Bionaturae, Pioneer of Imported Organic Italian Foods, Unveils New Branding

Bionaturae to debut a full rebrand, including a fresh new logo and packaging, at Natural Products Expo West 2023.

Bionaturae Tomato Paste

Bionaturae, a category leader in the Natural Channel, has been in the business of providing high-quality, organic Italian products since 1995. Wholly owned by Jovial Foods, Inc, the family-owned company founded by Carla Bartolucci and Rodolfo Viola, Bionaturae is recognized as the first brand to import 100% organic, traditional Italian products to the U.S.

At Bionaturae, authentic Italian means much more than food that comes from Italy.

It's a preservation of heritage recipes. It's an attachment to traditions and techniques that span generations. From pressing pasta through bronze dies to classic tomato jarring techniques to gravity-fed, cold-pressing heirloom olives for extra virgin olive oil, Bionaturae takes pride in preserving traditional craftmanship and simple recipes that bring out the best from their simple quality ingredients. That's the heart and soul of an Italian kitchen, after all. 

"We worked very hard to bring this authentic positioning to life," said Giulia Viola, Vice President and Owner at Jovial Foods. "Updating our graphics was fundamental to conveying the essence of the brand that is so close to my family's heart."

The brand will be unveiling a fresh new logo and packaging at Natural Products Expo West in Anaheim March 7-11. The new look highlights its Italian heritage and features a theme that is reminiscent of organically grown food straight from the fields of regional Italian farms. New branding will start rolling out to stores nationwide in Q2 2023. 

About Jovial Foods, Inc.

Jovial Foods Inc., a family-owned company, is the home of Jovial and Bionaturae - two organic Italian brands under one roof! 

In 1995, Bionaturae was introduced as one of the first organic Italian food brands in the American market when Carla Bartolucci and Rodolfo Viola fully committed to their passion for organic foods and their personal connections to traditional Italian cooking. 

Jovial was founded in 2010 after Carla & Rodolfo discovered that their daughter's health issues were attributed to sensitivity to modern wheat and gluten. Jovial creates organic allergen-friendly, ancient varietal, and artisan-crafted foods that are manufactured in Italy using traditional old-world techniques. 

Jovial and Bionaturae products are available at natural, conventional, and mass stores nationwide, as well as


Source: Bionaturae

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