Marche-based Agricolt Brandoni has won the Best Agrishot 2022 award, the international photography contest dedicated to the agricultural world and promoted by Irritec, one of the world leaders in precision irrigation, for telling the story of new generations who have decided to invest in the agricultural sector. The company is also the protagonist of a professional video-reportage made by a school of cinema, music, visual communication and storytelling 'Mohole' in Milan.
The theme of the 2022 edition 'Next Generation: the stories of young people in agriculture' aimed to highlight how young people have invested in the agricultural sector, choosing technological and innovative solutions that work in an environmentally and community-friendly way. The purpose of the Best Agrishot 2022 contest was therefore to narrate the change in which the new generation is the engine for digital and sustainable transformation.
Through the submitted shot, Alessandro Brandoni, of the company of the same name, was able to address the theme of this edition, portraying the new generation in agriculture. The comparison between the past and the present was captured in a photograph in which past traditions and innovation intersect to improve and modernize the agricultural sector. Brandoni represents the new figure of the agricultural entrepreneur belonging to Gen Z, a generation that is increasingly oriented toward sustainable choices and ready to bet on technological innovation and digitization of production systems.
The special video-report will also be published in the social channels owned by Irritec and the academic institution partnering. Images of the fields, working tools, and the use of farm machinery are narrated by the winner, who describes how he chose to invest in the family business and agriculture, merging his father's and uncle's more agriculturally oriented experience with his passion for technology, by introducing the concept of digital farming.
Here's the video:
"This year Irritec has chosen to award young entrepreneurs who, with determination, have decided to get involved by investing in agriculture with the purpose of highlighting how this sector can become innovative and competitive, thanks to practices aimed at sustainability and the digitization of work tools," commented Giulia Giuffrè, Board Member and Irritec Sustainability Ambassador. "We are proud to be able to award the Best Agrishot 2022 prize to a young man who, through his photographic snapshot, has conveyed to us his passion for innovation. A principle, along with sustainability, that we at Irritec share and enhance through our products."
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