Divella
If there is one word that gets taste buds dancing in every corner of the world, it is pasta – the culinary delight that needs no translation. Pasta is so well known and beloved worldwide that it transcends culture and language. With its centuries-old tradition, Italy has become the kingdom of the pasta world. That is precisely where pasta producer Divella has reigned for the last 130 years. From its production plant, the company provides this delicious staple food to consumers across the globe.
Dalen Jacomino, November 2024
Addressing the significance and impact of pasta in Italy without resorting to clichés or the obvious can be challenging, as this staple and comfort food is so deeply embedded in the fabric of the Italian culture. In fact, pasta is part of the Italian DNA. Federico Fellini, the famous Italian film director and screenwriter, used to rightly say, “Life is a combination of magic and pasta.” The statistics confirm that: On average, Italians consume about 23 kilograms of pasta per person per year (according to the association Unione Italiana Food, UIF), leading the global average consumption ranking.
Marino Niola, professor of cultural anthropology at the University of Naples and co-director of MedEatResearch, a center for social research on the Mediterranean diet, analyzes the role of pasta in Italian society: “Our bond with pasta is so strong that it unifies us, while still acknowledging all its multiple individualities.”
The word pasta is singular, but for those who truly understand the subject, a closer look reveals a myriad of formats and differences. It ranges from Sardinian fregula to Piedmontese tajarin, from Neapolitan paccheri to Sicilian anellini, and from Valtellina pizzoccheri to Ligurian trofie. Each form tells the story of a community, a tradition, a landscape, and a distinct agriculture.
Its historical importance, forming the basis of Italy’s culinary traditions, lies in it being an affordable, nutritious product. Throughout history, pasta has evolved from a simple, humble product – often borne out of necessity or limited resources – into something of exceptional quality and renown. It is no coincidence that pasta has increasingly become a multifaceted ingredient in home cooking, in taverns and trattorias, and in haute cuisine alike.
That is, very briefly, the scenario and cultural context in which Divella, the well-known pasta producer based in Apulia region in the southern part of Italy, was founded and successfully developed over the years. The historical significance of pasta and its vital role in the life of Italians is deeply embedded in Divella’ spirit. In fact, it works as the guiding light for the company, influencing its decisions for more than 130 years.
“Since 1890, one thing has remained unchanged: the passion that all of us – the family, managers, and employees – put into creating a quality product every day. This dedication ensures our product meets the expectations of our consumers. It means consistently prioritizing quality, meticulously selecting raw materials, and paying close attention to every detail in the production process,” explains Fabio Divella, Management Representative, Pasta Division at Divella, who is part of the fourth generation running the organization. In fact, Divella’s journey is one of “pasta e passione” (pasta and passion).
The company, which is now among the top 10 producers of pasta in Italy by turnover, is based in Rutigliano, a small town in the Puglia region of southern Italy. Francesco Divella, a visionary entrepreneur, started his journey in 1890 by founding a small mill to grind durum wheat, a staple of the region renowned for its quality. His dedication to producing high-quality semolina laid the foundation for what would become a celebrated pasta brand.
Francesco’s passion for quality and innovation was passed down to his sons, who expanded the family business by venturing into pasta production in the early 20th century. Utilizing the high-quality semolina produced in their mill, they began crafting pasta that quickly gained a reputation for high qual-ity across Italy. Like many other businesses, Divella faced significant challenges during the tumultuous years of World War II. The war disrupted supply chains and damaged infrastructure, posing a severe threat to the family’s livelihood. However, with resilience and determination, the Divella family rebuilt and modernized their operations post-war, investing in new technologies while still adhering to traditional pasta-making methods.
In the late 20th century, demand for Italian pasta reached new heights worldwide. Italian immigrants brought their culinary traditions to countries such as the United States, Argentina, and others, making pasta a staple food in these new regions. Early trade routes and the spread of European colonists brought Italian ingredients and cooking techniques to diverse parts of the world.
Pasta’s affordability, easiness to cook, and ability to pair with a wide range of ingredients made it adaptable to various local cuisines. In the United States, for example, pasta merged with local tastes to create dishes like spaghetti with meatballs. Under the leadership of the subsequent generations, Divella continued to innovate and grow. The family maintained their commitment to quality while quickly embracing new advancements in pasta production and markets. “To uphold our high standards of quality while expanding production, we continuously invest in new equipment and technologies,” says Divella. “Without the right technological setup, we would not be able to extend our product line to include various pasta shapes and sizes and cater to a broader market.”
To uphold our high standards of quality while expanding production, we continuously invest in new equipment and technologies. Without the right setup, we would not be able to extend our product line.
Fabio Divella,
Management Representative, Pasta Division at Divella
The global pasta market size, according to Fortuna Insights Business, is valued at USD 68 billion (2023) and is projected to grow from USD 71 billion in 2024 to USD 100 billion by 2032, with a compound annual growth rate of nearly 6 percent during the forecast period of 2024-2032. In 2023, Europe dominated the pasta market with a share of nearly 30 percent.
Divella stands out in this context. The company, with its 320 employees and 14 dry pasta lines, produces about 1,100 tonnes of dry pasta a day, serving nearly 11 percent of the Italian market. An estimated 35-40 percent of production is for export to over 120 countries, bringing the taste of the Italian tradition to consumers around the globe. The company also produces fresh pasta and fresh egg pasta.
To keep up with market changes and new consumer demands, the management of Divella decided to invest in a new short pasta line. By 2022, the company already had two short pasta lines from Bühler, reflecting the long-standing and fruitful relationship between the companies. The collaboration between the two companies spans generations. One concrete proof of this special bond lies in the Bühler machinery from 1890 that the Divella family has carefully preserved with great affection within the company’s facility.
“The machines belong to the first generation of my great-grandfather when he started the business. We can now look back on more than 130 years of a collaboration that has intensified over time, becoming a true partnership,” explains Fabio Divella.
At the beginning of 2023, Divella, whose teams are in permanent contact with Bühler’s experts, initiated discussions on the new short pasta line. One of the key challenges was the reduced space available for the new equipment.
“We had to install a 4,000 kilogram-per-hour (kg/h) line within the same space as an old line that had a capacity of about 2,500 kg/h. This required more calculations and customized adjustments,” explains Giuseppe Stamilla, Service & Process Engineer at Bühler Italy. This and additional requests from the Divella team demanded more exchange at the beginning of the process. But it was worth investing time and energy in the preparation phase, so that the team was able to thoroughly address the specific requests of the customer and deliver accordingly.
“Working hand in hand with Divella has been a wonderful journey. This close collaboration has allowed us to deeply appreciate their unique qualities and distinct needs, helping us to build the new project more effectively," says Stamilla. Divella’s management opted for the 4,300 kilogram-per-hour short pasta line, which included Bühler’s Priomatik press and a belt dryer with a drying time of about 4 hours.
Since the beginning, Bühler has never shied away from addressing our requests and this attitude has only strengthened our collaboration.
Mauro Ruta,
Production Manager, Pasta Factory Coordinator at Divella
The Priomatik press is the perfect solution for those who value traditional technology in dough preparation. Long retention times in the trough allow for optimal hydration of coarse semolina granules, leading to the optimal development of the gluten network. The solution addresses Divella’s commitment to maintaining the tradition of pasta making while ensuring the correct flavor, texture, color, structure, and porosity. The entire pasta production process is managed by Divella, from the quality control of the raw materials, which are processed in the company’s own mills at the same location, to the different steps involved in the production of the pasta. Every nuance in pasta-making impacts the result and each generation of the Divella family has been taught these intricacies.
Another key aspect of this project was making sure that the operating team at Divella would have advanced tools to manage the line. They opted for the WinCos management system, Bühler’s manufacturing execution system for reliable, high-quality production of pasta.
With this tool, production can be planned and executed quickly and sustainably. The clear visualization makes effective monitoring of the plant easy. The system’s comprehensive recipe management system always allows for consistent production. With this tool, Divella can immediately and continuously manage all production processes.
The new plant began operations in January 2024. Mauro Ruta, Pasta Factory Coordinator at Divella, participated in the process. Drawing upon his several years of experience and in-depth understanding of the details and challenges of running a pasta line, he assessed the journey: “Since the beginning, Bühler has never shied away from addressing our requests and this attitude only strengthened our collaboration. In addition, Bühler’s experts made sure that our teams had all the support to start operating the new line and maximize its potential.”
In fact, the short pasta line is up and running at full speed, 24 hours per day, 7 days a week. With that kind of solution, Divella’s team is able to improve overall efficiency, increase process control, and reduce downtime. The new plant also contributes to the reduction of energy consumption of the whole pasta factory.
“Energy consumption has been markedly lowered with this new plant. For an energy-intensive company like ours, it is fundamental to reduce these numbers, not only for our economic benefit but also for the environment,” says Divella. “Over the years, we have also embarked on a journey of promoting and collaborating for more sustainable practices in farming, reducing the company’s footprint, and prioritizing more sustainable packaging solutions.”
Energy consumption has been markedly lowered with this new plant. For an energy-intensive company like ours, it is fundamental to reduce consumption, not only for our economic benefit but also for the environment.
Fabio Divella,
Management Representative, Pasta Division at Divella
With that kind of mindset, Divella has become a pasta powerhouse. The company’s journey underscores the profound impact of the family’s entrepreneurial spirit and commitment to quality.
Their dedication to preserving their heritage while embracing innovation is inspiring and is reflected in each of the 2.5 million packages of pasta that are produced every day at their factory in Apulia. From the Mediterranean, Divella’s passionate team nourishes and delights consumers around the globe.
Who: Divella
When: Founded in 1890.
Where: Rutigliano, Bari, Italy
What: Divella produces about 1,100 metric tons of dry pasta a day, serving nearly 11% of the Italian market.
Customers: The company exports an estimated 35-40% of what it produces to 120 countries.
Bühler: Divella has three short pasta lines from Bühler in full operation.
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