It tells about a story made of passion, culture, business and tradition which begins in Rossano, on the Ionian coast, where Calabria plunges into the sea and has the scent of Magna Graecia. It has been walking on the legs of eleven generations, writing a history of pre-industrialization which re-presented a great revolutionary epic for the region and a far-sighted value linked to the name that today represents its true identity: Amarelli. A family that has bet on licorice together with other companies , managing to transform it into a product with a strong economic potential.
The best licorice in the world
The numbers say that it represents a unique and inimitable story.Today the licorice of the Amarelli brand is found in the best stores in 27 countries in the world, which display the recognizable tin bo-xes of the Calabrian brand. As early as in1800 the British encyclopedia said that “the best licorice in the world grew in Calabria” says Fortunato Amarelli, current CEO of the company from Rossano. From the root, which is uprooted every four years, with an important harvesting capacity to allow its regeneration, a fascinating and delicate production process is held which leads to the packaging of a variety of products appreciated and recognized for their “added value”.
The most ancient licorice company
The numbers say that it represents a unique and inimitable story.Today the licorice of the Amarelli brand is found in the best stores in 27 countries in the world, which display the recognizable tin bo-xes of the Calabrian brand. As early as in1800 the British encyclopedia said that “the best licorice in the world grew in Calabria” says Fortunato Amarelli, current CEO of the company from Rossano. From the root, which is uprooted every four years, with an important harvesting capacity to allow its regeneration, a fascinating and delicate production process is held which leads to the packaging of a variety of products appreciated and recognized for their “added value”.
The museum as a story of a revolutionary journey
A story, but also faces, generations of workers who today represent the third generation of workers in the plant, a strong link with the territory, which has surely to be shown. So, in 2001 the Amarelli liquorice museum was born, immediately winner of the “Guggenheim Prize for Business & Culture” awarded every year to companies investing in culture. What the walls of the building that houses the museum exude – which has the merit of being the most visited business museum in Italy after the Ferrari one- is a company story delivered to an enlarged community, which creates a sincere line of continuity and of choices always made responsibly towards a community feeling being part of that entrepreneurial history.
