What is the story behind the name agri benchmark and the logo?
The name is composed of two parts and has the following meaning:
1. ‘Agri’ is the short form for agricultural. Agricultural refers to the whole supply chain from farm suppliers via on-farm producers through to the consumers.
2. ‘Benchmark’ is probably best illustrated by the following example: Carpenters used to put marks on their bench to make sure that the legs of the chairs they manufactured all had the same length. They aligned the legs with the mark(s) and cut them off at the edge of the bench. The measuring we do within the agri benchmark project is to compare returns, cost of production and competitiveness between agricultural farms. We plan to extend this activity throughout the supply chain.
With the logo, we intend to express three dimensions of the project:
1. The oval, bended shape is supposed to indicate the globe and the international character of the project.
2. The short lines are supposed to indicate a ruler/yardstick used for measuring.
3. The colours represent the product branches: Red represents all meats and livestock products except milk, green represents all plant products like cash crops, renewable energies and horticultural crops, and blue represents milk. At present, not all of these products are covered by the project.