Master in Strategies and Marketing for Agrifood Businesses

22/04/2025

🎯 Vinitaly 2025 – More than a trade fair, a laboratory for the future

Vinitaly has always been one of the world’s leading showcases for the wine sector. But the 2025 edition went further: it wasn’t just about deals, branding, and networking – it became a true collective laboratory for ideas and strategies to face today’s major challenges.

🌍 Climate change, 🔄 evolving consumer habits (low & no alcohol), 🧭 global market uncertainty, and a new generation of young, unpredictable wine drinkers: the wine sector is no longer just tradition – it’s now about strategy, innovation, and foresight.

For the students of the Master in Strategies and Marketing for Agrifood Firms at the Venice School of Management, this year’s edition was a rich and inspiring experience: direct conversations with key stakeholders, insights into how the sector is preparing for the future, and the opportunity to present their ideas and projects.

🙏 A heartfelt thanks to our partners who made this learning journey possible:

🔹 Omnia technologies/ Della Toffola Spa – innovation and technology driving the wine industry;
🔹 Prosecco DOC Consorzio di tutela Prosecco DOC – for hosting our students’ project presentations at their theater;
🔹 Conegliano Valdobbiadene Prosecco Superiore Consorzio Tutela Conegliano Valdobbiadene Prosecco Superiore DOCG – for their warm welcome and open dialogue;
🔹Consorzio Asolo Montello, for their warm welcome and their illustration of the trends in the area;
🔹 Legacoop – for involving us in the promotion of Veneto’s aquaculture products, in particular MItilla;
🔹 Associazione Colline del Prosecco di Conegliano e Valdobbiadene – for highlighting the connection between local products and regional development;
🔹 Villa Sandi – for their continued collaboration on wine innovation projects
🔹 Casa Paladin – for their generous hospitality and sharing of values we discuss throughout the Master
🔹 Bortolomiol Prosecco Superiore Valdobbiadene – a long-standing partner and historic reference in the Prosecco landscape
🔹 CIA - Agricoltori Italiani Treviso – representing the heart of agriculture and the foundation of quality in the wine supply chain

🍇 Thank you to everyone helping us to create a bridge between education, industry and the future.

01/04/2025

Our Master's in Strategies and Marketing for Agri Food Businesses in Bassano del Grappa! -

On Wednesday, March 19, we concluded our "Food, History, and Culture" module, led by prof. Giovanni Favero of Venice School of Management Ca' Foscari, with a captivating visit to the historic town of Bassano del Grappa. Situated at the foothills of the Alps in northern Vicenza, this charming destination is steeped in history and cultural heritage.

Our discovery began with a walk through the old town, a testament to Bassano's significance as a major economic and food trade center since medieval times. We first stopped at Palazzo Sturm, an impressive 18th-century manor house that now serves as a museum dedicated to typography, printing, and ceramics - two industries deeply connected to the city's history. Through these exhibits, we explored how technological advancements and foreign influences have driven innovation and transformed European societies over the centuries. After lunch, we visited another emblematic site of Bassano - the Poli Grappa Museum. Here, we delved into the rich tradition of grappa-making and the story of the Poli family business, which has been rooted in the city since its founding in 1898.

A heartfelt thank you to Favero for the perfect organization and the insightful explanations throughout the day!

Management Ca' Foscari Università Ca' Foscari Venezia

01/04/2025

Master - Field visit to Nonino Distillery

News from our students from the Master's in Strategies and Marketing for Agri-Food Businesses –

We had the privilege of visiting the Grappa Nonino , a historic family-owned company that has been producing and spirits since 1897, in the heart of .

Our journey began in the outdoor area, where large silos store different types of pomace, the essential raw material for production. Our guide provided a detailed explanation of the entire distillation process, emphasizing Nonino’s choice to limit production to just a few months each year, ensuring that only the finest pomace, harvested at the optimal time, is used to achieve the highest quality final product.

We then moved into the production area, where we had the opportunity to observe Nonino’s use of traditional copper pot stills. Operated with the highest attention to detail, these stills allow for the extraction of the most aromatic and refined flavors. Our guide highlighted the precision of the distillation process, explaining how each delicate step contributes to the exceptional quality of Nonino grappa.

Next, we explored the aging cellar, where rows of wooden barriques hold grappa at various stages of maturation. Here, we learned how different types of wood and aging times influence the color, aroma, and organoleptic properties of the final product, adding depth and complexity to the final product.

The visit concluded with a look into the rich history of the family, followed by an expertly curated tasting. Through this guided experience, we gained a deeper appreciation for the nuances of texture and aroma, understanding why Nonino remains a benchmark in the world of premium grappa.

Thank you to for this remarkable tour, which highlighted the values of history, heritage, and embodied in every product.

This visit was not only an opportunity to witness the dedication behind each step of the production process but also a true immersion into the art of distillation. Nonino’s commitment to quality and tradition is evident in every detail, making this experience both educational and inspiring.

Credits: the class of the Master

Management Ca' Foscari Università Ca' Foscari Venezia Agrifood Management and Innovation Lab

06/03/2025

Field Visit to Villa Sandi

We had the incredible opportunity to visit the headquarters of Villa Sandi, an iconic name in the universe of Italian . Owned by the Moretti Polegato family in its fourth generation, Villa Sandi manages five wine estates in the renowned DOC and DOCG areas between the regions of Veneto and Friuli Venezia Giulia. As a key player in terms of market segmentation and global positioning, the company is a key player both in ITaly and abroad.

Upon our arrival in Crocetta del Montello, we enjoyed an engaging tour that begun in the historic wine cellar, where the sparkling Opere Trevigiane is aged using the metodo classico. We then explored the unique World War tunnels before reaching the stunning Palladian-style villa, a true testament to the estate's rich heritage. Next, we gained valuable insights into Villa Sandi’s sophisticated brand communication strategy and the significance of an innovative hospitality concept. This was followed by an excellent lunch and wine tasting at the restaurant Locanda Sandi. The day ended with a final stop at Villa Sandi’s charming cottage, La Rivetta, situated in the heart of the unique hills of Valdobbiadene, a UNESCO World Heritage site, where the DOCG Prosecco Cartizze is produced!

The learning experiences continued on Friday, when we had the pleasure of welcoming Chief Commercial Officer Geretto to our San Giobbe campus for a six-hour deep dive into the latest trends in the Italian wine industry. Through detailled data analysis, we explored the dynamics in the export markets and learned how to self-analyse a company to implement an effective export strategy.

A huge thank you to Flavio Geretto and Hospitality Manager Roberta Speronello for sharing your experience and providing us with invaluable input for our future careers.

We are looking forward to start our project work on the future of wine with you!

Credit: ullmann (Student)

Management Ca' Foscari Agrifood Management and Innovation Lab Università Ca' Foscari Venezia

28/02/2025

The second term of the program started in February, has been and will be full of site visits and lessons from the field.
This week was the time for a deep dive into the world of the Consorzio Prosciutto di San Daniele
What better way to understand a product than by experiencing its production process firsthand? As students of the Master at the Venice School of Management Ca' Foscari, we had the incredible opportunity to visit both the Consortium of Prosciutto di San Daniele and the Prosciuttificio Morgante, immersing ourselves in the , , and behind this traditional and authentic product.
Our journey began at the Consortium, where we gained valuable insights into its essential role in protecting, promoting, and ensuring the quality of this world-renowned product. The Consortium not only safeguards the strict regulations but also ensures that every single ham respects the time-honored techniques passed down through generations.
We then had the chance to visit Prosciuttificio Morgante Srl, where we followed the journey of Prosciutto di from raw ham to the perfectly aged delicacy many consumers love.
Every step of the process—salting, pressing, resting, and aging—is meticulously carried out, following traditional methods that rely on just two essential ingredients: sea salt and time. The unique microclimate of San Daniele del Friuli, where the fresh Alpine air meets the warm Adriatic breeze, plays a crucial role in developing the unmistakable flavor and texture of this prosciutto.
What struck us most was the passion and expertise of this family, who dedicate years to mastering the skills required to produce a ham that meets the highest quality standards. Their work is a true balance of tradition and innovation, ensuring that each slice of Prosciutto di San Daniele delivers an unparalleled sensory experience.
We extend our sincere gratitude to both the Consortium of Prosciutto di San Daniele and Prosciuttificio Morgante for their warm welcome and for sharing their invaluable knowledge with us. This visit reinforced our appreciation for the importance of protecting traditional food products and their impact on both local economies and global gastronomy.

Credit Francesco Marri (master student)
Thanks to Lucio Gomiero for the opportunity!

Università Ca' Foscari Venezia Management & Innovation Agrifood Management and Innovation Lab EM Strasbourg Business School

22/01/2025

Fisar Padova the launch of the challenge Management Ca' Foscari Agrifood Management and Innovation Lab

22/01/2025

🎉 The second term of our Master Programme has officially begun in ! 📚✨

This term, we dive into the module on **Digital Strategies and Marketing for Agrifood Firms**, expertly guided by Giorgio Soffiato, adjunct professor, entrepreneur (Marketing Arena ), Research fellow of the Agrifood Management and Innovation Lab. Yesterday, students started exploring essential frameworks and tools designed to elevate the digital presence of agrifood companies.

Staying true to our open and collaborative approach, this module encourages hands-on learning through real-world challenges presented by our sponsors and partners. We're thrilled to kick off the term with a **digital marketing mini-lab** launched by FISAR Padova, the Italian Federation of Sommeliers, Restaurant and Hotel Owners. Established in 1972, FISAR has been a pioneer in promoting wine culture through various initiatives, including training, events, and publications.

During the first session, Alberto Cusin from FISAR engaged with our students and presented an exciting challenge: to help FISAR grow within the digital ecosystem. The objectives?

1️⃣ Create a digital marketing communication plan to enhance membership.
2️⃣ Generate innovative ideas to expand FISAR’s offerings and services.
3️⃣ Design a project focused on the internationalization and digital presence of the National Association.

We are proud to partner with FISAR, grateful for the opportunity our students have to have their ideas and voices heard, and look forward to listening to their perspectives and projects the future of the wine sector and of Fisar! 🍷✨ Stay tuned for updates on our students’ projects and presentations!

EM Strasbourg Business School Management Ca' Foscari Agrifood Management and Innovation Lab Fisar Padova Giorgio Soffiato

27/12/2024

Christmas is here. Before a much needed period of rest and before spending time with our loved ones, we had the chance to celebrate the end of the first term. The party was made special by the usual generosity of Dario Loison Loison Pasticceri dal 1938 We received a selection of the 2024 line of Loison products (four delicious panettonis: Chocolate, Black Habana, Pistachio, and the super-sized traditional one) as well as sweets and biscuits.
Dario has been an affectionate partner of the master programme since its beginning and an active member of the community of the Venice School of Management Ca' Foscari The students will meet him and his collaborators in person in the second term when we will visit the company. In the meantime, we called him live and he gave us a funny and precious "marketing" pill on the phone.
There is no better way to get ready for the holiday Season, thank you Dario!

20/12/2024

The sector is currently reflecting on its future developments with both attention and apprehension. According to the European Commission's Short-Term Outlook, per capita wine consumption in Europe could decline from the current average of approximately 30 liters to just 19 liters by 2035, representing an annual contraction of 1%. This scenario is influenced by a combination of factors: shifting consumer demand, the climate crisis, and a growing awareness of the links between alcohol consumption and health.

In this context, students from the Master's in Strategies and Marketing for Agrifood Businesses and the Agrifood Marketing course recently had the opportunity to explore future developments in the sector through the insights of Ettore Nicoletto, Vice President of Federvini and member of the board of CEEV (Comité Européen des Entreprises Vins). During an engaging session, Ettore provided an overview of how low and no-alcohol wines (No-Lo) could play a crucial role in the market's future.

Here are some key takeaways:

1. **Evolution of Consumer Choices**: Consumers are seeking greater transparency, convenience, and show an increased attention to health. This leads to more mindful and pondered consumption experiences.

2. **Lessons from the U.S. Market**: The cultural diversity in the United States is foreshadowing trends that we will see globally: over 57% of adults do not consume wine, often due to religious, ethnic, or cultural reasons.

3. **Influence of Younger Generations**: Millennials and Gen Z are accelerating the growth of market share for both alcoholic and non-alcoholic alternative beverages, including ready-to-drink products and fermented drinks. The beverage offering has never been as varied and complex.

Given this context, the prospects for wines are promising. They present an opportunity to reach market segments not currently addressed by traditional offerings, such as individuals choosing to abstain from alcohol for health or religious reasons. Moreover, they could serve as an introduction to the world of wine for non-drinkers, particularly if lower-alcohol options are promoted effectively.

The willingness of various producers, including those in Italy, to integrate low-alcohol wines into their portfolios signals an openness to innovation that could respond to evolving consumer demand and mitigate the effects of overproduction.

While the road ahead is long, the signs are encouraging. Two areas that require particular attention include improving winemaking processes for dealcoholization and building consumer trust. Investing in these directions could bring new dynamism to the wine sector.

EM Strasbourg Business School
Management Ca' Foscari Università Ca' Foscari Venezia

14/12/2024

Food labels and the need for a unified framework: our director on the national TV on the main challenges for to be effective.

A cura di Rai Parlamento

09/12/2024

Visit!

Innovation, agriculture, and Stewardship of the Mountain Environment: Insights from Alpago

On Thursday, our class embarked on a study visit to , a spectacular mountainous region in the . The Local Action Group (Gal Prealpi) welcomed our request for assistance in exploring the challenges and opportunities facing the sector in these rural areas. Their enthusiastic response and unwavering commitment made it possible for us to have one of the most insightful visits in our program's history.

The focal point of our exploration was the filiere of the Alpago , an indigenous breed. Delving into the value chain and the collective efforts of local communities highlighted the fragility of mountain agriculture and its potential for growth. Here are some key takeaways from this enriching experience:

1. **The Economy of Balance**: Zaccaria Tona, president of the local Cooperative Fardjma, introduced us to this insightful concept. He illustrated how farming and shepherding produce economic value—such as Alpago lamb, which is featured in prestigious Michelin-starred restaurants across Northeastern Italy—while simultaneously enhancing community stewardship and maintaining and the natural landscape. A lesson in on multiple dimensions that cannot be limited to the sole economic one.

2. **Embracing Innovation in long-held practices and cultures**: Despite their historical roots dating back to the Middle Ages, farming practices in Alpago are receptive to innovation. A project developed in collaboration with Enrico Sturaro (UNIPD) has enabled the monitoring of sheep through an app (Sheep App), a model that could potentially be replicated in other regions.

3. **Finding Environmental Balance**: Effective stewardship of the fragile mountain environment hinges on balancing operational scale with ecological preservation. Diversification emerged as a key strategy, as discussed by Franco Pianon and Illari Fullin, whose enterprise spans sheep and Yak farming, a rustic dining hut, a didactic farm, and an inclusive park.

4. **Creating Value Beyond Boundaries**: Economic and social sustainability for Alpago sheep and its communities relies on exploring cross-sector and cross-geographical opportunities. Our visit concluded in Follina at Lanificio Paoletti, where we learned from Paolo Paoletti about how the wool from Alpago sheep is exclusively transformed into unique fabrics for renowned luxury brands. The vibrant colors and textures of the fabrics, juxtaposed with vintage machinery and modern tools, illustrated the balance between emerging consumer demands and traditional craftsmanship.

In essence, our visit reinforced the notion that agriculture and its communities possess potential to imagine possible intersections between the economy and the care for communities, yet they require careful attention and support. The future of these enterprises, communities, and landscapes depends on the ability to engage local inhabitants, rejuvenate traditions, foster innovation, and navigate national and international funding landscapes. The Local Action Group has proven to be a vital connector among various sectors and a driving force behind a strategic vision for Alpago, especially through its commitment to creating relations, ensuring funding, connecting with national and international research and innovation.
A heartfelt thank you to Matteo Aguanno and Margherita Cittadino for their invaluable assistance and companionship throughout this enriching experience.

Management Ca' Foscari Università Ca' Foscari Venezia EM Strasbourg Business School

09/12/2024

Project Work!
☕️ Last week our class hit the road to visit Julius Meinl Italia! 🇮🇹

After a warm welcome by the Brand Manager Francesca Marani and a cup of espresso, we learnt about Meinl's 160 years history, philosophy and the ambitious commitment. We also received a precious view on the and strategy of this historic Viennese coffee company.
During the visit, we discovered in detail the production of coffee, how Meinl coffee beans are received, cleaned, roasted and packed to be shipped all over the world!

As part of our module in and behavior in the agrifood sector taught by prof Francesca Checchinato we were challenged to elaborate an innovative marketing strategy for the luxurious espresso blend. Stay tuned ! 📈

(credit: student Reinhard Ullmann, 2024/25 student)

Management Ca' Foscari EM Strasbourg Business School