«Goodland», the eco-sustainable enterprise.

04 December 2019

Alternatives. A meeting to launch a new agricoltural startup in a partnership with No Cap.

Lucio Cavazzoni   “Il Manifesto”, 4 December 2019.   Ecology is evermore economy. The current management of natural and human resources, and the politics which governs the planet, conceive of only the hoarding of resources, their consumption until destruction, and never of their regeneration. Environmental degradation, a consequence of a thoroughly backward approach to the planet, is accompanied – as Alex Langer wrote 30 years ago – by social degradation. The West is the major consumer of the planet’s environmental resources but the principle consequences are dumped, above all, on the southern hemisphere where climate – and therefore social – change are, in a devastating way, evident.   THE BUSINESS WORLD , much more than single individuals, has a great responsibility for the social and environmental impoverishment which is, by now, evident to all. To develop, produce and distribute products and services generates business and profits and entails, at the same time, the assertion of models, behaviours and politics which shape existence, create culture and contribute, for better or for worse, to the definition of reality all around us. Longer-sighted businesses which don’t want to continue consuming, which means destroying, understand that assets like the environment and the territory can’t be considered unlimited holdings from which to withdraw and plunder the best for their own, exclusive advantage. They are, instead, aware of how urgent it is to active an evermore daring and fruitful reciprocity. Moving from extraction to looking after, applying a sort of strategy of restitution, of return, maybe with a rebate of what has been taken.  A new business, which genuinely intends to be useful and as such to distinguish itself and result evermore appreciated and acknowledged, is that which reinterprets its own mission, being no longer focused only on its own business but also on others, meaning people and the environment, which is understood as a territory to which it can bring value, protecting and reinforcing both through a concrete and useful course of action. It’s no longer sufficient to satisfy shareholders and stakeholders as the classics of the canon teach, meaning the creation of an estate’s profits through the approval of its own clients and nearby worlds. The new business goes beyond that, contributing to the regeneration of the environment and the social fabric in a concrete and, especially, a reparative way. The reparations, namely the substantive result which improves the original condition, will become a measure of, and validation of, the environmental and social actions of the companies, of their distinctiveness and informal commitment.   FROM STORY-TELLING TO STORY-DOING. Many other social measurements, and corporate social responsibility, are often innocuous and inert in their effects. Now is the time to pass from communication to relationships, from a marketing dissembler to someone who creates conscience, from story-telling to story-doing. And the territory, beginning with one’s own but also the landing place of products and services being offered, becomes an essential testing ground. It’s time to put at the centre not the market, a definition which has become alien and indistinct, but the change which is pursued, the reparation which is pin-pointed as most urgent to, and most within reach of, the business. We’re not talking here of solidarity, which is always welcome, and even less of philanthropy: we’re talking about a business’s vision and its consequent actions. The different contents, the one private and the other socio-environmental, are no longer separate but included in the same strategic project with which the business equips itself. That business model will be organised not only according to efficiency and operative performance, but includes in its own strategic plan an indispensable reparative and reactivational function for society and environment. The new business shortens the distance between owner and recipient of the product or service.   IN FOOD PRODUCTION, it’s indispensable to talk of an agriculture of restitution, which means the diffusion of a real agro-ecological practise. It’s not about a nostalgic return to practises of the past but the real revitalisation of entire territories which are no longer inhabited. The new business needs new models, no longer within their own sector but across the board. The businesses which see this future, which share this vision, must form an alliance and interact concretely even if working within very different sectors. It’s evermore necessary to operate outside corporate logic and agriculture must leave that logic first given its direct environmental and social function: producing food which is healthy and good, and looking after fields, hills and mountains. If the territorial context becomes strategic for new businesses, it can’t but interact closely with all the nearby businesses which share its vision. Goodland stands as an outpost for this vision.