Gabriele Venturi is the founder of Arte di Beppe, an agricultural and olfactory project that combines traditional farming, botanical research, and perfume culture. His work focuses on the cultivation of orris (Iris pallida), a precious raw material historically used in high-quality perfumery.

In the hills of Tuscany’s Valdarno region, at more than 600 meters above sea level, Venturi has revived a historic cultivation linked to the production of iris rhizomes, one of the most valuable natural ingredients in artistic perfumery. Thanks to the local soil conditions and organic farming methods, these plants develop a high concentration of irones, natural molecules responsible for the distinctive violet-like scent widely used as a fixative in fragrances.

The Arte di Beppe project was born from the desire to preserve family land and continue a long agricultural tradition, while promoting a contemporary vision that connects landscape restoration, sustainability, and the culture of natural raw materials for perfumery.

At Snouf – Fragrance Niche Event, Gabriele Venturi will share his perspective on the relationship between agriculture, natural raw materials, and artistic perfumery, exploring the role of iris in perfume history and the work required to cultivate and preserve rare botanical ingredients.