The story of the Alberti family began far back, in 1906, founded on the values of territory, quality and tradition; values that were destined to shape the tastes and the identity of entire generations.
 

FAMILY

The Alberti family has a deep-rooted entrepreneurial spirit that dates as far back as the early 1700s with farming, milling, textiles and commerce.

The Alberti company was founded by Luigi Alberti in 1875 in the nearby town of Fagagna, in Via Porta Ferrea, for the “trading of colonial imports, cereals, spices, cured meats and wines”.

In 1906, Osvaldo Alberti (Luigi’s son), moved to San Daniele del Friuli after realising that trade was organised better there, and expanded the business.

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The early years of the 20th century

At the time, in light of the war from 1914 to 1918, merchants played a vitally important role, also because money was scarce and was often substituted by barter. In practice, Osvaldo managed to supply basic necessities both wholesale and retail, but with no money circulating, he accepted farmed produce of equal value, such as grain, timber and livestock. Gradually, these exchanges grew, developing into a profitable exchange of poultry, pigs, cattle and other goods and serving as a renowned centre of commerce for the entire hill area.

The Thirties and Forties

In the wake of the 1929 crisis, the company suffered grave difficulties, but Osvaldo held on to control of the business despite the almost total absence of commercial transactions due to the ongoing effects of the First World War.

In the 1930s and ‘40s, trade in the city became increasingly specific, focusing on the pork sector, to the extent that it became known as the “San Daniele Market”, and it was in this period that Osvaldo organised the processing of pork-related products, making particular use of thighs from the “black pigs” from the nearby town of Fagagna.

Osvaldo and his wife, Anna Vidoni, had three children: two girls, Maria and Teresa, and a boy, Napoleone.
The two daughters married and left San Daniele, while Napoleone Alberti was called up to fight in the Second World War and was held prisoner for 7 long years.

The birth of La Casa del Prosciutto

On his release, Napoleone met his future wife, Caterina Castellani, who at the time worked both on the family farm in the nearby hamlet of Cimano and at the traditional Moretti Tavern in the centre of San Daniele. Caterina and Napoleone married in 1951. Recognising the commercial acumen and drive of his daughter-in-law Caterina, in 1954 Osvaldo decided to put his trust in her and hand over control of the company, also because in the meantime, his son Napoleone had decided to take up a different trade that, at the time, was “safe”; a duty collector.

Over the decades that followed, Caterina Castellani made considerable improvements to the family business, and also decided to purchase a number of properties to use in order to comply with the regulations that, in the meantime, were becoming increasingly stringent.
The cellars were expanded in the Sixties, providing increased ageing capacity.

In 1963 the business was enhanced with the creation and the registering of the brand “La Casa del Prosciutto”. 

Napoleone Alberti played an important role as guarantor, and while continuing his work as a duty collector, he also managed to provide considerable practical and financial support to his wife Caterina.

The Seventies were a fateful period, with the earthquake unfortunately causing considerable damage to company property, to the extent that a number of sectors had to be demolished. Despite these considerable hardships, Caterina Castellani decided to carry out these operations immediately, in order to be able to open the shop, the tavern and the Prosciutto factory as soon as possible, and earning a Golden Medal from the Chamber of Commerce of Udine and Pordenone in 1979 for the exemplary initiative in rebuilding the company in the wake of the 1976 earthquake.

In 1983, Carlo Alberti officially joined the ranks when he turned 18 and was registered in the family business.
In 1988 a new partnership, “La Casa del Prosciutto Snc”, was established, with Caterina Castellani and Carlo Alberti as partners. 

In the Nineties, in the wake of significant construction and technological modernisation works, La Casa del Prosciutto Snc was further optimised, bringing annual production to approximately 10,000 items. 
In 1997, Napoleone Alberti died due to serious illness.

The new millennium

After the turn of the new century, Caterina Castellani began to suffer a series of health complications that gradually saw her contribution to company strategy diminish.
In 2013 it was decided to stipulate a family agreement to allow Carlo Alberti to continue managing the company on his own and to buy out his sister Anna in order to avoid any future hereditary disputes.
On 3 June 2014, the decision was taken to transform the company from a partnership (snc) to a private limited company (S.r.l.), named Alberti S.r.l., with sole shareholder.
This period saw Carlo’s wife, Moira, and their two children, Marco and Luca, join the company.

Marco, born in 1997, took a bachelor’s degree course in Business and Intercultural Management at the University of Villach in Austria, to then return to Italy and continue his studies with an EMBA (Executive Master in Business Administration) at the University of Udine.
Luca, born in 1999, earned a degree in Sciences and Culture of Gastronomy and Food Services at the University of Padua. To further his knowledge of gastronomy related subjects, he then chose a Master in Culinary and Gastronomic Arts at the Accademia delle Professioni in Noventa Padovana.

Despite their studies, both continued to play an active and direct role in the company, sharing the duties of administration and sales management (Marco) and production and culinary management (Luca).
 

Now, Marco and Luca represent the fifth generation, and we cannot wait to see this journey continue, following the traditions and the secrets handed down from generation to generation.
Ours is much more than simply Prosciutto; it is a culinary work of art that encapsulates all our family’s love for its own history.

TERRITORY

We have remained true to our roots since 1906, keeping the location of our company in the heart of San Daniele del Friuli. We have resisted the temptation to move to the industrial area, and we are now the only producers to have remained right in the heart of the historical centre, where the history of Prosciutto began.

The decision to remain in this privileged position is by no means accidental, but rather a reflection of our intention to preserve the authentic and artisan flavour of our product.

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Situated at 250 metres above sea level, we enjoy a unique microclimate, one that is ideal for the natural ageing of our hams. Here, high up on the hill, there is a constant breeze created by the warm winds rising from the Adriatic sea meeting the cold winds blowing down from the Alps. This microclimate is further enhanced by the right percentage of humidity in the air, which is generously provided by the Tagliamento river, which flows at the feet of the moraine hill of San Daniele. This balance of wind, temperature and humidity creates the perfect environment for natural ageing.

In this extraordinary setting, whenever possible, we leave the windows open to allow our hams to mature slowly, developing their unmistakable flavour day after day.

This is why Prosciutto Alberti is more than just a food product; it is a journey through our land, a celebration of the authentic flavours that can only be created here, in the heart of San Daniele del Friuli.
We are now proud to be able to offer a part of Friuli to the entire world.

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For us, quality represents the perfect combination of tradition and innovation. 
 

In fact, although we use technology to assess the product during processing, we maintain our artisan roots by carrying out every stage of production by hand, just like we used to. 
We personally handle every stage of production.

Everything begins with the scrupulous selection of fresh thighs from local breeders with whom we have a long-term relationship.

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The promotion of the local supply chain is extremely important for us, and in fact we select meat of the highest quality from local breeders that respect animal welfare.
From here, every stage of the process is carried out by hand, in accordance with ancient techniques handed down from generation to generation.
The result of this scrupulous process is a product of unmatched quality, characterised by an authentic flavour that only artisan methods can guarantee.
This family commitment to artisan processes is also reflected in distribution; the precious result of our efforts is not to be found in large-scale retail, but rather is sold directly to the customer from the San Daniele sales outlet or home delivered.
The decision to maintain direct contact with our customers is an expression of our desire to offer a unique experience reserved exclusively for those who appreciate the value of a product that is an expression of the history and the passion of our family.

Respect for tradition has always been a cornerstone of every business decision.

We have grown up enveloped by the fragrances of Prosciutto-making, in direct contact with the value of the sacrifices made by those who came before us. 

Ever since we were little, we were taught that, for the Alberti family, Prosciutto is not just food; it is an art handed down from generation to generation with passion and devotion. For us, respect for tradition is more than a value, it is a way of life. 
It is the common thread that binds our past to our present, guaranteeing the quality and the authenticity of our produce. 

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Every slice of Prosciutto that leaves our hands is a celebration of our history and our commitment to preserving the traditions that have made us who we are.
Tradition is the common thread that binds our past to our present, guaranteeing the quality and the authenticity of our produce. The Alberti family has a long business history that started in the beginning of the 1700s, and since 1906, when the company moved to San Daniele, respect for tradition is a vital value that has always guided every single business decision.
We continue to carry out every stage of production by hand, as we always have, with the result that Prosciutto Alberti is not just food; it is an art handed down from generation to generation with passion and devotion.

AWARDS AND RECOGNITION

Over the years, our efforts have been rewarded with a number of extremely significant awards that make us truly proud of our past, while at the same time encouraging us to look to the future with a growing sense of responsibility to carry forward our values.

In 1979 Caterina was awarded a Gold Medal by the Chamber of Commerce of Udine and Pordenone for the exemplary initiative taken in rebuilding the company following the earthquake of 1976.

On 21 December 2021, Alberti S.r.l. received approval from the Food and Farming Cluster FVG for the issuing of the “IO SONO FVG” brand.

On 18 February 2022 the Ministry for Economic Development included the Alberti family’s La Casa del Prosciutto in the Register of Historical Brands of National Interest, a prestigious form of recognition that bears witness to how the company has managed and will undoubtedly continue to manage to promote the culture of excellence, sustainability and the “history” of enterprise in Friuli and Made-in-Italy quality.

On 10 October 2022 the President of the Chamber of Commerce of Udine and Pordenone granted the diploma of merit with a gold medal to Alberti S.r.l. “La Casa del Prosciutto” for its special financial performance and its development, which was collected by Carlo Alberti.

On 15 December 2023, Alberti S.r.l. with sole shareholder was enrolled by the national organisation Unioncamere in the Register of Historical Italian Companies (RIS), a form of recognition reserved for businesses that have seen uninterrupted activity in the same commercial sector for a period of at least 100 years, and that have managed to hand down to successive generations their priceless heritage of skill and knowledge.