Italy is developing a profitable walnut cultivation industry, with a goal to meet half of the country's demand with local production. The In-Noce supply chain project, involving 23 farms and covering 500 hectares in Emilia-Romagna and Marche, aims to enhance walnut production and nutrition. Despite the potential of the product, the 2022 season is shadowed by high costs and decreasing consumer purchasing power. A study by New Factor and SG Marketing found that walnuts have the highest purchase frequency in the dried and dehydrated fruit category, with health value being the primary purchase motivator.