ST. LOUIS – Fourth-generation owned and operated producer of specialty cured meats, Volpi Foods, announced on March 3 it will update its website and packaging. Volpi intends to bring to life the family’s cured and crafted brand and highlight the dedication to heritage and quality with the new look. In the coming weeks customers will start seeing the new branding in grocery stores across the country.

“We have been developing this new look for our brand over the last few years,” said Lorenza Pasetti, chief executive officer of Volpi. “It emphasizes our family history and dedication to quality and speaks to long-time Volpi customers, as well as the new audience of charcuterie consumers who may be trying our products for the first time. Volpi Foods has been family cured and crafted since 1902. We work closely with local farms to source all-natural ingredients that are always fresh and never frozen. We utilize family recipes passed down through generations and a proven small batch process for a delicious taste experience. In order to convey each message through our packaging, we have developed new icon markers, to communicate these fundamental pillars of our brand in an easy to digest, approachable way for all shoppers.”

The new packaging will feature a blue color and use icons to call out all-natural ingredients, small batch and slow-aged processes, products with no nitrates or nitrites added and gluten-free. The company will also showcase its Volpi’s Raised Responsibly initiative to source fresh pork from the Midwest, raised with no steroids ever, no gestation crates and fed a primarily vegetarian diet on the new packaging.

Volpi will use its new, signature, paper-based, Eco Pack packaging launched in 2020 to designate award winners through product icons. The eco-packaging uses 70% less plastic than standard deli packs. Other heritage icons printed on the upgraded packaging include the vintage delivery truck, a reference to the iconic truck that St. Louis locals have associated with the brand since the early 1930s.

Volpi’s new branding and website aims to appeal to a wide base of consumers wishing to explore dry-cured meats. Volpi products are now available in select Trader Joes, Publix, Schnucks, Dierbergs, Hy-Vee, Albertsons and Sprouts stores throughout the United States.