Tutti Frutti, Italy

Through the application of soil conservation practices and the promotion of biodiversity, we are paving the way for the transition to regenerative agriculture for apple, pear, and strawberry crop systems.

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About Tutti Frutti

Soil degradation, biodiversity loss, and climate change expose agriculture to increasing risks, leading to alarming consequences for the environment, farmers, and consumers. Rethinking methods for producing crops sustainably has become paramount in regions across Italy.


Regenerative agriculture encompasses a holistic set of practices that create net beneficial impacts on agricultural production and the environment — starting from the enhancement of functions naturally provided by ecosystems.

Through soil conservation practices and the promotion of biodiversity, PUR is paving the way for the transition to regenerative agriculture for apple, pear, and strawberry crop systems.

Partnerships with Key Research Entities

While implementing the first regenerative agriculture project in Italy, PUR established several partnerships with key research entities in the country — providing high-quality training content based on the latest research outcomes in soil fertility, compost and organic amendment, biodiversity, and integrated pest management.

The Council for Agricultural Research and Economics (CREA) and the Universities of Turin, Bologna and Milan all took part in the project, contributing to training sessions as well as the monitoring and evaluation plan of the activities.

Collaborating with Semios for Better Results

Within Tutti Frutti’s project activities, PUR established a collaboration with Semios — a US-based company providing digital services to agriculture. This involved implementing a “smart mating disruption system” to reduce the pressure of a key apple orchard pest, Cydia pomonella.

The trial on a pilot farm proved useful and effective in reducing the number of plant-protection product applications overall, resulting in significant savings for the farmer.

Field Training

In-field training in pilot farms sparks knowledge sharing among farmers.

Natural Habitats

Creating natural insect habitats in pilot farms, as part of integrated pest management (IPM), is a regenerative agriculture practice.

Technical Training

Technical training is a key component of this project, which enhances the adoption of good farming practices.

Cover Crops

Cover cropping protects the soil from erosion and nutrient run-off. By planting cover crops on farms, we can help control topsoil erosion, regulate moisture, and reduce extreme temperature fluctuations to improve soil quality.

Diversity of Species

Diversifying agricultural ecosystems by planting different species increases soil health, while also creating additional market opportunities and fostering economic resilience for farming communities.


In the Veneto Region, in collaboration with Semios, a local farmer — Stephano Giuliari — implemented a “smart mating disruption system” against Cydia pomonella.

By hindering insect mating, this solution allowed Stephano to significantly reduce the number of pesticide applications in the field throughout the cropping season in 2022.

"Without the practice implemented, I would not have been confident in reducing pest applications. Thanks to the collaboration with PUR."

Giuliari farm, Giacciano, Italy

"Green manure is not a new practice in agriculture, but the way we are testing it in this project, based on evidence and soil analysis, is of high interest since it will guide us in the future."

Selvello farm, Cesena, Italy