34 | Acquisition International, Influential Businesswoman Awards 2024 Winery & Vineyard Businesswoman of the Year 2024 (Lake Garda): Francesca Fiorentini Through passion, sincerity, and hard work, Francesca Fiorentini has emerged as an exceptional woman in an industry that is so often defined by men: the wine industry. Success in the space requires no small amount of patience, alongside a honed expertise that often goes unsung or diminished. Making magnificent wine is a product of balance, and in all the pieces being in just the right place. We spoke to Francesca to find out how she has perfected this balance to create something truly extraordinary. Company Name: Azienda Agricola Citari Contact Name: Francesca Fiorentini Address: Desenzano del Garda BS Italy Francesca Fiorentini is based out of Azienda Agricola Citari (Citari), a family-owned winery within the Lugana region in Lombardy, northern Italy. From this idyll, Francesca liaises with customers, other businesses, suppliers, and the press. Her experience as an export manager with knowledge of the German market has proven invaluable for expanding Citari’s offerings, and she has accumulated responsibilities in the years since she joined the winery. “I started my adventure at Citari in 2012, after one year in Germany and five years in a larger winery. In my previous job, I worked as an export manager focusing on the German market, and so I started at Citari. Then, more and more roles came. I deal with customers daily, including private wine lovers, tourists, and collectors, but also businesses such as wholesalers, distributors, importers, restaurants, wine shops, and caterers.” Citari’s reputation speaks for itself, and its wine is highly sought after by numerous parties. Such a demand requires a diligent and comprehensive approach, alongside an understanding on how to meet the very different expectations of these demographics. Francesca has proven herself instrumental to achieving that success. Of course, the wine industry itself is still very much a male dominated industry, with a history of reinforcing that hierarchy – being a woman operating at a higher level is an anomaly, though Francesca works hard to rebalance the scales towards one of greater equality and diversity. Here, it’s a battle against gaining and retaining respect from the customer in understanding that she is more than capable of tackling their requirements, as she continues. “In many ways, the wine industry is still a “male world”, especially if we think to the technical aspect... There are not many women working in the fields or in the cellars. Though, this changes slightly when we consider familydriven wineries, which are becoming more common, especially in Italy. Women are very often found in the offices, dealing with people, fixing problems, and often in events, sales, and hospitality, where their reliability is pretty well-recognised. Something which drives my own approach is in gaining respect from my customer, their trust, and confidence. That’s the best satisfaction for me, and it helps guide how I improve in my work. “As a woman, I will always have to face, I am sure, the old masculine ideas that I am not able to do something, or “I should stay in the kitchen”, but trust me, once you are sure about what you can do, follow your path and put all your efforts, passion, and energy into that. The results will be obvious, and glow around you.” Never stop studying, never stop being curious, but be firm. You are worthy of respect and time. Your ideas are important. Of course, there have been challenges, and there will continue to be challenges, as there is in any industry. Currently chief among them, the introduction of new laws and regulations, alongside the very real impact of climate change on yield. “It is not easy right now, especially for smaller wineries. It’s becoming a case of who is able to navigate the obstacles, the key to that in my opinion is to focus on quality, sustainability, and ethical considerations.” Francesca’s success has thrived regardless, though she remains dedicated to maintaining her current path, using and cultivating her own strengths to overcome whatever may come Citari’s way. “I feel very lucky that I was born and live in “the right hemisphere”. A lot of women will never get the chance to be recognised and supported. That is why I will always happily support projects that help women develop, professionally and otherwise. I am doing my best not to lose empathy, patience, and the attention to the smallest detail that is necessary to achieve success. I am very thankful to all those that appreciate me at work and helped me to get this award. I thank my family that always supported me and helped me to be what I am now.” “ ”
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