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Alba Alessandrini is a young farmer. She is 34 years old, with the enthusiasm of a child and the wisdom of a woman who has already spent a good chunk of her life. In short, an all-around entrepreneur. With her siblings, Marco, age 38, and Sara, age 23, she is the star of CNA Storie of the Month. They run a family business, Conca D’Oro, in Appignano del Tronto, in the province of Ascoli Piceno. They produce organic extra virgin olive oil as they own thirteen thousand olive trees on fifty hectares of land, with an average annual production of fifteen thousand liters. Some years ago, the Alessandrini family also started an agritourism business, with twelve rooms used as a B&B open to both tourists and workers.
Young passion, and family tradition
“We are all united by this passion,” Alba says. “We continue our family tradition: our father Alessandro inherited the farm from his grandfather. At that time, there were cottages here inhabited by sharecroppers where olive oil, fruit and tobacco were produced. In 1980 my father started planting olive trees in order to turn the production of olive oil 100% organic.” Despite her very young age, Alba is aware of how risky the business of entrepreneurship can be in this field: “Working in an agricultural enterprise means being tenacious, not giving up: knowing that one vintage can be different from another. Passion is needed in every step of the production so our customers can be fully satisfied. In fact, our olive oil is obtained exclusively from our olives. So when they are terminated, we inform our clients.”
Working in a farm means being tenacious, not giving up: knowing that one vintage can be different from another
The family oil mill
The entire process begins and ends here as the Alessandrini family has its own oil mill. “We still carry on the traditional method, with ancient granite millstones, combined with modern centrifugal extraction. Our olive oil is 100% whole and pure, without the use of pesticides. We are keen to emphasize this quality. The mill is company owned, but from September to November we also welcome subcontractors who want to post their olives here.”
The market for Conca D’Oro oil
Conca D’Oro olive oil is mainly sold in Italy. “Abroad, our clients are both families and niche organic restaurants and shops. We are expanding to Germany, Finland, Belgium and recently the United States. While in the near future we are willing to reach more distant markets.” Promotion? “Much of it comes from social media advertising and word of mouth. We also work a lot at local markets where we have the opportunity to meet tourists. Referrals and word of mouth are essential in reaching always new clients.”
The union of young people that makes strength, thanks to CNA
As a young enterpreneur, Alba has found a significant support in the local CNA, connecting with colleagues to discuss challenges and share experiences. “We like the idea of sharing ideas with other young people. CNA unites us instead of making us competitors, and even in difficulties they always try to spur us on. When I get a call from CNA I am always happy!”
CNA unites us instead of making us competitors
