From this year, anyone who visits the Barilla pasta factory in Pedrignano, on the outskirts of Parma, will be able to immerse themselves in the history of the Group by listening to an audio guide that tells the story of the Historical Archive.
In this way people will be able to relive the relics of over 146 years of Barilla history which have become an expression of Italian customs.
The initiative is part of Barilla Open Doors, through which the company opens its doors to visitors.
The Barilla Historical Archive was founded in 1987 by Pietro Barilla with the task of collecting, preserving and valorising the historical material relating to the long life of the company.
"The primary functions of the Historical Archive - explains the Group - consist in recovering the memory of the past, preserving the materials and documentation with the most correct criteria and valorising them so that they can once again circulate in Barilla's culture and in the wider social reality. historical heritage of the Barilla Group becomes a resource accessible to all thanks to the Historical Archive website (www.archiviostoricobarilla.com) thanks to the digitization of over 40,000 objects, photos, videos and advertisements which trace the history, economic activity and strategy communication and advertising of iconic brands such as Barilla, Mulino Bianco, Pavesi, Pan di Stelle and Voiello".
The section on graphics and advertising communications contains over 150 posters from the 1920s to the present day, promotional objects and around 2,700 advertising films for TV and cinema.
The photo library, with thousands of images of the company from 1913 to today, allows us to reconstruct the character of an Italian family business that still characterizes Barilla today: from the founder Pietro to the brothers Guido, Luca and Paolo, currently at the top of the Group.
There is also a section dedicated to merchandising with many vintage objects that can be purchased directly on the site by collectors.
The Barilla Historical Archive has been declared a 'site of notable historical interest' by the Ministry of Culture because it "tells the evolution of Italian customs".
Reproduction reserved © Copyright ANSA