Apulian agrifood: Biscotto di Ceglie, Cantine Menhir and Buona Puglia
Agrifood is the sector where I learned that digital work must respect the product. I started by following the digital launch of the Biscotto di Ceglie Messapica, a traditional Apulian biscuit recognised as a Slow Food Presidium. I then worked alongside companies bringing their products online, such as Cantine Menhir, and initiatives promoting the excellence of the area, such as Buona Puglia and the Buona Puglia Food Festival.
At a glance
- Project
- Sector
What I did - Biscotto di Ceglie Messapica, Slow Food Presidium
- Traditional product
Digital launch of the product - Cantine Menhir
- Wine
Support for online presence and sales - Buona Puglia and Buona Puglia Food Festival
- Promotion of local excellence
The work
Food companies are tied to an ancient dimension of work: the land, the hands, the kitchen, the table. The job is to connect that dimension to digital without betraying it.
Innovation in this sector touches many stages:
Design thinking
To understand what buyers are really looking for
Process integration
From production to distribution
Traceability
Also with technologies such as blockchain and QR codes
Production optimisation
Internationalisation and e-commerce
To take products beyond regional borders.
The most fascinating part remains the storytelling: crossing cultural borders, making mouths water through a screen, bringing smells and flavours to life.
Alongside this field work came study: the Master in Agrifood, Wine and Local Management at LUM University, with a thesis on the management of agrifood micro, small and medium-sized enterprises in the Industry 4.0 era, and today my PhD at the University of Foggia on smart practices for the sustainable management of natural resources, food and agriculture.
What you can learn from these cases
For a traditional product, a website or an online shop is not enough: you need a true, verifiable story connected to the place it comes from. Then come processes and data. A recent example of funded farm digitalisation is the Agrimaggiore case. If you work in agrifood, read the guide to agrifood digitalisation (in Italian) and see also digital strategy and marketing and artificial intelligence for SMEs.
Frequently asked questions
Can't find your question? Write to me and I will answer.
Where does the digitalisation of a food company start?
Usually from two points: the story of the product and its territory, which is what sells online and abroad, and internal processes such as traceability, order management and production data. It makes sense to start with what brings results quickly and then extend the work.
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Related services
- Innovation manager for SMEsAn experienced lead for your innovation decisions, without a full-time hire.
- Digital assessment and roadmapA picture of your digital maturity and a phased plan with priorities and costs.
- Italian and EU fundingChoosing the scheme, application, technical report and final reporting.
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