The group strengthens its commitment to environmental stewardship through Replanting Human Beings™, the project by artist and photographer Giuseppe La Spada. This marks the launch of the 2026 edition of Irritec Stories, which promotes sustainable technology through art
Through Irritec Stories™, the company has for years been communicating its concrete commitment to sustainable agriculture, sharing the experiences, faces and values of those who, every day, responsibly cultivate the future around the world. For 2026, Irritec renews this journey by supporting Replanting Human Beings™, the project launched in 2018 by artist Giuseppe La Spada, who has long been engaged in exploring the profound relationship between human beings and nature. The project is produced exclusively by 2changingart.
An immersive experience designed to reflect on our interconnection with the environment, this expressive performance transforms sustainability from a concept into a concrete commitment and a shared vision of the future. Through La Spada’s perspective and sensitivity, Irritec has supported an artistic project that promotes a culture of sustainability, with photographic works that pay tribute to nature and represent a gesture of respect for Mother Earth, in which each of us has deep roots.
Some of the most iconic images created as part of the project have been selected for the Irritec 2026 Calendar: twelve stories for twelve months, offering tangible examples of an agriculture that chooses responsibility. The partecipants are some of the leading companies in the Italian agri-food sector, from Donnafugata to Arancia Rosaria, from Avellana to Piante Faro and Genagricola 1851.
“Irritec Stories™ with Replanting Human Beings™ by Giuseppe La Spada expands the experience of Irritec Stories, which we use to tell efficient agriculture stories, by introducing a deeper level of engagement and awareness. Each participant is asked to perform a concrete gesture: removing their shoes, placing their feet in the soil and re-establishing a profound connection with the ground—a living element that Irritec nurtures through irrigation, with passion and responsibility. Each participant is also invited to choose a word that emerges from the sensations experienced through contact with the earth and that, in the photograph, expresses a personal bond with nature,” said Giulia Giuffrè, Member of the Board of Directors and Head of Sustainability at Irritec. “In the future, we will take the project abroad and involve the entire supply chain: not only farmers, but all the stakeholders who contribute to more responsible agriculture at an international level.”
Irritec Stories with Replanting Human Beings™ by Giuseppe La Spada is a wide-ranging cultural, artistic and values-driven project that will continue throughout the year with exhibitions and installations in various locations, from the Salina Doc Fest to the EIMA trade fair, and will expand well beyond Italy’s borders in the future. It reaffirms a vision of the environment as a shared value and a concrete action, offering a new way of experiencing sustainability—one capable of bringing together businesses, communities and territories.
“I use the powerful metaphor of trees to invite human beings to ‘replant’ themselves in the Earth, rediscovering its sacred, vital and indispensable value,” said artist Giuseppe La Spada. “An emotional and symbolic journey that has crossed Italy and now takes shape in images capable of speaking to the heart even before the mind. A collective work and a cultural manifesto that invites everyone to rethink their relationship with the Earth and to ‘replant’ a new ecological awareness every day.”
With Replanting Human Beings™, photography becomes a ritual, collective gesture and act of awareness. People are physically “planted” in the soil like seeds, speak a value-word and become part of a living artwork that unites body, thought and nature in a single experience. A poetic and powerful action that the artist defines as an “ecology of thought.”
The faces of Irritec Stories with Replanting Human Beings™
The participants of the calendar are some of the most significant players in Italian agriculture who have chosen to share values and vision with Irritec: Donnafugata® for viticulture; Piante Faro® for floriculture and nursery production; Azienda Agricola Melis™ for fruit farming; Azienda Agricola Kibbò® for cereal crops and industrial hemp; Azienda Agricola Avellana™ for dried fruit; Verde Mare™ for citrus farming; Simone Gatto™ for citrus juice and essential oil production; Premiati Oleifici Barbera® for olive growing; Arancia Rosaria® for conscious citrus farming; and Genagricola® 1851 for forestry projects and arable crops. Alongside them is Irritec itself, promoter of the project and a symbol of innovation, technical expertise, strategic vision and environmental responsibility.
The participation of these companies creates a genuine ethical pact between art, business and territory. Each has symbolically taken part in La Spada’s performances to affirm that sustainability is not merely a production strategy, but a cultural, social and human responsibility. What emerges is a collective portrait of modern, conscious agriculture—capable of combining technology, respect for nature and attention to communities.
Through this project, Irritec—one of the world’s leading players specializing in precision irrigation—communicates its daily commitment to sustainable agriculture which is based on efficient water use, the protection of natural resources and people’s well-being. This commitment translates into advanced irrigation solutions, circular economy practices, waste and social responsibility in the territories where the company operates.
Read more about Irritec : Irritec - Don't wait for rain
Giuseppe et Georgia Pannitteri, November
