The boom of the bud Spencer beans: the family goes from zero to 10 million turnover in two years

« He’s the Guy Who’s the talk of the Town .. », Canta Annibale Giannarelli while Terence Hill-Trinity dragged by the horse he reaches the inn where he will make a legendary Born of bread and beans. Tegami and legumes abound as punches and bullets in the Bud Spencer and Terence Hill movie. So why not make it a business? Second question (which has crossed a couple of generations): what will be the original recipe?

The face on the jar

The answer has been there for less than a year in those supermarkets where the face of Carlo Pedersoli Check from the shelves between jars of chickpeas and peas: Bud Spencer beans, that is «Borlotti del Piemonte – we read on the label – already stewed and seasoned According to the original recipe « (and here we will then see what really means » original « ). The novelty is that the wedge in which they were relegated (passenger marketing operation believed many) has expanded month after month until it became a commercial boom. And in his niche the bean of the Pedersoli family has outclaimed that of the American giant Kraft Heinz (of which Warren Buffet is a reference shareholder). Now the face comes out between shelves and shelves of the main brands of large retailers.

Innovative legumes?

We pull a jar down from the shelf. « Products in the Rovereto plant (TN) for Bud Power ». What is Bud Power and what do his budgets say? The company was born in 2022 to « develop, produce and promote a line of food products with high innovative content ». Obviously, ask what there is innovative to inscription beans. Bud Power also produces sweet and savory snacks and – guarantees in the report to the budget – are all made « through a unique and innovative combination of raw materials of biological origin, unconventional flours and vegetable proteins ». So much so that the company is registered in the list of innovative startups, does not distribute dividends and research and development costs affect the accounts.

Exploit in the family

But the beans arrived in May 2024 New members enter (including, on which, on behalf of third parties, the Directa Sim of Massimo Segre) but the control is in the hands of the family: Giuseppe Pedersoli (one of the three children of Carlo Pedersoli-Bud Spencer, who died in 2016 at 86 years old) with his sons Alessandro and Carlo Eduardo plus another grandson of Bud, Nicolò Denaro, all with about 20% each. Meanwhile, beans cans are stacked in thousands of sales points. This induces yet another question: how much does Bud Power sell today since the financial statements are stopped at 2023? And while we are there: how does the recipe of a dish served in different scenes of many films and with different productions are original? We call Giuseppe Pedersoli, son of Bud Spencer.

10 million with beer and pizzone

He says the beans quickly became Bud Power’s top product with 70% of turnover. And for 2025 « we plan to reach 10 million turnover ». In a few weeks the beer will also be launched and after the summer the « pizzone di bud spencer » that commercially exploits another characteristic and beloved trait of the actor: the open hand slap. And the « original » recipe?

Many clapses, too many beans (scarce)

«My father had the habit of cooking and in the films he and Terence Hill had to eat pan -fed pan that passed the production. Sometimes the same scene was repeated 10-15 times … so at a certain point he decided to make them as they liked to him and so the original recipe was born ». Therefore, also on the basis of the notes, Piedmontese borlotti, tomato pulp, onion, smoked bacon and spices are combined. « Italian beans, of the highest quality, produced in Italy ». More precisely a Rovereto (TN) from the Dega Fooda agri -food company of the Campania group Friend.

« We have passed Heinz »

«Today – says Pedersoli – we have 30% of the canned outline market and We have passed Heinz». Meanwhile, the agreements with the groups of large retailers are now in the punch to send the borlotti of Bud Spencer in Switzerland, Austria, Greece and Germany. If then it is true that « the angels also eat beans », the « original » recipe must have arrived up there for almost ten years.