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End Date
Project Summary
Modavegia is the initiative of Davide Codazzi, a young Shepherd from Rasura in Valgerola (Valtellina, Italy) who decided during the COVID-19 crisis to bring his shepherd activities on social media. With a success of more than 115.000 followers, he also launched the tourism experience "Casaro Per Un Giorno" (Cheesemaker for a day) where the audience is invited to join him for a day of milking a goat with their own hands, making their own cheese, experiencing the transhumance and having lunch in a mountain hut. Recently, Modavegia became an online shop to sell self-produced cheese and wine and published a book in December 2023.
Themes
Biogeoghraphic Region
Objective
The practice ultimately aims at diversifying the income opportunities of the shepherd activities by taking advantage of the potential offered by social media and communication technologies. The initiative contributes to bringing a wider audience closer to the shepherd activities, sensitizing people about the food production process, livestock care, and treasuring and perpetuating the traditions of a critical profession.
Good Practice Description
Davide Codazzi, a young shepherd, leveraged social media and online platforms to showcase traditional shepherd activities and engage with a wider audience, especially during the COVID-19 crisis. By bringing his shepherd activities to social media, Codazzi not only gained a substantial following but also created a unique tourism experience called "Casaro Per Un Giorno" (Cheesemaker for a Day). The innovation extends to offering a hands-on experience for followers, allowing them to participate in activities such as milking goats, making cheese, and experiencing transhumance. This move from traditional, offline shepherd activities to an interactive online platform and a physical tourism experience adds a modern and engaging element to the age-old profession. Furthermore, the expansion into an online shop to sell self-produced cheese and wine demonstrates an entrepreneurial adaptation to the digital age, creating new revenue streams and markets beyond the local community. In summary, Modavegia showcases innovation by combining traditional practices with modern digital platforms, tourism experiences, and e-commerce.
Tools and Equipment
Social media platforms, camera and video equipment, online booking system, livestock and farming equipment, tourism infrastructure, e-commerce platform.
Personnel
A shepherd who is familiar with basic website management and social media platforms (recording simple videos, uploading them, managing the community, setting up an e-platform).
Problems and Threats Faced
Replicating the practice elsewhere may encounter various challenges, including cultural differences, regulatory hurdles, and the need for skilled personnel. Adapting the concept to fit local customs and preferences, navigating complex permitting processes, and securing funding for infrastructure and operations pose significant obstacles. Additionally, addressing seasonal fluctuations, weather dependencies, and environmental sustainability concerns requires careful planning and resource management.