A new business association, resulting from a supply chain project, aims to establish Italy's hops supply chain, positioning Umbria as a key region. Led by Luppolo made in Italy, Agricooper, and Deltafina Srl, the association seeks to increase hops cultivation from the current 3.5 hectares to 150 hectares in the next three years, to meet the demand of craft breweries and self-brewers. The initiative is supported by the regional agricultural policies of Umbria and aims for economic, social, and environmental sustainability, providing a new path for tobacco farmers.