Longarone, November 21, 2022 – A recognition of authenticity and Made in Italy craftsmanship, honoring a family whose story is intertwined with the history of both artisan gelato and Italy itself. MIG 2022 will award the Giolitti family, who have made history not only in the world of artisan gelato but also in the broader narrative of the country. Now in its fifth generation, the family continues to run its historic gelateria in the heart of Rome, just steps away from the Chamber of Deputies and Palazzo Chigi. The family has exported the Italian taste and flavor worldwide. This legacy will be celebrated when Nazzareno Giolitti, head of the fourth generation of gelato makers, receives the award on Wednesday, November 30 at 3:00 PM.
The Giolitti Family Legacy
The Giolitti family's story is one that runs parallel to some of Italy's most pivotal historical events. It all began in 1848-1849 with a journey. The Giolitti family, originally from Piedmont, followed the French troops of Louis Napoleon Bonaparte, who were summoned by Pope Pius IX to recapture Rome after the exile of the Pope to Gaeta. These were the months of the Second Roman Republic and revolutionary uprisings. Giuseppe Giolitti, the patriarch, owned dairy cows and supplied the soldiers with cream, butter, and other dairy products—a pioneering catering service that reflected the family's foresight.
As the French forces helped the Pope regain control of Rome, Giuseppe's expertise in managing livestock led him to work for noble Roman families. A subsequent injury forced him to change his profession, and he opened a dairy shop at Salita del Grillo, close to the Roman Forum. Over the years, the business flourished, and Giuseppe expanded, adding milk collection from surrounding farms. He also innovated with his first form of advertising: he placed his children outside the shop, holding cups of milk. Their chubby faces, symbolizing well-being, sparked word-of-mouth about the high-quality dairy products, which initially consisted of butter and cream.
Gelato made its first appearance in 1905 with the second generation. Nazzareno Giolitti, Giuseppe's son (one of the children featured in the milk advertisements), opened a second dairy shop in Testaccio, which included a bar service. This was when the family began producing gelato. The flavors were simple yet authentic, and they proved immensely popular. By 1930, Nazzareno decided to leave the Testaccio location to his brother Angelino and opened the historic store at Via degli Uffici del Vicario, in the heart of Rome, just 20 meters from Monte Citorio. This location remains the iconic home of Giolitti, as well as a symbol of authentic Roman artisan gelato.
The Third Generation: Expansion and Celebrity Appeal
With the third generation, represented by Silvano Giolitti and his wife Silvana, the gelateria grew even further. They opened a second location in the Eur district and transformed the quality dairy products into exceptional gelato, famous even among American actors visiting the city during the era of "La Dolce Vita." After all, what better dessert than Giolitti's gelato during Rome's golden years?
This marked the beginning of a global expansion. The fourth generation, led by Silvano’s children—Nazzareno, Margherita, and Giovanna—spread the Giolitti name worldwide. While the flagship store remained in Via degli Uffici del Vicario, they opened gelaterias in Denmark, Sweden, the United States, Istanbul, Dubai, Kuwait City, South Korea, and Japan. In fact, Tokyo will soon open the third Giolitti location.
A “Pilgrimage” for Hollywood Stars
Meanwhile, three generations continue to work side by side in Rome: Silvana, still vibrant and active; Nazzareno, Giovanna, and Margherita; and the next generation, including Silvano and Fabiola (Nazzareno's children), Benedetta and Beatrice (Giovanna's daughters), and Andrea and Francesca (Margherita's children). The Giolitti gelateria has become well-known even beyond Italy’s borders. The gelateria, located in the heart of Rome, is a popular “pilgrimage” destination for Hollywood stars, thanks to its role in the classic film Roman Holiday. In the famous movie, Gregory Peck and Audrey Hepburn are seen enjoying Giolitti gelato, with Silvano delivering it by bicycle directly to the set. "Since then," says Nazzareno, "every year, famous actors come to enjoy our gelato. From Dustin Hoffman to Michael Keaton, and recently Sylvester Stallone."
The Award
The history of Giolitti gelato is far from over. The family continues to push forward, achieving new milestones while staying true to the artisan expertise that has made them a global success. This is precisely what will be celebrated at MIG 2022 in Longarone. On Wednesday, November 30 at 3:00 PM, the Giolitti family will receive the prestigious "Mastri Gelatieri" award, a recognition of their contribution to gelato as a symbol of Italian excellence.