There is a time to grow and a time to tell stories. And when storytelling meets light, even Italian fruit and vegetables can become poetry. That’s the heart of the narrative staged at Palazzo Madama in Turin with Luce Nova, the opening event of the new “Harvesting Happiness” journey, created by Spettacoli alla Frutta, a Temporary Consortium of 25 outstanding Italian fruit and vegetable brands.
This wasn’t just about promoting high-quality products, but rather delivering a profound, sensory, emotional experience. Luce Nova brought to life an immersive journey for both body and soul: a symphony of lights and genuine flavors, where fruits and vegetables became symbols of wellness, culture, and everyday rebirth. In short, a gentle yet powerful revolution of Italian fresh produce.
Harvesting Happiness is more than a communication campaign—it’s a vision. A contemporary approach that aims to reignite in people’s hearts—especially younger generations—the value of eating well, taking care of ourselves, and respecting the planet. A vibrant, heartfelt narrative that celebrates Italian biodiversity, the beauty of seasonality, and the bond between tradition, innovation, and sustainability.
To reinforce this purpose, the event took place in the stunning setting of Palazzo Madama, where light—an essential element for both nature and humanity—became a central theme alongside a selection of Italian spring produce. These ingredients were featured in both the visual design of the evening and the dinner menu. Among them: Oranfrizer Unifrutti Red Oranges, Ispica IGP Carrots, Dolce Lucano Fennel, Solarelli Strawberries, Almaverde Bio Lemons, Melanzì Eggplants, Pachino IGP Tomatoes, CRU Zucchini, and sustainable packaging by the Bestack Consortium.
Each product was an ambassador for its land, story, and emotion. Together, they created a powerful collective narrative, made of everyday gestures turned extraordinary. Because behind every fruit, there’s a grower cultivating not only produce, but values: health, innovation, respect for the environment, and quality.
Among the key voices of the event were women producers, with their conscious vision and experience. For example, Sarah Bua of the Op La Deliziosa brand, whose family has cultivated prickly pears for over 40 years: “As a young female entrepreneur, and thanks to my family’s support, embracing Spettacoli alla Frutta’s mission was vital to elevate and showcase the excellence of our territory.”
Angelica Batani from Almaverde Bio A added: “The main challenge for fruit and vegetables today is selling something that already exists and connecting with younger audiences. Being healthy is no longer enough—the culture of wellbeing is appreciated, but we need to communicate it in a fresher way.” And Elisabetta Patera from Lome Super Fruit, a company growing pomegranates and avocados, remarked: “Future innovation must also focus on how we formulate new products.”
The event involved journalists, content creators, retail executives and opinion leaders—not just to observe, but to immerse themselves in a unique experience. Because the goal is clear: to stir emotions, to make an impact. And to give those who tell food stories the chance to do it with new eyes and an authentic, accessible voice.
After Turin, Harvesting Happiness will continue in Venice on June 17 and Naples on November 4: three cities, three seasons, three different moments to narrate the magic of seasonality and the rebirth through fruit and vegetables. Finally, all the fruit and vegetables from the event were donated to Madian Orizzonti Onlus and La Terza Settimana, two local organizations supporting over 100 families in need in the Turin area. Because when beauty is real, it must be shared.
Luce Nova is not just an event. And Harvesting Happiness is not just a campaign. They are both invitations: to slow down, to feel, to rediscover. To return to the root of things, where the fruits of the earth smell like the future—and where light truly changes everything.
