Barilla
06/2025: Packaged, improved, reliable: Italian food company Barilla sets high standards for the quality and service of its suppliers and pursues continuous improvement – particularly when it comes to sustainability. Barilla has enjoyed a successful partnership with Vetropack for many years. Together, the two companies are striving to make glass packaging lighter and increase the proportion of recycled glass.
Pasta, bread, and snacks: Barilla is undoubtedly one of the world’s most recognizable food brands and the global market leader in the pasta segment. Based in Parma, Italy, the company boasts a history spanning more than 140 years. It was established in 1877 by Pietro Barilla senior, who laid the foundations of the business with a small bakery producing bread and pasta. Despite early setbacks, the Barilla family succeeded in building the company. As early as 1910, Barilla embraced industrial production, opening a factory capable of producing around eight metric tons of pasta a day – a significant milestone on the road to the modern food industry. In the decades that followed, Barilla became a pioneer in product quality, brand development and innovation.
Under the leadership of Pietro Barilla (1913—1993), the company placed increasing emphasis on advertising campaigns, packaging design and streamlined production processes. This not only secured a dominant position in the Italian market, but also paved the way for successful expansion across Europe. Today, Barilla employs over 9,000 people, operates 30 production sites worldwide, and owns a number of established brands – including Mulino Bianco, Wasa and Voiello – with a worldwide presence. Initiatives such as the Academia Barilla, founded in 2004, and the Barilla Center for Food & Nutrition, launched in 2009, underscore the company’s long-term commitment to sustainable food and packaging solutions.
Less material, more quality
At the heart of Barilla’s philosophy is the company’s declared purpose: “The joy of food for a better life.”Making no compromises on quality and ensuring comprehensive protection for consumers are among Barilla‘s core values. Guglielmo Bozano, who has been with the company since 1997 and involved in packaging procurement since 2000, explains what this means in practice: “We select materials very carefully and we reduce the packaging materials – from cardboard to plastics and glass – to what is absolutely necessary. This allows us to save valuable resources while continuing to package high-quality food in high-quality packaging. And we’re always looking for ways to continue improving and innovating.” Glass packaging is primarily used for pesto varieties and sauces – and here too, Barilla is committed to continuous improvement. The partnership with Vetropack plays a key role in this. The two companies were already collaborating when Bozano began sourcing glass. “We have high standards when it comes to quality and service. And we expect our partners to provide us with expert support in the development of new packaging,” he says.
«Vetropack has always been a trustworthy partner.»
When optimizing glass packaging, Bozano focuses on two key aspects: reducing material usage and increasing the proportion of recycled glass. “When we develop a new jar, we first try to anticipate potential issues. Drawing on the experience of our suppliers as well as our own teams, we can then implement targeted improvements. In the case of the 400-gram jar, for sauces, we achieved a straightforward weight reduction by ten percent after around five years. This was in 2016/17.”
Another successful project was the development of a 525-gram jar, again in collaboration with Vetropack. “From the outset, Vetropack identified the right shape. The glass has shown no weaknesses or breakage issues. This clearly demonstrates Vetropack’s expertise,” Bozano explains. He particularly values the cultural alignment between the two companies: “As family-owned businesses, we share the same mindset. For me, openness and working together on equal terms are essential – and this works seamlessly with Vetropack.”
Recycled glass: the packaging of the future
Looking ahead, Barilla intends to further increase the proportion of recycled glass in its packaging. “Initially, we used the classic transparent flint jar. During a visit to a supplier, I noticed jars with a slight tint. That sparked my curiosity. After thorough studies and collaboration with marketing, the benefits became clear. We are still working on it today. I have always believed that the future lies in using more and more recycled glass,” Bozano says.
Barilla continues to focus on growth
In today’s market environment, Barilla faces intense competitive pressure. The company’s strategy includes clear targets for each business unit over the next three to ten years, with a strong focus on increasing efficiency and optimizing costs. For sauces and pestos, the priority continues to be expansion into new markets. At the same time, expectations around supply chains and sustainability are rising. In fact, Barilla has launched concrete initiatives to make its production increasingly sustainable. Over the past three years, it has tripled the power of photovoltaic systems at its Italian factories, for selfgeneration of renewable electricity – and plans to triple it again by 2026. Reducing emissions, improving energy efficiency, and increasing production independence are just some of the commitments made by Barilla, supported by concrete actions outlined in its Science Based Target initiatives (SBTi) plan. Sustainability is at the heart of Barilla’s strategy and the company is set to continue growing. To support this growth, its successful partnership with Vetropack could be further expanded in the future.
