In 1919, after the First World War, Antonio founded 'Cantine Franco' in Valdobbiadene, a village on the slopes of the Pre-Alps in the Veneto region, famous for cultivating the Prosecco grape from which the wine of the same name is made. With his son Nino, the company grew and expanded. However, it was thanks to Primo that the company adopted a modern approach in the 1970s.
After graduating from the Oenological School of Conegliano Veneto, driven by a desire to develop the business creatively and personally, he excluded all those products that did not identify with the Valdobbiadene area, reviewed the facilities, and rethought techniques and labels. In those years, the company conquered the Italian market through new styling and thanks to a consistently high-quality product.
At the same time, it decided to start expanding into foreign markets: Europe, the Americas and Asia. As a result, the product is greatly appreciated, and various tributes, prizes and awards are bestowed on it abroad and in Italy. At the beginning of the 1990s, supported by the conviction that a good wine is obtained by controlling production right from the start, he embarked on a new adventure with the management of a vineyard where he experimented with new planting techniques and the use of old clones. He also collaborates closely with his grape growers, aiming to develop his idea of valorising the grape variety.
The result is a fresh, fruity and floral Prosecco in which all the potential of the Valdobbiadene area is realised.
The key to this success lies in the strong conviction and philosophy that puts quality first, through meticulous control of all production phases.
Thanks to this continuous dynamism and desire to improve the product, Primo has created a Prosecco praised for its personality and high quality.