The first records date back to 1605, when Giuseppe and Francesco Maria Giusti were included in the register of sausage and lard makers of the Duke of Este. The latter was eager to record, for the first time, the businesses located in Modena, the new capital of his duchy, which had just ‘lost’ Ferrara. Since then, many generations (we think 15) have followed one another at the helm of what for 400 years remained an excellent and lustrous ‘Deli’ that sold products of extremely high quality, including its pride and joy, Balsamic Vinegar of Modena, made in the attics of the same building, which was also the family home.
Lulls alternated with strong bursts of activity, like the late 1800s, when Pietro e Giuseppe Giusti took their Balsamic Vinegar to 9 Italian expositions and 5 international ones: Vienna in 1873, the 1889 exposition in Paris, Antwerp, Brussels and again Paris in 1900. The public and juries of these fairs decided on its quality and recognition with certificates and medals still proudly on display in our museum. Finally, it obtained the “Patent of the Royal House of Savoy” as the exclusive supplier to the King of Italy in 1929.
Throughout this period, century-old barrels and casks kept on sitting in the attic, where premium quality balsamic vinegars matured and aged. A ‘commercial’ bottle was first designed in the early 1900s, with the Belle Époque in full swing. With its Art Nouveau label, it went on to define the identity that still represents us today.
It remained a deli with an outstanding product that was already gaining appreciation abroad. Up until 1989, when my father decided to help ‘uncle Giuseppe’, with no children of his own who could keep on running the shop, turn balsamic vinegar into the first small business.
In 2005, after eight years as a consultant at Accenture, following a proposal from my father who “wanted to pass on the reins to someone young to breathe new life into the company”, I decided to join and try to take on the challenge of starting from a small firm to create a successful model.