Angie Ferrazzini

Ashoka Fellow
Mendoza, Argentina
Fellow Since 2014

Citation

This profile was prepared when Angie Ferrazzini was elected to the Ashoka Fellowship in 2014.
The New Idea
In the urban areas of Latin America, daily life is increasingly disconnected from nature. Purchase and consumption of food is quickly moving to supermarkets, where making purchases is merely an act of supply, devoid of any context relating the food and products to the environment, farming, labor practices, and local economy. Given this situation, Angie Ferrazzini expands the concept of agricultural sustainability and conscious consumption by leveraging key stakeholders throughout society, changing cultures and building an ecosystem of support that can cover all citizens.

The first job Angie’s organization, Sabe la Tierra (The Earth Knows), undertakes is to identify local producers and micro entrepreneurs that will create systems and opportunities for agricultural development. Sabe la Tierra organizes sustainable markets and fairs by collaborating with municipalities and key economic actors. Initially, Angie organized her own three fairs that revolved around the issue of sustainability, engaged a growing and diverse audience that had never before heard the concept, and provided an outlet for micro-producers within the local economy that did not have access to customers. The success of these fairs generated demand in new municipalities, and Angie quickly understood the need for open markets outside Buenos Aires that could create a national network of Sabe la Tierra markets and convert other markets to the philosophy and practices of Sabe la Tierra.

To broaden the concept to mainstream audiences and strengthen the development of producers, Angie is now moving to other key outlets that can spread the tools for sustainable consumption. Sabe la Tierra started a catering service, featuring local producers, to share both their products and ideas around sustainability at large events with powerful reach. She is also working on collaborative kitchens and a Sabe la Tierra seal to indicate sustainable origin of a product. As more people take interest in the movement, local governments and other allies also see opportunity in these previously invisible producers and newly activated consumers, and can offer them resources and incentives to further fuel the movement.
The Problem
The Strategy
The Person

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