Fiat professional brings to you two real life accounts of Italian entrepreneurship, championing the idea of “Space for new ideas”.  The stories come directly from the individual company owners, showing how they have diversified their businesses. Just like the New Scudo which offers its owners space for new ideas.

Magnarosa

After graduating, Lorenzo inherited his family’s apple orchards and decided to use his knowledge to go back to growing apples as a business.
From the start, he had to face a major challenge; 30% of apples produced were considered aesthetically imperfect, and these ‘ugly’ fruits were sent to waste. Rather than waste all this produce, he sought a creative solution: using production waste to make the natural components of beauty creams.
His idea initially met with resistance from local farmers. But Lorenzo believed in his project, and today his business is growing; he eliminated waste and won the trust of other local entrepreneurs who are now buying his creams. Even his family, having overcome initial concerns, proudly supports him. Courage can sometimes change the lives of many, and Lorenzo has certainly created space where no one expected it.

Cashmere Monviso

Eleven years ago, Roberto discovered the Monviso territory during a business trip. He fell madly in love with this beautiful area in Italy, so much that he decided to change his life and open a business in the valley.
Monviso is renowned for its dairy products, derived from breeding grazing animals, and food and wine. But Roberto had a different vision: despite some skepticism from the locals, he bought eleven cashmere goats and started his project. Within a few years, and with great passion and love for the animals that he personally takes care of every day, his business has achieved significant growth.
Today, Roberto produces high-quality cashmere that he sells worldwide. His company attracts numerous customers to the Monviso valleys, who obviously, after collecting a scarf, also buy the excellent cheeses produced by other local farmers.