What Farina does

Farina is a single-location artisanal pizzeria founded on April 26, 2012 in Pesaro, Italy, and operated through the private limited company Zero srl. The business is built around a wood-fired oven (approximately 400°C) and a living sourdough starter named "Fortunata," with a 48-hour natural fermentation process managed from a dedicated dough laboratory created in 2015. Its core products include on-premise pizza dining, scheduled-pickup takeaway, a retail "Pizza Kit" (Farcita) for home oven completion, daily-baked sourdough bread loaves, and the registered "Pizzaiolo per un Giorno" hands-on laboratory experience priced at €158 per person. The company supplements food service with themed dinner events (€25-35 per person) and cultural collaborations with local artists, sports teams, and orchestras.

Farina's customer base is primarily long-tail consumer — local residents, food-tourism visitors to the Marche coast, and gift/experience buyers — supplemented by occasional corporate team-building clients (e.g., Reply U Labs). The company operates a horizontal segmentation approach with no delivery service, requiring customers to pick up takeaway and Pizza Kit orders. Distribution is exclusively domestic through the Pesaro storefront and the company's own e-commerce pickup platform. Pricing combines à la carte menu items, fixed-price table bundles (Tavolo Special at €30/person, lunch promotion at €10), and premium experience tiers. Brand reputation is anchored by consistent recognition in the Gambero Rosso Pizzerie d'Italia guide (Tre Spicchi 2025 and 2026, with progressively rising scores through the years) and listings in 50 Top Pizza (2022-2025) and Pizza Awards 2025.

Operationally, the business is bootstrapped with no external funding rounds, a private ownership structure under founder Paolo Severi, and a small specialized team of approximately 28 employees including founder, dough specialist Valeria Marigo, office manager Marika Scatassa, and pizza makers Federico Rossi and Noemi Bassoli. The company sources roughly 60% of raw materials from named local producers within a few kilometers of Pesaro (including Molino Fagioli flour, Cooperativa Campo bio tomatoes, Caseificio La Fattoria buffalo mozzarella, Birra Amarcord, and 8+ other breweries), spending approximately €280,000 annually in the local agricultural economy. The single-location, experience-and-craft model is designed for depth of execution rather than geographic scale.

Name

Farina

Legal name

Zero srl

Website

https://pizzeriafarina.it

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Farina is a single-location artisanal pizzeria in Pesaro, Italy, founded in 2012 by Paolo Severi, serving local diners, food tourists, and gift buyers with wood-fired sourdough pizza, Pizza Kits, hands-on pizza-making experiences, and themed cultural events.

Ownership category

akta.pro rank

Product category

Artisanal Pizzeria Services

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Pizza Fast Casual (THAFABAB)

akta.pro secondary industry

Pizza QSR (THAFAAAB)

Keywords

• Artisanal wood-fired pizza
• Natural sourdough pizza
• Pizzeria dine-in service
• Pizza takeaway pickup
• Pizza making experience

Headquarters

HQ city

Pesaro

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dine-in Restaurant Service: On-site dining with full menu including pizzas, dishes, beer, wine, desserts. Table reservations via online booking system. Revenue from food and beverage sales at table.
2. Takeaway (Asporto): Online ordering system for pizza pickup. 20% discount on orders placed Monday-Thursday via website. No delivery service - customers pick up at restaurant.
3. Pizza Kit (Farcita): Artisanal pizza bases (90% ready) for customers to finish at home in electric oven in 10 minutes. Available in Margherita and Simple (neutral) versions. Sold with selected toppings in biodegradable containers.
4. Pizzaiolo per un Giorno Experience: Individual experience in laboratory working alongside team for approximately 5 hours. Includes hands-on dough preparation, pizza making, meal with staff. Price 158 euros per person.
5. Private Events & Team Building: Custom team building experiences for corporate groups. Hosted events with partner sports teams (Vuelle, Pesaro Rugby).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Farina is a single-location artisanal pizzeria in Pesaro, Italy that serves wood-fired pizzas made from a 48-hour natural sourdough starter (lievito madre) using about 60% locally sourced ingredients. The core offer is dine-in pizza service, supplemented by scheduled pickup takeaway, a packaged retail Pizza Kit (Farcita) for home oven completion, themed dinner events with guest pizzaioli and musical performances, and a ticketed hands-on "Pizzaiolo per un Giorno" laboratory experience. The operation is supported by a dedicated dough laboratory and a curated supply chain of named local producers.

Product overview

Farina is a traditional pizzeria in Pesaro, open since April 2012, operating a single restaurant location with a multi-product offering. The core product is wood-fired pizza service (dine-in), supplemented by a pizza takeaway service and the Pizza Kit (Farcita) — a retail product for home pizza preparation. Additional offerings include priority seating (Tavolo Special), a hands-on pizza-making experience (Pizzaiolo per un giorno®), gift vouchers, and freshly baked sourdough bread sold daily. All products share a common thread: sourdough-based doughs, locally sourced ingredients from the Pesaro province, and artisanal production methods.

Differentiator

Problem solved

Functional benefit

Brands

• Farcita (Pizza Kit): Artisan pizza bases ready to complete at home in about 10 minutes in an electric oven. Available in Margherita, Simple, and various toppings.
• Tavolo Special
• Pizzaiolo per un giorno®

Products and services

• Pizza Service (Dine-In) Traditional wood-fired pizza service at the restaurant in Pesaro, open daily for dinner from 19:00 and on weekends for lunch from 12:30. Pizzas are made with natural sourdough (lievito madre, named "Fortunata") and locally sourced ingredients, available in multiple dough styles including traditional, crispy (high hydration), and spelt. Targeted at diners seeking an artisanal pizza experience.
• Pizza da Asporto (Takeaway) Online pizza takeaway ordering with scheduled pickup at the restaurant. Pizzas are prepared at 95% readiness for the selected pickup time, with a 20% discount available on orders placed Monday through Thursday. No delivery service is offered - customers pick up at the restaurant. Targeted at local customers who want restaurant-quality pizza to consume at home.
• Pizza Kit (Farcita) Pre-made artisanal pizza bases (90% cooked) sold in biodegradable, compostable containers for completion at home in approximately 10 minutes in a standard electric oven. Available in Margherita Kit (4 bases with bio tomato, fiordilatte mozzarella, fresh basil) and Simple Kit (6 neutral bases for custom topping). Targeted at home consumers who want restaurant-quality pizza without delivery.
• Pizzaiolo per un Giorno Individual hands-on laboratory experience in Farina's pizza-making facility. Participants work alongside the team for approximately five hours, preparing dough balls, practicing manual stretching, topping their own pizza, and baking it in the professional oven. Includes lunch with staff and dinner during service. Priced at 158 euros per person. Targeted at food enthusiasts, gift buyers, and culinary learners.
• Buoni Regalo (Gift Vouchers) Gift cards available for purchase, usable toward any Farina dining, experience, or retail offering. Targeted at individuals purchasing gifts for food lovers.
• Domestica e Sfornate (Sourdough Bread) Fresh sourdough bread baked daily at 19:15, made with flour, water, salt, and the "Fortunata" sourdough starter. Weekly varieties include wholemeal, type 1 bio, spelt, semolina, type 0, type 2 bio, and five-grain breads, sold in 850-880g loaves. Targeted at local customers seeking high-quality artisanal bread.

Quantifiable outcome

• 400,000 sourdough dough preparations since 2012
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Orchestra Sinfonica RossinicoreStrategic or Co-development Partner · 1 January 2026Third musical event organized by Farina. July 28, 2026 performance featuring orchestral arrangements. Previously hosted MYO and Diego Brancaccio events.
• Victoria Libertas (VL/Pesaro)coreStrategic or Co-development Partner · 1 January 2025Partnership with Pesaro's professional basketball team. Includes advertising presence in Vitrifrigo Arena (tabelloni pubblicitari), exclusive postcards designed by Alessandro Baronciani signed by VL players, and QR code promotions for restaurant reservations. Farina described as 'the sixth man' supporting the team.
• Diego BrancacciominorStrategic or Co-development Partner · 1 January 2025Pianist and founder of 'Il Diavolo e lAcqua Santa'. Performed 'Piano Piano' event July 15, 2025 with jazz-pop piano atmosphere.
• Pesaro RugbyminorGTM or Marketing Partner · 1 January 2023Sports partnership with local rugby team. Alignment on values of teamwork, integrity, passion, and discipline.
• Centro Hip Hop ConnectionminorGTM or Marketing Partner · 1 January 2023Partnership with local dance center. Supports dance community and youth activities in Pesaro.
• Alessandro BaroncianicoreStrategic or Co-development Partner · 1 January 2023Local artist and illustrator from Pesaro. Created exclusive postcard designs for Farina, including special collection items and seasonal designs. Collaborations for Victoria Libertas partnership postcards.
• Ceramiche BucciminorStrategic or Co-development Partner · 1 January 2023Pesaro artisan ceramics company founded 1961. Created custom ceramic mailbox for postcard mailing and specialized ceramic items for Farina. Supports local artisan tradition.
• MYO (Mondaino Youth Orchestra)minorStrategic or Co-development Partner · 1 January 2023Youth jazz orchestra from Romagna, only Italian jazz orchestra invited to Vienna World Festival. First musical event at Farina, July 11, 2023. Team member Federico Rossi is a trumpet player in MYO.
• Molino FagiolicoreOthersFlour mill active since 1947. Selected for quality of milling and consistency of raw material. Primary flour supplier for dough production.
• Cooperativa CampocoreOthersAgricultural cooperative founded 1978 in Isola del Piano. Supplier of bio tomatoes for pizza sauce. One of the origins of organic agriculture in Italy.
• Birra AmarcordcoreOthersBrewery from Apecchio (PU). Main tap beer supplier. Draft beer served at restaurant. Associated with Gradisca and Volpina varieties.
• Caseificio La FattoriacoreOthersDairy from Cattolica (RN) managed by Roberto. Buffalo mozzarella supplier. Shares attention to milk quality and artisanal processing.
• Caseificio Cau & SpadaminorOthersDairy from Sassocorvaro (PU). Pecorino, ricotta and other cheeses supplier. Sheep graze on company fields with milk processed in their own laboratory.
• Azienda Agricola ZavoliminorOthersFarm from Saludecio (RN), active over 50 years. Beef and pork for fresh meats and cured meats supplier.
• Birrificio 61centominorOthersCraft brewery from Pesaro. Among local craft beer suppliers featured on menu alongside Birra Amarcord.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Berberè: Italian artisanal pizza al taglio / sourdough-focused pizzeria chain with multiple locations, founded in Bologna. Comparable to Farina on the craft/biological-leavening proposition, though it operates a multi-location model rather than single venue, making it a useful scale benchmark.
• La Notizia (Enzo Coccia): Premium Neapolitan pizzeria and dough-school concept by Enzo Coccia in Naples; combines a flagship pizza restaurant with educational/dough R&D. Comparable to Farina's mix of restaurant plus dough-lab expertise and Pizzaiolo per un Giorno experience product.
• Pizzeria Salvo: Naples-based pizzeria by Francesco and Salvatore Salvo, consistently rated in the Italian top tier of AVPN and Tre Spicchi rankings with artisanal dough focus. Comparable to Farina as a single-location prestige pizzeria leveraging family craftsmanship and ingredient quality.
• 50 Kalò: Single-location award-winning Neapolitan pizzeria by Ciro Salvo in Naples, with consistent Tre Spicchi recognition and emphasis on artisanal dough and premium ingredients. Direct peer in operating model (single restaurant, premium pricing, prestige awards) and customer positioning.
• Pizzeria Gino Sorbillo: Historic Neapolitan pizzeria and one of Italy's most recognized pizza brands, with a flagship store in Naples and global recognition via Tre Spicchi and Michelin-style endorsements. Comparable to Farina as a destination pizzeria, though more traditional positioning and less focus on long-fermentation sourdough.
• Pepe in Grani: Single-location premium pizzeria in Caiazzo led by Franco Pepe; recognized among Italy's elite Tre Spicchi/AVPN operators with a strong territorial sourcing and dough innovation focus. Comparable to Farina in craft positioning, single-location premium model, and award-driven brand strategy.

Broad incumbents

• Rossopomodoro: Italian pizza chain with AVPN-affiliated locations nationwide and internationally, focused on traditional Neapolitan quality at scale. Comparable to Farina within the same country/segment but is a multi-location franchise-style incumbent rather than a single artisanal operator.
• L'Antica Pizzeria Da Michele: Globally famous Neapolitan pizzeria founded in 1870, with locations in Naples and abroad; iconic in the traditional Neapolitan canon and historically dominant tourist draw. Comparable as a prestige pizza brand but operates a much broader footprint and a more traditional (non-sourdough) dough philosophy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pizzeriafarinapesaro
• LinkedInlinkedin.com/company/farina-pizzeria-farina

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farina