Face to face with: MAGISA | SANA Partner

February 2026

The “motto” of the agricultural activity is heart and passion. As Giuseppe Praino stated in 1959, agriculture “by its very nature does not allow divisions of labor, nor family divisions.” A farm, especially when family-run, is intrinsically embedded in a specific social and environmental context which, if nurtured with consistency, diligence, and passion, rewards those who cultivate it by granting uniqueness. Our products are nourished by native ingredients from our land, which cannot be reproduced elsewhere. For these reasons, the company represents the family’s top priority. Family work is an inseparable alchemy of “gifts” and “exchanges.” This preamble frames and introduces the story of the Praino family farm.

What inspired your participation in SANA Food 2026, and what goals or expectations are guiding you in this new edition?

MSG is a company that continues to grow in terms of numbers, clientele, and brand image. It is diversifying its investments both within the agricultural sector and towards the food industry. It offers retail sales of high-quality agri-food products, with particular attention to healthy, organic, dietary, and gluten-free foods, to which the entire production is dedicated. Attention to detail, careful selection of cultivars that ensure product quality, and an artisanal approach: these are the characteristics that distinguish our company.
Driven by enthusiasm and thanks to the contribution of the three young women, we are considering completing the production chain by processing the product for use within the food sectors.

Today’s consumers are increasingly conscious about health and well-being. How has this awareness influenced your production choices or inspired new product concepts?

We have always respected tradition, while at the same time relying on the support of new technologies, using machines that operate at low speed to prevent the loss of nutrients.
In the Plain of Sibari, much more can be achieved—and better—than elsewhere: “It is here that the project to recover several unique varieties was born, cultivars that, thanks to pedological and climatic conditions, do not even require antifungal treatments.”

The rice is grown in extraordinarily favorable and unspoiled environmental conditions. Cultivation extends over an area of more than 400 hectares, thanks to a particular local pedological balance that allows saline upwellings in the Plain to be kept under control. The climate of the Plain of Sibari, the beautiful Ionian Sea, and the fresh wind coming from the mountains allow the rice to benefit from significant natural advantages. This is how the product stands out from that of other regions of Italy, becoming one of the finest and most sought-after in the country. Sibari rice is considered an excellence—indeed, a rarity. “Thanks to a production site that becomes ‘special,’ but also to a highly refined production system, as well as the choice to process small quantities of grain, always in an artisanal manner, including through a minimally invasive milling process.”

Tradition and innovation often go hand in hand in a company’s growth journey. How do you manage to honor your roots while giving them a contemporary interpretation?

We have always respected tradition, while at the same time relying on the support of new technologies, using machines that operate at low speed to prevent the loss of nutrients.
In the Plain of Sibari, much more can be achieved—and better—than elsewhere: “It is here that the project to recover several unique varieties was born, cultivars that, thanks to pedological and climatic conditions, do not even require antifungal treatments.” 

The rice is grown in extraordinarily favorable and unspoiled environmental conditions. Cultivation extends over an area of more than 400 hectares, thanks to a particular local pedological balance that allows saline upwellings in the Plain to be kept under control. The climate of the Plain of Sibari, the beautiful Ionian Sea, and the fresh wind coming from the mountains allow the rice to benefit from significant natural advantages. This is how the product stands out from that of other regions of Italy, becoming one of the finest and most sought-after in the country. Sibari rice is considered an excellence—indeed, a rarity. “Thanks to a production site that becomes ‘special,’ but also to a highly refined production system, as well as the choice to process small quantities of grain, always in an artisanal manner, including through a minimally invasive milling process.”

Transparency, sustainability, and traceability have become essential values in today’s market. How do you bring these principles to life in your distribution practices?

We use digital solutions such as blockchain and IoT systems to trace products “from field to package” or from producer to final consumer. Every step is recorded, ensuring the product’s origin, composition, and history. The implementation of digital passports allows us to provide customers with verifiable data, increasing security and reducing fraud. Sustainable packaging: we adopt eco-friendly packaging, reducing plastic use and increasing the percentage of recycled materials. Reverse logistics: we manage return logistics to facilitate product recycling or refurbishment, supporting the circular economy.