Nothing brings out the kid in you like a visit to a chocolate factory. Maybe it’s the recollection of Curious George’s shennanigans when he stopped by with the man with the yellow hat. Maybe it’s that classic episode of “I Love Lucy”, which flashes through your mind any time you see a conveyor belt in motion. Maybe it’s the image in Willy Wonka of the majestic chocolate river and mixing waterfall (never touched by human hands!). Maybe it’s simply that irresistible scent that seeps into your clothes and hair and skin and follows you around for the rest of the day.
Whatever it is, it’s right up there with bubbles and foosball and lawn sprinklers as far as the power to channel your inner child. And, given that I’m a big believer in the restorative properties of an occasional date with my inner child, the Perugina chocolate factory and museum (officially known as the Casa del Cioccolato) outside of Perugia is one of my favorite places to visit.
Perugina (now owned by Nestlé) was founded in Perugia proper in 1907, though didn’t begin producing its signature “Bacio” (kiss) chocolates until 1922. Brainchild of Luisa Spagnoli, wife of one of the company’s four founders (you know what they say about who is behind every successful man…), this chocolate and hazelnut treat (a sphere of gianduja, topped by a whole hazelnut and glazed with a layer of dark chocolate) was originally called “Cazzotto” (punch) because of its irregular fist shape. Luisa may have been a brilliant chocolatier, but marketer? Not so much. Fortunately, the other partners stepped in to both rename the product and add the tiny slips of paper printed with pithy romantic aphorisms which make the chocolates so distinct…and such a huge commercial success.
Perugina’s Bacio chocolates, as well as their other chocolate and candy products, are still made in their sprawling modern factory on the outskirts of Perugia. A visit begins with a brief tour of their small museum, where there are sections dedicated to the history of the company, the techniques used in their chocolate production, and—perhaps my favorite—a collection of their advertising posters and marketing materials over the past century. Akin to the historic Coca-Cola ads, the progression of Perugina’s advertising images parallels the evolution of modern popular art in Italy, and, under the art direction of the great Federico Seneca, some of the Futurism-school images used to promote the company at the beginning of the century are both iconic and timeless.
Before entering the factory itself, visitors are shown a short video explaining the production (yes, okay, it’s an infomercial. But guess what. They placate you with a free sampling of their chocolates before it starts. I find that I sell my soul disconcertingly easily when chocolate is on the table.). Afterwards, the group is led by a guide into a suspended catwalk over the production floor, where the scent of roasting cocoa beans washes over you like a chocolate tide. The tour is worth it for that alone. The guide sportingly attempts to describe what is going on below, fighting a losing battle against the roar of the machinery (this is why you should pay attention to the video) and the glazed-eye distraction the intoxicating aroma produces, but it’s fun to see actual chocolates being whizzed around on actual conveyor belts and packed into actual boxes by actual white coat-and-hairnet-clad ladies. It’s just like the movies.
A little side note: I actually have a friend who works for Perugina, and when I learned that enticing bit of information I grabbed her by the elbow, steered her into a corner of the room, and asked with the urgent intensity of a drug addict having found a new source, “Can you eat the chocolates?” Well, yes and no. Employees have an all-you-can-eat policy while at work, but aren’t allowed to take anything out of the factory. Which means, according to my friend, that almost everyone overdoses the first few weeks they work there, and then go off of chocolate pretty much forever. I know. Shocking, but true.
After seeing the roasting machines, mixing vats, pouring and molding equipment, and packaging belts (What products you will actually see made depends upon the season; Baci are made all year round, but many other products only specifically for Easter or Christmas. Production also slows dramatically in summer.), visitors end in the small gift shop, where you can pick up fun Perugina memoribilia and—of course—chocolates.
Don’t let the lack of an English version of their website deter you (Really?!? C’mon Perugina. You sell in 75 countries on 5 continents and your website isn’t translated?); it is both possible and easy to reserve an English speaking tour by calling their toll-free number at 800 800 907. Opening days and hours vary by season depending upon the production cycle and pre-booking is a must if you want an English speaking guide. The factory is located in San Sisto (a suburb of Perugia), so make sure you map it out before you go.
–Unfortunately, no photographs are allowed in the factory (Corporate espionage is just like in the movies, too.). The photos here are used with kind permission from Perugina–