Ferrarelle and That’s Amore: Together for Capri and Solidarity

Ferrarelle and That’s Amore: Together for Capri and Solidarity

Among the many supporters of the 2024 edition of That’s Amore Capri is Ferrarelle, a historic brand in the beverage sector. The support of this excellent example of Made in Italy further enhances the initiative, which aims to promote culture in all its forms with a focus on solidarity, creating a schedule of events that have become essential for the Island, with proceeds donated to the Soleterre Foundation. In this interview, Gabriele Monda, Marketing Director of Ferrarelle Società Benefit, shares the company’s history and the motivations behind their decision to support the cause of That’s Amore.

Ferrarelle is one of the most important brands in Italy. Could you tell us how this extraordinary company came to be?

Ferrarelle has a fascinating history that dates back to 1893, when Giuseppe De Ponte decided to channel the waters of the Riardo springs, known since the Roman Empire, in the heart of the Campania region. Always a symbol of refinement, it wasn’t until the 1980s that Ferrarelle became firmly established in the collective imagination with the slogan “Liscia, gassata, o… Ferrarelle?” (“Still, sparkling, or… Ferrarelle?”), embodying the idea of a water that combines beneficial properties with refreshing effervescence. Over the years, the brand has been under various ownerships until 2005, when the Pontecorvo Ricciardi family acquired the company, marking the return of Ferrarelle to Italian ownership, a significant milestone in the company’s history. To celebrate the brand, in 2023, on the occasion of its 130th anniversary, we inaugurated the Ferrarelle Digital Historical Archive, available to retrace the emblematic stages of the brand’s history, remember the key moments of its evolution, and celebrate its successes.

What is the specific mission of your brand?

Our mission focuses on several fundamental pillars, which translate into a constant commitment to the environment, the territory, and people. Since 2021, Ferrarelle has become a Società Benefit, meaning we actively work to contribute to the development of the communities where we operate, generating environmental and social well-being. The values of transparency, innovation, care for the territory, and natural resources guide every decision we make, with the goal of creating a harmonious and sustainable relationship in the context in which we operate. Thus, we aim not only to be a leader in the beverage sector but also to promote positive change for a better future.

What services have you developed to meet consumer needs?

By continuously listening to consumers’ needs and tastes, we have developed various innovative services and products. In line with the tradition of excellence, Ferrarelle offers a versatile and wide range of products, from natural mineral waters to sparkling waters, as well as soft drinks made with naturally sparkling mineral water, ensuring quality and well-being. Recently, we introduced Vitasnella Frizzante, which combines the purifying value of Vitasnella with a pleasant effervescence, a feature appreciated by consumers. Another innovation we are proud of is the introduction of Ferrarelle Maxima in a half-liter format, specifically designed for those on the go who want a practical and hydrating solution to accompany their days. Beyond developing high-quality products, Ferrarelle also embraces a strong commitment to values. Being a Società Benefit allows us to build an even deeper relationship of trust with our customers, especially with younger generations, who are particularly attentive to the ethical and environmental implications of their purchases. This commitment guides us in creating products that not only satisfy consumers’ tastes and needs but also contribute to the environmental and social well-being of the communities where we operate.

How does your brand promote environmental sustainability and social responsibility?

Our commitment is reflected in many initiatives and significant collaborations. Regarding the environment, we are proud to use at least 50% recycled plastic in our bottles, while for activities in bars and restaurants, we use 100% recycled plastic. Additionally, we have the largest private photovoltaic plant in Italy, a concrete step towards energy self-sufficiency and emission reduction. But that’s not all; we care for the territory by actively collaborating with FAI to protect the Ferrarelle Springs Park in Riardo, where our Masseria delle Sorgenti, founded in 2011 as a farm, is also located. On a social level, we support several important causes. In collaboration with Tigem, the Telethon Institute of Genetics and Medicine in Naples, we contribute to research on genetic diseases, joining forces to improve the health of people and communities. We also support AIRC in breast cancer research, reinforcing our commitment to fighting this disease. Furthermore, we have initiated an internal training program with Parks on unconscious biases, with the aim of creating an inclusive and respectful work environment for all members of our community, including those belonging to the LGBTQIA+ community. As evidence of a concrete commitment, Ferrarelle, together with Acqua Vitasnella, joined in supporting these communities during Pride Month with the project “Anche quando non va liscia, noi ci siamo” (“Even when things don’t go smoothly, we’re here”).

What motivated you to sponsor That’s Amore Capri, and what goals do you hope to achieve through this partnership?

The event, with its events, contributes to the tourist offer of Campania and has become over time an unmissable solidarity event for the island of Capri. The events organized, in fact, aim to raise funds for the Soleterre Foundation, which works to support young patients with oncological diseases and their families. It is precisely because of our attention to the territory and people that we wanted to sponsor this event, and through the partnership, we want to reaffirm our commitment to the environment and the community that guides every decision we make.

What values and ideals do you share with the event?

The values and ideals we share with That’s Amore are deeply rooted in our commitment to protecting the territory, natural resources, and people. For Ferrarelle, respect and solidarity are not just business principles but a way of living and acting both inside and outside the company. Moreover, the deep love that our Vice President, Michele Ricciardi Pontecorvo, has for the island of Capri and Campania in general has positively influenced our decision to support ambitious and worthy initiatives like That’s Amore. We are proud to join initiatives like That’s Amore to continue cultivating a deep bond with the communities where we operate, contributing to collective growth and well-being through the support and promotion of meaningful events and initiatives.