IT05 – IL MONTE DI NARNIA

IDENTIFICATION OF THE CASE STUDY

Case study number: IT-05

Name of the farm/organization: Il Monte di Narnia / Narnia Mountain

Title of the case study:

Didactical and Social Farm

MAIN DATA

Country

Italy

Year of establishment

2022

Target groups

Disabled people
Autistic patients
Oncology patients
Disadvantaged women
Caregivers

Type of farm

dairy farm

Size (in hectares)

40 ha

Numbers of employees from target groups

Number of members from target groups using services without employment

6 different patients for ten months

Sources they live from

Processing and sale of wheat, grain and milk.
Agritourism
Educational visits (Masseria didattica)

Innovative / not innovative

Innovative

Websites

In progress

School activity in the farm

DESCRIPTION

The Masseria Il Monte di Narnia, managed by the Social Agricultural Cooperative Narnia, is a unique place that combines agricultural and livestock activities with a strong social commitment. Established in 2011, the facility not only offers high-quality agricultural products at its agritourism point "Narnia Soul Food" but also features a pathway with olive trees dedicated to social agriculture workshops. The presence of therapeutic gardens, a path with medicinal plants and fruit trees, as well as a space for animals, promotes both assistance and employment opportunities for disadvantaged individuals. The Masseria is actively involved in training programs and internships, with a special focus on the "DIVERSAMENTE ABILI" project, providing developmental and employment opportunities for young people, including those facing disadvantages.

POSITIVE PERSONAL EXPERIENCE

“The origin of our social farm was inspired by my research thesis.” Assunta, the founder of Masseria Monte di Narnia, conducted a social research project on how agricultural work could benefit the rehabilitation of juvenile offenders.

“Motivated by the desire to contribute to the mental rehabilitation and self-confidence rebuilding of juvenile offenders, one of our significant achievements is the successful collaboration with the juvenile justice center. This collaboration was initiated with the specific goal of guiding young offenders through a path of mental rehabilitation and self-trust. Notably, this collaboration is ongoing, reflecting our sustained commitment to this cause”. (Assunta)

In terms of concrete positive examples based on personal experience, the establishment of the farm itself was a success. Looking at the past, the motivation behind creating the farm was rooted in the belief that agricultural work could be a catalyst for positive change in the lives of juvenile offenders, offering them a chance for rehabilitation and personal growth. The biggest success was “Seeing young individuals undergo a transformative journey towards mental rehabilitation and increased self-esteem is a profound accomplishment, aligning with our core mission of social impact”.(Assunta)

“In the last few years, a notable change and innovation realized is the establishment and growth of our social farm as a comprehensive, holistic model that integrates agricultural and livestock activities with a range of services, including cultural, educational and assistance programs.” (Assunta)

Countryside and animals discovering

OBSTACLES AND HOW TO OVERCOME

“The primary obstacle we face is bureaucracy, particularly in navigating the regulatory landscape surrounding social agriculture in Italy. Given that the law on social agriculture is relatively young, dating back to 2018, we encountered numerous challenges with Local Health Authorities (ASL, Azienda Sanitaria Locale). These entities presented considerable hurdles and reservations about referring their patients to therapy in a farm setting, engaging in agricultural work, and interacting with specialized psychologists on-site.” (Assunta)

A major question and obstacle consistently raised were concerns about how the work of psychologists or medical professionals could align with that of a farm. “They questioned the compatibility of qualified personnel with farm activities, posing queries about who would oversee these activities for the patients.” (Assunta) This bureaucratic resistance often centered on the perceived incongruity between professional healthcare and farm-based therapies.

Overcoming these challenges required proactive communication and collaboration. “We established transparent channels of communication with local health authorities. Additionally, we worked towards educating them about the positive impact that such an integrated approach could have on the mental well-being of individuals undergoing rehabilitation.” (Assunta)

The farm's main sources of income stem from the production and sale of cereals, dairy products, legumes, and various educational farm activities. “Our emphasis lies in the educational and therapeutic aspects of our offerings rather than commercial transactions.” (Assunta)

“To ensure continued success, we maintain a diversified income model that aligns with our broader mission. We focus on delivering meaningful experiences to our clients and participants while navigating bureaucratic hurdles through continuous advocacy and communication efforts.” (Assunta)

RECOMMENDATIONS, ADVICE

As emphasized by Assunta, the founder of Masseria Il Monte di Narnia, persistence and insistence with institutions, such as universities and healthcare facilities, are crucial. “Continuous engagement and advocacy efforts can lead to fruitful collaborations and support for achieving farm objectives.” (Assunta)

Moreover, in the face of bureaucratic challenges, Assunta suggested to take the time to educate local health authorities and other stakeholders about the therapeutic benefits of social agriculture. Clearly communicate the positive impact on mental well-being, emphasizing the integration of qualified professionals within the farm setting.

Assunta highlights the importance of persistence, education, and collaboration in overcoming obstacles. “Masseria Il Monte di Narnia's success in the TOURISM 4 ALL project, awarded by the GAL Meridaunia and Coltiviamo Agricoltura Sociale competition, showcases the potential recognition and support that such initiatives can attract.” (Assunta)

At the end Assunta suggested to always maintain clear and transparent communication with all stakeholders. Regularly update them on the farm's activities, achievements, and the positive impact it brings to the community.

PROMO

Masseria Il Monte di Narnia is in the early stages of developing its communication and marketing strategy, aiming to increase visibility and promote the activities of the social farm. “While marketing is not the primary focus, the recent recognition with the TOURISM 4 ALL award and collaboration with GAL Meridaunia have underscored our need for a more structured approach.” (Assunta)

The current forms of sales may primarily involve local channels, such as direct sales on the farm. “However, with the implementation of new strategies, various sales methods are being explored, including participation in local agricultural markets and online expansion through the creation of a website and a dedicated app.” (Assunta)

Promotion of the agricultural business is being strengthened, with a focus on building a stronger online presence. Currently, efforts are underway to structure a website and app that streamline the offering of products and services from the social farm. “These platforms will not only facilitate product sales but also effectively communicate our core vision: the values and social activities of Masseria Il Monte di Narnia.” (Assunta)

Furthermore, the marketing strategy is emphasizing not only agricultural production but also the educational, therapeutic, and occupational services provided by the social farm. “The goal is to engage a broader audience, promoting the occupational emancipation of disadvantaged individuals, particularly those with autism.” (Assunta)

Workshop activity for local community in Masseria Il Monte di Narnia

FINAL SENTENCES

Over the next ten years, Masseria Il Monte di Narnia wants to become a focal point and reference center for adult autistic patients in the Monti Dauni region. The farm's mission is to evolve into a hub that serves as a nurturing space for therapeutic, educational, and occupational initiatives.

In the future, the focus will be on the implementation of the marketing and communication strategy. The development of a website and app will elevate the visibility of the social farm, contributing to its recognition and impact. “In the future we will make a concerted effort to establish Masseria Il Monte di Narnia as a leader in social agriculture, particularly in supporting the occupational emancipation of individuals with autism.” (Assunta)

After the TOURISM 4 ALL award and collaboration with GAL Meridaunia, “looking ahead, we aspire to achieve the objectives and to contribute to the broader community by expanding the network of local social farms.” (Assunta)