The 119-year-old, 4thgeneration family-owned business has opted for a look that highlights the company’s heritage and dedication to quality, according to a press release. The branding will begin appearing in grocery stores over the next few weeks.
Volpi is now using a strong blue color, along with icons signifying all-natural ingredients, small batch and slow-aged processes, products with no nitrates or nitrites added, and gluten-free. The packaging also highlights Volpi’s Raised Responsibly initiative to source fresh pork from the Midwest, raised with no steroids ever, no gestation crates, and a primarily vegetarian diet. Product icons also point to the transition to Eco Pack, a paper-based packaging that launched in 2020 using 70% less plastic than standard deli packs.
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“We have been developing this new look for our brand over the last few years,” said Volpi’s CEO Lorenza Pasetti in the press release. “It emphasizes our family history and dedication to quality and speaks to long-time Volpi customers, as well as the new audience of charcuterie consumers who may be trying our products for the first time. Volpi Foods has been family cured and crafted since 1902. We work closely with local farms to source all-natural ingredients that are always fresh and never frozen. We utilize family recipes passed down through generations and a proven small batch process for a delicious taste experience. In order to convey each message through our packaging, we have developed new icon markers, to communicate these fundamental pillars of our brand in an easy to digest, approachable way for all shoppers.”
