Masi Agricola – a company listed on Euronext Growth Milan and one of the Italian leaders in the wine sector – was hosted, in the person of CEO Federico Girotto , at the California Agribusiness Executive Seminar (“CAES”) organized from March 8 to 10 in Sonoma by the University of Davis, one of the most authoritative international academic centers in the field of oenology and agricultural economics.
The invitation represents significant recognition of the brand's quality and international impact: Masi was the first European agribusiness manufacturer, since the seminar's inception in 1989, to be invited to present its case history to an audience of entrepreneurs and CEOs of leading American companies in the sector.
The CAES was led by Rachael Goodhue , Faculty Director of the Department of Agricultural and Resource Economics at UC Davis, along with Ria DeBiase , Assistant Director. The case study under discussion was developed and presented by Bodo Steiner , Professor of Food Economics and Business Management at the Department of Economics and Management at the University of Helsinki , who provided the analytical framework to place the Masi model within the broader debate on the competitiveness and sustainability of agri-food systems .
Federico Girotto, CEO of Masi , stated: "The invitation from the University of Davis represents an important recognition for Masi, as it has allowed us to bring our winemaking business model, founded on a balance between distinctive heritage and a long-term vision, to a highly qualified international context, taking into account the positive aspects, but also the constraints, of the ties with the territories expressed by the denominations of origin. In an increasingly complex and volatile market scenario, 'agility' does not mean changing direction, but knowing how to evolve while maintaining strategic coherence, integrating production, governance, and market presence, enriching the brand with new meanings. Our challenge is to continue to innovate while remaining faithful to our heritage, transforming tradition into a sustainable competitive advantage over time. This approach includes key decisions such as our stock market listing and the Masi Wine Experience project. Furthermore, the discussion with American agribusiness leaders was a valuable opportunity to share experiences and reflect on growth models that combine financial solidity and long-term vision. In this sense, the The California Agribusiness Executive Seminar offers an opportunity for dialogue between different production systems, but united by the same challenges, and we were honored to contribute our experience on the relationship between identity, governance and industrial vision: increasingly crucial issues for Italian wine."
The seminar, based on a managerial and strategic approach, is known for its interactive format that stimulates dynamic discussions, offering a unique opportunity to discuss business challenges, starting with the analysis of company case studies , with a focus on governance , international competitiveness, production models, and market transformation.
Masi's contribution focused on three lines of reflection on crucial issues facing the global wine industry . The first concerns the ability to maintain agility in markets characterized by geopolitical volatility, cost pressure, climate change, and shifting consumer behavior. In the international context, agility is not understood as a break with tradition, but as a coherent evolution of its strategic pillars. In Masi's case, the three pillars—"territory, brand, and governance" —represent interconnected elements that allow for strategy adaptation while preserving its identity and medium- to long-term vision.
The second theme concerns the evolution of corporate practices to sustain competitiveness . The ability to combine tradition and managerialization is essential to strengthen resilience and presence in international markets, ensuring rapid decision-making and strategic coherence.
Finally, managing brand identity in a changing global context. Masi, historically associated with the great wines of Valpolicella and Appassimento, is not seeking to redefine its identity, but rather to interpret it in a contemporary way, leveraging its historical and territorial heritage to differentiate itself and strengthen its position in international markets.
Masi's participation in the seminar is part of a process of growing visibility and recognition in the North American market, where the company has enjoyed a consolidated presence for many years. Masi is a regular at the New York Wine Experience , a prestigious event hosted by Wine Spectator magazine, and was recently the focus of Wine Enthusiast, which awarded President Sandro Boscaini the Lifetime Achievement Award of the Year for his extraordinary contribution to the sector. It is also one of the best-known brands in Canada , from coast to coast .
