A new way of grocery shopping direct from producers without leaving the city has been introduced in Florence: Alveare.
The idea originated in France in 2011 with the launch of La Ruche qui dit Oui and now boasts more than a million consumers throughout Europe. Florentine food blogger Chiara Brandi has brought the concept to Florence, selecting local producers and managing the community.
“I’m amazed that nobody’s created a community like this before in the city. When I heard about it I immediately contacted the national coordinators. I already knew plenty of local producers thanks to my blog, where I mostly talk about food in connection to the land and I’ve tried to include products that I like to eat.”
The model is based on a web platform in which supply (small producers within 17km of Florence) and demand (a community of consumers in the same city) meet.
How does it work?
You sign up, for free, on the Alveare website, take a look at what produce is available in your nearest Alveare, place an order and pay order. Every Wednesday you can collect your order from Le Murate between 6.30 and 8pm, when you can also chat with the producers.
Florence’s Alveare producers currently include Fattoria S. Michele a Torri, Fattoria Arcetri, Birra Mascetti, La Fornella, Fonderia del Cacao, Pasta Portighese, Tenuta La Novella, Azienda Agricola Il Ponte, Molino Bardazzi, Dolcemporio, Podere Montisi and Caffè Corsini.
On Saturday, November 12, at 4.30pm, a temporary market will be held at Le Murate as an introduction to the new Alveare community.
