An integrated supply chain between identity and innovation: the company visit to Terre Cevico

25 July 2025

As part of the Master in Business Management – Food and Wine, students took part in a company visit to Terre Cevico, a leading cooperative in the Italian wine sector, based in Lugo (RA). The experience offered an in-depth look into the operations of a complex and fully integrated supply chain.

The day was structured around two main activities: a guided tour of the production plant with Luca Frulli and Pierluigi Zama, followed by a meeting session in the company’s conference room, where the corporate project was presented and discussed with the team. The visit concluded with a debriefing session led by the Master’s tutors.

According to Giorgio De Simone, a student of the program, the most meaningful aspect of the visit was “the company’s in-depth knowledge and control of the entire supply chain: from the relationship with its member growers upstream, to the production and bottling processes we observed during the visit, and all the way to its downstream marketing strategies and presence in various markets.” A concrete example of an integrated model, perfectly aligned with the themes explored throughout the Master.

During the exchange with the Terre Cevico team, students observed a clear, market-driven strategy, built on the ability to interpret consumer behavior, anticipate emerging trends and respond swiftly to market evolution. “This strategic vision translates into concrete actions and a constant pursuit of product and process innovation, always grounded in a strong connection to the company’s identity and values,” De Simone added.

The visit also offered relevant insights for the students’ professional futures: “The ability to continuously innovate, to respond quickly to the challenges of an increasingly dynamic and unstable market, and the adoption of sustainability as a strategic pillar are key elements to face the future of the industry.”

The company visit to Terre Cevico provided a tangible learning opportunity, reinforcing the connection between education and business that defines the approach of Bologna Business School.