Arama

Arama comes from the verbs "to plough" (arare) and "to love" (amare). Both share the "a" of anima—soul—reflecting the core principles of the Arama world. If arare represents the ancestral work of the land, amare is the verb of life itself. To love the work of the earth means to love oneself, one’s roots, nature and the surrounding world.
Read backwards, Arama becomes Amara ("bitter"), overturning the usual association of Radicchio Rosso di Treviso with its naturally bitter taste.

In 1862, Radicchio Rosso di Treviso was mentioned for the first time in the publication L’Agricolo. The beauty of its variegated leaves, its unique flavour and its many beneficial properties inspired our great‑grandparents, in the mid‑1900s, to begin selling Radicchio Rosso di Treviso outside the Veneto region. While most people used radicchio as a table vegetable, during the filò—evening gatherings in rural homes—farming families began preparing infusions using the roots and leaves of the radicchio.

Arama comes from the verbs "to plough" (arare) and "to love" (amare). Both share the "a" of anima—soul—reflecting the core principles of the Arama world. If arare represents the ancestral work of the land, amare is the verb of life itself. To love the work of the earth means to love oneself, one’s roots, nature and the surrounding world.
Read backwards, Arama becomes Amara ("bitter"), overturning the usual association of Radicchio Rosso di Treviso with its naturally bitter taste.

In 1862, Radicchio Rosso di Treviso was mentioned for the first time in the publication L’Agricolo. The beauty of its variegated leaves, its unique flavour and its many beneficial properties inspired our great‑grandparents, in the mid‑1900s, to begin selling Radicchio Rosso di Treviso outside the Veneto region. While most people used radicchio as a table vegetable, during the filò—evening gatherings in rural homes—farming families began preparing infusions using the roots and leaves of the radicchio.

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