Success for the exhibition "The historic Avena company of Potenza".

Given the public success recorded, the Superintendence of Archaeology, Fine Arts and Landscape of Basilicata has decided to extend until next Saturday the exhibition titled "The historic Avena company of Potenza: a heritage to be safeguarded". Founded in 1926, the company preserves objects, tools, and historical, graphic, and photographic documentation related to the production of the famous soda that has become a symbol of the city and lends itself to be told for its history of connections with the territory and local economic-social development. On this important company, which has had strong growth in recent years, we report an article by Lucio Tufano, a historian from Potenza.

An exceptional street vending: the Avena
At the beginning of the 20th century, Michele Avena was one of those street vendors, like Petilli, Ignomirelli, and Lamorgese, who would, over the years, conquer Via Pretoria. A phenomenon not to be overlooked was this immigration of Apulian operators frequenting the difficult and harsh environments of our districts, attending fairs and markets and often traveling together. In 1924, Michele Avena transformed his way of selling, from street vendor to fixed location. He opened a shop at no. 49 of the main street of Potenza, in the Amorosino palace, with retail sale of hardware and household items. In 1928, he entered into a partnership with Gallucci to expand and enhance the production of carbonated beverages and manufacture of ice blocks for the use of bars, hospitals, and trattorias and wine and fruit shops... After dissolving the partnership, he took new premises in Corso Garibaldi for the major development of the beverage factory, including the renowned "gassosa" and the "Avena chinotto" of the '50s. To this traditional activity, he added a substantial production of candies and liquors. In the following years, Alfredo Avena, already a member of the board of the Potenza Chamber of Commerce, formed a company with Pierino Carelli for the production of beer. For the rest of its existence, the company was managed with the help of his sons Nicola, Alfredo, Alberto, and Giuseppe. Later, Nicola, the eldest son, upon getting married, dedicated himself solely and exclusively to the emporium business in Via Pretoria.