This is a sustainable network created to safeguard the territory of Veneto and Friuli and promoted by Purina, a reference company in the PetCare market, in collaboration with Consorzio Tutela Prosecco Doc. Lens functions as an independent mechanism through which companies with a common interest in environmental protection and land enhancement can work together to achieve shared goals. Participating farms are supported in adopting packages of agronomic techniques developed to encourage a transition to a regenerative approach to agriculture.
Benefits include improving water quality and use efficiency, preventing flooding and soil erosion, regenerating soil fertility, improving biodiversity, including through the adoption of advanced Integrated Defense, reducing emissions, and capturing carbon.
Always active in the territory of Eastern Veneto and lower Friuli, thanks to its production plant in Portogruaro (VE), Purina, by contributing to the first year of the Lens project, will support nine agricultural entrepreneurs to support the fight against climate change and combat soil depletion.
This first Italian launch involves an investment of about 350,000 euros for the deployment of agronomic measures, biodiversity promotion and innovative practices on an area of 950 hectares. Explains for Purina Rafael Lopez: “That of land regeneration is one of the biggest challenges we will have to face, to safeguard the environment in which we live, which is why we believe so much in the Lens project and are trying to apply the experience already gained in the United Kingdom with the same methodology, where we managed to double all the goals we had set ourselves. In Italy we are at the beginning of a path that, we are sure, will lead to great benefits for the area, thanks to the contribution of all the current partners and those who will join in the future.”
