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THE MOST EXCITING
CHALLENGE FACING OUR
COMPANY IS THE ABILITY
TO CONTINUALLY
IMPROVE IN ALL OF OUR
ACTIVITIES. WHAT IS AT
STAKE IS THE
SUSTAINABILITY OF OUR
GROWTH, OUR FUTURE,
THE FUTURE OF OUR
CHILDREN.
GUIDO, LUCA AND PAOLO
BARILLA
39
Barilla’s history in a nutshell, since 1877
GIANNI AND PIETRO
AT THE HELM OF THE COMPANY
AFTER RICCARDO BARILLA’S DEATH
1971
IN 1947, HIS SONS PIETRO AND GIANNI
TOOK THE REINS OF THE COMPANY,
THE BARILLA ADVENTURE STARTS
DEVELOPING MODERN PRODUCTION
THE BARILLA STORY BEGINS IN 1877
SYSTEMS AND ENGAGING IN INTENSE
WITH PIETRO BARILLA, IN A BREAD
BUSINESS COMMUNICATION AND
AND PASTA SHOP IN THE CENTRE
ADVERTISING ACTIVITIES.
OF PARMA.
1947
1877
1979
93
BARILLA BECOMES
AMERICAN
MULINO BIANCO IS CREATED
THE AMERICAN INTERLUDE
POST WORLD WAR
II YEARS
B A R I L L A I TA L I A N
LEADER
1975 SAW THE LAUNCH OF MULINO
IN 1971, THE BARILLA FAMILY
BIANCO, A NEW BAKERY PRODUCTS
SOLD THE COMPANY TO THE
LINE, INCLUDING BISCUITS, BREAD
AMERICAN FIRM GRACE.
BARILLA
RETURNS TO ITALY
THANKS TO PIETRO
T O D AY
2010
SUBSTITUTES AND SNACKS,
THE BEGINNINGS
CHARACTERIZED BY AUTHENTICITY
AND RECIPES WITH NATURAL
INGREDIENTS, USING THE EXPERIENCE
BARILLA HAS GAINED IN CENTURIES
1958
70
RICCARDO
AT T H E H E L M
OF BARILLA
1910
OF CEREAL PROCESSING.
THE RELAUNCH
IN 1979, PIETRO BARILLA RETURNED
IN THE EARLY SIXTIES, BARILLA
HAD 1,300 EMPLOYEES AND 200
SALESPEOPLE. IN 1965, BARILLA
CENTURY, THE FOUNDER WAS SUCCEEDED
ENTERED THE PACKAGED BAKERY
BY HIS SONS RICCARDO AND GUALTIERO.
PRODUCTS MARKET FOR THE FIRST
WITH THE RESUMPTION OF A LONG-TERM
INDUSTRIAL AND ADVERTISING
B A R I L L A I N T E R N AT I O N A L
COMPANY
STRATEGY, BASED ON THE IDEA
THE MULINO BIANCO
ERA BEGINS
BECAME A LIMITED COMPANY. IT
IN THE EARLY YEARS OF THE 20TH
HISTORIC RE-ACQUISITION COINCIDED
1975
MINA SINGS TONIGHT!!
THE FIRST FACTORY OPENED
2000
TO THE HELM OF THE COMPANY. THE
OF RE-LAUNCHING PASTA AND
CREATION OF THE BARILLA CENTER
FOR FOOD AND NUTRITION
THE YEAR 2009 SAW THE LAUNCH OF
THE BARILLA CENTER FOR FOOD AND
NUTRITION, A MULTIDISCIPLINARY
RESEARCH CENTRE COMMITTED
TO THE PROMOTION AND
DEBATE OF TOPICS
RELATED TO FOOD
THE ITALIAN FIRST COURSE AND
DEVELOPING THE OFFER OF
IMPORTANT ACQUISITIONS
BAKERY PRODUCTS.
AND NUTRITION.
THE NINETIES AND THE FIRST DECADE
OF THE NEW MILLENNIUM WERE
THE FIRST FACTORY OPENED, EMPLOYING
TIME, WITH THE PRODUCTION OF
100 WORKERS AND PRODUCING 80,000KG
BREADSTICKS AND CRACKERS. IN 1969,
OF PASTA A DAY, AND IN THE SAME
THE PEDRIGNANO (PARMA) FACTORY
YEAR BARILLA REGISTERED ITS FIRST
WAS BUILT, THE LARGEST PASTA
TRADEMARK: A LITTLE BOY CRACKING
PRODUCTION PLANT IN THE WORLD,
AN EGG YOLK INTO A FLOUR TROUGH.
WITH A PRODUCTION CAPACITY OF
GUIDO,
LUCA
AND PAOLO
AT T H E H E L M
OF THE COMPANY
AFTER THE DEATH OF HIS FATHER AND
1,000 TONS A DAY
IN 1993, AFTER THE DEATH OF PIETRO
BROTHER, RICCARDO BARILLA STEERED
BARILLA, LEADERSHIP OF THE
THE COMPANY’S GROWTH IN THE TWENTIES
COMPANY PASSED INTO THE HANDS
AND THIRTIES. IN 1936, PIETRO, RICCARDO’S
OF HIS SONS GUIDO, LUCA AND
SON, ENTERED THE COMPANY AND BEGAN
PAOLO.
CHARACTERIZED BY A STRONG
INTERNATIONALIZATION PROCESS,
WITH THE GROWTH OF BARILLA’S
PRESENCE IN EUROPEAN AND US
MARKETS, THE OPENING OF NEW
PRODUCTION PLANTS AND THE
ACQUISITION OF IMPORTANT BRANDS
SUCH AS PAVESI (ITALY), MISKO
(GREECE), FILIZ (TURKEY), WASA
(SWEDEN), YEMINA AND VESTA
(MEXICO), LIEKEN (GERMANY) AND
HARRYS (FRANCE).
DEVELOPING ITS COMMERCIAL NETWORK.
“I STARTED WORKING WHEN I WAS THIRTEEN
“IN THE HISTORY OF OUR COMPANY THERE ARE
“PROFIT IS THE FUNDAMENTAL INGREDIENT OF
“IT IS MY BELIEF THAT THE THREE
“DURING THOSE YEARS, I WAS REALLY UNHAPPY,
“THE BRAND MUST BE ABLE TO BUILD
“THE RETURN WAS NOT EASY. MEETINGS, OBSTACLES,
“I DON’T THINK THAT MY CHILDREN HAVE A BAD
“WE WILL BECOME EVER MORE GLOBAL AND
“THE ITALIAN NUTRITIONAL MODEL IS THE ESSENTIAL
YEARS OLD. MY FATHER WOULD SEND ME WITH
MANY STAGES, MANY EPISODES, MANY EVENTS
ECONOMIC LIFE, BUT IN ORDER FOR IT TO BE
CHARACTERISTICS OF A BUSINESSMAN ARE
FOR A NUMBER OF REASONS, AND EVERYTHING
RELATIONSHIPS, NOT JUST TRANSACTIONS, WITH
FINANCE, MONEY, TRIPS: NEW YORK, ZURICH... AS
OPINION OF ME, I LIKE TO THINK THAT THEY TRUST
READY TO FACE THE FUTURE BY DEVELOPING OUR
POINT OF REFERENCE FOR HEALTHY EATING
OUR HANDCART TO FETCH A FEW SACKS OF
THAT REMAIN AND THAT ARE LIKE THE STEPS OF
REALIZED AND FOR SOCIAL HARMONY TO BE
COURAGE, INTUITION, AND OPTIMISM. I THINK
WAS GOING WRONG FOR ME… WHO KNOWS WHY
CONSUMERS; AND OUR FUTURE IS DEPENDENT ON
I WISHED MY CHILDREN TO BE WITNESSES OF THIS
AND RESPECT ME; THAT THEY BELIEVE IN ME AND
PERFORMANCE IN RELATION TO THE CONSUMER;
HABITS, FOR THE RESPECT AND PROTECTION OF
FLOUR, WHICH WERE THEN TRANSFORMED INTO
A STAIRCASE. ITS DOMINANT TRAIT, HOWEVER,
MAINTAINED THERE MUST BE MORAL RULES AND
THAT THE ENTREPRENEUR HAS AN IMPORTANT
EVERYTHING WAS GOING WRONG… I WAS A MAN
OUR CONTINUING TO CREATIVELY RENEW THE
ADVENTURE, THEY CAME ALONG ON MANY OF THESE
THAT THIS TRANSMISSION OF EXPERIENCES FROM
NOT BY PURSUING A SIMPLE AND TRADITIONAL
THE NATURAL RESOURCES OF OUR PLANET AND
BREAD IN OUR OLD SMALL BRICK OVEN. AFTER
IS THE PIONEERING GENERATION BEFORE
VALUES, AND WE MUST RESPECT THEM. THIS IS
ROLE TO PLAY NO MATTER WHAT HIS FIELD. BUT
WHO WAS SUFFERING FOR DIFFERENT REASONS,
WAY WE COMPETE.”
TRIPS. AT THE END OF 1978 I DID NOT HAVE THE
FATHER TO CHILDREN IS IN EFFECT A TRUTH THAT
INCREASE IN SIZE, BUT BY ADAPTING OUR
FOR SAFEGUARDING THE RIGHTS OF FUTURE
A FEW YEARS, IN A SMALL SHOP, WITH THE HELP
WHICH I ALWAYS BOW WITH GREAT DEVOTION,
WHAT PAST GENERATIONS HAVE HANDED DOWN
THE FOOD SECTOR HAS A SPECIFIC ROLE, I WOULD
BUT THE MOST IMPORTANT ONE WAS THAT I
AMOUNT NEEDED. IN FRONT OF THE LEADERS OF
CAN BE REALIZED. THE GOAL IS SUCCESSION,
CULTURE OF QUALITY AND OUR PROFESSIONALISM
GENERATIONS.”
OF MY SISTERS AND MY MOTHER WHO WORKED
ADMIRATION AND GRATITUDE.”
TO US AND THAT IS WHY IT IS OUR DUTY TO HONOR
CALL IT A DEEPER AND MORE CHALLENGING ONE,
HAD ABANDONED THE “SHIP” THAT HAD BEEN
GRACE I WAS SO DISAPPOINTED THAT I CRIED. ONE OF
FOR THE FAMILY TO CONTINUE FOR ANOTHER
TO EVER FASTER CHANGES OF SCENARIO.”
THEIR MEMORY. IN DOING SO, WE WILL HELP THE
BECAUSE FOOD GOES OUT TO EVERYONE: TO
ENTRUSTED TO ME AND ON WHICH I HAD SAILED
THEM, MR GRAFF – AN EXCELLENT MAN – UNDERSTOOD
GENERATION, WHICH MEANS 30-40 YEARS IN THE
UNTIL THE AGE OF 58...”
MY PREDICAMENT AND CALLED ME ASIDE IN HIS OFFICE
COMPANY’S LIFE. THEN THE NEXT GENERATION
AND SAID TO ME: “DON’T LOSE HEART, WE’LL SEE WHAT
WILL PROVIDE… IF IT WILL PROVIDE… FOR THE
AT THE COUNTER, WE SOLD THE BREAD THAT MY
PIETRO BARILLA
YOUTH OF TODAY TO UNDERSTAND HISTORY AND
CHILDREN, TO THE ELDERLY, TO FAMILIES. FOOD
18 HOURS A DAY.”
BE AWARE OF OUR COMMON ROOTS.”
HAS THIS SENSITIVITY, THIS IMPORTANCE FOR THE
RICCARDO BARILLA
PIETRO BARILLA
FATHER AND I PRODUCED BY WORKING FOR UP TO
HEALTH OF PEOPLE.”
PIETRO BARILLA
PIETRO BARILLA
GUIDO BARILLA
WE CAN DO...” IT WAS THE END OF 1978 AND IN JULY
1979 WE MANAGED TO CLOSE THE DEAL.”
PIETRO BARILLA
SUCCESSION…”
PIETRO BARILLA
GUIDO BARILLA
GUIDO, LUCA AND PAOLO BARILLA