Who we are

People who love the land, and those who work it

UFarmer was founded in 2020 by a group of entrepreneurs and managers from different worlds, united by one passion: the excellence of Italian wine and olive oil, and the people who make it.

Since 2020, entrepreneurs and managers united by one passion: Italian wine and olive oil, and the people who make them.

Our dream

The Board

Our dream

Bringing those who produce excellence closer to those who can recognize it, with unique experiences that give Italian wine and olive oil the value they deserve.

Producers chosen one by one

Small wineries and olive mills we know personally, each with a story and a territory to tell.

An experience, not a purchase

Following a season, meeting the people who work the land, receiving bottles that carry your mark.

III

The right value

Adoptions protect producers from price wars and reward quality.

Our story

From an idea to a shared field

From 2020 to today, in five steps.

2020
The beginning
In July UFarmer is founded as an innovative startup. In December the first vertical marketplace dedicated to Italian food and wine excellence goes online.
2021
The debut
Version 2.0 arrives, designed for smartphones. Official launch at Milano Wine Week and the first press coverage, including Il Sole 24 Ore.
2023
The new website
In December, a completely redesigned website: easier to use, better payments, an experience to share.
2025
The Wine Clubs
In September the Wine Clubs are born: themed selections to follow over time, inspired by listening to our community.
Today
The community
Over 5,000 adoptions, including corporate ones, with more than 30 Italian producers: vineyards, olive trees and Wine Clubs, to give as gifts or to enjoy yourself.

The Board

The people behind UFarmer

Entrepreneurs and managers from different fields, sharing a passion for Italian food and wine excellence.

Chairman and CEO
Luca Passini
Entrepreneur in the IT world, leading CWS since 2009. He combines stakes in artificial intelligence companies, a long-standing knowledge of the food and wine sector and a strong international network.
CEO
Mauro Onuspi
Over forty years in IT, from programming to company management. At UFarmer he oversees and coordinates all operations.
Co-founder
Francesco Amodeo
He started the UFarmer project. A telecommunications manager, he leads a mobile brand across commercial strategy, digital and marketing. MBA from SDA Bocconi.
Board
Cristina Lorenzetti
Passionate about technology and its impact on lifestyles, an expert in planning and control in the aerospace sector. The idea of “a bottle in space” is hers.
Board
Francesco Raffo
A human resources professional and a sommelier by passion. He combines his love for food, wine and olive oil with the desire to share knowledge and sensory experiences.

Chairman and CEO

Luca Passini

Entrepreneur in the IT world, leading CWS since 2009. He combines stakes in artificial intelligence companies, a long-standing knowledge of the food and wine sector and a strong international network.

CEO

Mauro Onuspi

Over forty years in IT, from programming to company management. At UFarmer he oversees and coordinates all operations.

Co-founder

Francesco Amodeo

He started the UFarmer project. A telecommunications manager, he leads a mobile brand across commercial strategy, digital and marketing. MBA from SDA Bocconi.

Board

Cristina Lorenzetti

Passionate about technology and its impact on lifestyles, an expert in planning and control in the aerospace sector. The idea of “a bottle in space” is hers.

Board

Francesco Raffo

A human resources professional and a sommelier by passion. He combines his love for food, wine and olive oil with the desire to share knowledge and sensory experiences.

In the press