Frescobaldi

The Frescobaldi family have been in Tuscany for over a thousand years, spreading their influence as bankers; they once earned the title of treasurers to the English Crown. A mere seven hundred years ago, the family diversified into agricultural activities, primarily producing wine and olive oil. For 30 generations, they have combined tradition, experience, innovation and creativity to pursue excellence. Their aim was simple: to respect and enhance the terroir of the family estates that surround Florence and to bring the best examples of Tuscan produce to market. Their aim remains the same today.

Matteo Frescobaldi joined the family company in 2018, armed with a business plan to develop the fine food side of the business. He started with their illustrious Laudemio Extra Virgin Olive Oil, which was about to enter its 30th year on the market. To celebrate this anniversary, he decided to offer the oil in a limited-edition gold bottle. Our faces paled slightly, worried about alienating our most loyal and traditional customers with this move. The oil had, until then, appealed to a certain demographic—one that knew and understood its quality and liked the unique perfume-shaped bottle. After a couple of emails to shops to notify them of the change, we quickly realised that it was we who had made a mistake. Our loyal customers embraced the gold, and many new customers came flocking. The following year, the normal glass bottle returned, and the customers who realised that the quality of the product had not changed with the packaging stayed loyal.

About Laudemio

In 1985, 90% of Tuscany’s olive trees were killed or suffered severe damage in a frost that saw temperatures drop to -25 degrees centigrade. During this time, the region’s olive oil production dwindled to almost nothing, and it was understood that these trees would need between three and five years to recover. It was, therefore, surprising to many that quite a lot of ‘Tuscan’ olive oil was still appearing on the market.

With the aim of promoting the region’s heritage, Marchese Vittorio and Marchesa Bona Frescobaldi spearheaded the creation of the Laudemio Consorzio in 1986. The name Laudemio was drawn from the Latin Laudemium, “the best part of the harvest, destined for the lord’s table.” Originally, there were twenty producers who made up this consortium. Laudemio was the first brand in the history of olive oil to talk of its specific origins and production policies and was well ahead of its time—the first olive oil DOP was not seen until 1996.

The rules are strict: independent tasters assess the quality of the oil and quantify how much each producer can produce, ensuring that no inferior oil is mixed in. The oil from each producer must be put into the same standardised bottle and marked with the producer’s own label. The bottle is non-refillable.

In 1986, the then Prince of Wales, a close friend of the family, planted a tree at Frescobaldi’s estate of Castello Nipozzano. Still today, King Charles III receives extra virgin olive oil as a gift for his birthday. The first harvest of Laudemio Frescobaldi took place in 1989 and was milled at their own frantoio (mill) near Castello Nipozzano.

The harvest usually starts in October, when the olives are beginning to turn from green to purple. It must be completed by 30th November. The company has groves—350 hectares and growing—all around Florence and at different altitudes. The layers of different terroirs and microclimates allow the olives to develop differently at each location, creating the unique style of the oil. Most of the trees are of the Frantoio variety, although there are also Moraiolo and Leccino, which add nuance to the flavour and, most importantly, act as pollinating trees.

About Tirrena

The launch of Tirrena pasta marks a new departure for the Frescobaldi family: a semi-whole durum wheat semolina pasta made from three types of ancient grains grown on their estates. It is a truly artisan product, and we have come to expect no less from anything bearing the name Frescobaldi.

Sustainability

Thirty generations of the family have shaped this company into what it is today, and preserving the land for future generations is of the utmost importance.

Frescobaldi has been certified AgriQualità by the Region of Tuscany since 2012 as a result of its sustainability efforts. The company uses solid waste to fuel its green power plant, makes green manure, and regularly monitors biodiversity.

Frescobaldi was the first company in Tuscany to receive certification from the Programme for the Endorsement of Forest Certification, which guarantees sustainable management of the company’s forests. The company also relies on solar energy for power production, decreasing average CO₂ emissions by 226 tonnes per year.