This paper presents the case study of the Tuscan growers pasta, an example of linkage between people, territory, environment and food. The use of new technologies for agronomic management, cultivation protocols, and a food supply chain agreement guarantee high quality, traceability and sustainability from field to package, representing an innovative marketing strategy.

This research aims to understand how an interdisciplinary approach could help Italian firms to enhance their offer to the market. In this perspective, authors have studied benefits and obstacles of an interdisciplinary research approach, by describing the case of RITRATTO, a project by University of Florence referents of various disciplines (agronomy, design, engineering, history and marketing).