Dominique: ​[00:00:00] Hello, welcome to another episode of Green Champions.

Adam: Thanks for joining us in a conversation with real people, making real environmental change in the work that they do. I'm here with Dominique, our sustainability expert.

Dominique: And I'm so glad to be here alongside Adam, our social enterprise extraordinaire. We bring you guests who saw the potential for impact in their job or community and did something about it.

Adam: Green Champions is a platform to share sustainability success stories, and plant new ideas.

Dominique: This is our mini series in Val Bruna, Italy, highlighting an event called NanoValbruna.

Adam: NanoValbruna is an international forum that brings scientists, entrepreneurs, professors, professionals, journalists, science communicators, and especially young people, to the heart of the Julian Alps, to talk about innovation, environment, and regeneration. Dominique had the chance to attend NanoValbruna and capture the stories of their accomplishments, and so as you're listening, I'm also [00:01:00] here equally excited to hear this episode.

Introducing the BAITE Award

Dominique: Today I am joined by the Stefano Cercelletta. Stefano is a part of the ReGeneration Hub Friuli team, and he is also the coordinator of an innovation contest called the BAITE Award. And this is an innovation contest where international contestants from around the world get to bring their startup and compete. He'll share more about this, but thanks for joining us today, Stefano.

Stefano: Thank you, Dominique. Thank you for having me on your podcast, and welcome to the small village of Valbruna in Italy.

Dominique: Thank you. Fun fact is Stefano was the very first person to welcome me when I first came to NanoValbruna one year ago. And so it is very fun to be able to sit across from him and talk about why this matters to him and all the cool things that he has made happen. I did a brief description of the innovation contest, but can you share more about it and what your role is like leading it?

Stefano: Yeah, for sure. So this contest [00:02:00] byte award is basically at its third year now. And the name byte is actually from the, a small house that is on top of the mountain, like a, how do you say, in American, I don't know, like a cottage

Dominique: Oh, like, it's like a cottage on a Okay.

Stefano: Something like that. And so it's to like embrace the fact that we are in the middle of the Alps in Italy. And it is also an acronym for Building, Agroecology, Industry, Transport and Energy. And this contest started three years ago with like a few startups that we chase to participate. 

Dominique: You went out and found those startups?

Stefano: Basically had to physically found the CEOs of the startups around Italy.

Dominique: How'd you do that?

Stefano: And it was really painful. I don't know how did I manage to do that, but we as a group managed to put together 10 teams. And this year, thanks to also the fact that we are growing, we managed to have together like 50 teams.

Dominique: You had 50 applications. 50 50 applications, yeah. 

Stefano: And after the pre-selection, [00:03:00] we had the 10 teams now in the finals. So this contest is about sustainability and innovation. So a startup to participate has, to follow these two main categories basically. But we don't like restrict them in a specific context.

Dominique: The topic is broad. Like they can be working on anything as long as they're a startup, and it pertains to sustainability and it's innovative.

Stefano: Yes. 

Dominique: So why is that so important? We talked a little bit to other coordinators about NanoValbruna its meaning and its focus, but why is the innovation contest, why is it important we're bringing startups to Val Bruna?

Stefano: It was a choice that we made three years ago because the forum NanoValbruna was born five years ago. After two years, we realized that we need to be more concrete in what we are doing. We need to find the solution to the problems that we are discussing about. So we thought that the best way to do that is to host a contest for a new idea, basically because when you host a startup contest, it is actually a contest for new ideas to [00:04:00] solve a problem that maybe you didn't even think about before. . And so we don't only discuss about problems, so we try to find a solution with them. And we try to help them in this week of NanoValbruna to evolve their idea, evolve their startup in something that you can put it on the ground basically.

So, for us, it was a, natural evolution of the forum. To introduce this core and it worked great because now is like, probably the most important thing that we are doing in NanoValbruna.

Dominique: Why is this so important to you? Cos you lead this aspect for the broader regeneration team. Why is this Stefano's passion?

Stefano: It was not a passion. It happens. I don't know how to explain. I didn't chase these things. I want to improve the forum in the first place. And I found out that this was the best way to do it. I was always, impressed by the world of startups, businesses, because the, I felt like , they are the ones who actually tackle the, the real problem. And I [00:05:00] want to involve also this, part in our forum because I think that one thing that is always missing in this kind of events is that to get down to the reality that we are facing today and to try to solve the problems that the people are actually facing and not only talking in a more philosophical way basically.

Dominique: Yeah. So you feel like the innovation teams bring a tangible, actionable aspect to the wonderful conversations, and we can raise problems all day long and talk about them, but the innovation teams is the heart of the solution is at NanoValbruan?

Stefano: Yes, exactly.

Dominique: Can you share some examples of some teams that have come through with or without names? Just the premise of their startup?

Stefano: I remember a couple of teams,, the first one is actually one that the won our first contest the first year. And the name was Co2nvert. They're basically, they were recycling CO2 from the earth and transforming CO2 in ethanol.. And it was a [00:06:00] very practical solution to reducing the CO2 levels around the world and try to transform a problem in a business opportunity. And another one the name was Climate Standard. They basically were trying to to put a label on businesses, on events and to label them as green or sustainable in general.

Dominique: So they were able to swing that climate standard around and give the actual certification to NanoValbruna that where they started.

Yeah. That's very cool. 

Stefano: Now we are working with them, so we are now certificating our events. To be a sustainable events. We actually didn't search them actively. 

We were searching about like, a way to label our, our event and we found them again and unexpectedly we saw that the best one was probably them.

And so we immediately called them and said that we want to work together. And that was an very nice story, like, a circle that concludes. 

Dominique: That's very cool to see. Also, back to your point about the innovation teams [00:07:00] not needing to fit into any particular industry box. CO2nvert is focusing on like a STEM solution. To make use of the CO2 in the atmosphere. And then this climate standard is looking more at just certifying businesses and building a system and maybe more of a business point of view than it is a STEM point of view.

Is that true? 

Stefano: Yeah. that's true. There are also a lot of other startups. Like I remember one that has found a way to recycle the solar panels.

Dominique: What are they recycling solar panels into or is the process of turning it into a usable material? 

Stefano: It is just the process of turning to usable material. And I think I don't remember because I don't remember if they were creating a usable material to recreate another solar panel or what else, but it was a way to do not have any waste at the end of the day.

Dominique: Very cool. Were those all Italian startup teams?

Stefano: No, we had mostly Italians, not because we wanted to only basically more Italian teams, but for geography point of view, of course it's easier for Italian to come to Val Bruna and also in for a communication [00:08:00] barrier, not communication like by the languages because more or less, everybody here can speak english.

But our communication with the social media, when we communicate from with social media. It is very difficult to us to go outside , the border of Italy. Also, when we do a startup call, it's easier for us, to have a national call and then try to go international, or at least in Europe.

But this year, for example, we had one team from Turkey and one team from Belgium. And so we are becoming year by year more international.

Dominique: And there's innovation contest is technically open to anyone, anywhere.

Stefano: Of course. Yeah. If we have more international teams than Italia teams, we are more than happy to, to have them of, of course. Yes, it's open and we invite them in Valbruna basically, this is how it works. We invite them in Valbruna and we try to, do a week of teaching and workshop with the expert. 

Dominique: So are experts coming for the workshops with the startups to teach [00:09:00] them how to build a startup? How to pitch? Is it all the above?

Stefano: Basically, yes. It is like a very intense week of learning for them. And that the fact that they are able to come here is also the most important part of the price because we select 10 teams, and these 10 teams basically win like a vital lodge with an Italian, it's like, a place where you can sleep and food to eat everyday. 

Yeah, they get to come be here for a week and they get to network with each other. 

They come here they only have to pay the expenses for the travel, of course, but when they stay here, they stay here for free for a week. And they also have all the workshop and the lessons for free.

Stefano: I think the most important part of the end is not actually the workshop itself, but it is like the network that you can do here because all the forum, but also the contest is very informal, so you have a lot of time to actually drink or drink a glass of wine and talk with the judges, for example, or with the [00:10:00] expert at the workshop before in the morning. And we actually dedicate every day, at least a couple of hours in the evening to networking.

And we try to help them to, do that. But also networking between startups.

And I know that this is a competition and they feel like a bit, there is a competition, but it is not really tangible. 

They help each other. I saw for, for example, last year a team explaining another team how to do a business plan and share with the other team their business plan.

So everybody's really open to help each other and to grow together basically. And that's really nice.

Dominique: Yeah. And just to add some context to what that looks like. I mean, these teams are getting to like mingle and drink wine with speakers and peers and friends right by a mountain and yeah, all their food and lodging costs are recovered for being here. I think the accessibility you're giving them to access to information and people and networks is very unique.

And you talked about there being [00:11:00] 50 applications this year. Down to 10 or 11 teams. What's the evaluation process? How do you determine what is a good innovation startup around sustainability? 

Stefano: I'm not actually one of the judges who determine what is a good team or not because I'm not qualified to do that. But for example, for the preselection phase we have Lorenzo Pradella, Roberto Della Marina that are two guys that work with us from the beginning.

And they are like they have a lot of experience in, startups. One Roberto, for example is part of uh, fund and so, he works with the startups and project all year round. So he has, he has a lot of experience and these two figures do the preselection phase for us.

We read all the application. We have a small interview with them before they come here, like, a video call. And after that we choose, the 10 teams that can come. 

Dominique: So teams submit a written application of their idea and then they go through an [00:12:00] interview process.

Stefano: To be more specific, actually, they apply to a platform that is very popular. It's here in Europe. That is F6S. It's a platform for for startups. And so the platform is really complete. The amount of information that you can have from an application thanks to them is very, very complete. So that was really helpful. And actually when we switched the second year to this platform, we had a big boost. And after the pre-selection phase on the F6S, They come here, they do all the training for one week, and after one week we have an international jury. We have a very different figures in these juries like investors and businessmen or professors. This year we have more or less 15 people in this jury. . And some Italians but more are from around Europe 

Dominique: Mm-hmm 

Stefano: Some from the us. So after the teaching phase, they do a pitch review. And everybody has five minutes to this more or less.

Dominique: And these teams that are international are all pitching in English. I just noticed that last year that's, it's impressive to be pitching your not native language.

Stefano: Yes it is a request that in this century, you have to have, basically,

Dominique: Yeah. In the same way that I am, unfortunately having you speak to me in English for this podcast.

Stefano: Yeah, I'm not I'm not really good, but , I'm trying to improve every day. But yes, they have to pitch in English, of course. And after the pitch, we choose the top three.

Dominique: These innovator teams, they pitch in front of a panel of judges, like you said, like 15, 10 judges. But they're also pitching in front of everybody else, all the other innovator teams and all the guests that have come to NanoValbruna. This is like the culmination at the end of the week of all the things we've been discussing all week long and hearing about. So we all get to see these teams grow and then share their idea so they're not just competing, which I think is just really cool that you're not, they're not just competing to win the contest. 

They're also getting a chance to show all of us their full business model and their pitch 'cause I know that I've been in the audience of that pitch contest last [00:13:00] year and I got to really see some of these ideas and be like, "Oh wow, like I now have the tools to talk about that idea when I go home to my community, which I think is a very valuable add that you would not get if you didn't bring them all the way here and host this event in a personal week long way.

Stefano: Yeah. The fact we are trying to be very open with everybody, so, we don't want to have a private event. I think we don't have any private event actually here. So even the, contest, the pitch review, the presentation in front of the judges is everything open to the public is an opportunity for the crowd, of course, because they can uh, actually see how to do a pitch, how is a startup working, the structure of of every team. And so after you see 10 of them, you inevitably you get an idea on how the startup award is uh, working, basically.

Dominique: And what do they win? If the judges pick you as the winner? What? What happens to the winner?

Stefano: The winner the first place [00:14:00] wins 3000 Euro to reinvest in the startups. And the top three teams we stay in close contact, with the top two teams because if we have any opportunity, any invitation in other forum events in general, we bring the teams with us. For example, in the past few years, we had the big opportunity to bring with two member of Regeneration Hub. We bring like the top three teams at, the United Nation. 

We went the first two years ago, the first year to New York. then this year we went to Geneva that in English is like, Geneva in Switzerland, and it was a very nice experience to do networking of course, but for all the startups, the most important value is what they come back with because they come back and show a picture that they went there. And so it is a way for them to put value on the work they are doing. 

Dominique: It's a really great way to legitimize the work they're doing and how much work they've put into it.

Stefano: Because they can say, [00:15:00] "Look where we went. We went there. So our work is very valuable." And so these startups, after they went to the UN, they have a peak in popularity, a very, a very high peak in popularity. So it's very helpful from them.

Speaking at the United Nations

Dominique: Okay, so you have gone to speak at the United Nations in New York, and then you've also been to Geneva. Can you share what it was like to speak at the UN and as someone who cares about sustainability and having a global reach, what was that like? 

Stefano: Yeah. I should have been more specific because I was not the only one speaking in the UN because every startups obviously as the chance to speak.

Dominique: You, bring other Regeneration Hub Friuli team members and innovation Yeah. but you also were there?

Stefano: For example, in New York, I went by myself with another member of Regeneration and of course the three representative of the startups. And every one of us has three minutes to talk at the United Nation. For me it was like a surprise to find out that the [00:16:00] United Nation is not what I imagined.

Because when I pitch United Nation in my mind, it was like a big room. But actually there are a lot of different room with a lot of different conference. So we were there not for the United Nation in general, but for a, a specific event for a micro, small and medium enterprises.

So in that occasion, we had the opportunity to speak in one of these rooms to the public. And it's a strange feeling that you are able to go from a small village like this in in the heart of the Julian Alps in near the border of Austria and Slovania to all the way to New York to pitch at the United Nation for three minutes.

And it's unreal. I remember that when I went there, I couldn't believe it and I didn't realize what I was doing until I came back home and saw the video after like a month. And I, I realized that what I, I've done actually, it's a strange feeling.

Dominique: What do you think of all that? What does it make you think? Does it [00:17:00] make you feel like the work that you're doing is seen and appreciated? Does it make you feel like you're having the impact you wanna have? How does it make you feel? 

Stefano: Of course. It makes me feel that the work I'm doing has a value, because the fact that we were invited to go there, it means that what we are doing here is not normal is, something special, 

Dominique: That's exactly why we're doing this podcast about it. I agree, it's special. 

The Value of Human Connection in Sustainability

Stefano: And It's strange to say, but when I went to the United Nation, I didn't feel like I was making an impact more than I was making from from Valbruna, from this forum because when you work with the community that we had here for a week of consecutive.

And when you see the progress that you made here by here, you see how the community react to your forum, how the people around start working, with you. This is where you feel you are making a difference. In the UN, it is just more, for me at least way to say . "Oh, what we are doing is important", but I didn't feel like with that three minutes of speech, I was making [00:18:00] a difference in the world basically.

Dominique: With that three minute speech, have you seen a reaction though that has been long lasting or surprising or people have reached out to you because they've seen it?

Stefano: Of course it works with the startups and it works also also for us. When we came back, we had a lot of media coverage. Of course, they ask us how we end up there basically. And it's a great way to elevate yourself out of the mass in that moment.

Dominique: That's awesome. What's the greatest lesson you've learned in all this experience? Think about Stefano before NanoValbruna to now.

Stefano: I learned the most how to make a human connection with with other people in a small amount of time, because I thought before that to make a connection, a real connection with a person I needed, like a a month , to know a person very well. But I learned that also in an evening you can build a very good, very strong connection that they can help you in the future.

Dominique: I think that's so [00:19:00] true Can you speak to the value of connections and relationship when you think about sustainability? And why is that important when we care about sustainability and we wanna see change, why do connections matter so much? 

Stefano: Because you cant' do a change by yourself. Of course, you have to involve the community to involve more people as possible. This is why we are doing the podcast now at the end. And so you need to connect with people. You need to, and empathize with people. And, it is the only way to ever a change, basically.

Dominique: Yeah, the human connection in all of this is how we're gonna make a change. It's gonna be coming from humans. 

So the more humans we know and listen to, I think there's a lot of value in both sides that you share your story and what you're working on, but you're also bringing people here and hearing what they think of NanoValbruna and what their ideas are, or, what they have to share. And I think you guys have pivoted a lot. It sounds like from hearing the story of the growth of NanoValbruna, you've added things, you've [00:20:00] changed things, you've moved topics around. So that's all. from human connection. 

Stefano: Yeah, all starts from human because this is a, planet made by human for humans. So to change a planet like this, you need to interact with more people, more people as possible, basically.

Dominique:  On that note of connection and people and relationship building, have you had old contestants of the contest, people who've come all the way out here for this workshops and learning experience, have they shared any key learnings or do you hear common feedback from them?

Stefano: Yeah. Very different feedbacks like to the more the, to the more basic ones like how to make a pitch. Basically because 

we 

have 

like, 

public speaking lessons and so how to make an impact on a community in a, on a community, on a, on a judge, jury by the end of the day in a, as less time as possible, in a very effective 

way.

Or, Like, they were basically surprised of how many connection they can make in one week staying here. That was the most important part from them.

The Biggest Challenge in Sustainability

Dominique: What do you think is the biggest solution we need right now when it comes to sustainability? 

Stefano: The Biggest problem that we are facing, the elephant room at the end of the day is, global warming, and is a problem that is not really tangible for people and for humans. In a real way. So it is difficult, to react to something that you don't feel immediately.

And it is difficult because it should be a change that came from , the bottom of the community, should be a change that came from, the lower class. But obviously for the lower class, this change is really painful and really, and really difficult for them.

 They are actually opposing , to this change. The majority of people is like, doesn't want to change because changing [00:21:00] in this context is is difficult. , it means like, and change habits and it's not easy to do. 

Dominique: Yeah. Well, it sounds like what you're getting at is the idea that this problem is all around us but it's happening almost so slowly and so under our nose that it's really easy to not want to address it really, really urgently, but we know it's there and we're seeing it in little bits and pieces.

The weather changes and other things are happening around us, but the real change we need to see is, is making a change in the way that we behave and how we live our lives. People don't want to do that.

Stefano: No, obviously not. , I want to be real with myself and I know that I should change more. But it's not easy because the society doesn't push you to change actually, the society push you to stay. And to move the same way , we have moved in the past 50 years. So, and to make this kind of shift is really, really difficult. It takes a lot of time, time that we don't have. So it's a race against the times and against ourself basically. 

Measuring the Impact of NanoValbruna

Dominique: [00:22:00] Do you know the impact of the work you've had on people's habits? Or do you have any idea of like how to measure your impact with NanoValbruna? 

Stefano: With this year, probably we will have an more specific idea thanks to this collaboration that we are having with The Climate Standard. But on the people I'm seeing like, I'm seeing something, but it's we are always working on a small community and so to see like a world change is, a long process.

Dominique: How many people live in Valbruna?

Stefano: In Valbruna? Like 300 more or less.

Dominique: Okay. And then do you know how many people have engaged with NanoValbruna, over the past five years?

Stefano: Probably 10 thousands. 

Dominique: That's a lot. I think when thinking about behavioral change and, the human part of the equation. You're doing a lot more than people could ask of you to do. So that's incredible.

When you think about like what change needs to look like, do you have any thoughts on what would it take if you could dream big and had a magic wand, would you want government to push people to do different things? What do you think would make that change possible? 

Stefano: It is a million dollar question. I think what we have to do now is to try to work with the problem and adapt here by here day by day to find solutions and it's difficult because it's a problem that where I don't see like a solution immediately. That's also why people for people in general, it's difficult to solve this problem because you don't see a clear solution. No, we have to do that to solve this. We don't know. Is a is a process that we have to follow and we are following this process with NanoValbruna. So maybe a good thing to have is to have more to have a government like help to push this forum more.

Dominique: Like systemic changes to change.

Stefano: Yes. 

Dominique: Okay. 

What People Misunderstand About Sustainability

Dominique: My last question for you, and then I'm gonna ask you how people can support you, but what do people not understand about sustainability that you wish they did? 

Stefano: I think that people think that being sustainable [00:23:00] is easy and fun is like full change being sustainable. It is actually very difficult and very painful. If you feel like that you're doing, you are being sustainable, but you're not, pushing yourself In the sense that you're not putting yourself in difficult condition to be more sustainable, maybe you are not being sustainable.

I think it is not an easy change. If you want to be sustainable you have to suffer. You have to suffer to be sustainable because it's not natural for us.

Dominique: You think sustainability comes hand in hand with 

sacrifice. 

Stefano: Yes. For sure. We, in the future, we will have to sacrifice a lot and people do not realize that people think that to be sustainable, we just need to do the same things that we are doing now in a more sustainable way. 

The reality is that, we have to lose a lot of things that now we get for granted.

Dominique: Yeah, I think that's a great point, that there's sacrifice. Now, you know, as a, maybe you, you can choose, but we don't choose to do that, then there's sacrifice coming our way with resources we're gonna lose access to. With climate changing, with things that just aren't aren't infinite, like our resources are not infinite and forever going to recycle [00:24:00] for us.

Stefano: Yes. the Overshoot Day is the perfect example for this.

Dominique: Can you explain the overshoot day for listeners who don't know what that is?

Stefano: The overshoot day is the day during the year that we had very early this year. I think it was in April. I don't remember. April, May is the day that we consume all the resources that earth could produce that year.

So Earth can produce a certain amount of resources every year in general. And, if the overshoot day happens, like, in April, it means that in April we finish all the resources of of the Earth. And from April to the end of the year, we are actually consuming more than, than producing. So we are not being circular.

Dominique: Yeah. And I know that historically The Overshoot Day has become earlier and earlier really signaling to us that we're not making progress on our resource allocation. We're we're not being fair to future us. We're creating the opportunity for more sacrifice later.

So that's a very [00:25:00] great point. 

Thank you Stefano, for chatting with me.

Stefano: Thank you Dominque..

Dominique: How can people who are listening support you and NanoValbruna? Any socials? Websites?

Stefano: Yes, they can go to NanoValbruna website, that is nanovalbruna.com. And they can see the program if they want to come this year, maybe if they're not too far away or next year or they can help us with a donation. On the website, they can find the, the app PayPal to have to do a donation. But yes, that's it.

Dominique: So aside from donations and following along with the programming, can you also put a call out to people who maybe would be future innovator teams for you, and tell them where to go and what to expect?

Stefano: If you want to participate by 2025 and maybe have the chance to meet this incredible network and have the chance to go to the UN maybe. 

Dominique: That's a nice, that's a nice offer. You go to the United Nations with Stefano.

Stefano: You have to go to the F6S [00:26:00] page and when we will open the, the contest is around February they can apply.

Dominique: Amazing. Thank you Stefano. Thank you for chatting with me.

Stefano: Thank you very much.

​ 

Dominique: So Adam, what'd you think?

Adam: That was really fun hearing from Stefano about how they're bringing in young voices and young entrepreneurs into the program. What really stood out for me was this intention that, "Hey, it's this younger generation, which is bringing change, but they can't bring change unless you connect them with the experts that can give 'em that validation, but also point out here's what you can do in order to be successful."

Dominique: Yeah, and I think it as like an entrepreneur myself and a young person, I think it's nice. It's hard to get the people you need in the room with you. It's very easy sometimes to like incentivize, like people to get together. So yeah, I totally agree. I think the value is the fact that they're sharing space with people that they need.

Adam: I'm very excited to hear from Paulo in the next episode about his journey as a contestant in that and how that changed his life.

Dominique: Yeah. It's so cool to hear how that [00:27:00] contest really can change your life and bring an idea to life. And I think the network you get to build as a participant being there.

Paolo talks a bit about like what the experience was as a peer being among peers 'cause some of that gathering is just really powerful too. 

Adam: So if you're somebody who has an idea, go check out this contest on Nanovalbruna. The details will be in the show notes, but I encourage you to apply because it's a very supportive network.

Dominique: Yeah, and as always, our guests have found a unique way to champion sustainability. We are here to put real names and stories behind the idea that no matter your background, career, or interests, you really can contribute in the fight against climate change.

Adam: You can find our episodes and reach us at thegreenchampions.com.

If you wanna stay in the loop, give us a review and follow us on your favorite podcast platform. Our music is by Zane Dweik. Thanks for listening to Green Champions. We'll dig into another sustainability success story in our next episode. 

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