The main objective was to activate an environmental sustainability education process by transforming farms into authentic "educating communities". Specifically, we aimed to:Train qualified young people as educational farm operators.Provide agricultural enterprises with digital communication tools to enhance their role in environmental protection.Foster intergenerational and transnational exchange (between Italy and Turkey) on agricultural best practices
The "Join venture Y+R" project was developed to bridge the gap between "Generation Z" and the rural world. Young people are highly sensitive to sustainability but often possess a superficial or distorted understanding of agriculture, shaped by online misinformation. Conversely, small-to-medium farms (especially educational ones) implement sustainable practices but struggle to communicate them effectively via new media. We addressed the need for digital skills in the agricultural sector and the necessity for environmental education based on direct experience