After losing both of her parents to cancer, Carla Bartolucci founded Euro-USA Trading Co., Inc. in 1996, along with her Italian-born husband, Rodolfo. The company distributes two leading brands in the organic food industry, bionaturæ and jovial. Bionaturæ is known as the premier brand of Italian foods, including the country’s number one selling organic pasta line, canned and jarred tomatoes, olive oil, vinegar, fruit spreads and nectars. In 2010, Carla and Rodolfo introduced jovial, with a new emphasis on products for the growing segment of consumers with gluten sensitivity and multiple food allergies. Jovial became know as the rst company to grow and distribute einkorn wheat products, the most ancient grain that dates back to the Neolithic Revolution.