The Idea…

Vivere la Toscana is an idea of Diverso CMI

Its main purpose is the knowledge and the purchase online of homemade and wine and food products  of Tuscany, by fostering in a second time the growth of the qualitative tourism. The e-commerce portal allows the local managers and craftsmen to promote and sell their own products online, by spreading in the same time the regional culture and the gastronomic and manufacturing tradition.

By decreasing the supply chain and the intermediate stages and, as a consequence, the reduction of the final price, “Vivere la Toscana” gives the local producer new sale chance; therefore, the customer feels the quality of the products, their tracking and the opportunity of a direct contact of the producer in the land. Thus, “Diverso CMI” supplies a vital supporting activity, both to the local producers and to the consumers. Moreover, the users can find in a sole website all the excellences of the Region, in order to “Live” Tuscany in all its aspects, flavours and values.

Who is DiversoCMI?

“Diverso CMI” is a company found by Elisa Micheli in 2009. It provides planning services and web marketing campaigns; market, sector and online semantic analysis; advisory service for research; analysis and keyword, SEO Web copywriting; creation and optimization of SEO contents and reporting and indexing on Italian and foreign browsers; Popularity Links; Social Media Managing; Article Marketing; Blog management; 2.0 and 3.0 web forum. The company is a partner of several Tuscan factories and web marketing agencies in Milan, Florence and Rome for advisory services, training or projects.

Further advantages

–      A warranty for the consumer: to find the authentic territory on the sole brand “Vivere la Toscana” that selects and chooses only the best productions;

–      Direct Relationship of Confidence between the producer and the customer;

–   The creation of new sale channels for the producer;

–   Convenience: online orders and “home deliveries”;

–      Smaller environmental impact, thanks to the decrease of transports and packing;

–      Transparency: the chance for the consumer to visit the producing factories;

–      Tracking: products’ information about ingredients, origin, etc.

–      Promotion of the Local items of Tuscany, their periodicity, their quality.

Elisa Micheli

Elisa Micheli, born in Grosseto and graduated in Industrial Design (post graduate course of the  “Services” in the inter-faculty Managing Engineering of the “Politecnico di Milano”) has been working since 2006 as teacher, Marketing and communication advisor and Web Marketing. She has been working for two years in a consultancy firm in Milan, one year in the marketing office of a high tech consultancy firm in Pisa and, in 2009, she created DiversoCMI. In November 2009, she created the blog “Vivere la Toscana” as a “test”, in order  to have an idea of how the foreign users imagine Tuscany. The answer was astonishing: in a year, the blog reached over 17.000 visits each month. The deep knowledge of the logics of the web marketing, the position on the browsers and the necessity for Tuscany to be a unique, complete Brand of its land for the international tourism, has stimulated the creation by DiversoCMI of a web marketing communication project, usable by all those structures that consider this particular target as vital. This is the reason why the e-commerce portal “Vivere la Toscana” has been created.

Vivere la Toscana Philosophy

Today the merchandising has become the crucial factor for the agricultural, handicraft and the food productions that deal with the local traditions. The land promotion through products of excellence needs to widen its action, both for sale, and for communication. The use of technology (web marketing, e- commerce) fosters the transversal promotion of all the aspects of a land and increases the competition of the land space.

In order to get these results, “Vivere la Toscana” aims at:

  • Selecting the items of Tuscany with the best quality/ price ratio;
  • Communicating in an innovative way through the web marketing and the design;
  • Using the power of the e-commerce, in order to create sales points or distributors abroad.

The peculiarities the Tuscan products

Today, Tuscany has 43 typical products (29 PDO and 19 PGI), 153 of them are  in Italy and 706 in Europe; 19 out of 43 are still known and 24 are waiting for receiving the legal framework. Wine, oil, cheeses, cold cuts, truffle, honey and sauces are only some of the typical products of Tuscany.

The pleasures of the good food has always been relevant in the Tuscan gastronomy, whose main ingredients are the simplicity, the unique flavours and the use of natural products from natural tillage and by respecting the environment. The ancient art of gastronomy, made up of an alchemy of scents, tastes and smells, the delicate stages of transformation and the techniques of items conservation, give birth to the excellence products.

“Vivere la Toscana” aims at promoting the typical local production, by enhancing also the environment context where it takes place, by paying attention on the safeguard and the defence of the land, both for the short supply chain and for short circuit. The relationship between the farm producers and the final users (salesmen, restaurateurs, hoteliers and consumers) is more direct and the added value is fairly divided among all the persons involved.

Handicraft

The ancient professions represent the real identity of a land. An ideal travel across the time shows us little worlds of vivid busyness: backstreets, roads  and little squares host the little craftsmen workshops that join the daily life with their sounds. What was once the daily life, today is a cultural patrimony. And today, like yesterday, the homemade activities are an integral part of a quick and working community that maintains and keeps the popular traditions.

A visit in the Tuscan borgo is discover of the workshops, where young and old craftsmen, supported by their passion, create their works.

“Vivere la Toscana” wants to spread the Tuscan handmade tradition, from the textile sector to the production of shoes, from the gold work to the cosmetic, to all the other sectors that create unique and high quality items, by spreading all over the world the Made in Italy value.

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