In Italy, agriculture is deeply rooted in tradition, landscape, and identity. From vineyards to olive groves and fruit orchards, perennial crops such as grapevines, apples, and olive trees represent not only a significant share of agricultural production, but also some of the highest-value products in Europe.
At the same time, these systems are at the centre of some of the most pressing sustainability challenges.
The PRUDENT project focuses on this reality through its Italian use case, where green nudges are tested in real farming conditions. The goal is to better understand how farmers make decisions and how those decisions can be supported to enable a transition toward more sustainable practices.
Farmers working with perennial crops are increasingly exposed to the impacts of climate change. Shifts in temperature and rainfall patterns affect yields, alter pest dynamics, and make long-term planning more uncertain. These pressures are compounded by the intensive use of natural resources and plant protection products, which contribute to biodiversity loss and environmental degradation.
While sustainable alternatives exist, their adoption is not always straightforward.
One of the key challenges lies in behaviour. Many farmers rely on established practices that have proven effective over time, making them cautious about change. Moving away from familiar methods can feel risky, especially when income stability is at stake. At the same time, there is often limited understanding of how risk management strategies can support both economic resilience and sustainable production.
Another barrier is awareness. Complex policy frameworks and limited visibility of EU support schemes can make it difficult for farmers to fully engage with available opportunities. Even when incentives exist, they may not be clearly understood or easily accessible.
The Italian use case addresses these challenges by testing a range of sustainable practices and smart farming technologies in combination with behavioural approaches. These include reducing pesticide use through precision spraying technologies such as variable rate application and decision support systems, as well as adopting integrated pest management strategies. In some cases, chemical inputs can be replaced entirely with physical solutions, such as anti-insect nets.
In parallel, practices that enhance carbon sequestration are being explored, contributing to climate mitigation and long-term soil health.
These efforts are closely aligned with key European policy priorities, including the Common Agricultural Policy 2023–2027, the Farm to Fork Strategy, the Biodiversity Strategy, and the Fit for 55 package. Together, these frameworks aim to reduce emissions, protect biodiversity, improve public health, and strengthen the resilience of agricultural systems.
However, policies and technologies alone are not enough.
The transition to sustainability depends on individual decisions made every day in the field. This is where PRUDENT’s approach becomes particularly relevant. By integrating behavioural insights into real-world experiments, the project explores how to make sustainable practices easier to adopt, more clearly understood, and better aligned with farmers’ realities.
The expected outcomes go beyond environmental benefits. By supporting better decision-making, the Italian use case contributes to stabilising farm income, improving resilience to economic and climate-related shocks, and enhancing overall living conditions for farmers.
Ultimately, this work highlights a simple but powerful idea: sustainability is not just about what is possible, but about what is practical. By understanding the human side of farming, PRUDENT helps bridge the gap between ambition and action, ensuring that the transition to sustainable agriculture is both achievable and lasting.
