MASSERIA SALECCHIA

IDENTIFICATION OF THE CASE STUDY

Case study number: IT-04

Name of the farm/organization: Masseria Salecchia / Salecchia Farm

Title of the case study:  

Didactical and Social Farm

MAIN DATA

Country

Italy   

Year of establishment

2001

Target groups

• Disabled people
• Children
• Addicts
• Elderly people
• Patients with DCA Eating Behaviour Disorders

Type of farm

Multifunctional Farm

Size (in hectares)

330 ha

Numbers of employees from target groups

3-4

Number of members from target groups using services without employment

0

Sources they live from

Sale of agricultural and livestock products, agritourism, educational farm, adventure park, CAP funding

Innovative / not innovative

Innovative

Websites

www.masseriasalecchia.it

www.2343ec78a04c6ea9d80806345d31fd78-gdprlock/masseriasalecchia

www.8dc6460bbbb088757ed67ed8fb316b1b-gdprlock/masseriasalecchia

DESCRIPTION

The Masseria Salecchia, based in Bovino, FG,  at an elevation of 750 meters, has flourished over 330 hectares of woodlands, pastures, and arable lands. With a history spanning years, this farm embodies a unique blend of agriculture, social engagement, and education.

At its core, the Masseria Salecchia champions the conservation of the endangered Gentile di Puglia sheep breed, maintaining a herd of 600 alongside horses, donkeys, rabbits, and chickens. The agricultural activities extend to organic cultivation of cereals and legumes, dairy production, meat, and the processing of wool, both in its natural form and spun.

Beyond traditional farming, the Masseria thrives as a multifaceted hub, featuring a rustic agriturismo with 50 seating capacity, 7 guest rooms, a playground, adventure park, educational farm, didactic woodland, social farm, and a scouting base. Its diverse productions include organic wood, offering a sustainable resource.

“The Masseria is not merely a farm; it's a vibrant educational space that annually hosts 3000 children for farm-based learning experiences and 1500 attendees during summer camps. Moreover, it actively engages in 2-3 social agriculture projects each year, fostering a harmonious blend of traditional farming, sustainability, and community integration.” (Francesco D’Innocenzo, the owner)

POSITIVE PERSONAL EXPERIENCE

Positive personal experiences guiding the creation of Masseria Salecchia include the functional and structural architectural restoration of the farmhouse, a labor of love that preserves its historical charm. “Our commitment to safeguarding indigenous breeds, particularly the endangered Gentile di Puglia sheep, has been a driving force, contributing to the farm's broader mission of biodiversity conservation.” (Francesco)

“Motivated by a passion for sustainable tourism, our farm has successfully developed eco-friendly practices, creating a unique destination off the beaten path.” The fulfillment comes from introducing many to a remote yet historically and naturally charming reality, challenging but rewarding in its authenticity.

One of the most significant successes lies in the meticulous recovery of the architectural heritage, making the farm a living testament to the efforts of generations past. Additionally, the dedication to sustainable tourism has not only facilitated local economic development but has also fostered a deeper appreciation for the rich cultural and natural heritage of the region.

“In recent years, a notable innovation that we introduced is the incorporation of sustainable tourism practices, attracting visitors to an authentically preserved environment. Our journey involves overcoming challenges, continuing the legacy of past generations, and enhancing the cultural and ecological value of Masseria Salecchia.” (Francesco)

OBSTACLES AND HOW TO OVERCOME

Masseria Salecchia grapples with significant challenges related to bureaucracy, a reality that consumes valuable time that could be utilized more productively. “Local politicians, unfortunately, exhibit limited attention to tangible development in the territory, displaying a lack of foresight.” (Francesco) The farm also faces hurdles in fostering collaboration with other companies, both within the agricultural sector and across different industries.

“Social agriculture projects, while crucial, encounter short durations and discontinuity, posing difficulties for both patients, who cannot consistently benefit from assisted interventions, and the farm, which struggles with long-term planning and investments.” (Francesco)

Despite these challenges, Masseria Salecchia resiliently navigates through them, actively seeking alternative solutions to alleviate bureaucratic hurdles and collaborating diligently to promote sustainable development in the region. The commitment to addressing these challenges reflects an ongoing dedication to the improvement and expansion of Masseria Salecchia's activities.

RECOMMENDATIONS, ADVICE

First and foremost, navigating bureaucratic challenges demands resilience and proactive problem-solving. “Engaging with local authorities, despite obstacles, and building relationships can streamline processes. Collaborating with neighboring businesses, both within and beyond the agricultural sector, fosters a supportive community.” (Francesco) Furthermore, the farm emphasizes the importance of long-term planning, urging others to avoid short-lived social agriculture projects that hinder sustained impact. “It's crucial to prioritize continuity in interventions to maximize benefits for both participants and the farm.” (Francesco)

Additionally, Masseria Salecchia underscores the significance of sustainable tourism for economic development. “Farmers should explore eco-friendly practices to attract visitors, creating a positive environmental impact. Embracing technology, like developing a user-friendly website and app, enhances visibility and accessibility.” (Francesco)

PROMO

Masseria Salecchia employs a multi-faceted approach to sales, leveraging various channels to reach a diverse audience. The farm actively utilizes on-site sales, offering products directly to visitors at the farm. Additionally, it participates in farmers' markets, tapping into local and regional communities. Embracing the digital era, Masseria Salecchia strategically engages in online sales, expanding its reach beyond physical boundaries.

“To promote the farm, the owner we’re investing in comprehensive marketing and communication strategies. We’re developing a user-friendly website, providing a centralized platform for product offerings and farm information. Social media channels, such as Facebook and Instagram, serve as dynamic tools for connecting with a broader audience, sharing the farm's story, and promoting our products.” (Francesco) By utilizing these diverse channels, Masseria Salecchia ensures a well-rounded marketing approach, fostering both local and online visibility to support the sustainable growth of the farm.

FINAL SENTENCES

In the next decade, Masseria Salecchia envisions further development through a strengthened focus on experiential tourism. “The plans of our farms are to offer immersive courses and multi-day activities centered around cultivating medicinal plants and producing essential oils, reviving ancient fruit varieties, and enhancing the value of Gentile di Puglia wool. The aim is to transform guests into active participants, fostering a deeper connection to the farm's projects.” (Francesco)

Over the upcoming five years, Masseria Salecchia plans to consolidate its position as a hub for sustainable tourism, emphasizing educational and hands-on experiences. The farm aspires to broaden its impact, engaging visitors in diverse agricultural activities while preserving and promoting local heritage.

“We’re very proud of our successfully re-evaluation of the family farm, transitioning it towards new, nature-respecting agricultural systems and multifunctional activities.” (Francesco)

Masseria Salecchia takes pride in its commitment to sustainability and the revitalization of traditional practices, ensuring a harmonious coexistence with nature and the community.