Distant 30 km from Cariati: A story within a story that has its roots, real and metaphorical, in the beautiful land of Calabria. A saga that of the Amarelli’s of Rossano, which began around the year 1000 and went on for centuries between the Crusades; intellectual engagement in agriculture and family feuds.
Around 1500 the great idea to market underground branches of a plant that grew in abundance in the estate: that of licorice. In 1731, in order to maximise the value of use of this typical Ionian coast product , the Amarelli’s gave birth to a proto-industrial system, called the "keystone" to transform into juice , the roots of this beneficial plant. After more than three centuries “ Amarelli”, which is part of the exclusive association "Les Henokiens" consists of 38 bicentennial family business’ around the world that still produce - with modern technology and traditional craftsmanship. To tell this unique story, the family has opened in the former antcient headquarters, the Museum of Licorice "Giorgio Amarelli" awarded with the" Guggenheim Business and Culture prize" and celebrated by the Italian Post with a series of stamps with theme "The Italian artistic and cultural heritage", issuing 3,500,000 copies.
Visitors can discover, between objects and labels of the past a work and life experience that extends in time knowing how to adapt to its future.
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