TURI is the name of the grandfather and the current namesake company owner Salvatore Licari. The business, which started in 1962, was initially aimed at the family's own consumption. Only later, with small plots of land adjacent to fruit trees, olive groves and vineyards, did the work extend to the market. The target becomes cross-sectional as Turi has an idea of reuse and begins to make charcoal with what remained of the cleaning of the trees and vegetation. This aspect of the work becomes so frequent and consolidated that it gives the creator the nickname of "Mangia Carbone" (Coal Eater). The use of nicknames is still very common, especially in the southern regions.
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