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Vérabuccia ® was born from the idea of the designer and entrepreneur Francesca Nori, an intuition had in 2017, following the observation of some waste vegetable peels including that of pineapple, a by-product that originates from consumption and generates disposal problems for industries and the environment.
The annual production of pineapple for the food industry is estimated at around 30 million tons of which only 30% is used. The remaining 70%, including peels, is waste (Fresh Plaza 2022). Italy is the fourth-largest importer in Europe with a vast and growing processing of fresh-cut and fifth-range products. Furthermore, climate change is modifying our (Italian) agriculture, opening up to the cultivation of tropical fruits (e.g. pineapples) in areas such as the Amalfi Coast and Sicily. At the same time, the growing unsustainability of the fashion industry has driven major brand to explore new, plant-based materials that not only respect the environment but also maintain an essential aesthetic appeal.
Innovation and experimentation led Francesca to create the first collection of accessories, “Fruit Leather”, which paraded in 2017 in Alta Roma among the talents selected by the Academy of Costume & Fashion. Supported by her family, after graduation she invested her savings to give concrete voice to the project; at the end of 2017 she validated the idea together with an Italian chemical company, she reached the first results of the material (AnanasseTM) and an innovative production process. In 2018 she filed a patent, which was later extended to an international PCT. While the designer followed the validation of further processing techniques to diversify the texture of the material, with the help of Fabrizio Moiani the first production machines were born. This marked the official launch of Vérabuccia ® in 2020.
Ananasse™: The First Material by Vérabuccia®
Starting from repurposing pineapple fruit waste and reimagining a new circular economy, Vérabuccia® created AnanasseTM, a new alternative material designed for high-end brands (fashion & design). It offers a tactile experience and durability comparable to reptile leather, but with significantly lower social, ethical, and environmental costs. AnanasseTM is flexible, soft, robust and can be pierced, sewn and colored in various shades.
By recovering pineapple peels before they become waste, Vérabuccia® prevents the greenhouse gas emissions that would otherwise be produced through fermentation. Moreover, the entire peel is utilized without the need for synthetic additives such as PVC or PU. Francesca and her team are committed to establishing Vérabuccia® as a leader in the circular economy, introducing the brand to fashion and design, and expanding its range of innovative materials like Ananasse™.
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