Case Study




1. Introduction

b. What/ How/ Who/ Where

Madrevite is basically a farm with specialization on wine, in an area under the designation of origin Colli del Trasimeno, recognized since 1972, also including a very special kind of vine called Gamay del Trasimeno, cultivated in the surrounding of the lake since old times. The University of Perugia demonstrated recently by genetic analysis that the vine is not Gamay from the region of Beaujolais in France, but belonging to the grape variety Grenache. So the name Gamay was acquired by mistake but continues to identify this vine grown on the hills surrounding the lake Trasimeno. The red grape most spread in the area is Sangiovese and Gamay del Trasimeno, as it is officially known and registered, was always considered a secondary vine that could be added to Sangiovese. Nicola Chiucchiurlotto, the owner following his father, is also President of the “Consorzio Colli del Trasimeno”, collecting all producers of the Controlled Designation of Origin (DOC in Italian) existing since 1972.

2. Given Situation before Startup/ Change

a. Existing farm or new/ side entry

Nicola’s grandfather started the farm, as sharecropper (“mezzadro”), then as a farmer owner of his land. His father took over the farm in the years ’90s, then Nicola started to work in 2004, and in 2017 he became the owner. The wine production started in the years ‘60s but the farm was mostly zootechnic, breeding swine and the bovine traditional race of the territory called “Chianina”. The farm was producing straw and fodder and cereals for animal breeding.

3. Decisions made at the beginning (AIMS/ GOALS)

d. Decision for the Market to be delivered: B2B and/or B2C

The change for Nicola was the participation to a measure of the Tuscany Rural Development Plan in 2001-2004 including an 8-day secondment in France in summer 2003. Emiliano Falsini. This field training was fundamental to push Nicola to increase the farm land going towards a wine specialization passing from 15 to 65 ha totally, with vineyards from 2 ha to 15 ha.

The choice of enhancing the local varieties pushed Nicola to embrace the choice, besides the traditional Sangiovese, of the Gamay del Trasimeno with the precise idea to characterize it as a biodiversity and a specialty of the territory surrounding the lake Trasimeno.

Also an olive grove with 1.200 olives was included in the farm choosing the certification as organic extra-virgin olive oil. In 2004, following the efforts of some local farmers to recover a cowpea old variety called “Fagiolina del Trasimeno”, Nicola also started 2 ha of this crop, as white for the first two years and then multicolour, with four harvesting phases.

At this point the choice was clear: high quality local wine combined with a mix of organic extra-virgin-olive oil and Fagiolina del Trasimeno.

The following step was to let know the farm and products at national and international level also with tasting at farm for the visitors.

 For the wine quality is essential 2 ha raccolta scalare. Migranti, pachistani. 2 mesi estivi. Potatura verde.

4. Gallery

5. Measures taken to establish the business (PLANNING/SETTING)

b. Single Farm/ Cooperation/ Cooperative

The Consorzio Colli del Trasimeno is the common way of representing the image and quality of the wines, but as the wine is self-made at farm as a special firm with support of an oenologist in the cellar and presented with specific personal characteristics and references. This position makes it necessary to participate to wine exhibitions in Italy and abroad for direct contact with the buyers.

6. Next steps to move on (MOVE ON/ ADAPT)

b. Steps ahead in relevant Markets

The strategic choice of high quality products representing the territory leaded Nicola to increase the intense hand work needed for this purpose.

For pruning, also that called green in spring/summer, was necessary to find specialized workers, in the last years migrants, coming from Tuscany. 

Also for the grape selection and hand harvesting with choice of the best grapes, as well as for the four harvesting phases of Fagiolina workers in out sourcing with previous experience are needed.

7. Quote and Recommendation of the Promoter

c. What you recommend to other farmers?

A traditional food product is not just something to eat or drink but it is representing the territory, the landscape, and the culture of the population. This is an added value that can be attractive for the customer and be integral part of the local heritage that the visitor carries with him in his own imagination. Investing in culture and communication is part of an agriculture capable of representing the territorial tradition.

Privacy Policy

At Niche Market Farming we take the protection of your personal data very seriously. Our purpose is to protect the privacy of the data you provide us and to comply with the current regulations on the protection of personal data.

In compliance with the Act 3/2018 of 5 December on the Protection of Personal Data and Guarantee of Digital Rights transposing Regulation (EU) 2016/679, we inform you of the following information about our privacy and data protection policy:

Who the controller of the processing of your data?

The organization responsible of your data is Institute for Rural Development Research. This is an Institute located in Frankfurt, Germany.

Kurfürstenstraße 49, 60486, Frankfurt/Main Germany
+49 (0)69 / 9726 683-10
Email contact

What is the purpose of the treatment?

  • To respond to requests, complaints and incidents transferred through our contact channels incorporated in the website.
  • To understand the behavior of the navigator within the web in order to detect possible computer attacks on our web.
  • Comply with legal obligations that are directly applicable to us and regulate our activity.
  • To protect and exercise our rights or to respond to complaints of any kind.
  • Submission of newsletters regarding the goods or services that make up the activity of the responsible person or news related to his activity.

What is the legal base of the treatment?

The legal basis for the treatment of your data is the consent of the data subject under article 6.1 a) of the Regulation, as well as the legitimate interest of the data controller under article 6.1 f) of the Regulation.

The data we request from you are adequate, relevant and strictly necessary and in no case are you obliged to provide them to us, but their non-communication may affect the purpose of the service or the impossibility of providing it.

For how long do we keep your data?

Your data will be kept for the time required for the proper provision of the service offered, as well as to meet the responsibilities that may arise from it and any other legal requirement.

Which recipients will receive your data?

While processing your data, Institute for Rural Development Research may share your data with:

On Projects Advising SL, as web management and maintenance service providers.

What are my rights?

  • Right of access: the right to obtain confirmation of whether personal data is being processed, as well as the right of access to such data.
  • Right to rectification of personal data.
  • Right to erasure
  • Right to limitation of processing
  • Right to data portability
  • Right to object: the right to object to data being processed.

The controller retains the right to restrict the rights set forth in Article 23 of the EU Regulation, if such restriction is provided to safeguard, in particular fundamental rights and freedoms and is a necessary and proportionate measure.

Where can I make a complaint?

If any interested party considers that their data are not being treated correctly, they can send their complaints to the following e-mail address;

The data subject declares to have acquired all this information.

Cookies Policy

A cookie is a file that is downloaded and executed on your computer, phone, or mobile device when you access certain web pages. Cookies allow a website, among other things, to store and retrieve information about user’s browsing habits and recognize the user depending on the information they contain and the way they use their computer.

Cookies do not harm your computer and are necessary to facilitate navigation.

What are cookies used for on our website?

Cookies are necessary for our website to work properly. The purpose of our cookies is to improve the user’s browsing experience. They can be used to remember your preferences (language, country, etc.) during navigation and on future visits.

The information collected in the Cookies also allows us to improve the website and adapt it to the individual interests of users, speed up searches, etc.

What types of cookies does our website use?

Analysis Cookies: These, if they are used properly by us or by third parties, allow us to quantify the number of users and thus perform the measurement and statistical analysis regarding the users’ usage of our service.

What we will NOT use cookies for

Our cookies do not store information about your personal identification, address, password, credit or debit card details, etc.

Who uses the information contained in these cookies?

The information stored in the website’s cookies is used exclusively by us, apart from those identified below as “third party cookies”, which are used and managed by external entities to provide us with services to improve our own services and the user’s experience when browsing our website.

Third party cookies are mainly used to obtain statistics and to guarantee the payment operations are carried out.

Can I prevent cookies from being used?

Yes, firstly, you must disable cookies in your browser and, secondly, delete the cookies stored in your browser associated with this website. 

You can restrict, block, or delete cookies from this website at any time by modifying your browser settings. This setting is different for each browser. For more details on the configuration of cookies in your browser, please consult your browser’s “Help” menu.

It is possible that some of the website’s features may no longer work if you disable cookies.

List of cookies that our website uses

Technical and customization cookies

These Cookies are used to identify the user during the session, prevent the user from having to repeat authentication processes on the website, speed up some website processes, remember selections made during the session or on subsequent accesses, remember pages already visited, etc.





User identification

They are used to identify and authenticate the user. They also contain technical data from the user session, such as connection timeout, session identifier, etc.



Session identification

They identify the user’s http session. They are common in all web applications to identify requests from a user’s session.



Navigation status

They help identify the user’s browsing status (login, first page, first access, scroll status, voting status, etc.).



Navigation analysis cookies

These Cookies obtain generic information about users’ accesses to the website (not the content of the same) to subsequently provide us with information about these accesses for statistical purposes.





Google Analytics (__utma, __utmb, __utmc, __utmd, __utmv, __utmz, _ga…)

They allow website statistic’s tracking through the Google Analytics tool, which is a service provided by Google to obtain information about user access to websites. Some of the data stored is: number of times a user visits the website, dates of the user’s first and last visit, duration of visits, from which page the user accessed the website, which search engine was used or which link was clicked, from which part of the world the user accessed the website, etc. The information generated by the cookie about your use of the website will be directly transmitted and stored by Google Inc (a company located in United States). The configuration of these cookies is predetermined by the service offered by Google, so we suggest you consult the Google Analytics privacy page, for more information on the cookies it uses and how to disable them (keep in mind that we are not responsible for the content and accuracy of third-party websites).


Third Parties