The Ceretto winery was founded in the 1930s: Riccardo Ceretto, who did not own any vineyards, produced wine from grapes he purchased. The turning point came when his sons Bruno and Marcello joined the business, with their innovative thinking for the time: the importance of the land. Though this seems obvious today, memories of the poverty of rural life in the Langhe region – described so well by Beppe Fenoglio in his novel “La Malora” (“Ruin”) – were still fresh, and Riccardo was reluctant to invest in purchasing land.