The Italian Living Lab is be run by the Val di Cecina Rural District consortium in Tuscany. Val di Cecina is a hilly valley opening to the sea, with about 1055 km2 and 55,900 inhabitants. Its countryside suffers from abandonment as younger generations leave to work in coastal areas. Agricultural areas cease to be managed, land prices decrease, traditional landscapes of international reputation degrade, services are underdeveloped, and employment opportunities are almost inexistent.