‘Through our visits to the farms, we can witness firsthand the high level of the chain’

Interview Gran Brianza

Italian charcuterie company Gran Brianza has been a committed partner of De Groene Weg for over 20 years. Specialized in authentic, high-quality cured meats, Gran Brianza is not only renowned in Italy but also holds a significant presence in Germany and France. An impressive accomplishment! We talked about this with founder Giovanni Vismara.


Twenty years ago, Gran Brianza took its first steps into the international market, responding to the demand for high-quality cured meats with accompanying certifications. “We also increasingly focused on animal welfare and traceability of the meat. In short, a perfect opportunity to start an organic line.” At that time, the pig farming industry in Italy was not sufficiently developed to meet all the needs of the growing organic market. “We were looking for a reliable long-term supplier and found De Groene Weg. Thus began a long and fruitful collaboration that has lasted for over 20 years.”

Gran Brianza distinguishes itself through progressive choices in organic and certified supply chains, primarily in the realm of animal welfare. This allows the company to continue its commitment to authentic and healthy products. The acquisition by Rigamonti has enabled a further focus on the organic market. “Internationally, we collaborate extensively with specialized organic retailers and distribution chains. In Italy, there are mainly conventional chains, but we see a growing interest in organic products.”

The organic chain operates differently from the conventional system; agreements with farmers, for example, have a longer duration, with programs lasting six months or even a year. This is crucial as it serves the entire chain; the quality of the end product is already ensured at the farmers chain. Vismara states, “We are very satisfied with the collaboration with De Groene Weg. Through our visits to the farms, we can witness firsthand the high level of the chain. We gain insights into the entire process, including the animals’ living space, ventilation, natural light, and the opportunity for the animals to go outside. It provides a good feeling for us and, of course, for the consumer who pays increasing attention to what they eat.”

The future of organic products will depend on consumer culture. “Abroad, there is a deep-rooted organic culture, and we expect margins for future growth. In Italy, people choose organic because they perceive something healthier in the product compared to conventional alternative. But this is not a ‘radical organic’ consumer: it’s a consumer who places organic products alongside other items, such as branded products. Now, given the current complex economic situation, we are experiencing fluctuations in organic consumption in Italy. A challenging moment, but we are confident, we will overcome.”