Regenerative Tuscany Through Wine, Food, Hospitality and Agriculture
For Pierre and Rebecca Gouttenoire, Tuscany is not simply a destination—it is a way of life.
Through Jollie, they have brought together four complementary expressions of Tuscany into a single ecosystem rooted in authenticity, craftsmanship, regenerative agriculture, artisanal food traditions and meaningful hospitality.
- Grape Tours, Premium wine and food tour operator offering small-group and private experiences across Tuscany, connecting international visitors with independent wineries, artisans and local food producers.
- Formaggioteca Terroir, An artisan cheese boutique, wine bar and tasting space in the heart of Florence, promoting artisanal cheeses, terroir-driven wines and food culture through guided tastings and direct relationships with producers.
- Campo Sasso, a picturesque family farmhouse and estate surrounded by olive groves and vineyards in the Chianti Classico region. It serves as a peaceful holiday rental and features a specialized cheese cave where Pierre Gouttenoire matures selected artisan cheeses sold at their Florence shop.
- Tracolle, a forgotten, historic farm that they are currently reviving and transforming into a dedicated farm-to-table destination centered around regenerative agriculture, olive groves, and local biodiversity.
The Jollie ecosystem, based in Florence and Chianti Classico, is built upon decades of expertise in wine, gastronomy, cheese maturation, hospitality and regenerative agriculture. Combining academic qualifications, international certifications and hands-on experience acquired across France and Tuscany, Pierre and Rebecca have developed a unique body of knowledge that guides every Jollie initiative.
Every experience, every product and every partnership reflects their belief that businesses should create value not only for their owners, but also for their communities, their environment and future generations.
The name Jollie carries that intention: a fusion of Julian and Oliver — their two sons.
A reminder that everything created today is meant to be passed on.
As a certified B Corp, Jollie embodies a long-term commitment to people, place and purpose, building bridges between visitors and local producers while preserving the cultural and agricultural heritage that makes Tuscany unique.
The growing international recognition
of the Jollie ecosystem reflects our mission to regenerate and share the authentic culture, food traditions, and landscapes of Tuscany.
What is Jollie?
Jollie is a certified B Corp ecosystem in Tuscany bringing together wine tourism, artisan cheese culture, regenerative hospitality and farm-to-table agriculture through Grape Tours, Formaggioteca Terroir, Campo Sasso and Tracolle.
Jollie ecosystem at a glance
- Based in Tuscany
- B Corp certified
- Activities: wine tours, cheese tastings, hospitality, regenerative agriculture, farm-to-table
- Brands & Projects: Grape Tours, Formaggioteca Terroir, Campo Sasso, Tracolle
- Founders: Pierre and Rebecca Gouttenoire
- Mission: regenerating authentic Tuscany through food, wine and hospitality
Jollie in numbers
- 8,000+ wine tour guests per year through Grape Tours, 98% direct bookings, allowing stronger relationships with guests and partners
- 80+ partner wineries and food producers, more than 80% located within 80 km of Florence.
- Award-winning cheese and wine boutique in Florence. More than 50 artisan cheeses selected from France & Italy, aged at Campo Sasso.
- Featured in international media and travel guides
Discover our Jollie Ecosystem in Tuscany
Wine - Cheese - Nature - Life
Authenticity, Regenerated.
Jollie is a certified
B Corporation® ecosystem bringing together Grape Tours, Formaggioteca Terroir and Campo Sasso activities in Tuscany, by meeting high standards of social and environmental responsibility.
Across our wine tours and artisanal food activities in Tuscany, we are committed to supporting local producers, promoting sustainable practices, and creating authentic experiences rooted in respect for people and the land.
The people behind Jollie
FAQ: Who founded Jollie?
Jollie was founded by Pierre Gouttenoire and Rebecca Gouttenoire. Pierre is an agronomist, oenologist and cheese affineur with roots in Roquefort, France. Rebecca is a pioneer of wine tourism in Tuscany and the founder of the original Grape Tours experience.
Pierre Gouttenoire
Rooted in taste, driven by the land
Pierre’s journey began with products — cheese, wine, and the people behind them.
Over time, it became clear that understanding taste meant going deeper:
into the soil, into farming, into the origins of everything.
From sourcing and selecting exceptional products to building places where they can be shared,
his work has always followed one direction:
bringing people closer to what they eat and drink.
Today, through Jollie, that vision expands —
from table to territory, from product to ecosystem.
Rebecca Christophersen Gouttenoire
Shaping experiences, creating connection
Rebecca brings a different dimension to Jollie, one that connects people, places and emotions.
With a background rooted in hospitality, design and human experience,
she ensures that every project is not only meaningful, but also deeply felt.
Her work is about creating spaces and moments where people can slow down,
connect, and truly experience Tuscany beyond the surface.
At the heart of it, she gives form to what Jollie stands for:
a way of living, not just a way of producing.
Learn more about the expertise & our team
Regenerative Tuscany
From Soil to Soul
From the rolling vineyards nurtured through regenerative agriculture to the art of ageing cheeses born of time and care, from agroforestry landscapes to sustainable farm-to-table cuisine, every experience honors the soil, restores life, and reveals the true essence of Tuscany.
At
Jollie, we do not believe that
authenticity
should be frozen in time.
The traditions, landscapes and know-how that make Tuscany unique are not museum pieces. They are living resources that must be nurtured, shared and renewed. Inspired by our diverse backgrounds and our life rooted in Tuscany, we seek not only to preserve this heritage, but to regenerate it—connecting past and future through hospitality, craftsmanship, regenerative agriculture and meaningful human relationships.
Because true authenticity is not inherited once and for all. It is cultivated, every day, for the generations to come.
This is what we call
Regenerative Tuscany.
FAQ: What is Regenerative Tuscany?
Regenerative Tuscany is Jollie’s vision of a more authentic and responsible way to experience Tuscany. It means reconnecting wine, food, agriculture, hospitality, culture and people in a way that supports local economies, preserves traditions and helps rural landscapes evolve sustainably.
Journal of Regenerative Tuscany
Follow the regeneration of Tuscany by Jollie
Follow the real-life transformation of Tracolle and the Jollie ecosystem in Tuscany.
Join thousands of Tuscany lovers following the regeneration of a forgotten farm, the creation of a farm-to-table destination, regenerative agriculture projects, artisan cheese aging, vineyards, olive groves and the people who bring them to life.
Get exclusive updates, behind-the-scenes videos and early access to new episodes.
Follow the regeneration of Tuscany
FAQ
Where is Jollie based?
Jollie is based in Tuscany, Italy, with activities centered around Florence, Chianti Classico and the surrounding rural landscapes. Its projects connect the city of Florence with the countryside through wine, food, hospitality and agricultural experiences.
What are the main activities of Jollie?
Jollie brings together four main activities in Tuscany: premium wine and food tours with Grape Tours, artisanal cheese and wine experiences at Formaggioteca Terroir, hospitality and cheese affinage at Campo Sasso, and the future agricultural and farm-to-table project at Tracolle.
What is Grape Tours?
Grape Tours is a premium wine and food tour operator based in Florence. It offers small-group and private experiences across Tuscany, connecting international visitors with independent wineries, local artisans, cheese producers, olive oil makers and authentic food traditions.
What is Formaggioteca Terroir?
Formaggioteca Terroir is a specialty cheese and wine shop and cheese bar located in Florence. It promotes artisanal cheeses, terroir-driven wines and guided tastings, with a strong focus on French and Italian cheese culture, local producers and food education.
What is Campo Sasso?
Campo Sasso is a family farmhouse and estate in the Chianti Classico area, surrounded by olive groves and vineyards. It includes a guest house, cheese aging caves and an agroforestry parcel, making it a living place for hospitality, food culture and rural regeneration.
What is Tracolle?
Tracolle is Jollie’s future agricultural project in the Chianti Classico area, near Badia a Passignano. The project is designed to combine regenerative agriculture, farm-to-table hospitality, olive oil, wine culture, livestock, cheese production and family-friendly rural experiences.
Is Jollie a B Corp?
Yes. The Jollie ecosystem, including Grape Tours, Formaggioteca Terroir and Campo Sasso, is B Corp certified. This certification reflects a long-term commitment to responsible business, social impact, environmental improvement, local partnerships and transparent governance.
