Barilla

Barilla: a symbol of Made in Italy.

From a small workshop to an international business, this is the full, unprecedented, and documented story of the people, successes, fun facts, and ins and outs of a brand whose products have marked Italian culture and traditions worldwide.

Starting as a modest family business in Parma, Barilla is now the most popular and best loved pasta producer in the world, with a history of almost 150 years. But its epic goes beyond success: it is the story of a family that has been able to drive their business for five generations, always focussing on the future and sustainability, as well as the people.

Barilla has been able to interpret and at times forestall the changes of our eating habits, with attention to design and the quality of its foods. The brand has led to myths, like the happy family in the Mulino Bianco ads, and generated advertising campaigns with testimonials by world celebrities like Mina, Federico Fellini and Roger Federer, and unforgettable slogans like “Dove c’è Barilla c’è casa” (“Home is where Barilla is”).

Created in partnership with Barilla, this book tells the story of the company through unprecedented episodes, archive material, photographs and odds and ends, following the brand’s evolution, critical moments and the intuition that forged its spirit. A trip into the heart of a reality that contributed to defining Made in Italy, with a single rule that has become a way of living: “Everything is made for the future, go ahead with courage,” as Pietro Barilla liked to say.