Why & How

What the eyes see, the mind believes. And what about things we cannot see? This is actually the main challenge that the embrace project faces; to make visible the “hidden” value of economic activities, by utilizing the concept of circular economy and to persuade stakeholders take action towards what they cannot (yet) see.

Recognizing the fact that the circular economy is both a challenge and an opportunity for the wider agrofood sector in the MED area, embrace project takes action towards building the capital and leveraging the capacity of regional players to deploy and implement new practices (at all levels), facilitating the transition from the linear approach towards the circular economy.

But how will we integrate the circular economy concept in regional systems?

By capitalizing the strong know-how of embrace Partners, the project facilitates the introduction of principles and practices in two leading sectors of the Med economy; Agrofood and Wine. Through the support of the innovation process and the introduction of a hybridation between eco-desing, resource efficiency and new spaces of value creation, we aspire to provide achievable advantages by shutting the exits points of value from regional value chains.

Engaging all players in the value chain is crucial in our perspective. In order to strengthen the impact of the project, embrace adopts a multidimensional approach (from training stakeholders to introducing financial instruments and testing new business models), realized by regional nodes and transnational clusters. This will accelerate of integration of the circular economy concept of the MED area, thus it will allow the catch up of the regional agrofood systems in terms of competitiveness.