VITISOM LIFE participates in the Grape Harvest Festival organized by the Bosco del Merlo to share a series of initiatives related to the cultivation in the vineyard and the production of the great wines of Casa Paladin. High quality standards are ensured by the "plant by plant" cultivation approach, the cornerstone of the reasoned viticulture model. Among the proposed initiatives, there is also a questionnaire addressed to consumers aimed at understanding the sensitivity of the public in terms of biodiversity. This survey, based on the Choice Experiment approach, aims to evaluate the consumer's interest and knowledge of the relationship between quality of the grapes, the vine soil and the conservation of organic matter as a paradigm of a new mode of viticulture.