Diversity understood as a value, the unparalleled role of those people who live the territory and have made it great, hands and minds that have laid the foundations for success, which has attracted so many investments that have caused vineyard prices to skyrocket to close to 4 million per hectare in Barolo's most prestigious “cru”.

But also the message launched precisely for the wineries, the true protagonists of a miracle of territorial excellence, the custodians of identity in a territory that has maintained, still today, in the vast majority of cases, its productive “family” dimension, but where there is no shortage of “sirens” from outside, perhaps from industrialists from other sectors, or from funds or large investment groups to whom the “paradise” of the Langhe is tempting; the fear, therefore, of being able to lose that uniqueness that makes them successful in the world, but also the awareness of changing times.