It all began when Grandfather Fortunato, wearing a straw hat and suspenders holding up trousers always a bit too large, started working the land not only to put food on the table, but also to cultivate the beauty it could offer: flowers.

Carnations and statice were the first crops.

It was a passion that, it seems, ran in his genes—passed down to his son, then to his grandchildren… and who knows, perhaps the story will continue.

In the 1990s, with his son Vincenzo, the business expanded.

Ruscus and eucalyptus were added to the crops. However, most of the energy and dedication was focused on a flower that appears simple and strong, yet is actually delicate and complex, like all beautiful things: the white calla lily, or Zantedeschia aethiopica.

When 2020 put everyone to the test, courage and determination brought together the minds and hearts of the Callari family—from the traditional wisdom of the grandparents to the fresh, practical ideas of the son and the two grandchildren.

It was here that they discovered that passion cannot be controlled. And with them came innovation.

Years of experimentation. Years of trial and error. Many errors.

Then finally, Vincenzo, Gabriele, and Dario, with the right mix of botanical technology, care, and attention, succeeded in growing her as well, in all her splendor—beautiful like few other flowers, a symbol of femininity and sweetness: the pink calla lily, or Zantedeschia aethiopica Flamingo Pink.

Today, the family proudly cultivates pink and white calla lilies in pots, in a way that is truly unique.