The name comes from a trap
«Uccelliera» is a medieval place name. It referred to the hill on which an ancient uccellanda stood: a device for catching the birds that passed through here on their migrations. The place was called that because that was where the birds were taken.
Today that same piece of hillside does the opposite. The arable land is farmed extensively, and the company states that the first thought, in managing it that way, is to offer the wildlife an environment to live in. It is the reversal of a name, and it happened without changing it.