The wheat campaign / Wired Magazine HACK THE EXPO (pt.1)

This month, WIRED magazine focused its attention on food and the imminent Food Expo, beginning may 2015 in Milan. With the awareness that this international event is going to be an opportunity that cannot be missed, bringing to the city an estimated number of 20 million people, the magazine brings to the table ideas and initiatives for whom wants to actively participate – creating connections by making nodes visible to each other.

In this context, I had the opportunity of photographing three separate features for the magazine – all of them connected to the central theme. The story below is a fascinating look into the world of Rosario Floriddia (and more generally a report about wheat production). Floriddia is a farmer son of farmers, who in the outskirts of Pisa, with specialized agronomists is working on the genetical improvement of the crops. Nothing to do with GMO’s – they are experimenting the so called “participative breeding”. Below the tearsheets.

The wheat campaign by Elisabetta Tola / Photography Mattia Balsamini

Many thanks to: David Moretti, Francesca Morosini, Elisabetta Tola, Riccardo Bocci, Rosario Floridda (for the bags of goodies they sent us on our way with after the shoot), Giulia Bonelli, Marianna Leone, Paola Bonvini, Michela Locci and Gianni Gigli.


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