A story of passion, fruit, and success
Since 1908, Noberasco has been on an extraordinary journey, combining innovation, commitment, and tradition. It is a family story, where generations have shared the same passion for dried fruit, transforming it into an Italian excellence. For over a century, "quality" has been the watchword that has guided Noberasco to success, making it the benchmark in Italy for dried fruit. A long entrepreneurial adventure that continues to bring taste and authenticity to everyone's table.
It all began with a young man named Benedetto Noberasco, who, with two thousand lire in capital and a stroke of genius, founded the "Ditta Individuale Benedetto Noberasco" in Albenga. With a love for the land, Benedetto transformed the fruits of the Albenga Plain into an opportunity, harvesting, packaging, and distributing them. Soon, his gaze expanded beyond the border, and the first imports of exotic fruits such as dates and raisins began.
Due to its proximity to France, particularly Marseille, Noberasco began importing, packaging, and distributing dates from Tunisia and started exporting to foreign markets, especially Germany.
After the difficult years of World War I, Pier Luigi, Benedetto's son, joined the company with renewed energy. It was the beginning of a dynasty that would lead the company for decades, until 2000, bringing it unimaginable success. Under his leadership, Noberasco distinguished itself once again, and just one year later became the first Italian company to import apricots from Spain.
Noberasco is the first to experiment with cold storage systems on railway wagons.
Noberasco decides to include a small fork in the shape of a stylized ballerina in the "Marsigliese" package, inspired by a French dancer who really existed. It will become a distinctive symbol of Noberasco Dates.
Relocation of the company headquarters to Genoa, which remains operational in Albenga with cargo aircraft shipments from Villanova d'Albenga airport. Opening of 12 branches in Italy, offices with associated companies in Paris, London, and Munich.
As dried fruit wins the hearts of Italians, Noberasco establishes itself as the national leader with 48 warehouses throughout Italy. In the 1960s, the company builds a modern factory in Albenga and becomes "Noberasco s.a.s.," with Pier Luigi involving his four children in carrying on the family tradition.
Expansion of the production facility:
- Cold storage rooms
- Hot working plants
- Machinery for sanitizing products
- Vacuum packaging (California prunes)
- Computerization
The third generation begins to take direct responsibility for managing the company. Noberasco becomes a joint-stock company and wins the 1977 Export Award for its significant growth in exports. Furthermore, in 1979, President of the Republic Sandro Pertini appoints Pier Luigi Noberasco Cavaliere del Lavoro (Knight of Labor). Noberasco also receives the honorsof Commendatore and Grand’Ufficiale.
The strength of a company is seen in difficult times.
Don't stop. Roll up your sleeves and pick yourself up.
International recognition awarded to Pier Luigi Noberasco by the International Nut and Dried Fruit Council for his commitment to promoting nuts and dried fruit.
Noberasco, under the leadership of Gian Benedetto, president and CEO, and Gabriele, general manager, intensifies its activity by designing new products that can satisfy increasingly demanding consumers in the world of large-scale distribution.
With the opening of the Vado Ligure production site, Agrifood, Noberasco triples its production capacity and revolutionizes the sector: the world's first plant capable of producing and packaging soft dried fruit without preservatives is born. The technologically advanced plant covers an area of 15,000 square meters with approximately 2,000 refrigerators and can produce 40 tons of product per day. Mattia, son of Pier Luigi Jr., joins the company and becomes CEOCEO of Agrifood.
In 2005, Noberasco began a new chapter in its history by returning to its roots. The company decided to open its first store in memory of Pier Luigi Noberasco, in the same premises in Via dei Mille in Albenga where his grandfather Benedetto had started the business in 1908. On this occasion, the iconic "Marsigliese" packaging, created in the 1930s, was redesigned with a modern twist and produced not only in ivory but also in colorful and transparent versions. An original combination of tradition and modernity.
Noberasco celebrates 100 years of history marked by progress, looking to the future with even greater optimism.
Opening of single-brand concept stores dedicated to dried fruit in Milan and Turin
For the first time in its more than 100-year history, Noberasco has achieved a turnover of €100 million, demonstrating how its products are increasingly in line with new market trends while also being appreciated by long-standing customers.
May 24 marks a crucial transition: Mattia and Gabriele Noberasco take on the roles of CEO and President, respectively. With a strategic vision, the family prepares to consolidate its presence in international markets and explore new ones.
In the presence of the Deputy Minister for Economic Development and numerous other important local and regional officials, the Noberasco Industrial Park in Carcare is officially inaugurated. It is one of the most advanced in the world thanks to the high level of automation boasted by both its logistics and production activities.
Noberasco enters the world of roasted nuts thanks to its first acquisition: Noccioltost. The company, based in the province of Bergamo, boasts decades of expertise in the field of roasting. Noberasco's careful selection of raw materials, combined with Noccioltost's processing know-how, has given rise to the Che Aperitivo line, a new range of dried, roasted, salted but not fried nuts.
Thanks to its heritage spanning more than a century, its ability to pass on its entrepreneurial spirit from generation to generation, and its commitment to creating excellence with a focus on Italian-made products, Noberasco has been awarded the "Historic Brand of National Interest" recognition by the Ministry of Economic Development.
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The story continues...
Since 1908, Noberasco has been on an extraordinary journey, combining innovation, commitment, and tradition. It is a family story, where generations have shared the same passion for dried fruit, transforming it into an Italian excellence. For over a century, "quality" has been the watchword that has guided Noberasco to success, making it the benchmark in Italy for dried fruit. A long entrepreneurial adventure that continues to bring taste and authenticity to everyone's table.