On the 9th of February, during Unity Earth’s online, global Symposium “Awakening Humanity’s Sacred Mission” followed in more than 80 countries, Alessandro Farina and Giacomo Pedranzini shared their knowledge and vision about conscious entrepreneurship, a catalyst for sustainable evolution. Their extraordinary and inspiring speeches can be found below as well as the video of their session during the event.
The speech of Alessandro Farina
Thank you for the kind introduction, it’s an honor to join you today at this symposium.
It is midnight now here in Budapest, and we are feeling like on new years eve, waiting to celebrate a new start. We would love to therefore mark this initiative as the “Awakening for a new and better future”.
The synonym of Entrepreneurship also has a wider meaning than the simple association to “Business”; it has also to do with the undertaking of a project or an adventure.
The Entrepreneur is an individual who creates value by moving resources. It is an act of creation.
Redefining Entrepreneurship: Beyond Business Creation
We believe that the definition of good Entrepreneurs is not just limited to being a Business Creator: they are architects of the future and guardians of our planet. They possess the unique ability to envision what does not yet exist and bring it to life, influencing societal norms, cultural values, and global trends.
The entrepreneurial journey is a process that involves the transformation of the society and the environment they interact with.
Embracing Generational Empathy: Future-Oriented Strategies
Businesses must adopt strategies that are not only profitable but also sustainable and beneficial for future generations. This involves often innovative approaches that balance economic growth with environmental and social responsibility.
Entrepreneurs play a crucial role in this change of paradigm. By embedding generational empathy into their business models, they can create ventures that are successful and at the same time responsible, setting a positive example for future business leaders.
Generational empathy is not just a concept; it’s a business imperative for a sustainable and fair future. It’s about leaving a legacy that future generations can build upon.
The future of entrepreneurship: Ethics, Sustainability and Creativity
The 3 core values on which we base the future of entrepreneurship, are linked to the integration of what we like to call the E.S.C. Philosophy.
This approach emphasizes:
– Ethics: Conducting business with integrity and fairness.
– Sustainability: Prioritizing environmental care and resource efficiency.
– Creativity: Leveraging innovation to solve pressing challenges.
We deliberately used this acronym (E.S.C.) like the button of the keyboard of the PC to exit the status quo.
The Atlas Award: Celebrating Visionary Impact
A few years ago, we decided to create a public recognition to reward those entrepreneurs based in Hungary embracing those 3 core values.
In the image, you can see the Atlas Award, produced by a well-known Italian artist, Marco Veronese, and the winner of the 2022 edition, Dimitry Ljasuk, a filmmaker and environmental activist. His last movie is also available on Netflix.
Often, I ask friends to point out a name, a good example of whom they would identify as a positive Leader for their kids… very often sadly silence follows…, or I get names of people who lived 100 years ago or are still living but on the other side of the planet.
Through the Atlas Award, we want therefore to recognize those entrepreneurs, business heroes, close to us, who can be taken as an example for society and the generation to come.
We need to bring those people on the stage and celebrate them to inspire society.
The Atlas Award serves as an inspiration, showing that businesses can develop by prioritizing ethical practices, sustainability, and creativity. It’s a call to action for entrepreneurs everywhere to build businesses that not only succeed financially but also contribute positively to society and the environment.
As we continue to face global challenges, the Atlas Award stands as a testament to the power of responsible entrepreneurship in creating a better future for all.
Atlas Award 2023
In 2023 we were honored also by an inspiring speech delivered by Prof. Ervin László about the role of the entrepreneur in modern society.
I’m pleased to introduce now another Italian entrepreneur based in Hungary, the CEO of Kometa 99 and the 2023 Atlas Award winner, Mr. Giacomo Pedranzini.
The speech of Giacomo Pedranzini
Hello everybody, I’m happy and honored to be here with you. I will talk to you about food production, just a good reminder about the importance of food as something that can help us to stay healthy in our life to keep our body healthy.
Food and meat processing companies
So I’m the son of a farmer and from my childhood and from my youth we were dealing with animal breeding and later on with food production for the last 30 years. I am leading Kometa 99, a food processing company, especially a meat processing company operating in Hungary, in the middle of Europe, in the earth of the Carpatian basin. This is a nice picture about our planet where we have to live all together. This is our common house according to the words of Pope Francis where we have to find a way to give a future to humanity. So we have to feel the responsibility to take care of it and to respect this planet on which we live and transfer it to the next generation even in a better condition than the status we have got it from the pre-users.
About food production, it is an activity that is naturally related to human beings. I would say that is the most important human activity because without food we cannot survive and of course to produce food we have to make good use of our Earth and our planet. Food production can have a very positive impact on the planet if it is properly done but at the same time it can have a negative impact if it is not done in the proper way.
Food as a cheap commodity
We should consider and remember that for many many long centuries humanity was struggling to have enough food. Till more or less half of the previous century we were still struggling, we were still dying because of hunger or famine and then suddenly in the last 60 years human development, human progress and technological developments made for the majority of humanity food easily available even in bigger quantities than we really need. So food became a very simple commodity, a very cheap commodity. When I say cheap commodities please consider that very often it happens that we pay more for pet food than what we pay for our food.
But we should not forget the importance of having good and healthy food, we should not forget that food is nurturing, creating the perfect machine, the human body as Leonardo DaVinci was considering it. We should fight to give the right position and the right value back to food.
Unfortunately in the last 60 years going for mass production we focus a lot on volumes in order to have cheap prices in order to have cheaper food and the results we reach are the following. You can see on the screen, some excessive pollution, like you can see these days in many European countries farmers are protesting because the price that we pay for the food they produce is not enough. This is the result, we are focusing on volume production for a cheap price. I have been leading the company for 10 years. I realized that this is not the way for the future, that we have to change our focus and that’s the reason why I developed this concept of Honest Food.
The Honest Food initiative
Honest Food is proposing to reconsider the production model, to find the middle way in between the conventional industrial food production and the organic production. Both of them are a bit too extreme, so let’s find the good way in the middle, based on common sense and good balance.
There are mainly three main goals for Honest Food.
- The first, very important, we have to put on the family tables tasty, healthy and affordable food. We have to enjoy ourselves when we eat but we also have to be convinced that we are eating healthily, eating something that is good for our body. Last but not least food has to be good food, it has to be affordable, it cannot be a luxury only for the wealthy people. It should be possible for all or at least the big majority of the population.
- The second very important goal is that we have to fight to redistribute in a more fair way. Through the production chain, this protest we see today in Europe is because in the last 20 to 30 years especially farmers and breeders were paying the price of this very cheap food. They were not able to survive in many cases from their activity and many territories in the disadvantaged areas were abandoned. Therefore the point is to rebalance the distribution and to give the possibility to farmers to go on with their activity and to maintain our territory. This is also the social function of agriculture and of farming.
- And last but not least, if we can reach these first two goals: healthy and affordable food in a good environment, we will have a healthier society and a healthier planet and so it will be a benefit for all of us.
Call to action for each of us
To close my part and to indicate something: we always tend to expect changes from someone else. So what is the call to action for each of us? We should not forget that the change should start from each of us. That the world, the planet on which we are living today is the result of our decisions in terms of food consumption in the previous years. The world we will live in the future will be the results of what we decide to eat from now on. So let’s be responsible, let’s be careful, let’s choose the right food, the right production model and then we are guaranteeing a future for our society.
I thank all of you for your attention and I give back the floor to Alessandro for a short closing remark.
Final remarks from both of the entrepreneurs
Call to Action: E.S.C. Philosophy in Our Lives
Allow me just to make a final closing remark:
- Make choices that align with your core values and principles.
- Approach problems and challenges with an open and creative mind.
- Engage with your community to share ideas, learn from each other, and inspire action towards a more ethical, sustainable, and creative world. Your example can motivate others to join for a positive change.
You are the entrepreneur of your own life.
You should introduce those core ESC values and create daily rituals and protocols.
Take responsibility and live accordingly. Success is measured by the positive impact we create.
Together we can make a difference!”
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