Then, once it's known it sells itself. It no longer needs advertising to come out every day to promote it, because that's done by word of mouth. A good product sells itself, and Armando pasta is one such product.
It is recovering one's identity, identification with the local area, the secret of this new path suggested by Michele. It's large-scale territoriality because this is the added value of South Italy, made of many hues and shades which makes it unique:
One could start thinking that Armando's pasta is produced in Bovino, but in reality it's produced with wheat that comes mostly from Central and South Italy, and that is not one of our aspirations. We're not aspiring to have a niche product, we're aspiring to a good product for everyone, for as many people as possible. Otherwise our dream cannot come true, it stays confined to a limited geographic area and circumscribed to a small community, while Grano Armando deserves to be known nationally and internationally.
This supply chain model is an encouragement for our young people because they see that their parents obtain real advantages, because they can understand that one can grow on a path like this, that they too can have a future here. On the contrary, especially for them!
Farming is different today, it's more scientific, one must be ready and study. They can get their education here, studying and learning for a specific purpose.