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Pietro is a bundle of energy and faith in the potential of his land. With passion he invites us to strive to observe reality from a new point of view, not to conform and to believe that in work as in life, another direction is not only possible, but is more necessary than ever. Pietro d'Elia (Salerno, 1988). Following a transversal line between education and work, he graduated in Economics and Management at LUISS in Rome and then obtained a Master in Environmental and Energy Economics (MEMAE) at Bocconi University in Milan in 2011. During his specialization in Economics and Business, again at LUISS, completed in 2014, he attended the theater academy "Artès", which led him to act on Broadway, where he graduated in 2015. He then worked as a sales representative for The Good Idea, the Italian agency that handles promotional marketing for British American Tobacco, following the markets of the Netherlands, Brazil, Switzerland and England. At the end of 2017 he decided to "return to the land" and founded I Segreti di Diano, an innovative "agricultural craftsmanship" project, which starts from the reality of his home town, Teggiano, in the province of Salerno. It is a partner of CiVà-Cibo Vagabondo, a food truck awarded BestStreetFoodOnTheRoad 2021 by Gambero Rosso. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx