Sowing culture to harvest a better future
Art as a tool for growth and development for children, especially those living in difficult circumstances. This is the idea behind “Il Caffè del Birbantello,” a project conceived in 2022 by Caffè Borbone with the aim of involving children from the alleys of Rione Sanità in Naples in an art workshop, bringing their creations to the packaging of coffee pods.
Since then, the project has grown. Keeping the same name as an expression of its link with the local area and traditional Neapolitan culture, in 2024 Il Caffè del Birbantello was extended nationwide: thanks to the involvement of five non-profit organizations operating in Naples, Catania, Turin, Milan, and Bergamo, around 700 children and young people took part in the project.
The children were asked to express their creativity through a drawing inspired by the theme of everyday heroes, people who represent a reference point in their daily lives, positive and authentic role models who inspire and support them. Thanks to fun and educational workshops, the project promoted socialization, highlighting the importance of collaboration and stimulating creativity. The children's drawings were evaluated by a jury that included two Caffè Borbone ambassadors: Filippo Della Vite, a talented Italian alpine skier who has made creativity his skiing style, and Nicolò Canova, an artist and illustrator who recognized the true artistic imprint of the mini-works. After an initial selection of 25 creative proposals, five drawings were chosen to personalize a special edition of Caffè Borbone's packaging. Not only that, but the winning projects were presented during two events held at the Teatro alla Scala in Milan and the Teatro San Carlo in Naples in the presence of the children, their parents, their teachers, and selected guests. This was an opportunity for the children to discover two theaters that are symbols of Italian musical culture, of which Caffè Borbone is a partner and official supplier.
This synergy between a social responsibility project linked to art and the sponsorship of Italian theaters represents the synthesis of Caffè Borbone's strategic approach, which sees culture as a fundamental asset for creating social and corporate value. The result is a virtuous circle in which the brand, through genuine collaboration with qualified institutions and partners, generates positive, concrete, and lasting impacts.
Following the success of the initiative, in 2025 the Il Caffè del Birbantello project took a leap forward, officially entering the Italian school curriculum and being integrated directly into the hours dedicated to civic education. This step will enable the project to significantly increase its scalability and impact, reaching hundreds of children in various Italian cities, including Bari, Bergamo, Florence, Naples, and Padua. Il Caffè del Birbantello will thus continue to sow culture to reap a better future, demonstrating how, through social and cultural commitment, a brand can truly leave a deep and positive mark on the communities in which it operates.