Talking with Lorenzo Guerzoni to know more his company
For Lorenzo, the choice to work in the family business was never in question. Born in 1978 in Mirandola, a few kilometers from Concordia where the Guerzoni vinegar factory is located, Lorenzo Guerzoni, one of the owners of the Acetaia, grew up in the province and then attended university in Modena, where he graduated in chemistry with a thesis on the cooking of must carried out using the traditional method with direct fire and open sky.
Today, he manages the company with the help of his wife Federica, who recently became a partner at Acetaia Guerzoni. She supports him in all decisions and accompanies him on trips.
When did you realize that the company would become not only a family but also your job?
I was born and raised in the company, so I never thought of a different job. From the choice of school, I always thought about what could be most useful for doing my future job better. When I chose the university, I tried to stay close even if the faculty wasn't the most suitable, to continue helping my parents. I would say that I am an integral part of the company, almost as if the company had chosen me. My marriage to my wife Federica confirmed the tradition of a family business where work and family are the same thing.
How would you describe your job? What excites you the most?
It's exciting to follow all aspects of a company that, according to the most traditional logic of the agricultural company, or according to Rudolf Steiner's concept of a closed-loop farm, does everything. We are trying to be as autonomous as possible in producing or making what we need for the company's operations. So, starting from the grapes, we handle everything up to the contact with the final customer. I find myself doing the most varied tasks: from working in the vineyards to traveling to the most remote places to tell people about my product. Even though I have passionate people working with me on this project, I find that my day never ends. I try to put passion into everything I do, but there are things I do more willingly, like working in the fields or experimenting with new technical or product solutions. Despite the company having a very traditional imprint, I always see many aspects to improve, and I believe the road is still long. Another thing that excites me is balsamic vinegar. For me, it's like a drug; I can't do without it. I would use it everywhere, and at least once a day, I have to eat something made with balsamic vinegar. It is the centerpiece of my cuisine.
To what do you attribute the success of your company?
There are certainly many factors. The first is undoubtedly that we were the first and are still the only ones to produce organic and biodynamic certified Balsamic Vinegar of Modena IGP and Traditional Balsamic Vinegar of Modena DOP. We are also among the few vinegar factories that use their own grapes and are able to carry out all stages of production. Not least, our products are very popular with our customers, both in terms of quality and design.
There is also the typical characteristic of a family business that characterizes Italian companies. My wife Federica and I are continuing the work started by my parents.
For these reasons, we are one of the most strongly characterized vinegar factories, and those looking for a traditional, healthy, and vital product must come to us.
What are your future goals?
There are many projects. One of my dreams is to get closer to Rudolf Steiner's model of a closed-loop farm. Since we can't have a stable, we are looking for an agreement with another company so that their animals can eat grass grown biodynamically on our farm. We will use their manure for the cultivation of our vineyards. According to this project, we are creating new vineyards and soon a lake for water collection, which, once recovered, we will revitalize with dynamization for irrigation and biodynamic treatments.
I hope in 2016 to finally rebuild the buildings that collapsed in the 2012 earthquake and thus renovate the company.
From a commercial point of view, I would like to start selling in the United States again after several years of absence, but also create new products with prestigious partners, possibly with a social value. As happened at Christmas, when we experimentally produced the panettone with balsamic vinegar in collaboration with the Giotto cooperative. As you can see, there are many projects, and if nature assists us, we will achieve them all this year.
Today, he manages the company with the help of his wife Federica, who recently became a partner at Acetaia Guerzoni. She supports him in all decisions and accompanies him on trips.
When did you realize that the company would become not only a family but also your job?
I was born and raised in the company, so I never thought of a different job. From the choice of school, I always thought about what could be most useful for doing my future job better. When I chose the university, I tried to stay close even if the faculty wasn't the most suitable, to continue helping my parents. I would say that I am an integral part of the company, almost as if the company had chosen me. My marriage to my wife Federica confirmed the tradition of a family business where work and family are the same thing.
How would you describe your job? What excites you the most?
It's exciting to follow all aspects of a company that, according to the most traditional logic of the agricultural company, or according to Rudolf Steiner's concept of a closed-loop farm, does everything. We are trying to be as autonomous as possible in producing or making what we need for the company's operations. So, starting from the grapes, we handle everything up to the contact with the final customer. I find myself doing the most varied tasks: from working in the vineyards to traveling to the most remote places to tell people about my product. Even though I have passionate people working with me on this project, I find that my day never ends. I try to put passion into everything I do, but there are things I do more willingly, like working in the fields or experimenting with new technical or product solutions. Despite the company having a very traditional imprint, I always see many aspects to improve, and I believe the road is still long. Another thing that excites me is balsamic vinegar. For me, it's like a drug; I can't do without it. I would use it everywhere, and at least once a day, I have to eat something made with balsamic vinegar. It is the centerpiece of my cuisine.
To what do you attribute the success of your company?
There are certainly many factors. The first is undoubtedly that we were the first and are still the only ones to produce organic and biodynamic certified Balsamic Vinegar of Modena IGP and Traditional Balsamic Vinegar of Modena DOP. We are also among the few vinegar factories that use their own grapes and are able to carry out all stages of production. Not least, our products are very popular with our customers, both in terms of quality and design.
There is also the typical characteristic of a family business that characterizes Italian companies. My wife Federica and I are continuing the work started by my parents.
For these reasons, we are one of the most strongly characterized vinegar factories, and those looking for a traditional, healthy, and vital product must come to us.
What are your future goals?
There are many projects. One of my dreams is to get closer to Rudolf Steiner's model of a closed-loop farm. Since we can't have a stable, we are looking for an agreement with another company so that their animals can eat grass grown biodynamically on our farm. We will use their manure for the cultivation of our vineyards. According to this project, we are creating new vineyards and soon a lake for water collection, which, once recovered, we will revitalize with dynamization for irrigation and biodynamic treatments.
I hope in 2016 to finally rebuild the buildings that collapsed in the 2012 earthquake and thus renovate the company.
From a commercial point of view, I would like to start selling in the United States again after several years of absence, but also create new products with prestigious partners, possibly with a social value. As happened at Christmas, when we experimentally produced the panettone with balsamic vinegar in collaboration with the Giotto cooperative. As you can see, there are many projects, and if nature assists us, we will achieve them all this year.
