L'Italo-Americano

THURSDAY, MAY 2, 2024 www.italoamericano.org 30 L'Italo-Americano I f y o u h a v e b e e n t o Italy, you have most l i k e l y c o m e a c r o s s those small, colorful b o x e s o f c a n d i e s , usually displayed beside the till in virtually every café. If you bought some, their pas- tel hues and delicate flavor, I bet, found a special place in y o u r h e a r t b e c a u s e w h o d o e s n ' t l i k e s o m e t h i n g that—forgive the out-of-con- text pop reference—kawaii? T h o s e a r e I t a l y ' s f a m o u s Pastiglie Leone. In their home country, they are synonymous with tradition and taste, and with a sense of old-fashioned ele- gance and aplomb. Founded in 1857 in Alba—a town also known for being home to Ferrero—the company has been a symbol of traditional I t a l i a n c o n f e c t i o n e r y f o r nearly 170 years. It all began in the years leading up to the Unification of Italy when Luigi Leone, an insightful confectioner in Alba, began c r a f t i n g s m a l l , f l a v o r f u l d i g e s t i v e t a b l e t s ; t h e s e pastilles were intended to aid digestion after meals—a c o m m o n p r a c t i c e a t t h e time. The initial flavors he introduced were uniquely diverse and aromatic, rang- ing from mint, which pro- vided a refreshing aftertaste, t o c i n n a m o n a n d c l o v e , offering a warm, spicy kick. More adventurous flavors l i k e f e r n e t , r h u b a r b , a n d gentian appealed to those with a penchant for bitter and herbal notes. Quickly, L e o n e ' s f l a v o r f u l c a n d i e s became a staple of local din- ing culture, setting the stage for what would become a defining aspect of the brand. S o m e y e a r s l a t e r , Pastiglie Leone moved to T u r i n : i t w a s a s t r a t e g i c decision, made to bring the company closer to the Royal Family, the Savoia. Estab- lishing operations in Turin, a city known for its regal a f f i l i a t i o n s a n d c u l t u r a l sophistication, catapulted the brand into a higher ech- elon of societal importance: i t w a s h e r e t h a t L e o n e became an official suppli- er to the royal house, a prestigious designation that gave the brand greater visi- bility and credibility, and endorsements from signifi- cant historical figures such a s C o u n t C a v o u r , w h o reportedly favored Leone's violet-flavored gummy can- dies, further solidified its reputation as a purveyor of high-quality confectionery. Pastiglie Leone entered the 20th century being en vogue: they were trendy, they were elegant, they had a r o y a l a l l u r e . T r u l y , t h e company couldn't ask for m o r e , y e t , i t a r r i v e d . I n 1934, Giselda Balla Mon- ero, affectionately known as la leonessa, "the lioness," took the reins of the compa- ny. Her tenure marked a sig- nificant shift, not only in the company's operational tac- tics but also in its cultural footprint within the Italian c o n f e c t i o n e r y i n d u s t r y . W h e n G i s e l d a a s s u m e d leadership, she was stepping into a role that was uncom- m o n f o r w o m e n o f h e r time—leading an enterprise in an industry dominated by m a l e c o u n t e r p a r t s . H e r determination and innova- tive mindset were immedi- ately apparent as she relo- cated the production from its original setting to a mod- ern Liberty-style building in Turin, a move symbolic of her broader vision to mod- ernize and reinvigorate the brand. T h i s n e w p r o d u c t i o n f a c i l i t y , l o c a t e d a t C o r s o R e g i n a M a r g h e r i t a 2 4 2 , became a symbol of modern confectionery technology and aesthetics: the choice of a Liberty-style building was strategic because it nod- ded to the artistic and cul- tural movements that char- acterized early 20th-century Italy. Griselda was pivotal also for Pastiglie Leone's marketing strategies, which we should truly call "ahead of their time;" she recog- nized the power of branding, and invested in innovative advertising campaigns that w e n t b e y o n d t r a d i t i o n a l methods to include the use of visually striking posters and print media advertise- m e n t s t h a t c a p t u r e d t h e imagination of the public a n d p o s i t i o n e d P a s t i g l i e L e o n e a s a p r e m i u m brand. Packaging also received a major overhaul: Giselda introduced distinctive metal tins for the pastilles, which s o o n b e c a m e c o l l e c t i b l e items. These tins were not only practical, keeping the candies fresh and intact, but also aesthetically pleasing, featuring elaborate designs that effectively differentiat- e d P a s t i g l i e L e o n e i n a crowded market and added a tangible element of luxury to the everyday act of enjoy- ing confectionery. But not everything was simple for la leonessa and her company; those were the y e a r s o f F a s c i s m , w h e n autarchic policies imposed strict controls on imports a n d i n f l u e n c e d m a n y aspects of Italian economic l i f e . T h e s e p o l i c i e s c o u l d have stifled a lesser enter- prise, but Giselda was smart and focused on local sourc- ing, at once ensuring her c o m p a n y ' s s u r v i v a l a n d leaning into the brand's dis- tinctly Italian identity, an essential trait to remain suc- cessful in those years. The years after Griselda's reign saw Pastiglie Leone c o n t i n u e t h e i r s u c c e s s f u l development, with some sig- nificant milestones to men- tion. The most relevant is perhaps, the move, in 2006, of the company's headquar- t e r s f r o m C o r s o R e g i n a Margherita to a more spa- cious facility in Collegno, in t h e o u t s k i r t s o f T u r i n , a move that increased the area of production and marked Pastiglie Leone's desire to break into the international m a r k e t . T o d a y , t h e r e a r e further plans for expansion, which will extend the factory f r o m 1 0 , 0 0 0 t o 1 7 , 0 0 0 square meters, with a con- siderable part of this new space—3,200 square meters, to be exact—to be dedicated t o a n e x p e r i e n t i a l a r e a designed to welcome visitors into the heart of Pastiglie Leone's production process- es. Here, guests will be able to witness the craftsmanship i n v o l v e d i n c a n d y a n d chocolate making, while dis- covering the secrets of the company's long-lasting suc- cess. Dubbed the "Factory of H a p p i n e s s , " t h e n e w development is scheduled to open in the fall of 2025 and r e p r e s e n t s t h e v i s i o n o f Michela Petronio and her husband Luca Barilla, who took over the company in 2 0 1 8 . T h e i r l e a d e r s h i p marks a new era for Pastiglie Leone, focusing on revitaliz- ing the brand and expanding its reach: by transforming the factory into a destina- tion, Pastiglie Leone aims to attract tourists and locals alike, making it a landmark for those visiting Turin. Since its acquisition by P e t r o n i o a n d B a r i l l a , Pastiglie Leone has under- gone significant changes, including a rebranding ini- tiative and the introduction of a major advertising cam- paign, and the anticipated completion of the new facili- ty next year promises not only to increase production capabilities but also to add jobs and transform the site into a popular attraction for those visiting Turin. Petron- i o a n d B a r i l l a ' s f o r w a r d - t h i n k i n g a p p r o a c h h a s already started to pay divi- dends, as shown by the com- pany's recent business per- f o r m a n c e , w i t h a 1 0 % increase in turnover in 2023 over an already successful previous year. The sweet legacy of Pastiglie Leone LUCA SIGNORINI Pastiglie Leone come in a variety of flavors and their boxes are little works of art (Photo: L'Italo-Americano) HERITAGE HISTORY IDENTITY TRADITIONS PEOPLE

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