IT02 – MASSERIA IRENE

IDENTIFICATION OF THE CASE STUDY

Case study number: IT-02

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

Title of the case study:

Educational Farm in Monti Dauni

MAIN DATA

Country

Italy

Year of establishment

2010

Target groups

Disabled people
Addicts
Children
Elderly people
Psychiatric patients

Type of farm

Multi-functional farm

Size (in hectares)

33 ha

Numbers of employees from target groups

Number of members from target groups using services without employment

Sources they live from

Product selling, restaurant

Innovative / not innovative

Innovative

Websites

www.facebook.com/MasseriaDidatticaIrene

Student activity

DESCRIPTION

Masseria Irene is a family-run farm located in the Monti Dauni. It has been operating in the area for many years. Initially, it only dealt with the cultivation and processing of products. As it has developed, it has invested funds in the expansion of the farm, and then also in social-work activities for the community. The Irene farm has invested in workshops, warehouses and even a restaurant in order to be able to offer consumers the authenticity of local produce. The Irene farm is recognised as a 'Didactic Farm' by the region of Apulia, and is therefore specialised in educating children and families about agriculture, the knowledge of our territory, authentic products and also proper nutrition. Masseria Irene collaborates with many schools, but also with many associations and social cooperatives. Its real strength is in fact its history and the trust it has built up over time. The masseria is a point of reference for many cooperatives that want to provide rehabilitation and therapy for people with social or psychological problems, former drug addicts or ex-convicts.

POSITIVE PERSONAL EXPERIENCE

The motivation behind Masseria Irene's work, says Gabriele, the owner, is love for the land. The masseria is run by the Mancuso family, who studied and lived outside the region for a long time, then returned and invested their resources in the Monti Dauni. The greatest success is therefore the growth and evolution that has taken place over the years, from a small piece of land to a masseria with processing workshops, stables and a restaurant. The greatest satisfaction, says Gabriele, is the esteem we receive from our customers, but also from the entire social network in the area. The municipalities, schools and cooperatives know Masseria and the way it works perfectly well, and they trust the social work they do blindly. The fundamental characteristic of the Masseria is the experience and sensitivity with which they approach the individual. Both therapeutic and work activities are many, and vary according to the individual's discomfort or disability. The employees of Masseria Irene all have a great deal of experience and flexibility, which allows them to adapt the work to the individual needs of the disadvantaged individuals. It is very important to emphasise, that in the therapy and socio-occupational reintegration of the disadvantaged there is a one-to-one relationship, a complete support in the work process from start to finish, therefore a care of the individual and a commitment, so that he/she acquires autonomy and emancipation from work.

OBSTACLES AND HOW TO OVERCOME

“The biggest obstacle for us has not yet been overcome and it is that of bureaucracy”. (Gabriele Mansueto)

Involvement of school

In fact, Masseria Irene has not started the procedure to acquire the status of a social farm, precisely because the procedures are complex and hinder operations. They prefer, in fact, to continue their work in the social field, thanks to the network they have built and the trust of clients and cooperatives, without funding or economic support, precisely because of the bureaucratic obstacle. They are recognised as an Educational Farm, therefore as a farm specialising in education and therapy for children, and this business card is strategic for the network in the area. In this way the bureaucratic obstacle is overcome, even though funding is clearly lacking. “The biggest challenge will be to train and pass the baton to the next generations”, says Gabriele, “so that the future owners will work in the same way for the good of the territory and the community that is part of it”. On the other hand, as far as the relationship with customers is concerned, there are no major difficulties, the Masseria Didattica is also useful for this, because it reaches a large market, that of schools and families, who have worked and witnessed the production of the food, so they have full trust and guarantee of the quality of the product, this builds their loyalty and is our greatest asset.

RECOMMENDATIONS, ADVICE

“It is very difficult in the field of social farming to give advice or forbid something to other farmers.” (Gabriele)

For Masseria Irene's experience, listening to the individual remains fundamental. “The activity of socio-occupational reintegration of disadvantaged people is not for everyone. One must have a special sensitivity, personal attitudes and characteristics such as empathy and listening. In addition, it is essential to have a great deal of experience or at least to be supported by experts, because it is not an activity that can be improvised, whether in the simplest cases, such as educational activities for children, or in more complex cases, such as psychiatric patients or former drug addicts” (Gabriele).

“A further piece of advice, or in any case a fundamental message that is evident, is that it is not a remunerative activity, social farming, at least in our area, does not generate income. It can be a supplement to income in some cases, as for example in the case of educational workshops, but the economic return is not the purpose for which one invests in social farming. Certainly it is fundamental for all farmers, beyond the social purpose, to respect the environment and the community, to choose production and breeding techniques that have the least possible impact on the land and are more socially inclusive”. (Gabriele)

PROMO

With regard to the promotion and communication of Masseria Irene, it can be said that the market strategy is strongly traditional. Masseria Irene has been working in the area for a long time and therefore has a strong image and a good reputation locally. It sells locally and mainly through its restaurant. Customers get to taste the products in Masseria and often buy them directly there. Masseria Didattica and word-of-mouth advertising from families, schools and cooperatives in the area are also very good. The farm is also part of the network of the Meridaunia local action group, having been the beneficiary of start-up funds, and has also joined the network of Masserie dei Monti Dauni, for the promotion and development of the area. Although it is not the main promotion channel, Masseria Irene also has a facebook page and a website, so it is also investing in online promotion and communication.

FINAL SENTENCES

“Masseria Irene's objective since its foundation has been commitment and investment in the territory”. (Gabriele) Communicating and working for the Monti Dauni community is Masseria Irene's mission. Following this mission, Masseria Irene's perspectives are always about the territory, but with a more critical look. “The territory of the Monti Dauni, in particular the work of farmers and even more so that of social farmers is still too individual, disconnected and loose”. (Gabriele)

Gabriele's goal in his projection, five to ten years from now, is to reach a degree of collaboration, confrontation and cooperation that will have an impact on the local territory. “One must believe more and more in local resources and cooperate, rather than work individually. Only in this way can the community be inclusive in the long term. We are certainly proud of the network of trust we have created in our area, but this must be seen more broadly, also involving communities at regional, national and why not, European level”. (Gabriele)

Children in countryside