It is no secret that the world economy is in a rather bad shape. Every day brings new headlines of companies or countries in deep financial trouble and talks of the time frame needed to recover are enough to concern the most optimistic amongst us. In such a gloomy environment you have the choice to either wait for the storm to pass or to try and take your fate into your own hands. The second option is exactly what some young Italian citizens have elected to do.

Take the agricultural sector in Tuscany as an example. Not easy to make a living out of tending your own fields nowadays but it does offer a number of opportunities asking to be explored. If you are prepared to work hard and to be inventive it could very well pay off in the end. This reasoning has now started an interesting trend: If the customers do not or cannot come to you then go to the customers. Packing their vans to the hilt with top quality goods, these visionary men and women travel the Tuscan roads up and down the picturesque hills, bringing their products to their expanding clientele. Who do they visit? Mostly families too busy to complement their weekly shopping with fresh produce in between or inhabitants of remote villages, many of them older and without the necessary car that would take them to the nearest town. The majority of village shops have disappeared over the years and this new breed of entrepreneurs fill the gap in the market.


Another idea is to bring a specific product to an area where finding it might be difficult. Fish is the perfect illustration of that concept. If you live by the sea you will of course be spoiled for choice in the form of local fishermen or fish markets. But when you have made your home inland the sight of a refrigerated truck pulling up on the main square on market days will be very welcome.

Perfectly ripe, sun-kissed fruit and extra fresh vegetables that have just been pulled out of the soil are also proving a hit. One entrepreneur selling baskets of home grown produce saw his customer base triple simply through word of mouth. Regional specialties are popular too: olive oil, sausages, pasta, biscuits or jams, to name but a few.

These initiatives have turned struggling and often unemployed women and men into business people. They may not have come up with anything new; they have however re-invented themselves, finding pleasure and enthusiasm in their working days again.




Article Source: Articlesbase/Business/Entrepreneurship
Author: K J S

Disclosure: This post was written for Casa in Italia. A company renting gorgeous holiday homes in – you guessed it – Italy. Check out their blog too.





8 thoughts on “Door To Door In Tuscany”

  1. My my my, a post about growing vegetables, could my idea of a farm be growing on you 🙂 ?? Lovely post anyway. It’s comforting to see people taking matters in their own hands rather than rely on our so-called leaders to get out of the mess we are in. “‘Tis the times’ plague, when madmen lead the blind” (King Lear): we are so totally there, let’s all grow our own veggies!!!

    1. How did I guess you were going to comment on THAT post? 😉
      Let’s talk more about the farm, shall we? xx

  2. I really like reading stories like these – about people who take their lives into their own hands, and being Italy I can only imagine how yummy and fresh the produce is that they are selling.

  3. Oh how this idea appeals to me, it was one of the things I loved about staying in rural France, the local grocer came round in his van stuffed full of locally grown and produced gorgeousness. I would happily give up supermarket shopping for a service like this. Being in glorious Tuscany would help a lot too mind you! I’m off now to gaze longingly at Casa in Italia x

    1. I rather like the idea myself! 🙂 Hope you had a pleasant virtual time in Tuscany… xx

  4. The French and Italian markets come to town a few times a year. Love the wonderful breads and cheeses. But also beautiful patisserie, sometimes too pretty to eat.

    I wish they would come over more often – perhaps our weather isn’t good enough to entice them 🙂

    We do have a weekly farmer’s market tho’ – in exactly the same way you describe, bringing asparagus in the spring and ripe strawberries in the summer – heavenly x.

    1. I like shopping at a nearby farm. Really fresh fruit and veggies, eggs, local products, bread baked in a wood-fired oven… Just lovely. xx

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