For most of us, our traditions and fondest memories are punctuated by family and food. Those same things also motivate and drive immigrant-founded businesses to start to replicate the culinary traditions and flavors of the old country, as well as make a living in a new home with a foreign culture. Sometimes, the family business becomes such a success and cornerstone of the community that the operations are passed down from generation to generation, with successors continuing to deliver the quality and taste staked by the family name while modernizing the company so that it can get passed down yet again.
Volpi Foods is one such firm. Foundedâand still locatedâin the Hill neighborhood of St. Louis 100 years ago, the Volpi clan has been dry-curing meats using techniques founder John Volpi brought with him from his native Milan. The current meat matriarch Lorenza Pasetti, the great-niece of the founder, felt that with the centenary of the family-operated business approaching, she reached out to agency Beardwood&Co. to refresh and contemporize the Volpi brand, reinforcing their inherent value while adding distinct shelf appeal.
