From the Milanese advertising world to Italian livestock farming
A year and a half ago, Maurizio (33) knew nothing about cows or pigs. Today, he is the driving force behind the digital transformation of Schippers Italy. With a keen eye for data and a passion for innovation, he is building a modern future for the Italian agricultural sector from his base in Brescia, in the Lombardy region.
When did you think, ‘I want to work in livestock farming?’
It wasn’t a conscious choice; I was more looking for a change. Closer to home, and I really wanted to do something different. In Milan, I was mainly focused on a small part of a larger e-commerce project: online advertising. I still enjoy that, but I think it’s important in these kinds of roles to never feel like you’ve learned everything there is to know—and that’s exactly how I felt. In the digital world, you have to keep moving; otherwise, you stand still. At Schippers, my work is incredibly varied. I really get the freedom to test and try things out, and I’m learning a ton from it. Before this, I knew nothing about livestock farming and thought it wasn’t the cleanest place. So it surprised me just how crucial hygiene is in this industry. And that farmers spend a huge part of their time on it. On top of that, the mindset is really pleasant: no hassle with thousands of little rules or “fine print” like in the banking world, but a direct and down-to-earth approach. You’re not selling a simple product here, but a solution that can really help a farmer move forward.
What major project are you working on?
My main project is the redesign and overhaul of our online store, aimed at encouraging existing customers to place orders online. A key part of this is making the site so user-friendly that customers can handle everything on their own. This takes the pressure off our sales advisors, who will no longer have to enter orders manually. It’s quite a challenge, because we really have to guide our customers step by step through using these online tools. This sometimes leads to funny situations; it occasionally feels like you have to explain how the internet works to your grandparents. I recently heard from a sales representative that a customer takes screenshots of the webshop and then sends them to him via WhatsApp as an order! So we’re really in the midst of a cultural shift. We’re building brand awareness in the cattle sector and, with products like the MS AutoHoofClean, we’re demonstrating that we’re an innovative technology company.
Why is this important?
It’s not just about “being digital for the sake of being digital.” It’s today’s reality. In Italy, we’re still a bit behind in some areas, but we can’t keep resisting change. We at Schippers are pioneers; we’re the first major player in Italian livestock farming with a full-fledged B2B e-commerce experience. By digitizing processes, we can better support farmers with data and solutions rather than just products. It’s an opportunity to make the market more efficient and transparent.
What gives you the most energy at work?
Espresso… No, just kidding. What really gives me energy is the idea that I see results at the end of the day. I see the project growing and things improving. When I look back a year from now, I can honestly say that we’ve built something great at Schippers Italy. It gives me a boost to see that all our efforts are paying off and that things are finally running the way they should. It took a lot of hard work, but it’s paying off now.
What are you most proud of so far?
I’m most proud of how our team came together. Since we didn’t have an office at first, it was hard to build a real sense of teamwork; everyone was mainly focused on their individual daily tasks out with clients. During the big trade show in Montichiari, we were there as a real team for the first time. Everyone pitched in, and the atmosphere was fantastic. It was great to be there together, talking directly with clients and hearing their immediate feedback. For me, that was the moment Schippers Italy truly established itself as a single company.
Did Maurizio’s story inspire you to join our team? Check out our vacancies and discover the possibilities!
