Farina, Pedranzini Share Vision for Ethical Business at United Earth Symposium

Conferences

On February 9, Alessandro Farina and Giacomo Pedranzini, two Hungary-based Italian entrepreneurs were invited to contribute to Unity Earth’s online Symposium to express their knowledge, belief, and mindset on conscious entrepreneurship. 

This three-day online symposium, followed in over 80 different countries, brought together intellectuals, activists and change-makers to discuss several topics around the vision of Professor Ervin László (philosopher, scientist, humanist, author, and Nobel Peace Prize nominee): “Awakening Humanity’s Sacred Mission”. The event’s list of speakers included the professor himself, David Gershon, Duane Elgin, Prof. Dr. Azza Karam, and many more.

Alessandro Farina, founder of ITL Group and the Atlas World initiative, and Giacomo Pedranzini, founder of Kometa 99, and the winner of the Atlas Award 2023 have both had the honor to contribute to the discussion of conscious entrepreneurship for a better future at this online forum.

Farina started his speech by explaining the role of entrepreneurship in shaping the future and highlighted how entrepreneurship goes beyond business creation as entrepreneurs have the unique ability to envision something that does not yet exist and bring it to life, influencing societal norms, cultural values, and global trends. Therefore, businesses must adopt strategies that are not only profitable but also sustainable and beneficial for future generations, balancing economic growth with environmental and social responsibility, he noted.

He also defined the importance of generational empathy as it 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. That is why he founded the Atlas World and Atlas Award initiatives a few years ago, rewarding those entrepreneurs, who are embracing 3 core values for a better future: ethics, sustainability and creativity.

Farina described the initiative with the following words: “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.”

In 2023, Giacomo Pedranzini, CEO of Kometa 99, received the Atlas Award for his commitment to continuous growth and development. Pedranzini focused on food production and food processing during his speech as these are the main areas of activity of his company and the HonestFood initiative. He highlighted that food production is one of the most important activities of human beings, but if done poorly, it can have negative effects on the environment. Even though food has become a cheap commodity, that should not affect the quality and its effects on our health. The idea behind his initiative, HonestFood, was to reconsider the production model and find a middle path between conventional industrial food production and organic production. The main goals are to provide tasty and affordable food, distribute it in a fairer way, and contribute to a healthier society and planet.

After their inspiring speeches, both businessmen highlighted the most important thing, a call to action for all of us, “We are always expecting change from someone else, but the change should start from all of us.”

All the sessions, including Alessandro Farina’s and Giacomo Pedranzini’s speech, can be found here: https://unity.earth/symposium-2024-global-broadcast/

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