NaturaSì
Visiting Italy’s largest organic supermarket chain
On the third day of our field trip, we visited NaturaSì, Italy’s largest organic supermarket chain. What began in 1985 as a small shop is now a company with over 300 branches and around 3,000 employees, driven by the conviction that business can be about more than just the pursuit of profit.
We were first welcomed with a selection of pizzas and focaccia, along with espressos, in their own organic bistro. We were then given the chance to explore the very same (at the time) small organic shop where it all began in 1985. Amidst shelves full of regional and Italian organic products, as well as a selection of items from German organic producers such as the organic pioneer Neumarkter Lammsbräu and Rapunzel, we had time to do a bit of shopping ourselves and get a feel for the range. These naturally included products from Italian organic pioneers such as Girolomoni – which now operates as a co-operative (“Dignita alla terra!”) – which won the EU Organic Award in 2024 and is known, amongst other things, for its wide range of organic pasta varieties and a fair and organic supply chain. There was also a wide range of products from the Le Terre di Ecor brand – NaturaSì’s high-quality biodynamic label – such as those from the Fattoria di Vaira in central Italy, which produces delicious tomato sauces for the brand.
Meeting the company’s founder
Afterwards, we met Fabio Brescacin, the founder and president of NaturaSì, for a chat. He told us about the company’s early days, a time when there was no start-up capital and plenty of headwinds, and how the Chernobyl nuclear disaster in 1986 served as a wake-up call for many people. Shortly after the disaster, many customers suddenly found themselves faced with a shortage of supplies, and even foods that were normally considered healthy were contaminated with radioactivity – which made many people realise for the first time just how closely agriculture, the environment and their own health are linked.Fabio, on the other hand, had a clear vision from the very beginning, with a strong awareness of healthy eating and sustainability, and a deep conviction that enabled him, despite a number of hurdles, to turn the company into what it is today: a business with clear values and an anthroposophical orientation, supported by a foundation set up specifically for this purpose, which to this day focuses on agriculture, community and fair prices between producers and consumers. “Economics means responding to people’s needs,” says Fabio.
Learning to appreciate food production
After the discussion, we were treated to some very refreshing watermelon before being taken on a short guided tour of the company’s own garden. There, staff are allowed to grow their own produce and then harvest it. The basic idea behind this is for staff to develop an awareness of and appreciation for just how much work goes into farming and the produce itself. In the garden, we were overwhelmed by a colourful array of tomatoes, peppers, courgettes and various flowers, amongst other things. On the way back, we finally visited the Waldorf School built by the company’s own foundation – a visible sign of just how seriously NaturaSì takes investment in education and young people.
The visit to NaturaSì showed us how closely economic success and a clear set of values can be linked and brought together. Fabio really inspired us with his passionate and authentic manner, which made the visit a highlight of the excursion for us.
