In this conversation with Food & Beverage Magazine, Salvatore Ferragamo Jr. and Chef Andrea Campani discuss leadership, legacy and vision at Il Borro — the Tuscan estate that blends heritage, sustainability, cuisine and winemaking.
Leadership, Legacy, Vision
As Il Borro continues to expand internationally, particularly into the U.S., what elements of the brand experience are non-negotiable to preserve?
For us, it's about preserving the integrity and the authenticity of what Il Borro stands for. As we expand, the priority is not to adapt to trends, but to remain consistent with our identity.
That means staying true to our Tuscan roots, to a certain way of doing things, from the ingredients we choose to the atmosphere we create. It's a balance between evolution and coherence, but the foundation doesn't change.
Il Borro is not just a place, it's a legacy. And wherever we go, that sense of authenticity and continuity has to remain intact.
You come from one of the most iconic family legacies in Italian luxury — how have you personally redefined what "luxury" means through your work at Il Borro?
I didn't feel the need to redefine luxury as much as to translate it into a different world.
At Ferragamo, luxury has always been about quality, craftsmanship, and a very clear sense of identity. At Il Borro, we work with those same principles, just expressed through land, wine, and hospitality.
All moves in the same direction, focusing on the experience we create for those who drink our wine or stay at our Relais: it has to create a long lasting memory.
Il Borro feels both deeply rooted in Tuscan heritage and globally forward-thinking. How do you strike that balance between honoring tradition and pushing innovation?
We look at tradition and innovation not as opposites but together. If anything, innovation should empower tradition, not replace it.
At Il Borro, tradition is the framework, how we grow, how we produce, how we host, the ingredients. Innovation comes in as a tool for precision, to refine and enhance what already exists.
For example, in the vineyard, in line with our sustainability approach, we follow old practices like a natural technique called sexual confusion to protect the vines, with small pheromone diffusers that disrupt the mating cycle of insects, reducing the need for intervention. It's a method with roots going back decades used in France, but now has been improved through a more precise application of technology.
So the balance comes from respecting what's there, but not treating it as untouchable. It has to stay alive, and that means evolving it with intention.
Sustainability
How do you see regenerative agriculture influencing the future of both fine wine and luxury hospitality on a global stage?
I see regenerative agriculture as a necessary evolution.
For wine, it's quite direct: healthier soils, better balance in the vineyard, and ultimately more precise wines. It's not just an environmental choice; it's also a quality decision.
In hospitality, the impact is broader. It changes how you think about sourcing, about seasonality, about the relationship between the land and the guest experience. It creates a stronger sense of place, which is something people are increasingly looking for.
On a global level, I think it will become less of a differentiator and more of an expectation. The real challenge is to approach it seriously — not as a statement, but as a long-term commitment that must be consistent across everything you do.
Il Borro manages a certified organic estate with an already significantly reduced environmental footprint. You are working to rigorously measure and communicate your full carbon footprint, including emissions absorbed by your forests and Scope 3. How do you reconcile the ambition of becoming carbon positive with the need for transparent and verifiable reporting?
Sustainability, to be credible, must be measurable. And measuring well takes time and method.
What we can say with certainty today is that our renewable energy production grows every year: we have gone from the first eight photovoltaic systems in 2013 to eighteen today. In 2024, we produced 2.4 GWh of renewable energy, avoiding 669 Tonnes of CO₂; in 2025, we pushed this even further, reaching 2.7 GWh.
On the emissions side, in 2024 we conducted our first comprehensive Scope 3 assessment, mapping indirect emissions across our entire value chain, and this year we are refining it further. Then there is a chapter still being written: the carbon absorbed by our forests. Il Borro spans 1,200 hectares, of which around 520 are pristine woodland. These forests breathe, sequester CO₂, and shelter around 50 protected species. We believe that once the full picture is measured, it will tell a very compelling story.
But we will not say it until the numbers support it because sustainability does not tolerate inconsistencies. That is the difference between those who tell the story and those who build it. We belong to the latter.
Guests today are increasingly sustainability-minded. How do you communicate Il Borro's environmental initiatives in a way that feels authentic and tangible?
We don't approach it as something to communicate first — or it would be a marketing tool. It has to be something you experience.
At Il Borro, sustainability is part of what you eat, is in the landscape, in how the estate is run. It's about making it visible in a concrete way.
I think people today are quite perceptive. They can tell the difference between something constructed and what is simply there. So the focus is on being consistent and transparent, rather than trying to frame it.
Culinary
Il Borro offers guests a rare transparency — from cheese production to truffle hunting. How does that direct connection to the land influence your approach to menu creation?
Chef Andrea Campani: That direct connection to the land is at the heart of our philosophy. It allows us to work closely with what is being produced in real time, from our own estate and trusted local partners. As a result, our Farm-To-Table menu is constantly renewed, only evolving with the seasons and the availability of the freshest ingredients. This approach ensures that each dish reflects the authenticity of Tuscany and highlights the quality of seasonal products at their peak.
With the recent redesign and evolution of Il Borro Tuscan Bistro, how are you shaping the beverage and overall dining program to resonate with an international audience?
Chef Andrea Campani: At Il Borro Tuscan Bistro, the evolution of the dining and beverage program has been about refining that identity rather than adapting it. The goal is not to change the message, but to make it legible. When the experience is genuine, from the glass to the plate, it naturally connects with guests from different cultures.
How does having full control over your supply chain — from vineyards to vegetable gardens — impact menu innovation, pricing strategy, and guest experience?
Having full control over the supply chain from the vineyards to the vegetable garden completely changes our approach to cuisine and the way we work. We don't start from what we want to put on the menu but from what nature offers us at that specific moment. This allows us to be more creative, but it also requires a great ability to adapt because sometimes a product can change or become unavailable at the last minute. The technique is essential to transform every available ingredient into a dish capable of creating emotion.
From a pricing strategy point of view, a short supply chain does not necessarily mean lower costs. Working with small producers, sustainable farms, and non-intensive agriculture often involves higher costs compared to industrial or large-scale systems. This is inevitably reflected in the final price, but guests recognize the value of making an ethical, safe, and healthy choice. Knowing exactly where every ingredient comes from and being able to personally guarantee its origin creates a very strong relationship of trust with the guest.
Finally, there is also a very important human and cultural aspect. Direct contact with farmers, breeders, and producers allows us to better understand the rhythms of nature, the work in the fields, respect for animals, and the true seasonality of products. All of this enriches our awareness and is reflected in the experience we offer our guests.
Wine
From amphora-aged wines like Petruna to your expansion into Brunello di Montalcino, how are you evolving Il Borro's wine identity while maintaining authenticity?
We are building a more complete and coherent identity.
Petruna, for example, is about going deeper into expression, using amphora is returning to an older tradition that still has a lot to say today.
The move into Brunello is a long-term investment that strengthens the overall profile of Il Borro, but has its own identity, as a wine globally recognized. But at the same time, Pinino is one of the founding estates of the denomination, dating back to the early years of Brunello di Montalcino DOCG, so once again, there is a strong connection to history.
The logic is always the same: each project has to bring something unique. Not just more wines, but a clearer, stronger identity built over time.
Looking Ahead
What does the next generation of luxury travelers and diners expect — and how is Il Borro uniquely positioned to meet and exceed those expectations?
In a world where almost anything can be accessed instantly the true luxury lies in simple and genuine things. What people begin to crave instead is authenticity: something real, unfiltered, and deeply human. So, for the next generation of travelers and diners, luxury is defined by the quality of experience and is something intimate, meaningful, and sustainable. It invites us to slow down, to reconnect with our senses, and to appreciate the essence of things.
