AgriXplainer: The New European Educational Marketing Method for the valorization of Green Practices and Successful Products in Agri-Food Micro-Enterprises

The AgriXplainer project was developed in response to the need for small producers and farmers to better communicate the value of their products and sustainable practices to consumers. Partners identified that many micro-enterprises in the agri-food sector lacked marketing competences, access to digital tools, and the ability to present the ethical and environmental aspects of their production. The project aimed to create new forms of vocational education combining marketing, sustainability, and communication in order to strengthen the competitiveness, credibility, and visibility of small producers in rural areas.

The main goal of AgriXplainer was to develop competences in Educational Marketing – a form of marketing that informs and builds trust between producers and consumers. The specific objectives were to: - Strengthen communication and marketing skills of agri-food micro-enterprises. - Establish common European standards through digital education and micro-credentials. - Promote equality, inclusion, and ethical business practices in agriculture. The project also contributed to the digital transformation of VET, environmental awareness, and supported the EU Farm to Fork Strategy by integrating education, sustainability, and innovation.

The project was implemented by seven partners from six countries (SK, IT, CY, EL, TR, RO), coordinated by the Slovak University of Agriculture in Nitra. Main activities included: - research and creation of the Atlas of Educational Marketing Practices, - development of the MOOC “Educational Marketing for Farmers”, - preparation of a Research Report and 21 Policy Recommendations, - organisation of six national and one international multiplier event, - creation of newsletters, blog articles, videos, and audio guides, - piloting with more than 140 farmers and micro-entrepreneurs. All activities were supported by strong management, communication, and dissemination mechanisms ensuring transparency and efficiency.

The project delivered three main results: - Atlas of Educational Marketing Practices – a collection of replicable examples of good practice across Europe; - MOOC platform offering 280 minutes of video lectures in seven languages, with subtitles, audio guides, and a final certificate (micro-credential); - 21 Policy Recommendations – guidance for policymakers and training institutions to support sustainable communication in the agri-food sector. All results are freely accessible online and have been adopted by universities, agricultural organisations, and VET centres. The project strengthened digital and communication competences of farmers and promoted sustainable entrepreneurship in rural Europe.