Our B Corp Commitments

Regenerating Tuscany Through Tourism, Hospitality, Gastronomy and Agriculture

Founded by Pierre Gouttenoire and Rebecca Gouttenoire, Jollie is a certified B Corp ecosystem rooted in Tuscany. The certification recognizes the responsible business practices developed through Grape Tours, Formaggioteca Terroir and Campo Sasso, while Tracolle represents the next step in the ecosystem’s regenerative farm-to-table vision.

Our Mission

To regenerate the relationship between people, food, agriculture and place.

We create meaningful experiences that connect visitors with local producers, traditional craftsmanship and the living landscapes of Tuscany. Every activity within Jollie is designed to generate long-term value for local communities, the environment and future generations.

Jollie at a Glance

4 Complementary Activities

• Grape Tours – premium wine and food experiences in Tuscany
• Formaggioteca Terroir – award-winning cheese and wine bar in Florence
• Campo Sasso – guest house, cheese-aging caves and agroforestry project in Chianti Classico
• Tracolle – regenerative farm project combining livestock, olive groves, agroforestry and farm-to-table experiences
  

Jollie Key Figures (2025–2026)

• 8,000+ guests welcomed annually
• €2.8 million ecosystem revenue
• 60+ winery and food producer partners
• 98% direct online bookings
• 4 business units operating in Tuscany
• 15 employees across Tuscany
• 1 certified B Corp ecosystem
• 5.2 million euros in assets
• 20 years of experience sharing Tuscany with international visitors

Our B Corp score

In April 2026, Jollie achieved a B Impact Score of 82.3, above the 80-point threshold required for certification, and significantly above the average company score of 50.9.

The assessment evaluates companies across five areas: Governance, Workers, Community, Environment and Customers. For Jollie, the strongest area is Community, reflecting the ecosystem’s long-term relationships with local producers, rural communities and independent partners across Tuscany.

Governance 15.0, Workers 18.9, Community 27.1, Environment 18.3, Customers 2.9.

Why We Became a B Corp

This certification recognizes our commitment to:

Supporting Local Communities

• Long-term partnerships with independent family producers.
• Direct economic impact across rural Tuscany.
• Promotion of local craftsmanship and food traditions.

Responsible Tourism

• Small groups (maximum 8 guests on shared tours).
• Direct relationships between visitors and producers.
• Experiences focused on education rather than mass tourism.

Regenerative Agriculture

• Agroforestry systems combining vines, olive trees and fruit trees.
• Biodiversity enhancement and soil regeneration.
• Promotion of sustainable farming practices among our partners.

Food Culture & Education

• Wine, cheese and olive oil tastings designed to teach, not simply entertain.
• Preservation and transmission of artisanal knowledge.
• Intergenerational learning through food and agriculture.

Our Impact

Every year, Jollie contributes to:

• Supporting more than 60 independent wineries and food producers.
• Bringing thousands of international visitors into rural communities.
• Creating stable employment opportunities in tourism, hospitality and gastronomy.
• Promoting responsible consumption through direct producer-to-consumer relationships.
• Showcasing regenerative agricultural practices through real-world experiences.

From Soil to Soul

Whether joining a wine tour, enjoying a cheese tasting in Florence, staying at Campo Sasso or following the regeneration of Tracolle, our guests become part of a larger story:

A story where tourism supports agriculture, agriculture supports communities, and communities preserve the cultural identity of Tuscany.