November is the month of new olive oil, a staple of the Mediterranean diet and a symbol of good food. Among the historical producers of Made in Italy oil are Fratelli Carli S.p.A., authentic pioneers of door-to-door sales.
Pioneers in door-to-door sales
Five siblings, Giovanni, Ulisse, Ernesto, Lorenzo, and Raffaellina, owned a family-run print shop in Oneglia (Imperia). In 1911, they decided to bottle and then market the oil produced in excess on their land. Giovanni first came up with the idea of selling it in person ‘door to door’ to get to know the customers personally and build their loyalty.
The business immediately proved successful, and the five brothers devoted themselves entirely to it. They entrusted poster designer Plinio Codognato with creating a label – in the family print shop, of course. The label, which depicted a little girl with a demijohn, soon became an iconic image of the product.
Single-brand shops are born
In just a few years, the Carlis became suppliers to the Papal Household and then to the Royal House, but home delivery of oil bottles packed in six-packs remained the company’s core business for decades. In recent years, going against the trend, Fratelli Carli decided to focus on single-brand shops to expand their market share in Italy and abroad and make their Made in Italy specialities known worldwide.
The Olive Tree Museum
The company also owns the Museo dell’Olivo, the result of Cavalier Carlo Carli’s great love for this precious tree, whose history is told in eighteen rooms – from the ancient Egyptians to the present day – through a priceless collection of rare objects, including ancient oil lamps, vases, cruets and oil jars. Visitors can choose different thematic routes that offer different interpretations.
Today, the Fratelli Carli company is led by the fourth generation of the family, with CEO Gian Franco Carli. It is headquartered in Imperia, employs dozens of people, and has a turnover of hundreds of millions of euros. It plans to open dozens of new single-brand stores throughout Europe by 2026.
Discover the other Made in Italy oustanding products from Liguria!