Our story

OUR STORY

LA CAMPAGNA (THE LAND)

The oil comes from the olive grove of Azienda Agricola Nunzia Rita Mele, managed by Michele’s parents and nestled in Contrada Macerone, between Barletta and Canosa di Puglia.

Family-owned for four generations, the grove is home mainly to centuries-old olive trees, complemented by a small number of more recently planted trees. Through Atenatura, Michele is bringing back to life the family’s tradition of producing and sharing its olive oil—a tradition that had been interrupted two generations ago.

The oil was produced at a partner olive mill equipped with a continuous two-phase extraction system and cold-extraction technology.

The olives are harvested at the optimal stage of ripeness, and milled within an average of four hours of harvesting. Mechanical harvesting methods, supported by gentle beating of the branches, were used to preserve the olives’ sensory qualities as fully as possible.

LA FAMIGLIA: A LEGACY FORGED IN THE LAND

In the early 1900s, Michele’s great-grandfather, Domenico Mele, worked the land in Contrada Macerone for a local landowner: the Madame. A tireless worker, he earned her trust and respect, and, in time, she decided to give him full ownership of the estate.

With vision and determination, he built an olive mill in Canosa and began trading with merchants across the country. The business flourished, until a series of unfortunate events changed its course. Unable to overcome the resulting debts, he was forced to dismantle the mill and sell the property.

He managed to hold on to the olive grove, passing it down to his sons—including Michele’s grandfather, Lucio.

After years working as a stationmaster in Calabria, Lucio returned to Canosa with his wife Lucia and children to care for the family land. He produced olive oil for the family and sold the remaining olives to traders for export.

When Lucio passed away, part of the land was inherited by Michele’s mother, Nunzia. Together with Michele’s father, Tommaso, she continued to care for the grove. For many years, the land has been their passion, their work, and a deeply cherished family tradition.

They introduced a new irrigation system and expanded the grove by planting new trees. Just as Lucio had done before them, Michele’s parents kept part of the harvest to produce the family’s own olive oil, while selling the remaining olives to traders.

Through the generations, the land remained in the family, carrying with it a story of ambition, resilience, and deep-rooted connection.

ATENATURA'S LOGO - THE BEGINNING

This project is more than a business venture. It is a deep connection to the land of origin and a commitment to preserving and celebrating its heritage.

The name Atenatura brings together “Atena,” the Greek goddess of wisdom, and “Natura,” meaning nature. The reference to Atena comes from the land around Canosa di Puglia, where the San Leucio Archaeological Park is home to an ancient temple dedicated to Atena-Minerva, a symbol of the alliance between the Daunian and Roman civilizations.

Atena also represents a personal connection between Michele and Greece. In this way, Atenatura brings together three enduring forces: history, culture, and nature.

The pictogram was first designed by hand and then digitised. It represents Atena accompanied by her symbolic owl. Atena’s joyful and serene expression evokes the feeling of being immersed in a peaceful natural landscape, while the attentive owl stands beside her as a watchful companion, symbolising wisdom, insight and protection.

An olive branch crowns Atena’s head, representing Atenatura’s first and central product, as well as the olive’s enduring association with peace. Beneath the figures, the flowing line evokes the earth and the rolling hills from which our products originate.

Atena also creates a meaningful bridge between Greece and Italy. Although she is a Greek goddess, the products bearing her image are authentically Italian, as expressed in our tagline: Italiana autentica.

This connection is deeply rooted in Puglia’s history. Several areas of southern Italy formed part of Magna Graecia, the ancient Greek world of southern Italy, where Greek and local cultures influenced one another through art, religion and craftsmanship. The archaeological remains found throughout the region still bear witness to this shared heritage.

PUNZICA - THE ARTWORK

In just seven months, Atenatura brought to market a high-quality, single-variety Coratina extra virgin olive oil, presented in an artistic package that celebrates Puglia’s cultural identity and embodies the brand’s founding principle: qualità nel bello (quality beyond beauty).

The product is called Punzica, inspired by the Italian verb punzecchiare: a gentle, repeated tingle that teases the senses, much like the oil itself. The name evokes the characteristic, persistent peppery sensation in the throat that defines a Coratina olive oil with true character. It also recalls, in an evocative way, the Pizzica, the traditional dance of southern Puglia—an element woven into the bottle’s visual concept.

The design was hand-created by local artist Piskv, drawing inspiration from the ancient red-figure vases of the 4th century BC discovered around Canosa and now preserved in museums both locally and internationally. The style blends Art Nouveau with Greek classicism. The Art Nouveau influence reflects the artist’s creative origins, inspired by a historic label for the sweet passito wine produced by Michele’s great-great-grandfather, which depicted a female figure in the Liberty style. Greek classicism appears in the decorative frames, echoing the aesthetic of the archaeological artefacts.

The painted and screen-printed bottle features a female figure immersed in nature, conceived with a dual meaning: divine, as an allusion to Athena, and earthly, as a joyful countrywoman. As the design unfolds, she comes to life, dancing the Pizzica.

The landscape portrays the Puglian countryside, with olive trees, meadows, and poppies. Completing the composition is the owl—the symbol of Athena and wisdom, and an animal deeply rooted in the rural imagination.