When he was asked to launch a traditional Italian flour on the American market, dominated by local products, Lorenzo Guidi was a little skeptical at first but, deep in his heart, he knew he was the right man to embark on the mission.

Born into an Italian family that immigrated to Los Angeles in the ‘50s from Bagni di Lucca, in Tuscany, Guidi, who grew up American, is not only bilingual but also incredibly knowledgeable of both countries’ traditions and cultures. And, on top of that, he genuinely loves Italian food.