Camillo Franchi Scarselli is the Co-founder of Libellula, a collective supporting small family olive farms in Italy’s Sabina region, north of Rome. Based near Montelibretti, he works closely with local growers to preserve traditional groves while connecting them to international markets. Through Libellula, Camillo helps farmers share resources, maintain sustainable agricultural practices, and bring high-quality extra-virgin olive oil to consumers around the world.

Pepper Gross is the Chief Marketing Officer for Libellula, the Italian olive oil collective connecting family farmers in the Sabina hills with customers in the United States and beyond. Originally from Brunswick, Maine, Pepper helped establish the company’s first US distribution hub there and focuses on storytelling, partnerships, and community engagement that highlight Libellula’s mission of supporting small farmers and sustainable agriculture.

Here’s a glimpse of what you’ll learn:

• [1:21] Pepper Gross and Camillo Scarselli introduce Libellula and the connection between Maine and Italian olive groves
• [2:41] Camillo talks about discovering abandoned olive groves near Rome and creating the Libellula collective
• [6:18] Growing from 80 to 3,000 trees as more farmers join the Libellula olive oil collective
• [9:04] Camillo explains regenerative farming practices, soil testing, and avoiding chemical pesticides
• [11:44] Why Libellula blends different olive varieties to create balanced flavor profiles
• [15:57] Pepper explains how to scale an emerging olive oil brand through farmers’ markets and B2B partnerships
• [23:26] The meaning behind the name Libellula and why dragonflies symbolize healthy groves
• [27:15] Brand partnerships and unexpected growth opportunities, including Ferrari dealerships

In this episode…

The story behind many food brands begins with a place, a tradition, or a problem that needs solving. Long-standing agricultural practices are meeting modern environmental challenges and shifting markets. How do founders turn that tension between heritage and innovation into a brand that can grow while staying true to the land?

Camillo Scarselli and Pepper Gross say the answer begins with restoring value to what already exists. By bringing together small farmers and reviving neglected groves, they focus on regenerative methods that improve soil health and avoid chemical inputs. Camillo explains that long-term quality comes from patience — testing soil, adapting harvest timing, and letting nature lead the process. Pepper adds that emerging brands grow best through community by cultivating partnerships, building relationships with customers, and expanding thoughtfully rather than chasing scale too quickly. Together, their approach shows how transparency, collaboration, and respect for tradition can shape and grow a sustainable brand.

In this episode of the Brand Alchemist Podcast, host Taja Dockendorf sits down with Camillo Scarselli, Co-founder, and Pepper Gross, CMO of Libellula, to discuss building an emerging olive oil brand rooted in regenerative farming. Camillo and Pepper explore restoring abandoned groves, scaling a collective of farmers, and balancing artisanal production with brand growth. They also discuss biodiversity in olive varieties, community partnerships, and connecting Italian agriculture with US markets.

Resources mentioned in this episode:

• Taja Dockendorf on LinkedIn
• Pulp+Wire: Website | Email
• Camillo Franchi Scarselli on LinkedIn
• Pepper Gross on LinkedIn
• Julia Franchi Scarselli
• Libellula: Website | Adopt an Olive Grove | Join the Harvest

Quotable Moments:

• “We started with only 80 trees, and now we have something around 3,000 trees to work with.”
• “The best season is the next, always the next.”
• “We absolutely need to do it, not using what seems to be so obvious.”
• “Let nature do what she is capable to do.”
• “Now they want to do more. So we are now going to be competitive to the market.”

Action Steps:

1. Build a collaborative farming collective: Bringing small farmers together allows them to share resources, knowledge, and infrastructure. This helps revive abandoned groves while making small-scale agriculture more economically viable.
2. Prioritize regenerative farming practices: Focusing on soil health, biodiversity, and chemical-free methods strengthens long-term productivity. Regenerative practices also protect the land and improve the quality of agricultural products.
3. Adapt traditional practices to modern climate realities: Long-standing farming traditions must evolve as environmental conditions change. Adjusting harvest timing and growing techniques helps maintain crop quality despite climate pressures.
4. Grow emerging brands through community relationships: Building strong relationships with customers, farmers, and partners creates trust and loyalty. Community support can help small brands grow sustainably without sacrificing their values.
5. Scale thoughtfully while protecting product quality: Expanding production slowly allows founders to maintain standards and craftsmanship. Careful growth helps avoid industrial shortcuts that could compromise the integrity of the product.