PFBI Case Studies

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AMARELLI

More than 290 years old Family Business in Perpetuity

Amarelli is among the few family-owned businesses that has demonstrated resilience, longevity and sustained growth during the long tenure of its 13 generational transitions in family. The Amarelli family's history of licorice production dates back to the early 11th century. Their enduring fascination with this remarkable plant, scientifically known as "glycyrrhiza glabra" (referred as "licorice" or "sweet root,") led to a breakthrough in 1731 when they established a "concio" - one of the earliest pre-industrial organizations aimed at extracting the beneficial juices of licorice. Cultures around the world have used licorice, a sweet-tasting root native to Eurasia, for centuries for culinary, medicinal, and industrial purposes.

Currently, Amarelli is among the top six (6) global Licorice root products manufacturer, managed by the 14th generation successor – Fortunato (2023). With their Head Quarter in Calabria (Italy), their products include 6+ different varieties of confectionary products derived from Licorice root. They have local outlets in Calabria and supply the products globally through their online platform*.

The annual revenue of Amarelli reported in 2018* was estimated as 6 million euros with approximately 200 employees. It is among the oldest Italian confectionery companies having the most famous and important licorice factory in Italy.

In 2012, the Amarelli was inducted into the prestigious association of "les Hénokiens,"* which comprises of only fifty-four (54) family-owned companies worldwide, each with a history spanning two centuries or more.

*Source: Henokiens case study by Prof. Salvatore Tomaselli Ph.D, 2018

A Licorice Museum – Testament of Family Legacy as Innovation:

Giorgio Amarelli (the 13th generation successor of the Amarelli family) came up with the idea of setting up a Licorice museum. After he passed away, his father (Giuseppe) and sister-in-law (Pina) successfully established the “Giorgio Amarelli” Museum in 2001. The museum displays the family's entrepreneurial experience, the history of Calabria's unique licorice product, and the company's modern activities.

*Source: Amarelli Museum website www.museodellaliquirizia.it

The museum has received prestigious awards, including the "Guggenheim Impresa & Cultura" in 2001. Visitors to the museum can explore the following:

• The Amarelli family story: Biographies of illustrious ancestors, ancient manuscripts displaying historical commercial operations, and tools from the past.
• The company's history: Displays of processing systems, including production lines, ancient manual tools, and modern steam extractors.
• The licorice product: Insights into the nature of the licorice product, its evolution, and global distribution, with a focus on Calabria.
• The company's modern activities: Marketing, graphics, packaging, and advertising.
• Corporate films: Illustrating production processes and the company's history.
• Museum souvenirs: Books, postcards, and memorabilia related to the Amarelli family's history and their passion for licorice.
• Dedicated stamp celebrating its place in "The Italian Artistic and Cultural Heritage," with an impressive print run of 3.5 million copies
• Museum Café Delights: At the end of a captivating museum tour, visitors can enjoy licorice-based treats and beverages at the Museum Café

Innovation through External collaborations

The Amarelli family has a long history of innovation, both in terms of their business practices and their commitment to preserving and promoting their culture and tradition

• Collaboration with Chefs: Pina Amarelli started a collaboration with the signatures of haute cuisine to create new interpretations of licorice, bringing it out of confectioneries and projecting it towards new horizons.
• Commitment to quality and innovation: The Amarelli family has invested in new technologies to improve the quality of their product, and they have been pioneers in the development of new licorice products.
• Commitment to the Community: The Amarelli family is deeply committed to their community. They have supported local cultural organizations and initiatives, and they have created jobs in the region.
• Innovative packaging: They used images from the family archive to decorate the boxes, believing that the photos could evoke the value of the activity, its great tradition, and its link with the history of the territory. This innovative packaging helped to make the Amarelli brand more distinctive and appealing to consumers.
• Collaboration with other companies: Amarelli has expanded its product range through collaboration with different brands to bring out various products beyond licorice, such as beer, liqueurs, grappa, jams, and chocolates.

1. Domori: Collaborated on licorice-flavored chocolate bars, available in 45g packs under a joint brand.
2. Fabbriche riunite torroni Benevento S.P.A.: Collaborated to produce high-quality licorice nougat.
3. Pirro: Collaborated on licorice, lemon, and hot pepper-flavored pasta.
4. Casa Guicciardini Strozzi: Worked together to create "Grappa di vernaccia di San Gimignano” - flavored wine.
5. Borsci: Produced an exclusive liqueur with a delicate aroma and intense licorice flavor.
6. Officina Profumo Farmaceutica Santa Maria Novella: Created new cosmetic products with licorice essence.
7. Azienda di sale Pugliesi Sarnelli: Collaborated on the production of licorice salt.
8. Marvis: Produced licorice toothpaste exclusively marketed under the Marvis brand.

• Marketing and communication: Margherita Amarelli (14th Generation) developed a strong marketing and communication strategy for the Amarelli brand. She leveraged the company's rich history and regional identity to create a story that resonated with consumers. She also used new media channels, such as the web, social media, and blogs, to reach a wider audience.

Source: Amarelli website https://www.amarelli.it/en/the-excellencies/

Today, the Amarelli stands as a testament to the family's dedication, with a global reputation and a significant place in the Italian confectionery industry.