Italian co-operatives have a flair for innovation. City of co-operation, neighbour to the Milan 2015 World Exhibition, is a must-see example of co-operatives marketing themselves using their co-operative identity.
A project of the Alliance of Italian Co-operatives (Associazione Generale Cooperative Italiane, Confcooperative Reggio Emilia and Legacoop Emilia Ovest), City of Cooperation promotes Reggio Emilia co-operatives, leveraging the exposure of the Expo 2015 World Exhibition.
City of Cooperation aims to bring Expo visitors to the Reggio Emilia region, to appreciate first-hand the region’s strong co-operative enterprise network. Though we admit it is a step no itinerary is complete without, gastronomy is far from being all Reggio Emilia’s co-operatives are capabale of.
City of Cooperation is a typical case study of co-operatives working together to leverage their network and haul in a bigger fish. No less than 60 co-operatives are part of the initiative. Working in agreement towards a common goal, not only out of concern for community, but towards business objectives too, is indeed one of the strategic goals put forward by the global body representing and uniting co-operatives, the International Co-operative Alliance, in its Blueprint for a Co-operative Decade.
City of Cooperation has a dedicated web site, proposing visitors three routes or the option to make their own itinerary. Wine lovers will likely pick the “Via Lambrusco” route, taking them for a day at leading wine co-operatives. Cheese buffs will opt for the “via del Parmiggiano”, which offers a visit to the region’s cheese makers. While some may well call Reggio Emilia Food Valley, the reality is that Reggio Emilia’s co-operatives are far more than sips and nibbles. Named “Via dell’Innovazione“ the third route makes this point, taking visitors along the region’s leading enterprises in ceramics, crafts, social services and more.
Perhaps the most interesting option is to assemble your own route to measure, selecting co-operatives from the three routes, according to your personal interests, and those of your guests. The City of Cooperation team happily helps out, offering to arrange custom tours. Visitors are offered comprehensive service, going so far as interpretation, accommodation and transport.
(Picture: Dame Pauline Green spoke at the City of Cooperation opening event)
Being themed “Feeding the Planet, Energy for Life”, Expo 2015 invites to reflect upon pressing world-scale problems: the sustainability of our food chains, and ensuring equal access to food to all. Born in the 1800's as an answer to similar society challenges, the co-operative model today is sought out by governments and civil society as a more sustainabe alternative to the investor dominated economy. Just 1 hour by high speed train from Milan, City of Cooperation is a complement to Expo 2015 visits, in that it allows to experience first hand the cooperative difference, an answer the questions Expo 2015 puts on the table.
