About Us

My name is Simone Ruggieri, but many know me as Sibboa. I was born and raised in Terlizzi, in the heart of Puglia, a land that I carry in my soul and that has shaped my personal and professional path.

I am a curious and creative professional, with an experience that encompasses Food & Beverage Management, event organization and storytelling. Every project I dedicate myself to is born from a passion for the food and wine culture of my region and from the legacy of a family that taught me the values ​​of authenticity, hospitality and sharing.

My journey began in the fields, in the greenhouses, at the flower market, where I learned that to build a future you have to roll up your sleeves. Growing up with my grandparents, I savored the sense of sacrifice and love for simple things: my grandmother, with her hands always at work, was the heart of our family kitchen. I learned from her that food is much more than nourishment: it is memory, tradition and care. When her illness, Alzheimer’s, arrived, I understood that cooking was also a way to preserve memories and to say thank you.

After a degree in Social Sciences in Bari, a Master in Food & Beverage Management and a specialization in Food and Wine Criticism, I transformed my roots into a profession. The meeting with Paul Cappelli, a marketing visionary, marked a turning point, teaching me to look at the world with different eyes, without ever forgetting where I come from.

Today, my work is a continuous exploration: I organize events, create connections and tell stories that celebrate the beauty of my land. Each project is like a journey, an opportunity to discover the scents, flavors and traditions that make Puglia unique. Because, after all, everything I do starts from a simple concept: taking care, with love and passion.