PINK HOPS

“Hops? What is it? I want to grow it too”. This is how the idea of embarking on this cultivation began, sparked by Anna’s curiosity when she first encountered hops during a trip to Slovenia. With an appearance similar to grapevines, hops were already conceptually aligned with the family farm’s heritage. After inheriting the property in 2018, following the passing of her husband and founder of the farm, Anna chose to diversify the family agricultural business by introducing hop cultivation—highly mechanized and not requiring great physical effort. She was soon joined by her three daughters and two granddaughters, becoming the first enterprise of three generations of Italian women to cultivate hops. Currently, 98% of the hops (Humulus lupulus L.) used in Italy are imported from Germany and the United States, the world’s leading producers. “The philosophy of the farm is based on social engagement, with a female perspective focused on enhancing the value of the territory,” states the matriarch of this family of women digital farmers. This approach has enabled the cooperative to develop cross-disciplinary projects in hop processing, including the first beer made with fresh, Italian-grown hops and the production of essential oil for tasting and herbal use. A greener and more digital form of agriculture to face the major challenge of environmental sustainability, in line with the path outlined by the EU Green New Deal, which calls for reducing the use of agrochemicals and fertilizers, reusing waste, optimizing water management, increasing crop biodiversity, and adopting new technologies.

Text by Isabella Franceschini