Agriculture Session
Chair: J. Bouris -A. Dounis - P. Goulas - P. Kaldis
A.1.1 Agricultural Marketing Competitive Strategies and Innovative
Practices in Greece
Dr. John Bouris
Dr. Panagiotis Kaldis
Dr. George Alexopoulos
Alexia Giannouzakou, MBA
Prof. TEI-Athens
Prof. TEI-Athens
Agricultural Univ. Athens
Agricultural Univ. Athens
jbouris@teiath.gr
pkaldis@teiath.gr
galexop@aua.gr
alexia@aua.gr
Abstract
In a continuous changing environment where its major threats and opportunities
derives from the severe competition, the ongoing biodiversity, the established
competitive rivalry, the ‘intermediaries’ bargaining power, the agriculturally-based
entrepreneurship viability depends mainly on its performance, flexibility, adaptability
to managing marketing competitive strategies and innovative practices.
Taken under consideration that small producers and vendors, men and women,
are important actors in rural and peri-urban agricultural activities, this paper aims to
identify and propose innovative marketing practices both to promote agricultural
product and to connect food processing/production with marketplace conditions.
Based to relevant literature and empirical researches, we investigate the abovementioned subject analyzing the entire spectrum of the food supply chain (F.S.C.).
Mainly, we split our investigation effort up to two areas of analysis:
Area #1: food processing & production
Great concerns are given to:
food production cost volatility and several strategies are proposed in the lieu
of reducing the operational cost and specific techniques suggested such as the food
supply chain be functioning properly at the agricultural producers benefit .
product differentiation-that is, the introduction of differential features, quality,
styles in the agricultural commodity brands as a basis for commanding a premium
 product branding .The cornerstone of our endeavour is the product branding
with emphasis in the name, term, symbols, special characteristics etc intending to
identify the product of the end-users from those of the competitors.
The identification of agricultural products and foods as Protected Destination Origin
and Protected Geographical Indication on the one hand enables producers, in
particular those of disadvantageous and remote areas, to promote products presenting
special characteristics more easily, improving in this way their income with better
prices in the market and on the other enables consumers to buy high quality products
with warranties for their production, processing and geographical origin.
Area #2 : Food Distribution Channels and marketplace conditions
The following issues are investigated:
The F.D.C. should be chosen according to their efficiency and adaptability
such as a fair value between agricultural producer price and consumer price, be able
to obtaining. The agricultural product from ‘farm’ or ‘stable’ until it comes to final
consumer ‘plate’ or ‘folk’, passing through alternatives marketing channels (from
zero-level-direct marketing to N-level marketing channels). The strategy is to choose
the channel in such a way that minimize the discrepancy between producer and
consumer prices at a specified length of a channel.
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Toward this direction new techniques and institutions are proposed as far as
FDS is concerned such as : a.) Direct marketing channels: e-shops, farmers’ market
b) Agro tourism and Gastronomy c) Collaborating to strengthen local and regional
food systems. d) Community-supported agriculture e) contract farming.
Marketing is the pivot of economic development in rural areas. It is an essential
component in income and employment generation in farm and non-farm sectors.
Since marketing is one of the pre-requisites for income generation, this article
attempts to throw some light both on marketing of agriculture production to other
areas and improving marketing environment within the rural areas.
Key words: marketing of agriculture products, food supply chain, direct agricultural
marketing, product branding
A.1.2 Τhe first national attemp for the certification of lamb and kid meat from
elassona region as pdo (protected designation of origin)
Goulas P.1, Kantas D.1, Goula Ioanna-Maria2, Petrotos K.3,
1
Department of Animal Production, School of Agricultural Technology,
Technological and Educational Institute of Larissa, 41110 Larissa.
2
Postgraduate student in Management and Environmental Protection (Edinburgh
Scotland)
3
Department of Biosystems Engineering, School of Agricultural Technology,
Technological and Educational Institute of Larissa, 41110 Larissa.
Corresponding author:τηλ. & Fax: 2410684367, E-Mail: goulas@teilar.gr,
The studies on the certification of lamb and kid meat of the Region of Elassona as
PDO (Protected Designation of Origin) were based originally on Regulation 2081/92
of the EU, which was replaced by Rules 509 & 510/2006 on the Council of March the
20th, 2006, Regulation 1898/2006 (EC) laying down detailed rules of implementation
of Council Regulation (EC) No 510/2006 on the protection of geographical
indications and designations of origin for agricultural products and foodstuffs, JMD
261611/FEK Sheet No. 406 / 03/22/2007 Issue Second set additional measures for the
implementation of Regulation 510 & 1898/2006 for the protection of PDO and the
preparation of special studies.
It should be noted that this is the first attempt for the certification of fresh meat in
Greece (there is no fresh meat or meat product certified as PDO or PGI). For the
certification of fresh lamb and kid meat from the Region of Elassona the following 7
research level studies were made:
 study on the production methods (nutrition, housing and management) of
sheep and goat units in the region.
 study to identify the breeds of sheep and goats in the region of Elassona and
genotype control.
study on the physical conditions of the province of Elassona where the "lamb
and kid of Elassona" are produced (soil, climate and flora).
 study on the health status of sheep and goats population of the region
(transitable diseases and infestations) and ways of cope them.
 study on the quality control study of lamb and kid meat and determination of
quality characteristics.
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study on market demand for lamb and kid meat and of possible historical
evidence linking these products to the region.
 final study design and file preparation on the claims for Designation of Origin
(PDO) "Lamb & Kid Meat of Elassona"
A.1.3 Integrated system for micro-climate monitoring in agriculture
D. Pyromalis, A. Sari, D. Cantzos, D. Dimogiannopoulos, D. Tseles,
Abstract
An integrated system for agricultural use is developed in order to monitor climatic
conditions in open field and greenhouses. Wireless sensor networks are adopted and
special purpose software is developed for Greek areas and cultivations. The whole
system is documented and compared with other systems that have been applied in
several areas of the world. Literature review of such attempts has proved that
effectiveness of distributed wireless sensor networks is acceptable and successful for
applications in the agriculture section.
Keywords: Wireless sensor networks, precision agriculture, embedded data
acquisition, wireless sensors
A.1.4 Design of an autonomous agricultural installation
G. Kyriakarakos1, Anastasios. I. Dounis2, C. Alafodimos2, D. Tseles2
1
Agricultural University of Athens, Department of Natural Resources and Agricultural
Engineering, 75 Iera Odos Street, GR 11855, Athens, Greece, Tel +30.210.5294046,
Fax. +30.210.5294032, email: gk@aua.gr
2
Technological Education Institute of Piraeus, Department of Automation, 250, P.
Ralli & Thivon Str., Egaleo 122 44, Greece, Tel +30.210.5381188, email:
aidounis@otenet.gr
Abstract
In order to design an energy autonomous agricultural installation it is first needed to
identify the specific needs of the installation. In Greenhouses and Animal Housing
buildings the main consumptions include ventilation using fans and windows, lighting
not only for illumination in the dark, but also for production boosting and heating
with IR lamps, cooling through the use of misting or evaporation cooling panels,
heating with electrical air heaters or diesel burners and finally electricity for all
automations present. After the definition of the main consumptions priority is given to
investigating them and applying changes in order to minimize the electricity needs
through the use of energy saving appliances with final goal the promotion of rational
use of the available energy. This will assist in minimizing the nominal power needs.
The most important tool in the reduction of energy demand is the design and
implementation of a Building Energy Management System (BEMS). This will allow
the optimization of the energy flows in the system, something that would otherwise be
impossible. The automatic control of the processes that take place in an agricultural
building will, on one hand, aid in energy conservation, and, in the other hand, increase
the agricultural production and quality of the produced goods with lower labor input
from the farmer. The final step includes the preparation of energy demand profiles of
the installation and the identification of available renewable energy sources in the area
of the installation. These could include solar, wind, geothermal or small hydro energy.
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A created computer model analyzes the profiles and the available power and in the
end, through optimization techniques, provides the most economical system that can
cover adequately the needs of the installation.
A.1.5 Development of a mobile energy production system using photovoltaic
cells
M.Papoutsidakis1, P.Fetfatzis1, D.Pyromalis1, D.Tseles1
1
Department of Automation, T.E.I. of Piraeus, Petrou Ralli & Thivon 250, 12244
Athens, Greece, tel: +30 2105381483, *contact author: mipapou@teipir.gr
Abstract
World Energy consumption and the resulting CO2 emissions are increasing
substantially and this increase puts in danger the ecological stability of Earth.
Growing scarcity and rising prices of fossil fuels may lead to economical and political
instability in many countries in the near future. These problems can be solved by
contribution of the use of renewable energy resources. The renewable energy
resources are sufficient enough to meet the world energy requirements. Most of the
countries have recognized the new energy policy to encourage the investment on
photovoltaic energy systems. In this paper, an autonomous energy production system
using a single photovoltaic panel is going to be presented. The system is mounted on a
trailer with 3 wheels and can be towed by any typical car, even a small one. The parts
of the system from energy production to ready for consumption point and their
construction will be discussed in details. A significant part of this paper include the
description of a future project that will be undertaken in the close future, and will
involve four photovoltaic panels in separate frames, in an attempt to increase the
power supply and the overall autonomy of the system.
A.1.6. Implementation of a dynamic site for agricultural unions
Ch. Drosos, E. Sofianopoulos, N. Alafodimos, D. Pyromalis, D. Tseles,
Abstract
Internet is the major information source worldwide today. This article shows
how we implement a dynamic site for agricultural unions in Greece with open source
CMS. The low cost of information, communication, and interaction on the web offers
unions opportunities to improve services and attract members, and thus reinvent
themselves. Also web technologies in the agricultural sector can play key role for
promoting agricultural products of the members with low cost all over the world, to
improve communication with other unions globally and give the opportunity to
members to interact and exchange ideas about production etc.
Keywords: Website, agricultural unions, open source software
A.1.7. Innovative agricultural methods
A.Efthimiadou, M.Gkoulta, D.Tseles
Technological Education Institute of Piraeus, Department of Automation, 250 Thivon
& P.Ralli, 12244, Egaleo, Greece Tel:+302105381540, fax: +302105381200
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Email: deana@teipir.gr
Abstract
During the past years the cultivation of fields in Greece was based on agrochemicals.
Agrochemicals have multiple negative effects: in the environment , in the quality of
the products, in the health of the farmers as well as of the consumers. In order to
overcome these difficulties new agricultural practices are adopted and new products
are promoted. One of the most successive new practices is Organic Agriculture, which
has proven to protect the environment, the consumers and the farmers from the but
effects of common agriculture.
At the same time sustainable agriculture seems to be the answer for the lower yields
(in comparison to common agricultural practices) of organic agriculture. Our study
intents to present these new agricultural practices. We give examples of cultivation
and certification procedures, taking under consideration the characteristics of some
prefectures.
A.1.8. A Multicriteria Method for Agricultural Land Management/ Planning
based on GIS
D.Finos, M.Gkoulta, D.Tseles
Technological Education Institute of Piraeus, Department of Automation, 250 Thivon
& P.Ralli, 12244, Egaleo, Greece Tel:+302105381540, fax: +302105381200
Email: deana@teipir.gr
Abstract
The development of a decision support tool for Agricultural Land Management /
Planning based on multicriteria methods and the use of Geographical Information
Systems (GIS) is presented in this paper. The process includes digitization of
geological maps of a prefecture, digitization of maps with climatic data (temperature,
rain, wind speed, etc.), overlapping these digital maps with maps that evolved from
the analysis of elevation, road network, residential areas & river network with the
concurrent use of a multicriteria method for crop decision. The final result is mapped
on GIS in order not only to assist decision making (planning, tracking of risks,
alternatives or proposals for suitable cultivations, product quality inspection,
problematic/ least suitable/ ideal Areas, tec.) but also be easy for use by agriculturers.
A.1.9. Optimal design and implementation of an e-shop for selling agricultural
products
University oh the West of Scotland/ T.E.I. Pireaus
Author: Alexandros Tsekouras, D. Tseles
e-mail: tsekourasmail@yahoo.gr
2, Agias Varvaras st.
Zip Code: 166 74
Glyfada, Greece
Abstract
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The aim of this survey is to study the problem of designing and implementing a
modern and functional electronic shop for the promotion of agricultural products. The
purpose was the theoretical and practical approach, analysis and solution of the
problem.
What is of particular interest in this study is the combination of one of the earliest
forms of primary production such as agriculture, with electronic commerce, which is
one of the most modern types of marketing.
In order to cover the whole spectrum of the subject, first a brief historical overview of
agriculture is preceded, followed by a short review of the evolution of electronic
commerce and the presentation of web development technologies. Onwards, the
current situation of agriculture and marketing of agricultural products in Greece is
presented and finally, before proceeding to the design and presentation of the website,
a research takes place on a representative sample of the population recording the
current needs of modern farmers on the best promotion of their products, as well as
the preferences of consumers.
For the implementation of the electronic shop, open source technologies were used:
the “PHP" scripting language in which the code was written, the relational databases
management system "MySQL", and the "Apache HTTP server".
Key Words: e-shop, agriculture, php, e-commerce, open source
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