La storia della Tre Mori di Tolentino
The history of Tre Mori, Tolentino
The history of Tre Mori, Tolentino is a perfect example of the lively entrepreneurial scene of the Marche Region.
The firm goes back to 1951, the year in which Nello Lucentini decided to embark personally on turning the tables and making a comeback despite the great economic, political and social difficulties of post war Italy.
His childhood memory of the aroma of barley coffee filling the homes of the Italians in the early morning motivated him into starting his barley roasting business in his own home using a small 15kg roaster.
Even if by this time industrial farming had led to the abandoning of many types of ancient grains to make way for agricultural crops that were poorer nutritionally but more profitable, right from the start he was committed to saving the hulless barley variety which he had known since he was a child.
Hulless Barley, also known as Pharaoh Barley or naked barley, is a minor cereal but one that is extremely useful for maintaining biodiversity. During harvesting it loses its loosely attached outer hull and is therefore more digestible. It also has structurally higher protein content and soluble fibres like beta-glucans.
Nello Lucentini’s enthusiasm for this fine cereal variety and his perseverance over the years to preserve it has led to its rediscovery.
After ten years of strenuous effort he achieved his aim, his business was up and running so he could dedicate his time to making his Hulless Barley known and enjoyed throughout the Marche Region. In a bid to further strengthen the link between his product and tradition, he added pure anise seeds to the barley and so created his first two high quality products:
Roasted and Ground Hulless Barley and Roasted and Ground Hulless Barley with Anise
symbols of the excellence of the Tre Mori brand, already produced organically in the early 80s. Right from the start Tre Mori has believed in and striven for this certification which at that time was only for niche products. Their project aimed at the valorization of biodiversity, the use of non GMO seeds and above all at organic and sustainable agriculture.
Nello’s beloved Caroline was a keen confectioner and at the end of the 70s with her practical help and support he decided that along with his barley products he would add almond nougat made using an old ‘master’ confectioner’s recipe.
Small wholesalers and grocers were Tre Mori’s main clients but commerce was gradually evolving and the retail outlets of organized large-scale distribution were on the increase. It was in this period that Tre Mori decided to join this new commercial vortex which gave them the opportunity to enter the national market.
Having made this decision, TRE MORI threw off the guise of the small roasting company and started down the road of expanding production, equipping itself with a new 60kg roaster and new packaging machinery.
Years passed and the company grew as did the sales and there began a process of renovation of the company structure which included Nello’s daughter, Elisabetta Lucentini, joining the firm, the symbol of the new generation.
With Elisabetta in the firm, in the mid 90s came the decision to put up a modern building that would be able to cope with the ever increasing growth of production. A new 300kg methane roaster was bought and new packaging lines more suitable for the modern range of products were gradually developed.
The company has continued to be ready to meet and anticipate market demand, creating new products that are ideal for modern consumers who are increasingly health and fitness conscious. But it remains one of the few companies to use Hulless Barley for all its roasted products, monitoring the sowing and the production in all the phases of the supply chain so as to provide its consumers with a product that is guaranteed, traced and certified. .
By adding all the properties of Hulless Barley to beneficial nutritious substances and medicinal herbs, we have created new ranges of products that offer more versatility and meet the new needs of the market.
The interest in spices and medicinal herbs has led the firm in a new direction, towards herbal, functional and organic teas to create the new line of digestive, purifying, relaxing and anti-inflammatory infusions.
Over time the great interest in confectionery has grown so that as well as continuing with the original nougat, the company has diversified with increasingly unusual nougat and with various fillings but which maintain, as with all the other lines, the goodness, quality and taste of 100% artisan products that are 100% Italian.
Combining the love of confectionery with the ongoing research for new dynamic products that are at the same time functional, natural and healthy, in the last year the new line of FUNCTIONAL ORGANIC BARS has been launched on the market made with nuts, seeds and fruit or chocolate without the addition of artificial flavours, colouring or preservatives. They are healthy, tasty and entirely natural products.