Coolcation with a View… of the Barn in Moena: Agritur El Mas Redefines Mountain Life Through Authentic Flavors and Conscious Circular Sustainability
Beyond being the reigning destination for winter getaways, the mountains are proving to be one of the top choices for Italians during summer vacations as well. Experts have dubbed this trend "coolcation"—a word born from merging cool and vacation—to describe what is becoming a true lifestyle choice for free time: seeking milder temperatures, slower rhythms, and authentic experiences deeply connected to nature.
For those who favor this style of travel, there are moments when the mountains cease to be a mere backdrop and turn into a collection of flavors. That is precisely what happens when stepping across the threshold of a maso (a traditional Alpine farmstead)—one of those authentic places where the timber creaks under every step and the aromas of the kitchen mingle with the scent of the fireplace.
At a maso, the family raises livestock, harvests, and transforms ingredients to offer guests a serving of identity, storytelling, and daily hard work. Here, dishes are not crafted to dazzle, but to sustain. These are rustic foods of peasant origin, such as butter as yellow as alpine sunshine, canederli made from stale bread, hearty soups, mountain polenta, wild herbs, mushrooms, and hand-picked berries—all packed with good fats, rustic proteins, and bold flavors.
If there is one place where this style of cooking stays vibrant, it is undoubtedly Agritur El Mas, a window overlooking Moena and the Fassa Dolomites. Owned by the Croce family, who manage it alongside a team of trusted collaborators, El Mas goes beyond the concept of farm-to-table. Here, "we can talk about meter-zero sustainability—the distance between the kitchen, the garden, and the small creamery. The right ingredient is produced right here, crafted with the same love that reaches the stove" explains Stefano Croce.
In addition to this fundamental approach, the farmstead is built entirely of larch wood and powers its operations through energy generated by both photovoltaic panels and a biomass plant using reclaimed timber. This set of thoughtful practices earned Agritur El Mas a MICHELIN Green Star for sustainability.
While open kitchens have become a staple in high-end restaurants, at this maso, as you walk toward the restrooms, you get a direct view of the barn—always open and open to visitors—which serves as the beating heart of the farmstead and the starting point of its production cycle.
The dishes, faithful to Ladin heritage, are lightened by a modern touch that honors tradition: the menu features seasonal creations alongside platters of house-made cheeses and cured meats paired with homemade preserves and chutneys, tender canederli, the classic Piatto El Mas (polenta served with sausage, goulash, melted cheese, and mushrooms), and succulent pork ribs resulting from natural feeding and respectful husbandry. Naturally, the meals can be paired with a fine glass of wine, exclusively from the Trentino region. Desserts close the meal on a sweet note without overindulging: options include timeless classics like Strudel, Sacher, and Linzer tart, alongside intriguing creations based on the farmstead’s milk, cream, and butter.
In addition to the indoor dining room—anchored by a circular fireplace that offers a warm welcome during winter—guests during this season can enjoy El Mas’s specialties outdoors, seated at large wooden tables overlooking Moena. For special occasions, guests can reserve the exclusive 18th-century wooden stube, which seats up to 10 people and is perfect for an evening with friends or a family celebration.
For those wishing to stay overnight and wake up to the crowing of the rooster or the sound of cowbells from the pasture, Agritur El Mas offers eight cozy, mountain-style guest rooms. Every morning, a basket filled with freshly baked, fragrant bread is hung on the door, ready to be spread with homemade butter and jams and enjoyed alongside fresh milk and yogurt for a delicious, healthy "producer-to-consumer" breakfast.
Finally, for guests looking to take a piece of the experience home, the "El Cajelo" shop offers the farmstead’s dairy products and eggs, along with regional gourmet gems like jams, ragùs, and liqueurs from local producers sharing the same philosophy.
Among the edible souvenirs available for purchase are, of course, Puzzone di Moena PDO—made here exclusively from the raw milk of Alpine Grey cows (renowned for their milk quality)—or Moena Blu, the farmstead's mountain blue cheese; Giardiniera del Mas, made with vegetables straight from their garden; or a bottle of Milk Grappa.
