Turning Italian Tradition into European Taste
Interview with Luigi Bravi, President and Owner
Flatbreads, soft sandwich loaves and pre-baked focaccias – once traditional staples of Italian cuisine, today they are part of a booming European bakery sector driven by quality, convenience and innovation. One company that has embraced and helped shape this transformation from the start is Orva S.p.A. Founded in Italy’s Emilia-Romagna region in 1979, the family-owned business has grown from a regional distributor into one of Europe’s most dynamic private label producers of baked goods. With a broad product portfolio, state-of-the-art production and a clear commitment to sustainability, Orva is now positioned at the forefront of the European food market.
European Business: Mr. Bravi, could you give us an overview of how the company has evolved since its founding?
Luigi Bravi: Orva was established in 1979 as a food distribution center. Initially, we focused on marketing products from various Italian manufacturers. In the 1990s, I introduced a shift towards industrial production. We started with the traditional Piadina Romagnola and gradually expanded into other types of flatbreads and soft bakery items. In 2002, I acquired 100% of the company’s shares, which allowed me to implement my own strategic vision without compromise. Since then, Orva has undergone continuous transformation – always guided by the goal of staying one step ahead of the market.
European Business: How would you describe the company’s structure and facilities today?
Luigi Bravi: Our headquarters is located in Bagnacavallo, near Ravenna. In addition, we operate three production sites in Emilia-Romagna – two in Bagnacavallo and one in Misano. These are state-of-the-art facilities equipped with modern baking lines and fully integrated logistics systems. We currently employ over 400 people, 70% of whom are women, with a relatively young average age.
European Business: What is your current market footprint?
Luigi Bravi: While the Italian market remains important, internationalization is progressing rapidly. Our export share rose from 7% in 2023 to 25% in 2024, and we expect it to reach 40% by the end of this year.
For 2026, we are targeting over 50%. Our focus is entirely on the European market, where we already serve countries such as Germany, Austria, Sweden, Norway and Poland. Demand for high-quality bakery products is strong – especially in the private label segment, which is our core business.
European Business: What characterizes your product range?
Luigi Bravi: We offer a broad assortment of baked goods – from traditional piadina to soft sandwich loaves, wraps and bauletti (soft bread). A particular success story is our pinsa, a pre-baked, stone-oven product with double leavening. It’s highly digestible, versatile, and aligns well with the fast-moving lifestyles of today’s consumers. We’re also strong in organic, whole-grain and clean-label products. Thanks to modified atmosphere packaging, many of our items can be stored outside refrigeration, which adds flexibility for our retail partners.
European Business: Are your customers exclusively B2B?
Luigi Bravi: Yes, we produce almost exclusively for private label customers – primarily large European retail chains and discounters. In addition to direct contracts, we work with specialized importers and distributors across different markets. What matters most to our clients is a high level of service, consistent product quality and reliable delivery – even during seasonal promotions when order volumes can increase significantly.
European Business: In a competitive private label environment, how do you ensure that Orva stands out from other suppliers?
Luigi Bravi: We differentiate ourselves through three key factors: quality, price and – most importantly – service. The latter means delivering exactly what the client needs, exactly when they need it. This requires a flexible, responsive production setup and a team that understands the dynamics of retail logistics. Our strength lies in our ability to scale quickly, launch new products fast, and maintain high quality across all volumes. In this sense, we’re not just a supplier – we’re a partner.
European Business: Let’s talk about sustainability – what are your priorities in this area?
Luigi Bravi: At Orva, sustainability rests on two pillars: environmental responsibility and social commitment. We’ve installed solar panels, implemented heat recovery systems, and our facilities emit only water vapour – no harmful substances. We’re also shifting to biodegradable packaging. On the social side, we support both employees and the wider community. After recent regional floods, we created a fund to help affected families, including our staff. For us, a company must do more than make profit – it must create value for society.
European Business: What are your strategic goals for the coming years?
Luigi Bravi: Our aim is to achieve growth of around 15% per year over the next three years. This includes expanding our production capacity and possibly acquiring complementary businesses. We want to consolidate our leadership in pinsa production in Europe and continue innovating across our entire product portfolio. Orva has always been about evolution – and the next chapter will be no exception.