Fondazione Campagna Amica was established in 2008 by Coldiretti, the largest organisation of Italian agricultural entrepreneurs (with about 1.6 million members). Its mission is to promote the value and dignity of Italian agriculture, highlighting its crucial role in environmental protection, safeguarding local traditions, and enhancing food safety, health, and social equity. Campagna Amica acts as an "ideal meeting place" between farmers and citizens, advocating for a sustainable lifestyle through direct sales, tourism, and eco-sustainability.

The Foundation’s main activities include:

• Organising the Mercati Campagna Amica (Campagna Amica Markets).
• Safeguarding biodiversity and custodian farmers.
• Supporting Made in Italy and typical regional products.
• Promoting environmental sustainability and the circular economy.
• Enhancing agritourism via Terranostra.
• Promoting correct food education and monitoring consumption habits.

The Mercati Campagna Amica are farmers' markets where Coldiretti members commit to selling only their own agricultural products, which are 100% Italian and "zero km" (locally sourced). Starting with just 30 markets, the initiative expanded to over 1,000 markets within 10 years, allowing consumers to shop responsibly for fresh, guaranteed Italian products. The Success of the Circo Massimo Market The market at Circo Massimo in Rome, also known as "Rome’s Casa dell’Agricoltura," is an emblematic success story. Established in 2008 in collaboration with the Municipality of Rome and Coldiretti Lazio, it transformed a former dilapidated space into a vital service and information centre. Initially conceived as a simple market, it evolved into a community hub that connects farmers directly with Rome’s citizens and visitors, addressing the need for transparent consumption models and supporting local economies. The market fosters strong values, including hospitality, solidarity, and joy, creating a real "Campagna Amica community." Nowadays, the market features 66 farmers from the Lazio region and attracts, on average, around 5,000 visitors each weekend.

The initiative faced significant initial challenges:

1. Infrastructure: The 1,200 square-meter historical building required extensive, complicated restoration due to decades of misuse and its status under the Superintendence of Rome.
2. Logistics: The initial aim was to gather operators within 250 km to ensure the "zero km" promise, requiring persistent recruitment efforts.
3. Local Competition: Local shops initially tried to hinder the market's development. However, by being open on weekends (when other shops are closed), the market eventually proved beneficial, increasing the area’s vitality and benefiting nearby businesses like local bars and bicycle shops.

To ensure long-term success, the market pioneered educational and cultural activities aimed at creating an active community of consumers ("Consum-Attori"). Notable initiatives include:

1. Educational Farm: A rebuilt farm structure for children that organises "food games" and free workshops on bread making, olive oil, and vegetables, reaching approximately 2,000 school-age children.
2. Gastronomic School: A dedicated space for cooking courses, tasting sessions, and food education projects for consumers.
3. Educational Garden: An expanded space for free horticulture and gardening courses, open to the public to teach the stages of plant growth.
4. Multimedia Library: A renovated conference space intended to become a public library open all week, focused on agriculture, nutrition, and innovative development models, featuring free internet access and reading spaces.

Through these combined efforts, the Circo Massimo market has successfully cultivated a thriving, aware community, transforming a simple sales point into a multifaceted centre for cultural exchange and food system awareness.