On 15 March Ovidius de Barillorum, son of Pietro, born on 26.2.1531, Master of the Guild of Bakers of Parma, signes, with four of the most important bakers, the ‘Chapters of the Association to make saleable bread’ necessary to feed the city.
The Agnesi Pasta Plant is founded in Pontedassio (Imperia).
On 3 May, Pietro, future founder of the Barilla Pasta Factory, is born in Parma to Ferdinando Barilla, known as Luigi and to Angela Julia Lanati.
Ennio Braibanti registers at the Chamber of Commerce the pasta factory of the same name at Valera, at the gates of Parma.
On 27 July Pietro Barilla senior marries Giovanna Adorni, daughter of Giuseppe.
Pietro Barilla senior (1845-1912) opens a bread and pasta shop in Parma, in Strada Vittorio Emanuele no. 252.
Teodoro Voiello founds the Antico Pastificio Giovanni Voiello in Torre Annunziata, near Naples.
On 4 March Riccardo Barilla is born, third-born child, but first son of Pietro and Giovanna Adorni.
On 9 August Gualtiero is born, second male child of Pietro and Giovanna Adorni.
The Fratelli De Cecco Pasta Factory is founded in Fara San Martino, in the province of Chieti.
Pietro senior buys a second bread and pasta shop.
To defend himself from his creditors, Pietro is forced to sell the second shop and register the workshop in Strada Vittorio Emanuele in his wife’s name. Riccardo begins to work for the family company.
On 27 November Gualtiero, after more than three years of military service, is discharged and begins to work in the pasta factory, taking care of the commercial sector.
The first project to extend the pasta factory in Strada Vittorio Emanuele. Preference is given to renting a vast building outside the gate from Giovanni Gabbi. In February, Barilla takes part in the first International Exhibition of Modern Industry in Rome, winning its first gold medal. Barilla has 30 employees and produces 3 tons of pasta a day.
Riccardo (1880-1947) and Gualtiero (1881-1919), the sons of Pietro senior, take over the reins of the Company. The new factory in Via Veneto is built. Emilio Trombara is appointed to design the new corporate trademark. On 29 July, Gianna was born, Riccardo and Virginia Fontana’s first daughter. The shop in Strada Farini is opened, the Pasta Factory’s ‘Branch no. 1’ and the one in Via Saffi (‘Branch no. 2’).
Pietro Barilla senior dies on 17 August.
On 16 April Pietro is born, second child and first son of Riccardo and Virginia. Barilla takes part in the Verdi Exhibitions, by mounting a kiosk at Parco Ducale and a photographic exhibition in its shop in Via Farini. Giovanni Gabbi’s building is purchased. Barilla has around 80 workers and produces 10 tons of pasta a day.
On 6 July, Gianni a son for Riccardo and Virginia is born.
On 17 May Gualtiero Barilla dies, who bequeath to his sisters his share of the Company. Riccardo buys his sisters’ shares and runs the Company with the help of his wife Virginia. Barilla had 300 workers and produced 30 tons of pasta a day.
Erberto Carboni designs the Barilla Calendar for 1922. It is his first work for the pasta factory.
The architect Camillo Uccelli carries out the extension of the Pasta Factory in Via Veneto.
Riccardo buys a villa in Salsomaggiore Terme, in the province of Parma, on the first range of hills towards Tabiano.
The architect Camillo Uccelli designs a project for the new Werner & Pfleiderer continuous bread ovens bought by Riccardo in Germany.
On 14 May in the porter’s lodge at the Pasta Factory Padre Lino Maupas (1866-1924) died, a Franciscan, chaplain of the Prison and the Reformatory, apostle of charity and a friend of Riccardo. On 8 July a plaque in his memory was placed at the entrance to the factory. Adolfo Busi illustrates Barilla calendar for the year 1925 and it’s printed in Bologna by Chappuis.
During the celebrations to crown the Madonna di Fontanellato, the Barilla horses pull the cart with the image of Our Lady and Gianni acts as page of honor for the bishop of Trento.
The ‘Flying Chef’ appears in the Company’s advertising, and virtually becomes a second brand used until the eve of the war.
Barilla sets up a stand at Palazzo delle Esposizioni in Rome in occasion of the First National Wheat Exhibition.
Barilla’s stand at the International Exhibition in Turin, designed by the architect Mario Bacciocchi, is awarded the Bronze Plaque and is published on a promotional postcard.
Inauguration of the spectacular shop in Via Cavour, a jewel of cabinet- making designed by the architect Mario Bacciocchi.
On 30 July the construction of the new complex for the Barilla Bakery in Via Veneto begins, designed by Camillo Uccelli. On 28 December Filippo Tommaso Marinetti publishes the “Manifesto of Futurist Cuisine” in the Gazzetta del Popolo of Turin, in which pasta is banned.
In October Barilla takes part with its own stand, which is awarded a gold medal, in the Second National Wheat Exhibition in Rome.
The architect Karl Elsasser of Stuttgart designs the layout of the new offices and Riccardo Barilla’s house in the old rooms of the Casa di Cura Monguidi and Vecchi.
An agreement is reached with the Galbani company of Melzo to share a commercial network in the East African colonies.
Pietro, son of Riccardo, joins the Company as head of the commercial sector.
Barilla installs six Braibanti continuous presses, to join the first one purchased in 1936. Giuseppe Venturini designs the new Barilla trademark and the new poster ‘Pasta on a pentagram’. Barilla Pasta Fosfina is the first entirely packaged pasta to be sold.
In April Pietro goes on a business trip to France, where he visits numerous pasta factories.
The pasta factory in Via Veneto reaches its greatest expansion before the war. The futuristic calendar created by Erberto Carboni is published, using the photomontage technique. Riccardo is given the title of Cavaliere del Lavoro. Pietro organizes a trip to the United States, but on 25 August is called up to do military service in the 97th Motorized Unit.
In January, a window to promote the pasta factory is fitted out at the offices of the daily newspaper La Stampa of Turin. Pietro leaves for the Russian front. Barilla has 800 employees and produced 80 tons of pasta a day.
Gianni Barilla and Gabriella Dalcò get married on 16 October.
On 3 April, Gianni and Gabriella’s son Riccardo junior was born. In May Pietro returns to Parma on leave. In September he prepares to return to the front. He is admitted to hospital in Udine.
He is transferred to Rome. Barilla, thanks to military requirements, is managing to produce up to 100 quintals of pasta a day.
After the armistice on 8 September Pietro is back in Parma.
Riccardo Barilla is seized by the partisans.
On 10 May Pietro is arrested, wrongly accused of being a collaborator.
After five days he was set free thanks to a petition signed by 600 of his employees.
End of food rationing. On 9 July Riccardo Barilla dies.
In January Pietro goes on a business trip to the United States.
The industrial bakery is closed. Barilla concentrates on the pasta business. On 1 April Manfredo Manfredi joins the Company.
On 2 October Barilla wins the “Golden Palm for advertising” for the campaign “Con pasta Barilla è sempre domenica” [With Barilla pasta it’s always Sunday] created by Erberto Carboni.
In December, Parma is the venue for the Convention of Neorealist Cinema, financed by Pietro Barilla.
On 19 October Pietro marries Maria Maddalena (Marilena) Da Lisca.
Restructuring works begin on the historic factory in Viale Veneto in Parma. The entire pasta production is packaged in new boxes designed by Erberto Carboni.
Barilla takes part in the main international food fairs.
First issues of the magazine “Palatina”, edited by Roberto Tassi and financed by Pietro Barilla.
Barilla takes part in “Carosello” with Giorgio Albertazzi. On 30 July, Guido is born, Pietro and Marilena’s first son.
Dario Fo is called to act in the Barilla “Caroselli” in the series “Il Ballista” [The Tall-Story Teller].
Barilla becomes a Joint-Stock Company, Giovanni and Pietro are its Directors. On 12 May in Milan, Luca, Pietro and Marilena’s second son, is born.
On 20 April, Paolo, third son of Pietro and Marilena, is born. On 31 August, Riccardo junior, son of Gianni Barilla and Gabriella dies.
Manfredo Manfredi is appointed General Manager.
A new factory is built in Rubbiano di Solignano for the production of bread substitutes. Barilla returns to the production of bread, which had ceased in 1952, with the marketing of breadsticks. Mina is the outstanding testimonial – for five years – in the Barilla “Caroselli” and Valerio Zurlini directs her in the first series.
Antonello Falqui, the great director of the RAI variety shows broadcast on Saturday evenings directs Mina in the Barilla “Caroselli”.
Piero Gherardi, Fellini’s costume designer, directs Mina for two series of Barilla “Caroselli”.
The building of the new factory in Pedrignano starts, along the Milan-Bologna Highway. On 8 April, Emanuela, Pietro and Marilena’s daughter, is born. In June, Pietro Barilla is awarded the title Cavaliere del Lavoro. Duccio Tessari directs the “Caroselli” with Mina filmed live at the “Bussola” in Viareggio.
Valerio Zurlini directs Mina in her last series of Barilla “Caroselli”. Several of the film sequences feature sculptures by Mario Ceroli or paintings by contemporary artists.
Barilla pasta undergoes a metamorphosis and the Lippincott & Margulies studio adapts the brand and transforms the look of the boxes.
April. Gianni and Pietro Barilla hand over the controlling share of the Company to the American multinational W. R. Grace, which intends to create an important food pole in Europe. Pietro remains on the Board of Directors as Chairman, Giovanni is Vice Chairman. Manfredo Manfredi is Chief Executive Officer.
Mauro Bolognini directs Massimo Ranieri in the series “Prova del Fuoco” [Ordeal by Fire] of Barilla “Caroselli”.
Barilla buys the Voiello pasta factory in Torre Annunziata and SEAF in Caserta. The series of Barilla “Caroselli” with Massimo Ranieri continues, in which he sings in the most beautiful squares in central-south Italy directed by Richard Lester, the Beatles’ director.
Barilla buys Mulino Basile in Altamura (Bari), considered to be the largest mill in Italy.
The product line “Mulino Bianco” is created. Giovanni Barilla moves to Switzerland for good. The well-known ballroom singer Raoul Casadei makes two series of “Caroselli” for Barilla “in defence of good traditions” directed by Enzo Trapani and by Florestano Vancini.
On 7 September, Virginia Fontana Barilla dies. Pietro and Giovanni leave Barilla’s Board of Directors. Manfredo Manfredi is the Company’s Chairman and Chief Executive Officer.
July: after long and complex negotiations, Pietro Barilla buys back the majority shareholding in the family Company from W. R. Grace. The administrative and accounting, buying and information system departments are transferred from Viale Veneto to the new 3,900 square meter office complex at Pedrignano, where 230 people are employed. Barilla France is set up. The Group financial statement shows a turnover of 249.5 billion lire, with a workforce of 2,036.
Pietro Barilla becomes Chairman of the board of directors, Henry Warendorf and Walter Wurth are Vice Chairmen of C.d.A. Luca Barilla enters the Company. The Group financial statement shows a turnover of 344 billion lire, with a workforce of 2,137 employees.
The new TV campaign, “Barilla and rediscover the flavor of midday”, is launched. Created by TBWA, it highlights the reappearance of the family theme. The Group financial statement shows a turnover of 456 billion lire, with 2,245 employees.
Official unveiling of the monument Campi di Grano [Wheatfields] by Pietro Cascella in the Pedrignano Plant, to celebrate a hundred years of work. Guido Barilla enters the Company. The Group financial statement shows a turnover of 609 billion lire, with a workforce of 2,488.
The long years of sponsorship of Roma football team, destined to last until 1993, begins, and the team wins the Italian league championship in the same year. Barilla buys the Foggia pasta factory, with a production capacity of 200 tons a day on seven lines. The Group financial statement shows a turnover of 764 billion lire, with a workforce of 2,834.
In February, the two stage teaser campaign by TBWA, entitled “With Barilla you always feel al dente”, an unusual phenomenon in Italy, begins. Paulo Roberto Falcao, star player at Roma, is a testimonial in the commercials for Barilla pasta. Michele Rinaldi, world motocross champion in the 125 class and Italian champion in the 250 and 500, is sponsored by Barilla. The Group financial statement shows a turnover of 1,034 billion lire, with a workforce of 3,017.
The central position of pasta is relaunched with important advertising campaigns, “Rigatoni” by Federico Fellini and “Where there’s Barilla there’s home”, by Young & Rubicam. Hymn, by Greek singer Vangelis, is used as the soundtrack to the new Barilla TV campaign.
The packaging also evolves, redesigned by Vittorio Mancini, with the appearance of the forkful of pasta.
Barilla buys the Termoli mill, with a production capacity of 380 tons a day. The Group financial statement shows a turnover of 1,204 billion lire, with a workforce of 3,425.
Pietro Barilla receives the De Gasperi Prize. Barilla buys the Matera pasta factory, with a production capacity of 180 tons a day on seven lines, later to be expanded in 1989.
The Group financial statement shows a turnover of 1,381 billion lire, with a workforce of 3,811.
Barilla takes over the Braibanti pasta factory in Parma and the Laboratori Riuniti in Milan with the Le Tre Marie brand. The San Nicola di Melfi plant is built, with two production lines for bakery products.
On 26 September, Pietro Barilla is awarded an honorary degree in Economics by the University of Bologna.
The Barilla internationalization process begins to take shape. Up to the early nineties, this will make use of important testimonials for the European countries, including Depardieu, Domingo, Graf and Edberg.
The Barilla Historic Archive is set up. The Group financial statement shows a turnover of 1,634 billion lire, with a workforce of 5,107.
Guido M. and Luca Barilla become Vice-Chairmen of the board of directors with Walter Wurth. Barilla donates the teaching complex of the Faculty of Engineering to the University of Parma. Barilla sponsors the San Remo Festival of Italian Song. The Group financial statement shows a turnover of 1,800 billion lire, with a workforce of 5,400.
Barilla takes over the Panem and Buralli brands. The Dutch architect Bob Noorda designs the huge blue Barilla totem pole at the entrance to all the group’s plants. For the second year, Barilla sponsors the San Remo Festival of Italian Song. The Group financial statement shows a turnover of 2,099 billion lire, with a workforce of 6,000.
On 19 November, Pietro Barilla receives the Guglielmo Tagliacarne Prize for marketing. In October, Barilla takes over 49% of the shareholding of Pavesi in Novara from SME.
After abandoning the peasant saga campaign for Mulino Bianco and leaving Young & Rubicam to go over to the Testa Agency, the adventures of the Famiglia del Mulino [The Mill Family] are launched. Launch of Barilla Fresh Pasta. The Group financial statement shows a turnover of 2,401 billion lire, with a workforce of 6,046.
Manfredo Manfredi becomes Vice-Chairman. Riccardo Carelli is appointed Chief Executive Officer. The internationalization process intensifies. March: the first edition of Gente Barilla, the house organ for the Company employees, is published. April: Barilla takes over Misko, leading producer of pasta in Greece. Barilla Deutschland is set up. Barilla donates the doubling up of the Faculty of Engineering teaching complex to the University of Parma. Paul Newman stars in the Barilla Christmas commercial. Paolo Barilla enters the Company. Voiello sponsors Napoli football team from 1991 to 1994. The Group financial statement shows a turnover of 2,754 billion lire, with a workforce of 6,820.
With an additional 19% shareholder, Barilla takes over the majority of Pavesi in Novara. On 24 February, Gianna Barilla, the sister of Pietro and Gianni, dies. On 26 September, Pietro Barilla receives the Italian Champion of the World award. The Group balance sheet shows a turnover of 3,327 billion lire, with a workforce of 8,224.
In January Barilla takes over the remaining 41% shareholding in Pavesi to become sole shareholder. In February, the first Barilla commercial office in the USA is opened at Norwalk, in Connecticut. On 16 April, Pietro celebrates his eightieth birthday with a concert, conducted by Riccardo Muti, at the Royal Theatre in Parma (15 April) and the opening of the Barilla Modern Art Collection exhibition at the Magnani Rocca Foundation (17 April). Guido M. Barilla becomes the Chairman of the Company. Pietro Barilla dies on 16 September. Luca and Paolo are Vice-Chairmen with Manfredo Manfredi. The new office complex at Pedrignano is opened, covering three floors with an area of 12,500 square meters, and housing the Chairman’s and Top Management departments and the central offices, manned by a workforce of 400. The Group financial statement shows a turnover of 3,457 billion lire, with a workforce of 8,379.
13 January: in the presence of representatives of the local authority and the Barilla family, the official unveiling of the fountain in Piazzale Santa Croce, Parma, takes place, a work by Pietro Cascella that Pietro Barilla had dedicated to the city. Barilla backs the attempt by the cyclist Francesco Moser to improve the one hour record on the track, which takes place on 15 January in Mexico City. July: the Company acquires 35% of Filiz-Gida A. S., the third biggest Turkish pasta manufacturer. Barilla America and Barilla Switzerland are set up. The new Young & Rubicam advertising campaign, “Viva il blu”, is launched. Zucchero Fornaciari appears in the White Christmas commercial. Cindy Crawford and Alberto Tomba are testimonials for Barilla. On 22 December, the record of a hundred thousand tons of pasta exported in a single year is broken. The Group financial statement shows a turnover of 3,293.4 billion lire, with a workforce of 7,900.
Edwin Lewis Artzt, former managing director of the US multinational Procter & Gamble, becomes a member of the Company’s board of directors. A huge work of Company reorganization takes place. The Essere line from Mulino Bianco, produced using low fat consumption ovens, is launched. The Group financial statement shows a turnover of 3,316.1 billion lire, with a workforce of 7,351.
Manfredo Manfredi leaves his role as Vice-Chairman after being at Barilla since 1951, but remains in the board of directors. The new group logo and a new packaging format for pasta, with transparent cellulose window, designed by Giò Rossi, makes its appearance.
The boxes are now smaller. On 19 March, Barilla abandons its promotions and adopts the quality at a lower price strategy. On 12 April, Barilla takes over Parmamec, a company specializing in the production and sale of vacuum packed cold meats and savory snacks. Selezione Oro, the Barilla top of the range pasta line, is launched. 26 July: the extraordinary meeting approves the Company restructuring project. The operating companies, Barilla Alimentare (pasta) and Barilla Dolciaria (Mulino Bianco), and the distribution companies Barilla Alimentare Dolciaria and Pavesi will become a single organization from 1 January 1997. August: Barilla takes over 50% of Filiz, leading pasta manufacturer on the Turkish market, and becomes controlling shareholder. On 19 December, the company takes over Internex, a company specializing in logistics integrated with transport, which was to change its name on 22 May 1997 to Number 1 Logistics Group, with a widespread, multi-channel distribution network covering the entire country. The new egg pasta plant at Pedrignano is started up, capable of producing 140 tons a day on 6 lines, using more than 830,000 eggs every day.
The Group financial statement shows a turnover of 3,239.0 billion lire, with a workforce of 7,216.
New Barilla subsidiaries are set up in Austria (Barilla Austria GmbH, 1 August), Brazil (Barilla do Brasil Ltda, 20 October), Japan (Barilla Japan K. K.), the UK (Barilla UK Limited), Mexico (Barilla de Mexico S. A. de C. V.) and Scandinavia (Barilla Skandinavia Actiebolag of Stockholm, covering Sweden, Norway, Finland, Denmark and Iceland).
The head office of Barilla America is transferred from Norwalk, Connecticut, to Chicago. Barilla decides to build its first factory in the USA. On 13 October, the first stone in the Ames, Iowa, factory is laid. May: Parmafresca, the new fresh filled pasta line, is launched. Alessandro Zanardi, taking part in the PPG Cart Series motor racing world championship, is sponsored by Barilla. Valentino Rossi, world motorcycling champion in the 125 class, is a testimonial for Pavesi Ringo. The Pavesini products have their 50th anniversary.
The skipper Giovanni Soldini, sailing singlehanded around the world, is sponsored by Barilla until 1999. He was to become famous in 1998 for beating the world record for a singlehanded Atlantic crossing, from Falmouth in the UK to Charleston in the USA. Edwin L. Artzt leaves the Company. The Group financial statement shows a turnover of 3,434.2 billion lire, with a workforce of 7,549.
Sharon Hintze is Group Managing Director from 4 May to 31 October 1998. From November, Paolo Barilla is Chief Executive Officer. Barilla officially announces its decision to stop making fresh pasta, which it had started producing in 1978, and had been known as Parmafresca since 1997. Silvio Fauner, cross country skier and world champion in the 50 km event in 1995, is sponsored by Barilla. Building work on the twin plants of Ames in the USA and Foggia in Italy goes ahead at a brisk pace. Barilla opens up an office in Australia, which also deals with business in New Zealand, New Caledonia and Polynesia. The first Barilla Mexico subsidiary opens in Mexico City. Misko completes the acquisition of the Loulis mill in Valos, Thessaly.
In the 1998-99 season, the cyclist Maria Canins wears the Barilla logo in the most important international competitions. On 12 December in Parma, a retrospective exhibition opens on the works of Erberto Carboni, the graphic artist who worked with Barilla throughout the fifties and designed the Company logo, the blue box, the trade fair stands and a famous advertising campaign that was awarded the Golden Palm advertising prize. The Historic Archive assists in the organization of the event. The Group financial statement shows a turnover of 3,694 billion lire, with a workforce of 7,527.
On 23 April Barilla completes the acquisition of Wasa, the Swedish company and world leader in the crispbread sector, which would become a part of the Group from the start of July.
The 120th anniversary of Voiello (1879-1999) is celebrated. Young & Rubicam, which had been working with Barilla on the Italian market since 1985, becomes the Group’s new international advertising agency. 16 June: the twin plants of Ames in the USA and Foggia in Italy are officially opened at the same time, with the event broadcast live over a satellite link. On 21 June, the new advertising campaign for the pasta by Young & Rubicam is launched. This marks the return of the historic claim, Where there’s Barilla there’s home, with the message focusing on the brand values. Andrea Griminelli and Roberto Molinelli write Barilla ’99 with a refined, captivating arrangement, which is going to be used as the soundtrack for the new Barilla TV campaign. 30 June: the historic factory in Viale Barilla, formerly Viale Veneto, built in 1910, closes for the last time, after progressive dismantling operations.
The demolition work starts immediately, to make way for the new complex designed by the architect Renzo Piano. After months of intense preparations, the Company goes on line on 1 July with its web site www.Barilla.com. Unione Laboratori – Tre Marie absorbs Panem, to set up GranMilano S.p.A., which is no longer part of the group, even though it remains under the control of the Barilla family. On 26 October, the new egg pasta plant, New Dry, is opened in Parma in the presence of the Minister of Health. Using exclusive, patented technology, this produces 8,000 tons of egg tortelli, tortellini and filled pasta. The new silo, built on the site of the old one to supply the two new lines, has a capacity of 300 tons of semolina. On 30 November, the Minister for the Cultural Heritage and Activities declares that the Barilla Historic Archive “is of significant historic interest”, as it “bears witness to the development of the food industry in Parma and the evolution of customs in Italy”. The Group financial statement shows a turnover of 4,005 billion lire, with a workforce of 8,491.
Giovanni Castellucci is Chief Executive Officer from February to December. Paolo Barilla is the new Chairman of AIM, the European Association of Brand Industries, made up of 1,600 manufacturers of consumer goods. He is the second Italian Chairman, after Ernesto Illy. Barilla Alimentare transfers its logistics and distribution branch to the Number 1 Logistics Group Srl, the group’s logistics company. The new packaging and Barilla logo designed by Vittorio Mancini are created.
To celebrate its 25th anniversary, Mulino Bianco renews its communication and the Testa Agency launches the “Fables” campaign. Alessandro D’Alatri and Enrico Bertolino make the film for the launch of the new Barilla filled pasta. A Barilla office is opened in Zagreb, Croatia. On 31 October, the extended bakery product plant in Castiglione delle Stiviere is opened in the presence of the Minister for Agricultural Policy. On 10 November, Barilla obtains ISO/FDIS 9001:2000 certification (Vision 2000) for the entire Pedrignano complex (offices and plant), the first Company in Italy and one of the very first in Europe to do so. On 24 November, the new Greek factory is opened in Thebes, to replace the obsolete works in Patras. In December, Barilla Switzerland is awarded the 10,000 Tons Award for the significant sales threshold achieved. The Group financial statement shows a turnover of 4,074 billion lire, with a workforce of 7,670.
In February the Learning Centre, the Barilla Group’s new training complex, is set up. The agreement is signed for the setting up of the Barilla European Company committee. On 4 May, Barilla transfers Parmamec to Parmacotto. 1 July: Gianluca Bolla becomes managing director of the Pasta Global Business Unit (including the Barilla, Braibanti, Voiello, Misko and Filiz brands), while Maurizio Spampinato becomes managing director of the Bakery Global Business Unit (Mulino Bianco, Pavesi and Wasa). June: the Mulino Bianco products are launched on the European markets with the Barilla brand and the name Passioni. GranMilano takes over the entire company capital of Gelati Sanson S.p.A. from the Sanson family. In July, Barilla organizes a pasta party at the concert by the tenor Luciano Pavarotti in London’s Hyde Park. On 15 October Museimpresa, the Italian Association of Company Archives and Museums, is set up in Milan, with Barilla among its founders. The press publishes the results of a national statistical survey, which shows that Barilla is the best known brand name to the Italians. In December, Parma becomes the setting for the new “Barilla Emiliane” films. A new Wasa advertising campaign is launched in Scandinavia to renew and rejuvenate the image of the brand. In December, a joint venture is formalised with the Herdez S. A. de C. V. Group, Mexican leader in the production, distribution and marketing of food products. This agreement enables Barilla to acquire the Yemina and Vesta brands and their production lines in the Mexico City plant from Kraft Foods, making it the second biggest operator in the Mexican pasta market. The Pedrignano semolina plant reaches a world production record, with 3 million tons of pasta produced in a year. The Group financial statement shows a turnover of 2,202 million euros, with a workforce of 7,425.
Wim Wenders directs the film to celebrate the 125th anniversary of Barilla in South Africa, based on a Screenplay by Alessandro Baricco.
Barilla takes over Gelit S.p.A., based in Cisterna di Latina, which has operated since 1977 using avant-garde technology in the frozen foods and delicatessen sectors. This move is essential for the approach to the eating out market.
25 March: Barilla issues a public purchase offer for the German company Kamps AG, European leader in bread production. After reaching an agreement with the major shareholder, the anti-trust authority gives its approval and the move is well received by the stock exchange on 19 July, with the company taking over the controlling shareholding. June: the Historic Archive organizes an exhibition on Italian pasta at London’s Historic Collection. On the occasion of the Company’s 125th anniversary, Barilla presents special souvenir boxes of pasta showing photographs from the Y&R campaign. July: Emanuela Barilla becomes a member of Barilla’s board of directors.
The new initiative “Casa Barilla” starts and it is inspired by the slogan “Dove c’è Barilla c’è casa [Where there’s Barilla there’s home]” and the intent is to build a personalized container to remind one or more pasta boxes. A new pasta-based frozen line of ready meals is launched. A new advertising campaign is designed for it and it is named The Rite which, with 15 seconds of advertising spot, shows how the single format represents a new tasty experience. A new international communication strategy based on pasta starts: a) in France and Sweden Piccolini Trevi Fountain; b) Germany, Austria, Switzerland advertising on sauces; c) USA the “Little Secret” spot; d) Brazil and Finland the adaptation of the USA commercial “First Spark”. The new Mexican Plant of San Luis de Potosí is inaugurated.
Academia Barilla, international project dedicated to the defense, the development and the promotion of the Italian regional gastronomic culture as unique patrimony in the world, is inaugurated. Barilla becomes the pasta brand leader in the USA market reaching the record market share of 19%. Barilla wins the IMD Award as best familiar enterprise. In the Foggia plant the biggest shortcut pasta line in the world and a cogeneration plant are installed. New sauces spot with Steffi Graf as exceptional testimonial. In Germany, as agreed with the German service station chain “Tank und Rast”, some points for pasta consumption are created. Barilla sponsors the New York Marathon and launches “Pasta Plus” in the United States. New Barilla testimonials are the Italian singer Laura Pausini and the American ski champion Bode Miller. Mulino Bianco launches a new institutional TV campaign with the slogan “Riscopriti genuino [Discover your genuineness]”. Pangoccioli, a match between bread and chocolate are launched. For the bakery part, some plants are strengthened: Cremona (Pan Bauletto), Novara (ingredients dosage, storage, Abbracci production), Rubbiano (start of the work for a new rusks line). Wasa wins the “Swedish Arts and Business” Award. In the USA the new “Restaurants Creations” and the new “Pasta Plus” lines are launched. Barilla sponsors in Flushing Meadows (New York) the “Challenge of Champions”, a tennis show/match between Steffi Graf and Bode Miller.
Mulino Bianco Brand celebrates its 30th birthday and Barilla opens its plants doors to visitors and journalists. The 40th anniversary of the Rubbiano bakery plant is celebrated too. Mulino Bianco and Pavesi launch new products: Cornetti, Pani da Tavola, Grancereale (Mulino Bianco), Gocciole Extra Dark (Pavesi). The Barilla Laboratory for Food Culture, relevant education project, takes place. Barilla is awarded with the “Business and Culture” Prize in New York which is promoted by the Italian Institute for Culture. Barilla launches its own Ethic Code. The project “Children Hospital” that will be named after Pietro Barilla is opened. The Educational Project “1, 2, 3… Go!” begins and it is dedicated to the sports and nutrition education for young people of school age. Barilla sponsors the Alpines National celebration that takes place in Parma. Barilla sponsors Laura Pausini world tour. The American ski champion Bode Miller, Barilla testimonial, becomes ski world champion. The building of Pedrignano Mill begins and it will be inaugurated in 2009. This project is included in a wider investment policy for the productive strengthening of the pants in Italy (Cremona, Novara, Foggia, Caserta, Castelpianio). In the United States, the extension works of the Mill in Ames begin. In Rubbiano the new rusks line and Raggianti line are launche. The “Orizzonti” pasta line is launched together with the “Crea ricette [Create recipes]” range. New varieties of sauces “Tomato and Provola”, “Tomato and Ricotta Cheese”, “Pomodoro and Pecorino Cheese”, “Ragù Contadina”, “Amatriciana”, “Ragù Montanara” are created. Barilla launches a press institutional campaign dedicated to the first course with the testimonies of the employees who work in the pasta and sauces field. In terms of raw materials, the tomato variety named “Scarpariello” starts to be used for its sweet taste and for making an excellent sauce. It’s used for producing the Voiello “’O Sugo [The Sauce]”. Then, the “Agricoltore [Farmer]” with the intent of underlining the passion, the devotion and the professional attention from the manufacturing and choice in the raw materials.
Barilla gets the Award from the New York Reputation Institute for being the best reputed Company in the world. Barilla takes part in the Torino Olympic Games with Casa Barilla and with Alex Zanardi and Bode Miller as testimonial. Steffi Graf is testimonial of the new sauces advertising campaign in Europe. The new Voiello line launch is combined with a series of investments at Caserta plant. The Barilla brand launches a new whole grain pasta line with an exceptional testimonial: Moreno Cedroni, an internationally renowned chef. Mulino Bianco launches the new press campaign “Saper Fare” to highlight the quality and the genuineness of the products. The slogan is “Scegli un mondo genuino [Choose a genuine world]”. In the United States in Avon (New York State), some works for the building of the 2nd Barilla Plant in the USA start. The educational campaign for sports and nutrition “1, 2, 3… Go!” takes place in Puglia to educate the school-aged kids on a healthy lifestyle. Mulino Bianco launches Grancereale, natural breakfast cereals and fruit flavored, together with the Mulino Bianco Girasoli. Pavesi launches the new line “Olivia e Marino and Pavesini, an only 9 calories snack. Wasa launches the new sandwiches.
The new Pasta Plant in Avon is inaugurated. Barilla works for a rationalization of the production framework in Italy both in terms of Meal Solutions (Caserta and Foggia) and in terms of Bakery (Ascoli). Massimo Potenza becomes the new Chief Executive Officer. The football player of Milan team Kakà becomes the new Ringo (Pavesi) testimonial. Voiello launches the new advertising dedicated to the sauce made with the new tomato variety “Scarpariello”. The organizational Barilla structure, which reports to Barilla Holding, includes four sub-holdings: Barilla G. e R. F.lli Spa, GranMilano Spa, Lieken AG, Harry’s. Pandistelle becomes an autonomous brand, independent from Mulino Bianco line.
Barilla sets up a new organization structured according to three main strands: process units responsible for global processes, business units responsible for the development of the brand and of product categories, market units responsible for costumers and distribution channels. During the year, new investments for Pedrignano are planned, one of which is the durum wheat Mills project in Melfi, Novara, Ascoli and Celle (Germany) plants. In terms of new products whole grain pasta is launched on the American market, soft bread in Italy and in Russia, Bakery products in France and in Italy, Wasa line is consolidated in Europe. In the plants of Parma, Caserta and Foggia the cogeneration plants for recycling energy are installed. Barilla sponsors the Verdi Festival. The Chairman Guido Barilla meets the Israeli leader Shimon Peres at the Shimon Peres Center. On 25 June, Barilla sells to Sammontana Spa the total share in the society GranMilano Spa. On 7 September Barilla sells the Quality Bakers BV society of the Lieken group which works on bakery products. As effect of these actions, the organizational structure moves from four to two sub-holdings: Barilla G. and R. F.lli Spa and Lieken AG.
On 30 May the new durum wheat Mill, is inaugurated in Pedrignano and it’s considered the largest in Europe. In the same year, Mina gets back to being a Barilla testimonial, even if only with her voice. The institutional commercial “The Dream” is created through a new Barilla campaign, by Young & Rubicam agency. It’s on air in all the main national channels, via satellite, digital and local and Barilla tells the past, the present and the future of the Company. It’s a story made of passion, the story of “a family”, Barilla face. Pietro Barilla tells his dream from 1877, while the images reveals how this has really came true during 132 years of Company history with a big opening toward a strong and positive vision of the future. The Barilla Center for Food and Nutrition, a multidisciplinary center that deals with themes related to the environment, nutrition, lifestyles and access to food. Some guidelines for the definition of new products are defined following the Mediterranean Diet principles. On 19 September 2009, in San Demetrio de’ Vestini (Abruzzo) the new scholastic citadel for replacing the one destroyed during the earthquake of April 6 is inaugurated. Mulino Bianco launches the new advertising campaign “Nel Mulino che Vorrei…[In the Mill that I want…]”.
To better define the new Corporate Identity, Barilla creates the new Corporate Brand and the new Corporate website. On 6 October 2010, there is the inauguration of the new gym at San Demetrio de’ Vestini, replacing the previous one that was destroyed by the earthquake of 2009. Federica Pellegrini is the new Pavesini testimonial. The industrial investments concern the strengthening of the production lines in Ames, Novara and the improvement and rationalization of the infrastructure of the plants in Pedrignano and Cremona. The process of projecting for the investment in ready sauces starts and it involves the building of a new plant. The new products are Storie di Frutta (smoothies) and vegetables Piccolini. Mulino Bianco is launched in Russia. The first Sustainability Report is published in line with the “Challenges, Engagements and Actions for a Sustainable growth”. This initiative underlines the commitment of Barilla Group for a sustainable and respectful growth towards the people and the environment, in a path of a social responsibility of an organic and structured enterprise. The activity of the Barilla Center for Food and Nutrition goes on with several scientific publications that are presented to institutions, entrepreneurs and scientific exponents from which it collects suggestions and indication in order to include these themes, in terms of access to food, environment, lifestyles, nutrition and food, among the focal points of the agenda of politicians and institutions.
The works for the building of the new ready sauces plant begins in Rubbiano next to the historic Bakery plant. On 15 September the famous Italian singer Andrea Bocelli holds a concert sponsored by Barilla at Central Park in New York. The project Sì Mediterraneo is presented aiming at the diffusion and valorization of the Mediterranean diet. New plants in Novara are installed for biscuits and in Cremona for mini-cakes, with the introduction for the steam cooking technology. The Barilla Blue team is created composed of three Paralympic athletes: Fabrizio Macchi, Vittorio Podestà, Alex Zanardi who will take part in the 2012 London Olympic Games. Barilla wins the Good Egg Awards for choosing eggs from cage-free hens only. Mulino Bianco launches the new advertising campaign “Cantastorie” to which a huge range of promotional items is associated, typically objects for the house. The Society Barilla Singapore Pte Ltd. is created. The non-operative societies Harry’s Russia and Harry’s Management service are sold.
The new sauces plant in Rubbiano is inaugurated and, built in 15 months, it’s technologically advanced, efficient and high potentially sustainable. The relation of sponsorship with the ski champion Mikaela Shiffrin begins. Mulino Bianco starts to cooperate with the Spanish actor Antonio Banderas, protagonist of funny talks with the robotic-hen Rosita. In October, Claudio Colzani becomes the new Chief Executive Officer. In 2012, the new automated warehouse is inaugurated increasing the competitive ability in the Group logistics. The entire participation in the Number 1 Logistic Group is sold. The transfer of Liken starts. The impact on the total turnover of these two transfers, that were necessaries for guaranteeing a better future development, it’s of about 1 billion. Grancereale becomes an independent brand, no more under Mulino Bianco. Barilla Group undergoes to an overall reorganization that involves the passage from a three dimensions structure (Products, Processes, and Markets) to a two dimensions structure (Processes, Regions). Thanks to this perspective, Barilla believes to be able to accelerate the speed of response, the adaptation abilities and the wider use of all the global synergies. Thanks to a correct balance between the global Brand dimension of the product and the local one, Barilla will have to be able to serve a multiplicity of markets, adapting its own vision of Italian gastronomic model in the world without removing the nature of its essential identity. There are three regions: Europe, America (all the continent) and Asia, Africa, Oceania. The categories are: Meal Solutions and Bakery. During the last quarter of the year, the Company strategy is defined: Good for You, Good for the Planet, which is considered the only way of doing business of the Company. It’s fully expressed only if the entire supply chain along which the Group operates is taken into account: from the field, so the raw materials of the products to the table of people. It’s the only way of doing business careful to the wellbeing of who chooses the products, of the Planet and of the Group which cares of the needs of the community in which Barilla works, in quality of backbone that goes from field to fork. For guaranteeing an excellent Know-How, it’s not sufficient to have cutting-edge processes and technologies, but also a future vision on the themes related to food and nutrition. In these terms, the action of the Barilla Center for Food and Nutrition (BCFN) is always relevant as it spreads the results reached in the four activity areas: Food for Health, Food For Sustainable Growth, Food For All, Food for Culture. Academia Barilla starts to design the Restaurants projects which starts in the USA in 2013 and it’s an idea based on a modern food providing model but with an Italian offer. Barilla wants to create a Barilla experience that can be extremely pleasant at low costs in order to eat dishes that recall Italy.
As consequence of this strategic choice, Barilla undertakes a wide nutritional improving program, coherent with the guidelines established with the support of the Nutritional Advisory Board which brought in 2012 to the reformulation of over 33 products obtaining a reduction of salt and fats. Moreover, to support the development of the products inspired to the Mediterranean Diet the selection and experimentation of ingredients, processes and innovative technologies is carried on.
The Centenary of the birth of Pietro Barilla is celebrated with a performance at Teatro Regio in Parma in which big artists (in the first place, Luca Zingaretti who interprets the extraordinary adventure of Mr. Pietro). For the occasion, Professor Francesco Alberoni writes a book with an interview format to Pietro Barilla entitled “Everything is made for the future. Forge ahead with courage”, where the author traces the figure of the entrepreneur through the testimonies of his sons and of his closest collaborators. In 2013, Barilla confirms and strengthens the new Group strategy approved in 2012 and defined “Good for You, Good for the Planet”. Barilla considers this strategy as the only way of doing business and it can be fully accomplished only if embracing the entire Group activity. Barilla doesn’t only offer good products but promotes the wellbeing of the individuals and their families aiming at:
- Offering products that stand out in the market for taste, quality and safety;
- Presenting a range of product constituting a balanced nutritional model inspired by the Mediterranean model of healthy nutrition.
- Guaranteeing, from the raw materials cultivation to the table, a product life cycle respectful of the economic, social and environmental aspects of all the people and the planet;
- Educating people to conduct healthy lifestyles, promoting a food education and increasing awareness of the environmental aspects;
- Understanding and giving value to the needs, the quality and the rights of each community in which the Group operates, promoting diversity and inclusion;
- Evolution of the Group professional development, encouraging the commitment for the diversity and inclusion fostering the intellectual curiosity so that Barilla People could be ambassadors of the Group identity.
Barilla launches in Italy, USA and Canada the Gluten Free pasta, for which the new plants will be installed in USA. Academia Barilla opens the first restaurant in New York. The new advertising campaign “Where there’s pasta there’s Barilla” starts. The main investments are made in the following areas:
- Increasing of the production capacity of the Lione plant and for the bread sandwich production;
- Investments in innovation of product and packaging in the bakery plants of Cremona and Melfi;
- Conclusion of the works at the Rubbiano sauces plant with investments aimed at the diversification of the formats;
- Improvement of the competitiveness through investments in packaging in the plant in Avon (USA);
- Continuation of the investments in the sustainability field with the improvement of the co-generator in Foggia.
- On 1 December 2013, the first Academia Barilla Restaurant is inaugurated in Manhattan (New York), which has a very positive start collecting favorable feedbacks particularly on the excellent quality of the typical Italian dish, pasta.
The Barilla Center for Food and Nutrition becomes Foundation and launches the “Milan Protocol”, a global agreement on Food and Nutrition that will be signed at Expo 2015 and has three main objectives:
- Reducing drastically the food waste;
- Fighting hunger and obesity;
- Promoting a sustainable agriculture.
The document has been presented to the Italian Government during the 6th BCFN International Forum in Milan. In terms of investments the main are:
- Increasing of the production capacity in France;
- Opening of a new pasta plant in Russia with two new production lines;
- Increasing of the wheat warehousing capacity in Parma and Novara;
- Investing in the launch of a new bakery product: Focaccelle.
- Changing the pasta packaging in the production plants in Pedrignano (Barilla) and in Caserta (Voiello).
New Barilla offices in China, Shanghai are inaugurated. Always from the point of view of the improvement of the sustainability standards, Barilla involved its production partners in the research of durum wheat sustainable cultivation which reduce the environmental impact while guaranteeing bigger quality check on the wheat itself. The project “Guarda tu Stesso” is launched on the sauces and it allows to show all the passages that bring to the production of sauces on the new Rubbiano plant. The purpose is that of letting the consumer checking, without secrets, himself how the sauce he’s going to consume is made.
To confirm of the Barilla innovation policy, for the first time in Europe “Google Street View” Indoor is used. Also thanks
to the collaboration with National Geographic six documentary movies are created and dedicated to 6 different types of sauces. The Group of Civil Protection “Barilla Angel” is formed with the objective to give help in case of natural catastrophes. Two subgroups are formed too: Cooking Group and Medical Group. About 75/80 Barilla employees take part. The main equipment consists in a kitchen truck able to leave by 4 hours since the emergency call and to prepare up to 500 dishes a day.
Barilla becomes main sponsor of the Italian National Basket team. Barilla launches the new “Barilla Best Pasta Ever”, result of a three years research. The actor Pier Francesco Favino becomes the new testimonial for Barilla pasta with the direction of Gabriele Salvatores. Inside of Pedrignano Plant, a railway connection is built for supplying directly the Mill. The operation allows saving 3,500 annual journeys of trucks a year. On 3 November of the same year, the first train enters Pedrignano for the first durum wheat delivery. In the USA “Ready” is launched, the new way to prepare pasta. There is the opening of the new offices of Barilla America, which represent the headquarters of the whole American continent. The largest bakery plant is inaugurated in Chateauroux (France). The Barilla Center for Food and Nutrition takes part in the Carta di Milano, presented to the Italian Government in occasion of the 2015 Universal Expo, for an agreement for a healthy and safe nutrition, which satisfies everyone. New Mulino Bianco products are launched: the “Nascondini” biscuits and “Il Biscottone”. The project “Cucina Barilla”, a new business model based on the use of an integrated oven and with a dedicated technology is created with the use of Barilla products sold on-line and delivered at home, for offering to the families the opportunity of preparing a wide choice of cheap and quality products for everyday needs. The “Customer Collaboration Center” is inaugurated, a place where it’s possible to meet customers in an innovative environment, aimed at making easier the dynamics of relation and development shared by the business. Thanks to technology Barilla is able to develop more efficiently its activities to remark the importance and central position of the Customer. Academia Barilla opens two new restaurants in Manhattan (New York). In terms of investments the following operation are undertaken:
- Conclusion of the industrial rearrangement of the French plant in Chateauroux;
- Purchasing of a new Gluten Free production line;
- Implementation of the pasta plant production in Russia;
- Strengthening of the production capacity in Lione;
- Increasing of the storage capacity in Bolu (Turkey)
- Reallocation of a new Bakery line in the Ascoli plant.
Barilla goes on with the internationalization plan in Brazil, Middle East and Russia. Academia Barilla inaugurates two new Restaurants in Dubai. In terms of human resources, the importance and the efficiency of the “Smart Working” is consolidated with good effects on the performance and the daily life management of the employees. More than one thousand employees uses this innovative instrument that allows them to work at home up to 8 days a month, with benefits in terms of personal costs and environmental impact. As far as the sustainability is concerned, agricultural agreements are stipulated with 5,000 Italian farmers for the cultivation of sustainable row material with lower environmental impact. This is the result of a Supply Chain partnership that brings to the creation of a “Decalogue for the Sustainable Cultivation of Durum Wheat”. This document is also exported in Greece where, with the University of Thessaly, was made available for local farmers in their language and with some of them a pilot project will start in 2016/2017. In the United States, a similar collaboration is accomplished together with the North Dakota University. The Bakery segment changes deeply its productivity logics replacing in many products palm oil with sunflower oil. The investments on instrumental goods are characterized by the following operations:
- Conclusion of Gluten Free Pasta line in America
- Gluten Free crisp breads production line in Germany
- Reallocation of the Chateauroux plant after the closing of the Gran Prè with the increasing of industrial standards.
- Increasing of WASA production capacity and packaging quality.
Following the dramatic earthquake that takes place in the Center of Italy during the night of 24 August 2016, Barilla Angels are involved since the first hours to support the population guaranteeing them a daily service of about 120 meals a day, consistently helped by Ascoli plant.
Barilla celebrates the 140th anniversary of its foundation in 1877. The main event developed during the days 7/8/9 June 2017, with several meeting with the Italian and international press; the focus here is not only on the Company history, but also on its mission “Good for You, Good for the Planet”, as only way of doing business. The anniversary is celebrated also in the subsidiaries abroad. Roger Federer becomes the first global testimonial of Barilla Group, in a commercial that was visible in 40 countries simultaneously. The Bakery segment celebrates 30 years at Melfi plant and 35 years at Ascoli plant.