Fratelli Beretta fears no tariffs: production in the US from its four factories will reach 300 million
For the big name in cured meats, Group turnover reached 1.15 billion and exports exceeded 50 per cent. President Vittore Beretta does not hide the difficulties in the sector but remains optimistic for the future
3' min read
3' min read
"Little History of Fratelli Beretta" is a short book that retraces some episodes in the history of the charcuterie company founded on 5 May 1812, which today turnover 1.15 billion and has over 3,400 employees, 30 production sites, a catalogue of over 500 references (from the 25 PDO and PGI specialities to the 'Viva la Mamma' ready meals).
Presented a few days ago, the book stems 'from the common passion for sport' of Vittore Beretta and Matteo Marani, journalist and president of the Pro League of football. "Marani is working well," says Beretta, the ninth generation at the helm of the Group, "he is enhancing the 60 C squares, creating value both for the Italian province and for the companies that believe in it. We are very happy with the partnership we have forged'.
But if you ask Beretta what has changed most in the last few decades in the sector, he goes from the province to the international dimension: 'Undoubtedly the revolution has been in the international affirmation: from the timid presence in Europe, now we export all over the world, where there is a great desire for Italian food. Putting the Italian province in contact with the rest of the world: perhaps this is one of the secrets of the success of cured meats and, more generally, of made-in-Italy food".
Fratelli Beretta produces more than 50% of its turnover in over 70 countries, primarily in Europe, but significant investments have been made, around 150 million in recent years alone, to produce directly in the USA, where the fourth plant is coming on stream. A strategy that began in 'unsuspected' times with respect to Trump's dazies, which aims to move production within US borders.
'But of course we are now guaranteed a certain peace of mind by the fact that we are producingtraditional Italian cured meats with our know-how, but with American meat and local labour,' says Beretta. 'When fully operational, the plants should generate 300 million in revenue, but of course we are against trade barriers, which would in any case put limits on us for that PDO and PGI products as well.
