One hundred years of authentic Italian charcuterie is certainly worth celebrating. Veroni’s impressive brand story began in a humble grocery shop in Correggio, a small town in the heart of Italy’s Emilia-Romagna region. There, Fiorentino, Francesco, Paolo, Adolfo, and Ugo Veroni decided to expand their family’s salami production business, officially founding F.ll Veroni in 1925. Now, with the fourth generation of family leaders at the helm, the company continues to build its brand presence and captivate consumers with its authentic Italian portfolio. As the charcuterie supplier reaches a 100-year milestone this year, Marketing Manager Emanuela Bigi recently dug into the brand’s ethos and evolution over the past century.
Over the company’s 100 successful years in business, what have been some of Veroni’s greatest moments of evolution?
Looking back on 100 years of growth and innovation, there have been several key milestones that have shaped our identity as a brand. Veroni was founded in 1925 by five brothers who decided to take their deli meats business to the next level, establishing a recognized brand in Italy. Between the 1970s and 1990s, we experienced significant expansion, investing in the growth of our business and the improvement of our production facilities in the Emilia-Romagna region. In 1996, we set a world record for the world’s largest Mortadella—5,700 lbs —a record that still stands today.
A major turning point came in 2016 with the opening of our Logan-based facility, where we slice and package our imported deli meats for American consumers. Then, in 2021, we became the leading Italian charcuterie brand in the U.S. (Source: Circana, U.S. Luncheon Meat segment), leveraging the charcuterie boards trend and the growing interest in the Italian Aperitivo. In 2022, we further expanded our reach by entering the world of tennis, sponsoring major tournaments, and bringing our brand to an even wider audience.
Can you tell us more about these tournaments and how they play into Veroni’s brand strategies?
We are excited to continue expanding our presence in both the tennis world and key industry trade shows, reinforcing our commitment to bringing the authentic Italian aperitivo experience to a wider audience.
We recently sponsored the BNP Paribas Open in Indian Wells, where many tennis fans and influencers visited our branded lounge to enjoy the thrill of the tournament while savoring our premium Italian charcuterie. Our AperiTime and Snack lines, designed for easy, ready-to-share aperitivo, were the perfect fit for the occasion. Next, we’ll be in Rome for the Internazionali BNL d’Italia in May, once again as a sponsor, before heading back to the U.S. for the Cincinnati Open in August. A major milestone for us this year will be our first-ever presence at the US Open, where we will host guests in an exclusive suite, offering a unique experience that blends world-class tennis with the finest Italian flavors. We see great potential in our growing connection with the tennis world, a space that aligns perfectly with the values of conviviality, excellence, and passion—just like our brand.
Beyond tennis, we will also be actively participating in key trade shows. In June, we’ll be at the IDDBA show, followed by the Summer Fancy Food Show in New York, where we’ll showcase our premium deli meats and continue spreading the Italian aperitivo culture.
How else is Veroni celebrating its anniversary this year?
We’re thrilled to be celebrating this milestone with a series of special initiatives in the U.S. and Italy. Starting in May, our U.S. packaging will feature a dedicated centennial badge—a meaningful way to bring our consumers into the celebration. We’ll also be hosting a rooftop event in New York during the Summer Fancy Food Show, bringing together industry partners, journalists, and content creators who’ve been part of our journey to toast to 100 years of Veroni.
In Italy, we’re planning an exclusive gathering for press and influencers, where we’ll revisit the highlights of our story and create a “centennial charcuterie board” live—a nod to our tradition and creativity. Additionally, between May and July, we’re sending our retail partners a special anniversary kit featuring branded aprons and freshness-saving deli wraps. In September, we’ll wrap up the celebrations with our entire team in Italy. This milestone really belongs to the people who’ve helped build Veroni over the last century.
What do you want the industry to know about Veroni as you look toward the next five to 10 years?
Our focus remains on innovation, quality, and expanding the Aperitivo Italiano culture worldwide. We will continue to invest in research and development, anticipating consumer needs while staying true to the artisanal know-how that has been passed down through generations. Our goal is to solidify our position as the go-to brand for the authentic Italian aperitivo experience, bringing premium-quality deli meats to more households and social occasions.
Congratulations to Veroni on this exciting company milestone! For more industry celebrations and updates, be sure to leave a tab open to DMN.
