In the heart of the Abruzzo region, nestling amid hills and mountains, you will find the Azienda Agricola Genuina ("Genuina Farm"), now being run by the third generation of a family that feels unadulterated love for the land. Here in the countryside of Castelnuovo Vomano, the combination of wheat, oil and water gives rise to the natural expression of what is very much a symbol of Italy, right around the world: Pizza, with a proud capital "P".

Certified organic since 1996, the farm's produce makes the most of the natural fertility of the soil, which we exploit through very limited mechanical interventions, avoiding the use of synthetic products and genetically modified organisms (GMOs), while promoting the biodiversity of the environment. We devote a great deal of attention to reducing the amount of carbon dioxide emitted by our operations. Our laboratory was designed and constructed using heat-insulating materials, and on the top of it we have installed a photovoltaic plant and an LED lighting system. The laboratory is located in the heart of the farm, surrounded by the crops that provide the ingredients for our dough, which – together with the water of the Gran Sasso – is used to make Pizza Genuina. Our master pizza chef, Gianni Pompetti, winner of the Pizza in Pala (rectangular/square pizza) and Gluten-free Pizza World Championship, has conceived, designed and created – together with a team of pizza-industry engineers and technical professionals – a wealth of original and innovative solutions for the setting up of the laboratory and the construction of equipment geared towards ensuring the high quality of the finished product.

Indeed, consistent high quality is achieved thanks also to a system for the continuous control and monitoring of humidity and temperature, which flags up any variations. The original recipe put together by our master pizza chef, the use of highest-quality ingredients and the monitoring of the end-to-end processes, from leavening to storage, produce what is an unrivalled pizza base – a product that is as fragrant as if it had just come out of the oven. Speed, quality and taste…together at last.