According to the National Strategy for Organic Agriculture (NSOA), Portuguese production has struggled to meet the rising domestic demand for organic products. This resulted in an increase in imports. For example, 49% of organic fruit and vegetables sold originates from outside Portugal. In addition, the NSOA identified insufficient technical knowledge as one of the main barriers to expanding organic production in Portugal.

There was a clear need to address how the demand could be better met by domestic production and develop a communication plan that would help clarify and deepen the specific technical knowledge about organic farming. Good examples and best practices needed to be promoted more effectively to better demonstrate that perceived challenges could be overcome. A range of different audiences from different agroecological contexts across the country needed to be reached so that their questions and concerns about organic farming could be discussed. The idea was that open debate and the dissemination of better information, knowledge, and best practices would help encourage those farmers who were inclined to transition from conventional to organic vegetable and fruit production.

A partnership formed to address the challenge and design a relevant project. This was led by the Polytechnic Institute of Coimbra (IPC), which coordinated the efforts, together with four local development associations and the National Horticultural Operational and Technological Centre (COTHN). The partnership approached the Portuguese National Rural Network and applied for funding.

The overall aim of the Divulgar Bio project was to reduce the country's dependency on imports in the organic fruit and vegetable sector, and to meet existing demand thanks to domestic production. The objective was to encourage farmers in Portugal to learn about organic farming, and provide them with the knowledge of how to transition from conventional to organic agriculture. Furthermore, the intention was to develop and implement an effective communication plan, and disseminate technical material that would help raise awareness of the opportunities, share know-how and good practice, and thereby build valuable capacities.

To overcome existing barriers in perception, it was important to involve farmers in project activities from the outset. In that way, their perspectives could be adequately considered. The rationale was that active participation would increase their interest in organic farming and motivate them, and others through them, to start producing organically.

The project was largely implemented during the COVID-19 crisis. This severely limited face-to-face interactions. As a result, not all expected outcomes were fully realised. Nevertheless, the project implemented several activities successfully.