“By allowing growers to have data, information and recommendations in real time, the transition to environmentally, economically and socially sustainable agriculture is accelerated.” Valentina Piccioli, CEO of JustOnEarth explains the innovative project promoted by British American Tobacco-Bat Italia and Italtab to develop the digitization of production processes in the tobacco sector, reducing the environmental impact of crops. For Vincenzo Argo, president of Italtab, “the implementation of this technological solution in the fields allows our companies to take an important step forward”.
But why did Bat decide to invest in this sector? Roberta Palazzetti, president and CEO of Bat Italia and area director for Southern Europe «the best future is greener, more aware, fair and innovative. This strategy is part of our commitment to a more sustainable agriculture, based on quality employment, environmental protection and innovation ». Positive comment from Dino Scanavino, president of CIA-Italian farmers: “So we go in the direction of not leaving farmers alone in achieving the sustainability objectives”. And Rosario Rago, a member of the executive committee of Confagricoltura, says he is convinced that “‘this initiative will support agricultural companies committed to responding to new challenges, primarily those concerning the ecological and digital transition”. According to Gian Marco Centinaio, undersecretary of the ministry of agricultural policies, «the project is a concrete example of how new technologies and digitization can play a key role in favoring the green transition of this as well as of other supply chains in the primary sector. The goal is to guarantee sustainability that is not only environmental, but also economic and social ».