Tell us a bit more about your background and your current work:

Francesco Sereni: I was born in Vignola to a family-producer of Balsamic Vinegar of Modena, so I actually was born and raised in the environment where I also work today. Balsamic Vinegar has always been my passion since I was a child; I used to add some drops of my father’s Balsamic on every single food I found on the table, from spaghetti to eggs, from cheese to meat or even ice-cream. I used to go to elementary school with a little bottle of Balsamic in my backpack, in order to give a little “light” to those cold, tasteless, ugly dishes they used to serve at the school canteen.

Growing up, I was always more [professionally] passionate about football and I started to play professionally very early; my dream was to become a soccer player and I played for Modena football club for eight years. When I finished my studies, I understood that football wasn’t my world, and I slowly started to see Balsamic Vinegar as a potential business for the future. Until that moment, Balsamic Vinegar was only my passion and my favorite food–part of me, but not a business option. Today I take care of sales, quality, and marketing of my family company and try to spread my passion for Balsamic to my customers.

Umberto Sereni: I have managed the hospitality part of our estate for nearly a decade now. I started right after graduating high school, with no prior experience. Like the majority of Italians, I am extremely passionate about food and wine, and I also enjoy taking care of our guests, making their dining experience as pleasant as possible. Our agriturismo is set on one of the highest points of the hills (300m altitude), overlooking the greenery surrounding us at 360º.

We produce Traditional Balsamic Vinegar of Modena D.O.P., Balsamic Vinegar of Modena I.G.P., and a wide range of sweet and sour condiments. We are constantly committed to achieving the highest quality and naturalness of our products, even at the expense of quantity. Our strength lies in controlling the production process from grape to finished product at every single stage. The entire production cycle takes place on our premises, under our watchful eyes, from our own vineyards to the bottling of the finished product, respecting the surrounding nature. 

Why did you choose to stay in Italy?

FS: I decided to stay in Italy because I love the Italian lifestyle, and I love Italian food: I can do whatever I like driving a few minutes from my house. In a few minutes by car I’m in the wonderful city center of Bologna or Modena. I can have an aperitivo in Florence with a one hour drive. I can join a music show in the Arena di Verona within an hour. I can swim in the sea after an hour and a half drive and enjoy a Piadina with squacquerone at the same time. I love wines from Piemonte, and I can visit any winery leaving in the morning and coming back in the night. I could enter any trattoria/restaurant owned by some friends and have a great lunch/dinner with a wonderful bottle of wine coming from a small winery. I travel many times abroad, and I understand how lucky we are only when I touch with my hands other lifestyles.

US: I chose to stay in Italy because, after traveling around the world during my free time, I believe it is the most beautiful and authentic country in the world. I am confident that it offers a lot of opportunities for young people who are willing to work hard. 

What do you see for the future of the food industry in Italy?

FS: I notice that the new generation loves Balsamic Vinegar and they’re looking more and more for fresh, natural, and healthy food and condiments. For this reason I think we have a bright future for the premium Balsamic Vinegar industry. For sure there is a huge amount of work to do in order to spread the culture of Balsamic Vinegar of Modena, promoting uses, recipes, and factory tours. But the purpose is to let them forget the taste of the supermarket’s watery Balsamic, forget the sticky consistency of Balsamic glazes, and start to appreciate real artisanal products.

US: I see a lot of opportunities in the coming years for the food and hospitality business in Italy. I think that it will soon become the principal economy in our country because of the quality of our produce, the strong ideology of “less is more,” and the freshness of buying primarily locally sourced ingredients. Italy offers diverse scenarios from the mountains to the sea, with its unique cultures and traditional values varying from region to region. More and more people from all around the world want to discover and experience the true Italian style, even if just for a week or less.

What are the greatest obstacles and satisfactions that you face working in this country?

FS: The greatest hurdles come from the explanation to consumers that sweetness doesn’t mean “high quality”, that €3 is too cheap for a bottle of real Balsamic, and sometimes we should invest more in what we eat than what we dress. Another great hurdle is the bureaucracy: I’m overtaken by papers! Certifications, documents, declarations, and other useless waste. I wish for a more simple, direct, and understandable bureaucracy, that allows us to work more and better for what really matters.

US: The greatest hurdle I face every day includes managing my team, which consists of nearly 20 people: they are all amazing and very hard-working individuals, however, in hospitality, the working hours are often long, making it challenging for some to remain focused and work efficiently. However, in the end, the guests who come to stay and eat at Agriturismo Acetaia Sereni, visiting our land and discovering the world of Balsamic Vinegar, gift not only myself but all of us a lot of satisfaction; they are always extremely happy and grateful to be with us.