| Summary: | Attention to sustainability is growing in the wine sector, but the rate of association to wine sustainability programs or schemes still appears to be limited. To encourage participation in sustainability programs, a collaborative approach adoption to share in wine communities the skills and knowledges necessary to manage the transition from a conventional organisation of production to a sustainable one, seems to be a functional strategy. This paper, present as case study, the Prosecco Sustainability Project, to investigate how a participatory/collaborative approach coordinated by an interbranch organization to facilitate the adoption of sustainable best practices by companies, can actually be developed. Results show that is necessary a strong integration and collaboration between different actors and that guidance from a coordinating figure who is able to foster dialogue and cooperation among the various stakeholders involved is needed.
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