Leticia Fenoglio: Turning Family Legacy into Global Indulgence
The story of Leticia Fenoglio reads like a narrative where tradition, taste, and vision intertwine. It begins in the 1940s, when her grandfather, an Italian maître chocolatier, was forced by the circumstances of World War II to leave his homeland and seek refuge in Patagonia, Argentina. Carrying with him the artistry and knowledge of chocolate-making, he established the region’s first chocolate factory, laying the foundation for a family legacy built on craftsmanship and resilience.
After his passing, her father, Diego, took over leadership of the company, breathing new life into it by combining artisanal excellence with entrepreneurial foresight. From this heritage, in 2013, Franuí was born: a fresh raspberry coated in two layers of chocolate. In a single bite, it captured indulgence and joy, offering not just a dessert but a sensory experience, a small luxury that turns an ordinary moment into something extraordinary.
Today, Leticia Fenoglio, as CEO and Co-Founder of Franuí – Rapanuí, has taken on the mission of leading this legacy into the future. With innovation as her compass, an uncompromising dedication to quality, and a commitment to the values her family has upheld for generations, she has propelled the brand into over 40 countries in just a few years. For her, each new market is not merely a commercial success but also an opportunity to share Franuí’s story, culture, and authenticity with the world.
Leticia’s journey is not only a story of business expansion. It is also a personal testament to how roots, heritage, and the pursuit of perfection can transform a family tradition into a global brand. Franuí is more than a product, it is a philosophy of turning life’s simplest moments into extraordinary ones.
Ms. Fenoglio, Franuí carries both family tradition and a spirit of innovation. How did you personally experience the transition from your grandfather’s legacy to your current leadership role?
I grew up surrounded by chocolate, stories of resilience, and the values my grandfather brought from Italy to Patagonia. Later, my father carried that same passion, and I naturally felt drawn to continue the legacy. For me, it wasn’t a sharp transition but a journey, from learning at my father’s side to leading with my own perspective. What I kept intact was the respect for quality and tradition, and what I added was a vision to expand and innovate.
Patagonia is a region with a very distinctive identity. To what extent do you believe its landscape and culture have shaped the DNA of Franuí?
Patagonia is part of our DNA. Its purity, its lakes, its forests, its mountains, all of that is in Franuí. It’s not just where we produce, it’s what gives us identity. Patagonia teaches you to be resilient, to respect nature, and to appreciate beauty in simple things. Franuí reflects that, a raspberry from the valley, covered in chocolate, transformed into a small moment of joy.
Franuí is often described as “love at first bite.” When was the moment you realized this product could become an international phenomenon?
From the very beginning, we saw that people’s reactions were always the same, surprise, delight, and the need to share it. The first time I saw customers line up in Bariloche just to buy Franuí, I knew it had something special. But the real turning point was when we tested it in Europe, and people who had never heard of us had the exact same reaction. That universality made me realize it could go far beyond Argentina.
Today, your brand is present in more than 40 countries. What have been the greatest challenges in achieving such global expansion?
Consistency. Ensuring that the experience of tasting Franuí in Patagonia is the same as in Paris, Dubai, or Sydney is incredibly challenging. Different climates, regulations, logistics, and supply chains test you every day. But our obsession with quality, and the fact that we control every detail, from sourcing raspberries responsibly to our production standards, made it possible.
Chocolate is a universal symbol of pleasure. What do you believe differentiates Franuí in such a competitive market dominated by industry giants?
The difference is in the care. We are extremely careful with our raspberries, with the quality of our chocolate, and with every stage of the process. That obsession with excellence is something people feel when they try Franuí. Giants make great chocolate, but we bring something different, a product born in Patagonia, made with love and with roots, that speaks a universal language of joy.
Modern consumers increasingly demand quality, transparency, and products free of unnecessary additives. How do you balance artisanal tradition with today’s certifications and expectations?
We are ourselves certified BRC, Gluten Free, and Kosher. In addition, our raspberries come from small farms, picked by hand, and many of our suppliers hold certifications such as IFS, HACCP, Global GAP, BRC, and more. We work with sustainability and responsibility in mind, but without losing the artisanal spirit. It’s about merging the best of both worlds, tradition and modern standards.
Innovation seems to be a cornerstone of your philosophy. How do you integrate innovation into your company’s strategy without losing sight of heritage?
For us, innovation is not an option, it’s part of survival. But we always innovate with respect. Every new variety, every new market, every new idea is born from asking, does this keep the soul of Franuí alive? If the answer is yes, we move forward. It’s about adding layers without erasing what’s underneath.
As a female CEO leading a family-owned company with an international presence, what challenges have you encountered, and what unique opportunities have you discovered?
At first, being a woman in a male-dominated industry and coming from a family business sometimes meant people underestimated me. But over time, I learned that being a woman gives you a unique sensitivity, you listen differently, you connect differently. Today, I see it as an opportunity to show that leadership can be strong and empathetic at the same time.
Franuí has been described as indulgence, gift, romance. If you had to define it with a single word, what would it be and why?
Joy. Because that’s what it gives you in every bite. It’s a small indulgence, but one that makes you smile, share, and feel good. At the end of the day, that’s what we want to spread, joy.
What should we expect from you and Franuí in the coming years? What are the next milestones in your journey?
Our goal is to continue expanding into new markets, to open the first Franui flagship store in Buenos Aires, and to see the first raspberries growing in our own fields in Patagonia. People can also expect new and innovative products that will continue surprising and delighting them, always staying true to our essence.