L’artigiano della terra

Writing during the first phase of the COVID-19 pandemic, Giorgio Mori reflects on the disappearance of older generations and asks what agricultural producers can do for the future. His answer begins with recovering the respect earlier generations showed for the land: once people understand again that the earth provides their livelihood, they will treat it more carefully.

He portrays modern farming as difficult for small producers operating in a market shaped by large multinational businesses. Recognition of the farmer’s work could improve this position, but he believes agricultural artisans are largely left to themselves. Their response should be to enhance the raw materials they grow without pesticides and to retain by-products within the farm, recycling them into green energy where possible.

Mori anticipates that reduced travel will diminish tourism and the direct sales it brought to farms. Sales will move increasingly online, replacing the producer’s personal, passionate explanation with photographs and written descriptions. For him, this represents more than a commercial change: if artisan identity disappears, the distinctions among countries, regions, and communities will also be weakened. He remains optimistic, while hoping that such cultural “linearization” can be postponed for as long as possible.