We wanted to support small-scale farmers in developing an authentic vision of sustainability (=based on real values) and supported by appropriate communication skills. We created an innovative experiential course based on value-based learning and action-learning on sustainability, effective communication, and networking. We aimed to foster solidarity and self-help among participants and trainers. We wanted to document the results both qualitatively and quantitatively with a scientific approach. We conducted three pilot courses, collecting data on their effectiveness and strengthening the partners' skills, both in participating in European projects and in the methodology of analyzing and evaluating training impact. The goal was then to foster dialogue among partners on sustainability, training in rural areas, and theater methodologies, using an experiential and reflective approach. The development of a shared teaching guide consolidated the results, generating replicable content for sustainability training in agriculture. The dissemination allowed participants & trainers to put the acquired skills into practice and to create a (already active) support network for several further projects.
We chose to create Crescendo to support EU farmers on a journey of personal and professional growth towards sustainability. The Commission is aiming for carbon-neutral agriculture by 2050, a goal that weighs heavily on rural areas. Focus groups and analysis of E+ projects revealed the need to develop transversal skills—values, attitudes, and interpersonal skills—essential for building and communicating one's vision of sustainability. This is where the project stems from: the idea that agricultural techniques alone are not enough; experiential training tools are needed to help farmers and trainers (re)discover their sustainability values and communicate them authentically. CRESCENDO responded to this need by developing an innovative action-learning training based on theater and communication, to make farmers true protagonists of change towards sustainability. An example of the needs met are the expectations stated by Rocco, a wine entrepreneur, when he signed up for Crescendo: "To create a mini video presentation of the company, even for company visits or trade shows. To improve my empathy with people and my ability to communicate effectively without arguing."