Rubbiano Bakery: our longest-running plant celebrates 60 years of crunchy goodness
20 October 2025
Some gestures stand the test of time and remain unchanged, even as the hands performing them change. Whether it’s enjoying our favourite rusks for breakfast, nibbling on a bread stick during a break, or adding a touch of breadcrumbs to give a dish that perfect crunch…
for us, since 1965, these simple daily rituals have all originated in the same place: the Rubbiano bakery, the longest-running plant in our Group, which this year celebrates 60 years of history. It’s here that the rusks enjoyed by our parents and grandparents first came to life, the very same ones that are still baked fresh every day and delivered to our tables.
That’s why we’re especially proud to celebrate the 60-year anniversary of the Rubbiano bakery plant: because it’s a milestone we share with thousands of families who, year after year, continue to recognise the same goodness and quality in our products.
THE BIRTH OF A CRUNCHY DREAM
1963. On a Sunday like any other, during a leisurely bike ride, Pietro Barilla found himself passing through Rubbiano di Solignano, a small village just 30 kilometres from Parma. It was love at first sight. At the height of Italy’s post-war economic boom, brothers Gianni and Pietro Barilla thus decided to sign an agreement with the Solignano Municipal Administration, setting in motion an ambitious vision: to build a new factory that would shape both the future of our company and that of the local community.
Thanks to the dedication of a tight-knit team, the project quickly took shape and, in 1965, our very first bakery dedicated to the production of baked goods was born in Rubbiano. Within just five years, it was employing nearly 200 people, becoming a true engine of growth for the local economy.
At that time, many farming families were leaving the countryside in search of better opportunities. They brought with them a wealth of energy and ambition, which found fertile ground in Rubbiano, transforming the factory into a community. It was the perfect blend of people, place and entrepreneurial vision, a combination that set in motion a journey of progress that continues to this day.
A SNAPSHOT OF RUBBIANO IN FIGURES
2025. Rubbiano marks its 60th anniversary with the same forward-looking energy that defined its beginnings. Today, the factory spans 136,000 square metres: a true production powerhouse driven by 8 specialised lines and the work of more than 200 people.
Here, 16 original recipes are brought to life every day, with a production capacity of up to 53,000 tonnes a year. To truly appreciate the commitment needed to achieve these figures, consider this: every single ingredient goes through more than 100 quality checks before it even enters production.
Inside the Rubbiano bakery, technology and human expertise work hand in hand. While artificial intelligence helps detect imperfections and maintain consistency, during key stages like dough preparation, the skilled hands and discerning eyes of our people remain absolutely essential. Because at Rubbiano, quality is still defined by a delicate balance between innovation and craftsmanship.
FROM RUSKS TO PANGRÌ
The history of Rubbiano is inextricably linked to the history of its products. For sixty years, the treats crafted inside this factory have been a part of daily life for millions of families. Among them, Mulino Bianco rusks hold a special place of honour as an icon of the Italian breakfast, perfect for dunking or spreading with a thin layer of jam.
Every year, Rubbiano produces around two billion rusks, thanks to a process that’s as precise as it is fascinating: 16 hours of production, a 200-metre-long line affectionately known as "the rusk motorway", and that perfect blend of advanced technology and human know-how.
The result is a perfectly crisp, crumbly slice, sturdy enough to hold even the most generous spoonful of jam without falling apart. And of course, we can’t forget our Breadcrumbs and bread sticks, including the beloved Pangrì. With their rustic look and rich, hearty texture, they bring a touch of irresistible goodness to every meal and snack — always ready to be crunched into.
INNOVATION AND SUSTAINABILITY, WITH AN EYE TO THE FUTURE
But the Rubbiano journey doesn’t end here. Over the past ten years, in preparation for the future, we have achieved a 38% reduction in the water used by our production processes, and in 2023, we were already recycling 99.5% of all waste generated.
This path of sustainability and growth has been made possible by constant investment and by the people who bring their passion and expertise to the pursuit of quality every single day. In 2024 alone, for example, we allocated around €3 million to innovation and improvement projects. These resources have not only enhanced our facilities and increased efficiency, but also led to the creation of new products – like Sgranocchi Rustici, our bread sticks made with spelt, rye, flax and sunflower seeds, launched this year, in 2025.
Sixty years on, Rubbiano continues to evolve, reaffirming itself as a place where tradition and innovation come together, where the past is honoured, the present is embraced, and the future of baked goods is shaped every single day.
Related Stories
Discover what's cooking in our world