Ferrarelle and That’s Love: together for Capri and solidarity
Among the many supporters of the 2024 edition of That’s Amore Capri is also Ferrarelle, a historic brand in the beverage sector. The support of this excellent reality of Made in Italy enriches even more the initiative, which aims to enhance culture in all its forms with a solidarity approach, creating a schedule of events that have now become key events for the Island and whose proceeds are donated to the Soleterre Foundation. In this interview, Gabriele Monda, Marketing Director of Ferrarelle Società Benefit, tells us about the history of the company and the motivations that led to joining the cause of That’s Amore.
The Ferrarelle brand is one of the most important in Italy. Do you want to tell us how this extraordinary reality was born?
Ferrarelle has a fascinating history that dates back to 1893, when Giuseppe De Ponte decided to channel the waters of the springs of Riardo, known since the time of the Roman Empire, in the heart of the Campania lands. Always a symbol of refinement, it was not until the 80s that Ferrarelle became part of the collective imagination with the slogan “Smooth, carbonated, or… Ferrarelle?”, which embodies the idea of a water capable of combining beneficial properties with fresh effervescence. Over the years, the brand has been under the leadership of several properties until 2005, when the Pontecorvo Ricciardi family acquired the company, marking the return of Ferrarelle under Italian ownership, a significant point in the company’s history. To celebrate the brand, in 2023, on the occasion of its 130th anniversary, the Ferrarelle Digital Historical Archive was inaugurated, made available to retrace the emblematic stages of the brand’s history, recall the highlights of its evolution and celebrate its successes.
What is the specific mission of your brand?
Our mission focuses on a few fundamental pillars, which translate into constant attention to the environment, the territory and people. Since 2021, Ferrarelle has become a Benefit Company, which means that we are actively committed to contributing to the development of the communities in which we operate, generating environmental and social well-being. The values of transparency, innovation, care for the territory and natural resources guide all our decisions, with the aim of creating a harmonious and sustainable relationship in the context in which we are present. We aim, therefore, to be not only a leader in the beverage industry, but also the promoter of positive change for a better future.
What services do you offer to meet the needs of consumers?
Thanks to the continuous listening of the needs and tastes of consumers we have developed several 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 effervescent ones, up to soft drinks in natural sparkling mineral water, guaranteeing quality and well-being. Recently, we introduced Vitasnella Frizzante, which combines the depurative value of Vitasnella with a pleasant effervescence, a feature appreciated by consumers. Another innovation of which we are proud is the introduction of Ferrarelle Maxima in half-liter format, designed specifically for those who are always on the move and want a practical and moisturizing solution that can accompany their days. In addition to developing high-quality products, Ferrarelle also has a strong commitment to value. Indeed, being a Benefit Company allows us to build an even deeper relationship of trust with our customers, especially with the 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 meet the tastes and needs of consumers, but also contribute to the environmental and social well-being of the communities in which we operate.
How does your brand promote environmental sustainability and social responsibility?
Our commitment is reflected in many initiatives and significant collaborations. With regard to the environment, we are proud to use at least 50% recycled plastic in our bottles, while for activities in bars and restaurants we use only 100% recycled plastic. In addition, we have the largest private photovoltaic system in Italy, a concrete step towards energy self-sufficiency and emission reduction. But not only, we take care of the territory by collaborating actively with the FAI for the protection of the Ferrarelle Springs Park of Riardo, where our Masseria delle Sorgenti is also located, founded in 2011 as a farm. At the social level, however, we support several important causes. In collaboration with Tigem, the Telethon Institute of Genetics and Medicine in Naples, we contribute to research into genetic diseases, joining forces to improve the health of individuals and communities. We are also supporting the AIRC for breast cancer research, strengthening our commitment to fight this disease. We have also launched an internal training course with Parks on unconscious bias, 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 a testament to a concrete commitment, Ferrarelle together with Acqua Vitasnella joined in support of these communities during the Pride Month with the project “Even when it doesn’t go smoothly, we are there”.
What are your reasons for sponsoring That’s Amore Capri and what goals do you want to achieve through this partnership?
The exhibition with its events contributes to the tourist offer of Campania and has become over time an unmissable solidarity appointment for the island of Capri. The events organized in fact aim to raise funds for the Soleterre Foundation, which works to support young patients suffering from oncology diseases and their families: It is precisely because of our focus on the territory and the people that we wanted to sponsor this exhibition and, thanks to the partnership, we want to reaffirm our commitment to the environment and the community that guides all our choices.
What are the values and ideals in common with the event?
The values and ideals that we share with That’s Love are deeply rooted in our commitment to the protection of land, natural resources and people. For Ferrarelle, respect and solidarity are not simply company principles, but a way of living and acting both inside and outside the company. In addition, the deep love that our Vice President, Michele Ricciardi Pontecorvo, has for the island of Capri and for 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 Love to continue cultivating a deep connection with the communities in which we operate, contributing to collective growth and well-being through supporting and promoting meaningful events and initiatives.
