| Founded | 1867 |
|---|---|
| Founder | Filippo Berio |
| Headquarters | , |
| Parent | Salov Group |
Filippo Berio is a brand of olive oils exported from Italy and made of oil from Italy, Greece, Spain and Tunisia.[1] The brand is used for virgin, extra-virgin and 'mild and light' oils, as well as wine vinegar, balsamic vinegar, pesto and olives.[2][3]
History
A merchant named Filippo Berio first sold oil under his name in Italy in 1850.
In 1899, the brand was advertised in Indicatore postale-telegrafico del Regno d'Italia (lit. 'Postal-telegraphic indicator of the Kingdom of Italy').[4] The advertisement refers to the company as Filippo Berio & Co., stating "Casa fondata nel 1856 per l'esportazione del rinomato Olio d'Oliva di Lucca" (lit. 'House founded in 1856 for the export of the renowned Olive Oil of Lucca.').[4]
By 1911, counterfeiters were selling adulterated Filippo Berrio products in the New York City region.[5] Pearson's Magazine reported:
A buyer of olive oil, whose epicurean taste has made him easily familiar with olive oils of good quality and of bad quality, purchased several cans of olive oil labeled as coming from the Milanese firm of Filippo Berio & Co. He found them to be good goods, and then he purchased another can that was not so good. He carried this sample of "olio d'oliva" to the headquarters of the Trade Mark Protective Association in New York, and this new corporation's agents promptly ascertained that it was mostly cottonseed oil, with just a trace of genuine olive oil mixed in. Then began the probing into the ways of the devious labelmakers.[5]
In 1919, his daughter Albertina, together with Giovanni Silvestrina and Dino Fontana, founded the Società per Azioni Lucchese Olii e Vini (SALOV).[6] SALOV now has a large production facility in Massarosa, outside Lucca. The company is now majority owned by China's Bright Food.[7]
The Filippo Berio brand is exported worldwide to over 65 countries and is the market leader in the United States and the United Kingdom. In Italy, SALOV's brand is "Sagra".[8]
Marketing
The brand obtained particular notoriety in 2007 due to its highly successful television advertising campaign with Gioacchino Rossini's famous Largo al Factotum (Figaro's Aria from The Barber of Seville) being sung with the substituted words "Filippo Berio, Filippo Berio, Filippo Berio, Filippo Berio, Filippo Berio, Filippo Berio, Filippo Berio Olive Oil" in place of the repeated word "Figaro."
Controversy
Class action lawsuits were filed against the company in 2015 alleging that the Berio oil was not entitled to the ‘extra virgin’ label and was misleadingly labelled "Imported from Italy”, with the actual origins hidden in fine print.[9][10] That year, Bertolli was sued for the same issue.[10] The result of the case was a settlement wherein consumers could claim "$2 [to] $5 without proof of purchase, or $0.50 per bottle with proof of purchase" of Filippo Berio extra virgin olive oil products.[11]
References
- ↑ Filippo Berio Canada FAQs
- ↑ Mark Koba (2015-06-24). "Popular olive oil brands hit with lawsuits accusing them of 'fraud'". Fortune. Retrieved 2015-09-15.
- ↑ "Filippo Berio Extra Virgin Olive Oil Review". Good Housekeeping. 2012-10-01. Retrieved 2015-09-15.
- 1 2 Indicatore postale-telegrafico del Regno d'Italia (in Italian). Tipografia Innocenzo Artero. 1899. p. 71.
- 1 2 Pearson's Magazine. Pearson Publishing Company. 1911.
- ↑ "Filippo Berio". Archived from the original on 2011-12-07. Retrieved 2011-11-15.
- ↑ Ho, Prudence; Burkitt, Laurie (2014-10-07). "China's Bright Food Buys Majority Stake in Italian Olive Oil Maker Salov". Wall Street Journal. ISSN 0099-9660. Retrieved 2018-10-25.
- ↑ "Brands". www.salov.com. Retrieved 2018-10-25.
- ↑ Virginia Brown Keyder (2015-03-02). "Class Action Against Filippo Berio and Bertolli Importer Moves Forward". Olive Oil Times. Retrieved 2015-09-15.
- 1 2 Virginia Brown Keyder (2015-01-12). "Filippo Berio and Bertolli Distributors Face Class Action over Olive Oil Quality". Olive Oil Times. Retrieved 2015-09-15.
- ↑ Actions, Top Class (2017-04-26). "Filippo Berio Olive Oil Class Action Settlement". Top Class Actions. Retrieved 2023-10-12.