Marketing Strategies of Large Agricultural Holdings and Social Commerce: the Case of Terra Orti PO

Generally, the advantages of short food supply chains are associated only to small agricultural holdings and/or farms with a limited production output, but not to larger agricultural holdings. These considerations are limited. For larger producers these forms of marketing could transform from being a mere instrument of commercial diversification into a promotion instrument that makes it possible to translate the acknowledged or desired values in products in the short supply chain to the entire commercial output. The paper, following analysis of the characteristics of e-commerce in agribusiness, proposes the experiences of the Terra Orti Producers Organisation in implementing social commerce for promoting fruit and vegetable products from the “Piana del Sele” territory.