Our history, a fascinating journey
through tradition, flavours and innovation
Our story begins in 1978: that was when, in Val Varaita, Rogel was born, now the F.A.R. (Frutticoltori Associati Rossana), a company specialising in the growing and processing of seasonal fruit. It marks the beginning of a one-of-a-kind adventure, with nature as the undisputed protagonist.
The early years
In the beginning, there were apples, pears, peaches, apricots and other products grown by the farmers in the area. Then the production of pears and juices became increasingly important and the evolution of the specific ice cream market meant that we had to expand our range.
The company opened a warehouse in Germany and started to become more well-known abroad, especially through the promotion of its purées and fruit juices, lauded for their unquestionable quality. Another warehouse was soon opened abroad, in France, to ensure the constant availability of products even beyond the Alps.
A ‘pedigree’ of certifications
The company received the most prestigious certifications, from the BRC Global Standard for Food Safety to Kashrut, from Organic to the American FDA - Food and Drug Administration, essential for effectively penetrating into new markets and guaranteeing the highest possible quality standards for the product.
New products, new markets
The range was further expanded with a selection of freshly-processed purées and juices. The expansion of the range of fruits in the catalogue goes hand-in-hand with the exponential increase in fruit sorbets in ice cream parlour windows.
A large chunk of the volumes comes from processed products, such as the range of mixed berries and purées, and the citrus, exotic fruit and hazelnut branches show growth. The product also found its place in the bakery, restaurant and bar industry channels.
The market evolved and the health trend became increasingly prominent. Fruit in this case is a basic ingredient. New products are created, without added sugar, as well as items dedicated to the end consumer with intrinsic health benefits. The company, ever attentive to the demands of the market, makes the most of these new opportunities to grow even further by implementing research and development, as well as technology.
Our values over time
Selecting the fruit at the best level of ripeness, processing, storage, and finally distribution: every tiny step, every detail is essential. Because it expresses and identifies the commitment, authenticity and philosophy of a company that has always promoted respect for nature in all its forms. For more than forty years, quality, innovation and culture have been part of our history and yours.