Federico Fabbri is Export Sales Director of the company Fabbri 1905, and he is the representative of the fifth generation of the family that gives its name to the historic Bolognese company and that has made the ‘amarena cherry an icon of Made in Italy. From the family vocation to the push for sustainable innovation to the recent Italian Aperitif Week in New York, Fabbri takes us on a journey between identity, taste and entrepreneurial vision.
Can you tell us the history of the Fabri company and what it represents today in the international made-in-Italy scene?
I proudly represent the fifth generation of the Fabbri family at the helm of the Bologna-based company Fabbri 1905. Founded, as the name suggests, back in 1905, our reality has grown from generation to generation to become today a brand known and appreciated in more than one hundred countries around the world, including – of course – the United States.
Just in the United States, Fabbri has become over time a symbol of the excellence of made in Italy. An achievement made possible thanks to the valuable work of our partners and collaborators, who every day contribute to making our products known and loved. We are happy to see how our brand is recognized not only by Italians abroad, but also – and increasingly – by Americans, who appreciate its quality, history and authenticity.
We are best known for our iconic Amarena Fabbri, which represents the heart and identity of our company. A little curiosity: it was created in 1915 and today, after more than 110 years, we still produce it following the original recipe devised by my great-great-grandmother Rachele. A historic product, then, that combines tradition, passion and innovation.
But Fabbri is not just sour cherries: today the company is also a world of specialties, recipes and creative solutions designed to satisfy consumers and professionals alike. We continue to innovate while staying true to our tradition, enthusiastically carrying on the legacy of our family
Fabbri today is an international brand, but with family management. What is the secret of this longevity and solidity?
We are still a family business today, and we are deeply proud of that. At Fabbri, each generation has the task of picking up the legacy of the previous one and carrying it forward with passion, determination and a strong connection to their roots. But, at the same time, we feel the responsibility to innovate every day: in products, in processes, in consumer ideas.
We are looking at the long term. We think about the future not only in terms of the market, but also in terms of generations: today there is the fifth, tomorrow there will be the sixth, then the seventh, and so on. We grow together with the company, but all united by the same goal: to carry on an enterprise with love for our history and with a vision open to evolution.
Of course, alongside the family, there is a team of managers who share our vision and work with passion, contributing in concrete ways to the daily management and development of the company. It is thanks to this balance between family continuity and shared commitment that Fabbri is able to maintain its identity while continuing to evolve and look forward with solidity.
A claim stands out on your website, “Sustainable since 1905.” What does sustainability mean to you?
If today the sustainability report has become a regulatory obligation, for Fabbri 1905 it has always represented a conscious choice, consistent with our values.
For us, sustainability means respect for the land, attention to people and responsibility to the environment in which we operate. It is a principle that has always been with us.
The development of plans, processes and methodologies is certainly based on the latest advances in scientific research and best practices in the environmental field. The goal is to ensure respect for land balance, prevent pollution and protect the environment and landscape.
But sustainability also means for us in the social field enhancement of equal opportunities , attention to the economy of the territories, and support for scientific research related to some of the most serious diseases of our century.
Therefore in the face of increasingly complex global challenges, as early as 2023 Fabbri 1905 defined a multi-year Sustainability Plan, within a path of greater integration between strategy and sustainability. The plan is currently underway and will take concrete form in 2024 in numerous internal worksites active in both the environmental and social spheres.
And just on the subject of internal well-being, are there any team-building or welfare initiatives that you particularly pursue?
This is an issue we are working on with great commitment. With the sustainability report, we have started a concrete path that actively involves our employees in the Anzola dell’Emilia and Bologna offices. We are developing a series of initiatives designed to improve the quality of life in the company: among them, the creation of spaces dedicated to relaxation and free time, where they can take a break from the work routine. In parallel, we are planning outdoor team-building activities, with the aim of strengthening the sense of team and making the work environment more dynamic and positive. We will start from our headquarters in Italy, but the intention is to gradually extend these initiatives to our subsidiaries in the United States, Brazil, Argentina, China and Europe. A project that we want to grow globally.
To make our commitment even more concrete, we have created a group of internal Sustainability Ambassadors, volunteers who promote sustainability through daily actions: small gestures that make a difference, from activating creative recycling collections to organizing awareness-raising moments among colleagues.
They are our active witnesses of change, capable of transforming our values into shared practices.
For Fabbri 1905, the most important value is the people who work with us. Our employees are the real strength of the company: many have been with us for many, many years and contribute every day to bringing our excellence to the world. We are an entrepreneurial family, but without those who work alongside us, Fabbri would not be what it is today.
Let’s talk about the United States. What are the main differences between the Italian market and the U.S. market? How have you adapted?
There is first of all a historical issue: in Italy we can count on a long tradition that has helped build our brand awareness over time. Just think of the famous TV Caroselli, which many people remember fondly: back in the early 1960s, Fabbri commercials aired on TV every night, becoming a familiar fixture before bedtime and imprinting themselves in the memories of parents and children alike.
In the United States, on the other hand, we have been present for about 40-50 years and have developed several business units over time. Fabbri is known both for its retail products-such as amarena cherries, syrups, toppings and spirits-and for those aimed at professionals, particularly pastry chefs and gelato makers. It is precisely from the latter that we started to build our presence in the American market.
Cultural differences of course are many. One interesting example concerns precisely the use of amarena: in Italy it is traditionally associated with ice cream and desserts, while in the United States it has become a distinctive ingredient for cocktails. It is now considered the perfect garnish to complement an Old Fashioned, a Manhattan or other classic drinks in style. This has opened us up to a new world, allowing us to dialogue with bartenders and consumers in a different way, bringing a touch of Italian flair to a convivial and contemporary moment of consumption.
And geographically, where are you most established in the U.S. today?
We were born in the East, with a historic headquarters near Queens. For many years, New York, Boston and the entire East Coast were the heart of our U.S. operations. A few years ago we moved our offices to Los Angeles, thus consolidating our presence on the West Coast. But today we have renewed distribution and business goals specifically on New York, the place where it all began. We want to introduce new products, bring innovation, and further strengthen our ties with a market that has always shown us great care and appreciation, while maintaining the strength we have gained on the West Coast.
Among your most recent activities is Italian Aperitif Week. What is it all about?
This is a very topical project that makes me particularly proud. Italian Aperitif Week was born from the collaboration between Fabbri, the Region of Tuscany and All About Italy. The idea is to enhance the moment of the aperitif, which for us Italians is an extraordinary ritual, and to do it in a reality like New York.
We have organized ten stops at ten iconic restaurants and venues in the city. In each, bartenders and barlady offer recipes that include our products. Some are really innovative, unusual, surprising-and that’s exactly what we were looking for. We provide the tool, then leave room for the professionals’ creativity to create new experiences. The feedback so far has been very positive, and we’re happy with the feedback we’re getting.”
How did the collaboration with the Tuscany Region come about?
It came about thanks to an excellent contact from All About Italy, who knew both us and the region. Although Fabbri does not have Tuscan origins, we see in Tuscany – as in many other Italian regions – a great ambassador of made in Italy. Landscapes, culture, typical products: it is a land that represents quality and uniqueness.
We wanted to make pairings between our products, such as the ‘amarena or the new Fabri Ginger, and local gastronomic excellences, such as pecorino or other typical cheeses. Again the feedback was very positive, especially from colleagues and New York guests.
What does New York represent for Federico Fabbri and the Fabri company?
As I said NY certainly represents a great opportunity for us. But not only in terms of business. For us it is a platform to let people know who we really are, what we do, how we work. Many people associate us only with ‘sour cherries or some syrups, but Fabri produces over 1400 codes in-house: there are so many excellent products that can support professionals or simply give joy to those who try them.
New York allows us to interface with venues at the top of the world, with extraordinary professionals, but also with a public that loves Made in Italy and knows how to recognize it. For us, it is a unique opportunity to tell our story, let people discover our variety, and let them taste what we do with such passion.
The article Federico Fabbri: family tradition, sustainable innovation and made-in-Italy pride comes from TheNewyorkese.
