Case Study

Madrevite

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Madrevite

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.

Address
Kurfürstenstraße 49, 60486, Frankfurt/Main Germany
Telephone
+49 (0)69 / 9726 683-10
Email contact
office@ifls.de

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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?

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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; office@ifls.de.

The data subject declares to have acquired all this information.

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

What are cookies used for on our website?

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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.

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Third Parties