however, it is expected that the big players in the online market will be a barrier for small companies. This award and aid would boost the development of a more efficient logistics and product distribution matrix for Cantinho das Aromáticas.

With this partnership, Cantinho das Aromáticas would be able to implement its strategy of encouraging quality production to other producers throughout the country, freeing up time and resources for investment in new products and relations with customers. At the same time, it would allow greater comfort in the acquisition of materials and technology applicable to the business, improving one of the current problems, namely those related to high logistical costs. On the one hand, the monetary resource through the premium, the new investor / partner and the increase in sales, would be the three sources to stimulate the future path of the business.

Cantinho das Aromáticas wants to strengthen relations with some producers of aromatic and seasoning herbs so that it can be their customers, helping them to produce excellent raw materials that will allow them to supply their growing demand. This would be an objective and partnership that this application and award would make possible. On the other hand, Research and Development would be another area of choice that would deserve the attention of Cantinho das Aromáticas through a partnership with Biotechnology at the Catholic University of Porto and the Polytechnic Institute of Bragança. With MIT it could be a possibility to develop a specific knowledge dissemination program through the construction of a unique case study in Europe - Aromatic Case Study of a unique Sustainable Urban Fringe project, which could be presented to MIT students and on the other hand, help to spread this project around the world.

We believe that we have the potential to grow. We believe that we can take to the world a true way for cities to assume, through public-private partnerships, in which municipalities can give up cultivable space and organizations and entrepreneurs can set up their small, but profitable food and ornamental production businesses in context urban. The role of cities in feeding the world, in a world where it is estimated that in 2050 60% of the population will live in cities. Our business model and our know-how can and should be a scalable example to the global dimension. For that, we would need the support of SOLVE and our entrepreneurial energy, to put it at the service of the world. We have been promoting healthy lifestyles, more conscientious, more adjustable to the preservation of the environment. We have played a crucial role with a positive impact on the social environment and we would like to replicate our model, all over the world.