Business Plan 1.0

2025

table of contents

Executive Summary

The Opportunity & Mission

Puglia (Apulia) sits at the epicenter of three interconnected European challenges: an urgent demand for quality senior living solutions due to a demographic shift, a humanitarian need to integrate refugees as a vital labor source, and an ecological imperative to restore rural landscapes degraded by monocultures. Our Project “Jabali” directly addresses these challenges with a three-pronged, self-sustaining model:

• A Regenerative Care Home: We offer a dignified, culturally vibrant home for up to 55 international residents, where daily life is integrated with the therapeutic rhythms of a working regenerative farm.
• A Syntropic Farm & Social Enterprise: We are regenerating a 3-hectare farm using successional agroforestry principles to produce high-value organic food. The farm doubles as a training ground for refugees, equipping them with certified skills as English-speaking caretakers or regenerative agriculture workers.
• A Community Care Agency: Upon certification, we will launch an agency to place our trained refugee caretakers within the wider regional and national community, providing a new standard of in-home care and creating scalable social impact.

Our mission is to cultivate dignity for people and the planet by building an intergenerational community rooted in regenerative agriculture and compassionate care.

We are organized as two separate business entities:

• Masseria Jabali Syntropic Farm: Registered early as an “Impresa Agricola Individuale,” this entity manages all agricultural operations, revenue streams from organic produce, and benefits directly from farmer loans and rural development grants.
• Masseria Jabali Care Home: Launches as an SRL in Italy from the care home phase onward, focusing on resident fees, refugee staff employment, care programs, and adherence to health ministry regulations.

Company History and Leadership Model

The vision for Jabali was born at the intersection of professional analysis and personal experience. As someone with formal studies in the agroecological sciences, our founder, Naomi, repeatedly observed regenerative farms that, despite their ecological benefits, struggled with financial viability. The catalyst for a new model came in 2023 when she navigated the care system for her father, an Alzheimer’s patient, resettling him from the US to Puglia. The experience exposed a stark gap in the market for affordable, high-quality elder care that honors an individual's life and cultural background.

This revealed a powerful solution: fusing the social need for elder care with the economic need for viable regenerative farms, all powered by a workforce of new Europeans seeking integration and opportunity.

What is the Carehome Market Currently Like?

In the UK alone, there is an ongoing projection for 14,000 new people per year to need assisted living or care home facilities (https://rangewell.com/care-homes/guides/how-to-get-funding-for-your-care-home).