The 5 generations of the Alberti Family: one story, four proverbs

The Alberti Family story is not just a business chronicle, but a journey into Friulian culture. From 1875 to today, five generations have passed down a heritage of values, hard work, and artisanal knowledge that has made La Casa del Prosciutto – Alberti 1906 a reference in Italy and around the world.

We decided to tell this story through the voices of its main characters and their most used proverbs, of course in Friulano, which has always been the identity language of our territory.

Ancient words that preserve wisdom and that, like the aging of prosciutto, have endured through time without losing their flavor.

First generation: Luigi Alberti

In 1875, Luigi Alberti started a business in Fagagna trading colonial goods, cereals, spices, cured meats, and wines. In 1906, his son Osvaldo moved the company to San Daniele del Friuli, recognizing its commercial potential and introducing a food transport service with horse-drawn carts.

The proverb that best represents the sacrifices of these years is: “Il pan di paron al à siet crostes.” (The master’s bread has seven crusts.)

Working for others is always more exhausting than working for yourself. Luigi knew this well: every step forward meant sacrifice, effort, and the courage of someone unafraid to break “seven crusts” to build something solid.

Second generation: Osvaldo Alberti

The 1929 crisis and the difficulties of the post-war period did not stop Osvaldo, Luigi’s son. In the 1930s, he chose to focus entirely on pigs, particularly on the legs of the black pigs from Fagagna, laying the foundations for San Daniele ham.

The proverb that accompanies him is: “A maridâsi si sta ben un mês, a copâ il purcît si sta ben un an.” (Marriage is enjoyable for a month, but slaughtering the pig brings happiness for a year.)

The meaning is clear: joy is fleeting, but concrete and tangible things – like aged meat or sausages that provide well-being for months – have a more lasting value. From this philosophy arose the idea of transforming pig legs into a high-quality product: aged raw ham.

Third generation: Napoleone and Caterina

After World War II and a long captivity, Napoleone Alberti returned to San Daniele. But it was his wife, Caterina Castellani, who gave the turning point to the business: from the 1950s, she led the company, expanded the cellars, and transformed the osteria into a tasting venue exclusively dedicated to prosciutto crudo.

“Ogni mês si fâs la lune, ogni dì si ’mpare une.” (Every month the moon is made, and every day one learns something new.)

Caterina was able to learn a difficult trade from scratch, adapt, and reinvent herself, becoming the beating heart of the family. She managed to build such an important company that her husband’s father left it to her as an inheritance. Just as the proverb teaches, each day brought a lesson: Caterina showed that those willing to learn and take initiative can grow and build something that endures over time.

Fourth generation: Carlo

In the 1970s, together with Carlo Alberti and his sister Anna, the brand “La Casa del Prosciutto” was officially born, inspired by a customer who felt at home.

Immediately after the 1976 earthquake, his mother Caterina rebuilt and revitalized the business, earning the Gold Medal from the Chamber of Commerce. In the 1980s, Carlo became a permanent part of the company, launching a modern production facility in the heart of San Daniele.

Here we find a proverb that became a life philosophy: “Miôr vue che doman.” (Better today than tomorrow.)

Do not postpone until tomorrow what you can do today: Carlo proved this by taking full control of the prosciutto factory at just 18 years old, building it on the basis of his forward-thinking ideas and carrying out significant investments with determination, which still make this facility an example of technological evolution for the entire San Daniele ham production sector.

Fifth generation: Marco and Luca

Since 1997 with Marco, and since 1999 with Luca, the family story has found new energy. With studies in economics, gastronomy, and management, the two brothers have brought innovation and an international vision, while remaining faithful to their roots.

In recent years, important milestones have been achieved: from the recognition as a Historic Brand of National Interest in 2023, to registration in the Register of Historic Companies in 2024.

This is the new phase of the family business: a tradition looking to the future, with the same determination that has accompanied the Alberti family for almost 120 years.