By Claudia Stocchi
Where it all began, a modern, sustainable and vibrant space is reborn. We first told this story in the debut issue of Valley Life Valdarno e Valdambra: the historic site in Via dell’Antica Gora, home of the Farmers’ Covered Market, was about to be brought back to life. Today, that vision has become reality.
After three years of renovation, the Market finally returns to its original home this April—completely renewed. A wooden, energy-efficient Class A building, designed across two levels, now hosts not only retail spaces but also experiences, events and tastings. A place that looks to the future while staying true to its roots.
Interview with Marcella De Vita
Marketing Manager and Coordinator of the Farmers’ Covered Market
In our first issue, we introduced the redevelopment project. Today it’s a reality—what does this reopening mean to you?
“It is undoubtedly a major milestone. After three years of work, we are returning to our original location, where everything began 20 years ago, but in a completely renovated and much larger space.
It is also a strong confirmation: when a project is built on solid foundations, it can withstand time, economic crises, pandemics and social changes.
Since 2004, we’ve come a long way—from 10 producers’ stalls in a town square to a structured and solid business network. This is not just an achievement, but proof that cooperation truly matters. Alone, you can only go so far”.
The Market brings together around 80 local farmers. What value does this shared space have for them?
“At the Market, you can find everything: vegetables, wine, fresh milk, cheeses, meat, cured meats, olive oil, bread, fruit, preserves, honey, craft beers, grains, legumes and ancient flours. But the real value lies in sharing. Here, producers are never alone. Sharing a space is not just about reducing costs—it creates real synergies. What is waste for one producer becomes a resource for another. It’s a system built on collaboration, trust and a shared direction”.
The new building has been completely redesigned. What are its key features?
“The new structure has been developed following bio-architecture principles, with a strong focus on environmental sustainability and accessibility. It is a wooden Class A building, designed to be both efficient and welcoming. Inside, beams and pillars echo the lines of nature, creating a warm environment that reflects the agricultural identity of the project.
“Short supply chain and sustainability are key themes today. How do you embody these values?
“We have been pioneers in this field, placing local, fresh, healthy and genuine products at the core from the very beginning. Our producers come from across Tuscany—Valdarno, Valdichiana, Valtiberina, Val d’Orcia, Mugello and Casentino—and are carefully selected according to strict production standards.
Seasonality is essential, and over time it has helped educate customers to make more conscious purchasing choices that truly support local production”.
The Market is also a social space. What kind of events do you organize?
“We regularly host meetings with chefs and producers, along with tastings and show cooking events, to tell the story of the territory through food and wine.
As the headquarters of the Valdarno Rural and Organic District, we also collaborate with local institutions to promote mountain products through events, dedicated spaces and educational experiences”.
What about food tourism?
“The Market is already a key reference point. For tourists, visiting individual farms can be difficult, but here they can discover a curated selection of authentic local products all in one place.
And thanks to our e-commerce platform, launched last year, they can continue to enjoy these products even after returning home”.
Looking ahead, what are your future goals?
“We always look to the future, but we move forward step by step.
Right now, our focus is on making this new location a success. Then we will develop the restaurant project and, most importantly, share our model with other territories. Because promoting local production means preserving traditions, landscapes, biodiversity and cultural identity.
A Market That Grows Without Losing Its Roots
Today, the Farmers’ Covered Market is not just a place to shop, but a solid and steadily growing economic reality. The move to its new location in Piazza dell’Antica Gora marks an important step forward: more space, more services and more experience, while preserving its identity. A place where shopping becomes a conscious choice, and where the territory is told every day through the hands of those who cultivate it.
