Cauli offers a new summary of Italian colonialism in Somalia in the 1920s and 1930s. Focusing on colonial farming policy, the chapter draws attention to the activities of the Società Agricola Italo-Somala, established by Luigi Amedeo of Savoia, the Duke of Abruzzi, in 1920. As well as providing a detailed reconstruction of the history of this experimental farming company, Cauli explores how its activities affected colonial Somalia and Somalis. The chapter concludes with an analysis of the relationship between the fascist regime and the Duke's company, showing how fascist propaganda presented both Luigi Amedeo of Savoia and his Società Agricola Italo-Somala as icons of colonialism and successful models to be imitated throughout the Italian colonial fascist system.