Filippo Berio

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 1919, his daughter Albertina, together with Giovanni Silvestrina and Dino Fontana, founded the Società per Azioni Lucchese Olii e Vini (SALOV).[4] SALOV now has a large production facility in Massarosa, outside Lucca. The company is now majority owned by China's Bright Food.[5]

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".[6]

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".

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.[7][8]

References
  1. Filippo Berio Canada FAQs
  2. Mark Koba (2015-06-24). "Popular olive oil brands hit with lawsuits accusing them of 'fraud'". Fortune. Retrieved 2015-09-15.
  3. "Filippo Berio Extra Virgin Olive Oil Review". Good Housekeeping. 2012-10-01. Retrieved 2015-09-15.
  4. "Filippo Berio". Archived from the original on 2011-12-07. Retrieved 2011-11-15.
  5. 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.
  6. "Brands". www.salov.com. Retrieved 2018-10-25.
  7. Virginia Brown Keyder (2015-03-02). "Class Action Against Filippo Berio and Bertolli Importer Moves Forward". Olive Oil Times. Retrieved 2015-09-15.
  8. 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.

See also
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