Sustainability is progressively gaining importance in the winegrowing sector. Implementing this concept implies environmental soundness, social equity and economic feasibility. A proliferation of initiatives to develop the sustainable production of wine started officially in Italy since the year 2010. The objective of this paper is to illustrate the reshaping of Sicilian winegrowing according to the ‘Triple bottom line’ approach to sustainability. By analyzing the case-study of the Tasca d’Almerita firm, pilot farm of various national projects in wine-sustainability, we found that adopting sustainable operative, organizational and competitive strategies has lead to a well-managed and growing business with positive socio-economic implications at the local level

ABSTRACT:The paper deals with the evaluation of the existence value of monumental trees in a protected area. Financial resources to be destined for protection interventions have been decreasing more and more, with a high risk of losing this natural heritage. A Contingent Valuation Method (CVM) survey was carried out among the Madonie Park (Sicily, Italy) resident households to evaluate the existence value of monumental trees of the nature trail named "Piano Sempria-Piano Pomo", represented by a population of "Giant hollies" and by 7 other individual trees. These are the main results of the CVM survey: the overall response rate was 40%, individual average WTPs ( Willingness To Pay) were €12.37 for the protection of the holly population and €13.45 for all the monumental trees along the nature trail. The median WTPs were €2.00 and €5.00, respectively. The aggregate WTP estimates for the Park residents range from a minimum of €10,520.40 to a maximum amount of €83,479.37 depending upon the investigated resource and the statistics considered.

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