Our History
Noble Roots and Sustainable Traditions
Hailing from Austro-Bohemian ancient nobility, Fiona’s family has embraced sustainable farming and forestry for centuries, since the family’s key value in having lands and forests was to hand them down in a better condition than they were received in.
Growing up in Vienna, Fiona was deeply influenced and inspired by her parents’ and grandparents’ love for nature and principles of living in harmony with nature’s web of life.
As a young professional, she then trained as an upholsterer and specialised in restoring antique furniture.
Noble Roots and Sustainable Traditions
Reviving Calabrian Roots
After her marriage to Francesco de’ Medici, the couple decided to revive his Calabrian roots and return to the lands of Francesco’s ancestry. The desire to kiss awake the abandoned and fallow farmlands was by no means easily achieved.
At first, Fiona started on her own to set the farm free from its deep slumber. While toiling to do this, she discovered ancient olive groves buried under thorns and interspersed with old nut and fruit trees. The discovery of this natural treasure trove made her fall in love with Calabria and its fertile soils. This inspiration was also the starting point of Fion.
Reviving Calabrian Roots
Our Philosophy
Embracing Nature’s Wisdom
Fion trusts in the wisdom of Mother Nature and her seasonal cycles, while also adhereing strictly to the local farming traditions and recipes. Manual work is being preferred, employing machines only where absolutely necessary in order to sustain the fertile properties and richness of the soil and avoid a large carbon footprint.
Santa Croce is located at an altitude of 550 m above the sea line, wedged between the northern mountain range Sila and abutting the Tyrrhenian Sea, with the Aeolian Islands not far off the coast. The sea winds hit the mountains continually, thus making all produce grow better. The flavours of our fruits and vegetables are thereby distinctively intensified.
Embracing Nature’s Wisdom
Commitment to Nature and Heritage
After some years of trial and error, we are now able to bring our products to the market. We abide by a back-to-nature philosophy, striving to preserve the vitality of the lands to keep them well and healthy for the next generation.
“It is our special wish and will to conserve this particular Calabrian landscape, save its heritage, traditions and unique (agri-)cultural characteristics so that anybody coming here will once again be able to feel lost in and to time.”
In Fion’s eyes, man and society, as well as nature and the environment, are best helped by taking responsibility for one’s deeds, and being aware, mindful and respectful towards all life in the present as in the future.
Fion’s Mission: Revitalizing Calabria
To us, sustainability is not a mere slogan, but a way of life and a mission when managing the soil, creating value through its products and nurturing age-old traditions.
Fion celebrates naturalness, good artisanship and authenticity. Reviving the rich cultural heritage of her new Calabrian homeland means to Fiona not only giving something back, but also conserving the beautiful landscapes and traditional farming values that exist here. Most of all, Fiona wishes to return meaning to a once-deserted place and make it alive again!
Fion’s Mission: Revitalizing Calabria
