When a group of passionate locals—motivated by the spirit of Tertulia—came together to take the reins of the social-promotion association originally founded by Giorgia and Francesco, something special began to bloom. That moment in early 2025 marked the start of a vision: to build a weekly farmers’ market rooted in sustainability, quality, and community.
On June 26, 2025, that vision came to life with the launch of “Il Mercato Contadino del Giovedì – a Sustainable Gathering for Mugello” in the outdoor courtyard of Cooperativa Proforma in Borgo San Lorenzo (Local news). It was a small—but full of promise—initiative organized by the newly reenergized association that our group had taken leadership of.
What began with the enthusiasm and commitment of a handful of founding organizers quickly grew into a community commitment. Members of the group stepped forward as volunteers, helping in logistics, outreach, and programming. Soon, more members joined in: setting up stalls, welcoming producers, coordinating cultural events, and helping with promotion.
This collective energy has shaped the market into something beyond a shopping experience: it’s a meeting point, a cultural forum, and an educational platform.
Every Thursday, from 17:00 to 19:30, local producers offer a curated selection of seasonal, agroecological goods—fresh vegetables, artisanal bread, cheeses, honey, jams —all sourced directly from Mugello farms and small-scale producers.
From 19:30 to 22:00, the market transforms into a lively evening hub: local associations lead workshops for children and adults, there are music sessions, talks, aperitivo moments, storytelling, and themed events like honey celebration days or olive‑oil tastings. It became clear from the start: this is not just shopping—it’s community life in action.
Thanks to the dedication of the organizing group—driving social media outreach, building partnerships, and setting up inviting event layouts—and the support of all volunteers, the market has seen great success from the first weeks. Not only has foot traffic steadily grown, but the cultural‑programming approach has drawn families, students, and senior citizens alike, creating a warm, participatory atmosphere.
Guest events like the “celebrating the bees and honey” program on July 10 attracted crowds across generations to discover beekeeping, nature, and taste local honeys produced in Mugello (local news here)
This Thursday market aims to become a reference point in Mugello for sustainable living and conscious consumption. It addresses three core challenges at once: improving access to agroecological products, raising awareness about food‑production ethics, and creating public spaces where community life flourishes.
By bringing producer and consumer closer, it revives the bond between village and countryside, honoring tradition while encouraging more thoughtful choices in everyday shopping.
The market plans to evolve in seasons—adapting offerings and programming to harvest cycles and local festivals. Volunteers remain central: every week new ideas are welcomed—whether it’s hosting guest storytellers, crafting eco‑friendly workshops, or inviting new producers to join.
The goal is clear: to build in Borgo San Lorenzo a lasting institution where sustainable choices, cultural exchange, and conviviality meet every Thursday evening.
