Barilla's Strategic Pivot: How CFO Oddone Incisa is Merging Finance with Sustainability and Tech Innovation

The Barilla Group, a century-old Italian food giant, is embarking on a bold transformation under its newly appointed Chief Financial Officer, Oddone Incisa. Taking over in September 2025, Incisa—a seasoned global finance leader with a track record of driving transformation at CNH Industrial—is tasked with aligning Barilla's financial strategy with its ambitious goals in sustainability and digital innovation. This pivot could redefine the company's role in an increasingly ESG-conscious and tech-driven food industry.

A CFO with a Vision for Unified Growth

Incisa's 25-year career, including his tenure as CFO of CNH Industrial, a global agribusiness and vehicle manufacturer, has honed his expertise in balancing financial rigor with strategic growth. Barilla's CEO, Gianluca Di Tondo, emphasized that Incisa's appointment signals a commitment to integrating finance, sustainability, and innovation under a single leadership umbrella.

Sustainability as a Financial Imperative

Barilla's sustainability targets are nothing short of audacious. By 2030, the company aims to source 250,000 tons of raw materials from regenerative agriculture—a model that rebuilds soil health and sequesters carbon—while reducing water use by 250% in water-stressed regions and achieving 48% renewable energy use across operations. Incisa's financial acumen will be critical in allocating capital to these initiatives while maintaining profitability.

In 2024, Barilla invested €300 million in industrial development, innovation, and sustainability, alongside €50 million in quality and safety measures. A key question for investors: Can this spending scale without diluting margins?

Digital Innovation: From Blockchain to Startups

Barilla's digital strategy extends beyond operational efficiency. The company is leveraging blockchain to trace ingredients like basil, ensuring transparency and quality. Its Good Food Makers open innovation program—now in its seventh iteration—partners with startups to tackle challenges such as climate-resilient agriculture and AI-driven consumer insights. In 2025, the program's “Ecosystem” format expanded collaborations with institutions like Almacube (University of Bologna's innovation hub) to accelerate solutions.

Incisa's role here is twofold: to secure funding for these initiatives and to ensure they deliver measurable returns. For instance, Barilla's Parma innovation hub—a 12,000-square-meter facility—will serve as a testbed for digital tools, from AI-driven quality control to IoT-enabled supply chain tracking.

Why This Matters for Investors

While Barilla remains a family-owned, non-listed company, its strategic shifts offer broader lessons for the food sector. The company's approach—marrying ESG goals with tech-driven growth—aligns with a global trend toward ESG integration and responsible investing.

For investors, Barilla's trajectory could signal opportunities in:
1. ESG-focused funds: Companies prioritizing sustainability (e.g., regenerative agriculture, renewable energy) are increasingly attractive to institutional investors.
2. Agri-tech startups: Barilla's partnerships with innovation ecosystems may highlight undervalued startups in precision agriculture or food traceability.
3. Global pasta demand: With Barilla's market leadership and expanding health-conscious product lines (e.g., fiber-rich pasta), investors might explore exposure to broader food staples.

Risks and Considerations

Barilla's reliance on its family-owned structure could both aid and constrain its growth. While this allows long-term focus, it limits access to public markets for capital. Additionally, achieving 2030 sustainability targets will require navigating geopolitical risks (e.g., supply chain disruptions) and regulatory shifts.

Final Analysis: A Blueprint for Legacy Brands

Oddone Incisa's appointment is a masterstroke for Barilla. By uniting finance with sustainability and innovation, he positions the company to lead in an era where purpose-driven business models are essential. While direct investment in Barilla isn't possible, its strategy serves as a template for other legacy brands. Investors should watch for progress on its 2030 goals—particularly in renewable energy and digital partnerships—as indicators of its ability to turn vision into value.

In a crowded food industry, Barilla's blend of tradition and transformation may just be the recipe for sustained success.