www.gdoweek.it www.gdoweekTV.it Poste Italiane S.p.A. - Sped. in A.P. - D.L. 353/2003 (Conv. in L. 27/02/2004 n. 46) - art. 1, Comma 1, DCB Milano Comma 1, 1, 46) - art. 27/02/2004 n. in L. 353/2003 (Conv. - D.L. A.P. in - Sped. Poste Italiane S.p.A.

Private label An opportunity to promote Italian products

Italian food&beverage All the main export-oriented markets’ performance

Cheese and wine The american context

Equipment Plenty of attention to detail when the store “dressed” Italian

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POINTofview

Italian food: the ritual beyond the product

Ten days after the opening of Eataly in New eat”, it is equally true that the agri-food wealth of York, a search on the subject on Google yielded a country is the result of geography, economics a list of 510,000 pages, 270,000 of which were and culture, in fact all those features that make published in the last month. The most astonish- it what it is. In this sense it is certainly no co- ing thing about this was that 80% of the entries incidence that ’s agri-food business, which were from foreign sources: 313,000 were English, closed 2009 (the darkest year of the recession) 18,200 Spanish, 6,100 French, 4,000 Japanese, with a global turnover of 120 billion euros, 20 bil- 2,400 German and so on. Undoubtedly the size, lion of the total coming from exports, is not just location and concept of the new Manhattan store the country’s second largest production area, but (see page 6) made it quite an exciting piece of also one of the best performers when it comes to news, but the very fact that the opening of Eataly exports. was featured in articles in the world’s main news- papers tells us much about the way Italian food Communicating product value, has at last cast off its old-fashioned image of including through retailers platefuls of eaten to the accompani- This result is to a large extent due to efforts made ment of mandolin music (in Little Italy, say) and in many divisions - wine being a good example become one of the very symbols of Italian style, - to create more variety and boost production, not so much a consumer trend as a whole life- either through innovation or through a return style statement centring around the pleasures of to traditional values. But it is a well-established life, good taste in both senses of the word (style fact in today’s world that no matter how good it and flavour) and quality time spent with friends is, no product can sell itself on its own, and cer- and family. To say nothing of the whole business tainly not in a competitive scenario as complex as of the Mediterranean diet, on which Italian cui- the international marketplace, where the brand FIORENZA sine is essentially based, the one the nutritionists name is often not known and in some cases the DEVINCENZI keep telling us to follow if we want to stay fit and whole product typology has to be constructed healthy without going on punishing diets. from scratch. Not that we should underestimate the intrinsic quality of the product (which indeed Globalisation should become one of its prerequisites, along and internationalisation with food safety), since this is crucial to the way, In the last few years Italian food has taken on a or ways, in which the product is presented on whole new set of perceived values, at a global lev- the various markets. It is true that 76% of export el, aimed at the more advanced kind of consumer revenues come from the big industrial brands looking for quality and variety, but also new cults (source: Federalimentare), but too many SMEs and rituals. And globalisation, a process that until are trying to sell abroad without the backing or very recently had very negative connotations for know-how required to set up adequate market- many Italian SMEs, is at last emerging as an op- ing plans. Which is where retailers come into the portunity to seize in order to expand business, or picture: both foreign and Italian retailers looking at least to make up for fall-offs in domestic con- to supply high-quality Italian food could become GDOWEEK sumption. And if it is true that “you are what you very useful partners in this context. EDITOR

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News Balsamic vinegar is booming 6 Eataly comes to New York 28 Fresh fruit and vegetables: 23 7 Dei Frescobaldi Restaurant&Wine, international competition favours the pride of Harrods variety and commercial innovation 44 8 Peck: the Italian fi ne food takes 30 Fruit&veg preserved: tomato, on the Far East growing in popularity and keeping us healthy 46 Private label 32 Seafood preserved: tuna leads 10 Stores’ own brands: an opportunity the way, with a shoal of anchoves to promote Italian products close behind 34 Confectioners have the right agent 19 Export-oriented markets to raise exports 16 Italian charcuterie sails 36 Coffee: and beyond. 43 through the recession New rituals for all to enjoy 20 2009: a record year for cheese 38 Italian in all its 66 24 : Italy’s most iconic foodstuff glorious, thirst-quenching variety takes a new, trendier turn 40 Wine: quality and biodiversity, 26 Oil: green gold is going great guns. the mainstays of exports 50

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EDITOR: Cristina Lazzati

EDITOR IN CHIEF: Ugo Stella, Gennaro Fucile

Contents EDITORIAL OFFICE: Tiziana C. Aquilani, Marina Bassi, Fiorenza De Vincenzi, Gino Pagliuca, Enrico Sacchi

EDITORIAL ASSISTANT: Tiziana Laffranchi [email protected] 2010 COLLABORATORS: Davide Bernieri, Susannah Gold, Manuela Soressi TRANSLATION: David Lowry, Kate Mitchell

GRAPHICS DEPARTMENT: Walter Tinelli (Art director), Laura Itolli GRAPHIC DESIGN: Walter Tinelli BUSINESS MEDIA EDITORIAL MANAGER: Mattia Losi

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MIlan Law Court Registration n. 392/72 ROC n. 6553 del 10 /12/2001 The American context ISSN 1123-7260 23 Mozzarella is still the number one Italian cheese in the State 44 Italian wines still reign in Usa Associato a:

Equipment 46 Plenty of attention to detail Informativa ex D. Lgs. 196/03 (tutela della privacy). Il Sole 24 ORE S.p.A., Titolare del trattamento, tratta, con modalità connesse ai fini, i Suoi dati when the store “dressed” Italian personali, liberamente conferiti al momento della sottoscrizione dell’abbonamento od acquisiti da elenchi contenenti dati personali relativi allo svolgimento di attività economiche ed equiparate per i quali si applica l’art. 24, comma 1, lett. d del D. Lgs. 196/03, per inviarLe la rivista in abbonamento od in omaggio. Potrà esercitare i diritti dell’art. 7 del D. Lgs n. 196/03 (accesso, correzione, can- Snapshot cellazione, ecc.) rivolgendosi al Responsabile del trattamento, che è il Direttore Generale dell’Area Professionale, presso Il Sole 24 ORE S.p.A., l’Ufficio Diffusione c/o la sede di via Patecchio 2 - 20141 19 Raw ham, a fl avoursome food Milano. Gli articoli e le fotografie, anche se non pubblicati, non si restituiscono. Tutti i diritti sono riservati; nessuna parte di questa pubblicazione può essere riprodotta, memorizzata o trasmessa in that comes in so many varieties nessun modo o forma, sia essa elettronica, elettrostatica, fotocopia ciclostile, senza il permesso scritto dall’editore. 43 Spumante: exploring the world L’elenco completo ed aggiornato di tutti i Responsabili del trattamento è disponibile presso l’Ufficio Privacy, Via Monte Rosa 91, 20149 Milano. I Suoi dati potranno essere trattati da incaricati preposti of Italian bubbly agli ordini, al marketing, al servizio clienti e all’amministrazione e potranno essere comunicati alle so- cietà di Gruppo 24 ORE per il perseguimento delle medesime finalità della raccolta, a società esterne 66 Italian fairs: events not per la spedizione della Rivista e per l’invio di nostro materiale promozionale. to be missed “Annuncio ai sensi dell’articolo 2, comma 2, del “Codice di deontologia relativo al trattamento dei dati personali nell’esercizio dell’attività giornalistica”. La società Il Sole 24 ORE S.p.A., editore della rivista Gdoweek rende noto al pubblico che esistono banche-dati di uso redazionale nelle quali sono raccolti dati personali. Il luogo dove è possibile 50 The Company Profi les esercitare i diritti previsti dal D.LGS. n. 196/03 è l’ufficio del Responsabile del Trattamento dei dati personali, presso il coordinamento delle segreterie redazionali (fax 02 39844801).

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Japan and Korea QB’s latest projects Anyone who has ever used an Ital- ian cookery book knows that the let- ters “q.b.” stand for “quanto basta”, Eataly, the Italian food an indication that “as much as is needed” of the ingredient concerned cult store, comes to NYC should be added. QB Mercato e Cuci- na is a project developed in Italy by An opening in the best Italian style, in the pres- the restaurant that is part of the chain run by well- Andrea Rasca (the man behind the ence of the city’s mayor (Bloomberg) and its known Italo-American chef Mario Batali, who in CremAmore ice cream chain, which archbishop (Dolan). The eagerly awaited Eataly, partnership with the patron Oscar Farinetti, will New York’s new “temple” to genuine Italian food, run the Manzo restaurant, open until 2 a.m. has 15 outlets in Japan alone) in col- opened its doors on 31 August. Spread over two laboration with the Coin department floors inside a 19th-century 15-storey building Surrounded by Italian treats store, whose new food halls carry the at number 200 Fifth Avenue, Eataly has three On offer here is everything that has anything to do QB name. The scheme will soon be entrances: one opening onto the “piazza”, with with traditional , well laid out in a coming to Japan and Korea, with QB- a market and themed restaurants (pasta, , simple, but appealing settings. There are various style corners, aimed at attentive, cu- meat, fish, vegetables), together with another area “designer” corners, including an Italian coffee shop devoted to fruit and desserts; the second entrance, (see box below), a chocolate corner (Venchi), a rious food lovers who like what they marked Gelateria, is the place to go for Italian ice beer section (Teo Musso) and a pastry cook (Luca eat to be wholesome and easy on the cream; the third leads to the Wines section. Montersino). A Rizzoli space has a selection of environment. The corners will appear The facility has a total floor space of 5,000 sq.m. books about cooking and . Italian in local supermarkets, where it will be The lower floor is devoted to services: kitchens, products are sourced from a warehouse in Man- possible to taste or take away Italian pastries, ice cream and bread and there is a space hattan, while fresh fruit and vegetables come from products. of approximately 650 sq.m. on the rooftop, with farmers’ markets around New York. TCA

Lavazza Café brings real Italian espresso to Manhattan With an absolutely exclusive format, created especially for value of Eataly, various themed tasting events will be held Eataly NY, where it operates on a shop-in-shop basis, throughout the year. The Lavazza Café will also host a series has recreated the traditional Italian coffee house atmosphere of meetings and seminars about Italian coffee drinking, run by right in the heart of the Big Apple. Open every day from 7 a.m. experts from the firm’s Training Center, to teach people more Waitrose promotes to 11 p.m., it offers everything from the classic espresso, caffé about the sensorial delights of the drink. FDV genuine Italian pizza macchiato (espresso with a dash of milk) and , to Waitrose got restaurateur and writer delicious preparations from the Turin area, cold drinks Laura Santini (author of Easy Tasty like cremespresso and caffé , as well as the Ameri- Italian) to come up with a range of can coffee classics, reinterpreted by Lavazza. The Lavazza Café “that follow the simply oozes Italian-ness, conveying a sense of hospitality and original recipes and use local ingre- service, with a design and furnishing scheme in keeping with dients”. Campania, Calabria, Apulia, the brand’s image worldwide. A philosophy based on genuine and Lombardy are the five quality has united Lavazza and Eataly ever since it first opened regions selected. A little cookery li- in Turin, expressed not only through its consolidated partner- cence has been allowed, as seen in the ship, but also in the desire to offer the best representation of use of pear and fig sauce to soften the Italian food production to the world. To highlight the cultural flavour of hot salami.

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Marchesi de’ Frescobaldi, the well-known maker, based the concept of his restaurants on the combination of local wines and food specialities.

Wine moves Dei Frescobaldi Restaurant & Wine centre stage Dei Frescobaldi Restaurant&Wine Bar is on the Lower Ground Floor, along- Bar - the pride of Harrods side Harrods’ famous and well-stocked wine section. The restaurant offers It’s no secret that the British love Tus- gourmets from around the world. A dishes from traditional Tuscan cuisine cany, so it was only to be expected that real draw for lovers of Tuscan food and (‘’ pasta with gosling sauce, the quintessentially Tuscan Dei Fres- wine, it was designed by Studio Bruz, with scallops, grilled steak, Florentine cobaldi Restaurant & Wine Bar should and is reminiscent of the wine bars de- roast pork, oven-baked sea-bass) washed be the first Italian restaurant to open at signed by Fabrizia Scassellati Sforzolini down with wines from the Frescobaldi Harrods in London’s Knightsbridge dis- at Rome Fiumicino airport’s Terminal estate, which are also served here by the trict, a department store that attracts 1 B and 3 C. glass.

· APERTURA E CHIUSURA FACILE E VELOCE · ULTRALEGGERO L’ASSE DA STIRO DI NUOVA GENERAZIONE PERMETTE UNA STIRATURA PERFETTA, UN RISULTATO IMPECCABILE, SENZA FATICA. LA POSIZIONE DELLA CALDAIA SUL PRATICO RIPIANO OFFRE UNA MAGGIORE SICUREZZA E LIBERTÀ NEI MOVIMENTI. REALIZZATO IN SPECIALE RESINA RESISTENTE AD ALTE TEMPERATURE, È REGOLABILE IN TRE ALTEZZE E DISPONE DEL PIANO TRASPIRANTE. QUANDO È CHIUSO STA IN PIEDI DA SOLO PER SFRUTTARE AL MEGLIO GLI SPAZI DELLA CASA. comemedia.com

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The legendary delicatessen Peck, whose headquar- ters are in via Spadari, in fashionable downtime Milan, has been present in Japan’s Takashimaya department stores for almost twenty years and now this partnership is to extend to China, in particular to Shanghai. “Italian food is an opportunity not just for indi- vidual firms but for the whole national economy,” says Lino Stoppani, co-founder of Peck. Pasta of course is one of the most popular products: our ver- sion is offered as a kit with a choice of three types of sauces and a 25 cl. bottle of extra-virgin olive oil, to cater to the preferences of Japanese consumers – you do indeed have to know about local consumer habits.” Today Peck has 18 bars and stores around the Far East. It also has outlets in Australia, Dubai, Qatar, and operates elsewhere in Europe through Peck: Italian fine food duty-free channels in Germany, Austria and in the United Kingdom. takes on the Far East

Venchi at New York’s Food Emporium Taste of the World

Food Emporium’s Taste of the World in New York, which opened in 2008 to promote foods and beverages from around the world, promotes one authentic brand of Italian chocolate in particular. This Academia is Venchi, a firm established in Turin back in 1878, when 20-year-old appears in Sur la Table Silvano Venchi opened a confectionery workshop that went on to The Parma-based Academia Barilla is a become a chain of dozens of stores (some concentrating on choco- fully-fledged international centre devoted late and ice cream) in Europe (Spain and Romania), the Middle East to the promotion of propagation of Italian (Jordan) and the Far East (Hong Kong). gastronomic culture around the world. Venchi’s latest foreign ventures include a partnership with Dean & So the range that carries its name could DeLuca in Taipei (Taiwan). Interestingly, it is also promoting itself to only be of the very best quality. The US international consumers by opening outlets in the main Italian air- chain Sur la Table was only too pleased to ports and at the Park Hyatt hotel in Milan. include it in its product assortment.

Schnucks Market: the Italian Way in the U.S. of A. Schnucks Market, a chain of around 120 supermarkets in the central-southern United States, has introduced a new concept called Culinaria that conjures up the idea of Italian gourmet food. Viaitalia, Italian deli food The store also offers a range Oliva, the fast-casual Mediterranean restaurant according to Casino, France of private label food products, in the Portuguese Geronimo Martins group A revamped brand (formerly known as including pasta, oil, tomatoes, Devised and created by Costa Group, Oliva, which opened last April in Lis- Casitalia) and concept store, Viaitalia is a balsamic vinegar and pizzas, bon, is a self-service restaurant offering fresh, high-quality dishes at rea- chain of local neighbourhood stores in the all under the Culinaria label and, sonable prices, served in a casual setting with an unfussy but elegant de- Casino group (25 pos with an average floor of course, Italian in origin. sign, based on the colour acid green and wooden surfaces that offset the space of 150 sq.m.) that efficiently conveys white ceramic tiles. Pasta is the main food on the menus: there are six types a genuine sense of the Italian way of life served with a choice of ten different sauces that change on a weekly basis. through Italian products (some of them There is also plenty of bread and to choose from along with other niche) and a warm welcoming atmosphere. simple Mediterranean foods.

www.gdoweek.it 8 www.gdoweekTV.it ITALY FOR EXPORT Cip4 makes ready-to-market products that only need your brand.

Cip4 is one of the top european producers of “ Feminine pads, Panty liners, Wipes for personal care and for Household cleaning ”. PRIVATELABEL

The brand has responded effectively to new trend in both foodstuffs -from functional to organic foods to fast-food catering- and in non foodstuffs, with an increasingly extensive range of products.

Stores’ own brands: an opportunity to promote Italian products

“Commercial brands used to thrive during an eco- from the shelves. It’s something all supermarket nomic downturn when they would record better chains are doing as part of an overall effort to cater sales, only to return to normal when the recession more closely to customer demands, and to create was over,” explains Gianpiero Lugli, professor loyalty to the store, an increasingly critical factor of Retail Marketing at the Economics Faculty of for the whole large-scale retail sector. Parma University. “Now, though, private labels continue to grow even when the economy starts An Italian assortment to pick up again.” In this new scenario, where competition between There are different reasons why things have stores’ own brands and commercially branded changed. Undoubtedly one of the most significant products not linked to a particular chain is increas- reasons is the general improvement in the quality ingly fierce, small and medium-sized enterprises of stores’ own brands, which are becoming increas- (SMEs) have managed to gain a foothold not only ingly competitive also because of their ability now in Italy but also on supermarket shelves abroad. to innovate. Factors such as these have altered “There is definitely further room for improve- purchasing patterns amongst consumers, who will ment,” Lugli adds. “Of course it’s important to try a private label product once, then buy it again satisfy the requirements set by the store in terms because they discover its special appeal, so the pri- of quality and process guarantees: if this happens vate label becomes a brand in its own right. then I think that the SMEs, both in Italy as co- It’s also about the branding policy adopted by the packers and abroad as exclusive brands have a lot store itself, which extends and segments its prod- of development potential, especially when it comes uct lines so that they range from value to premi- to typical Italian foodstuffs, which are proving ex- um, leading to a rationalisation of the assortment, tremely at international level. This is also thanks with less interesting branded articles removed to the globalisation of stores, which are increasing

www.gdoweek.it 10 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT their penetration on different markets, something that has already been demonstrated by Conad, which has exploited its alliance with a European purchasing centre to promote its two brands for 14.5% typical Italian foodstuffs, a boost for Italian-made the value products in all the various price ranges. The dis- of private labels in Italy count channel should also not be overlooked. On on 31 December 2009 the markets of central and northern Europe in particular these enjoy high levels of market share according to Nielsen statistics and are also viewed favourably by consumers, so this format offers interesting business opportuni- ties as well.” Giampiero Lugli professor of Retail Marketing Finding out at the Economics Faculty what you need to know of Parma University Commercial brands have responded effectively to new trends in foodstuffs –such as the growing popularity of functional, organic and fast foods 17.1% – and n non-foodstuffs, with an ever wider range share by volume of products, but clearly there are very different of private labels in Italy. articles on sale in the international chains of the various countries. And while on the one hand this The difference between value makes it difficult to increase the international and volume is just 2.6% centralisation of purchases beyond the current 30-40%, on the other this situation highlights the importance of considerable flexibility on the part of co-packers, who need to satisfy the various de- mands of the individual stores. And anyone who is only now starting out on the private label market must look to those stores who have not already developed their own store brand in the category concerned and have a relatively +5.6% low performance level. They must also focus on by volume markets where the influence of private labels is fairly limited, such as in developing countries. the increase in the share Finally, one of the best strategies for anyone wish- of private labels ing o become a co-packer is to find out as much as during 2009 (source: Nielsen) you can about the retailers you wish to enter into partnership with: you have to analyse the profile and strategies in terms of branding, purchasing and logistics. To give one example, Tesco, in its private label policy, uses the store name across all price ranges, and develops sub-brands to reinforce its policy of segmentation for the target; on foreign markets it adapts its policy to suit local tastes. In food- 20% stuffs, Tesco gets its supplies from pan-European markets, for both its store brands and the fresh the proportion produce it sells. on average of industrially branded articles Responding to emerging trends in Italian discount stores It is a well established fact now that distribution companies, especially those operating in western countries, are focusing not only on ensuring ab- solute food safety but also on areas such as envi- ronmental sustainability and social responsibility as part of their strategy to enhance their image among consumers. Clearly, potential co-packers must keep one step ahead of initiatives in these areas, without over- looking the fact that in some foreign countries stores require suppliers to provide quality certifi- cation that still does not exist in Italy. Tiziana C. Aquilani

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Conad, a multi-store brand for foreign market Conad is one of very few chains in Italy’s large-scale retailing industry to have focused also on the export of its private label products, an activity The partnership which in 2009 generated earnings of 30 million euros, an increase of 15%. with E. Leclerc The three lines it sells abroad are: Conad, which enjoys a quality ranking enables Conad to run on a par with the category leaders; Sapori&Dintorni, a top-end range of promotional campaigns food specialities based on traditional Italian cuisine, and the Creazioni d’Italia range of “made and taste in Italy” products, designed especially for of Italian-made produce the foreign markets. But as an ambassador of quality, Conad has also gone also in French stores. beyond exports pure and simple: with the Sapori&Dintorni range it has created a new format – for the time being involving two stores in the heart of Florence, with a surface area of around 400 sqm – which mixes top-end products with its more standard supermarket articles and has the look and feel of a friendly neighbourhood store. These outlets, which Conad intends to open in city centres with a high influx of tourists (in Italy and abroad), will also sell 500 specialities from small-scale Tuscan producers, brought together under the brand name Originis. This approach by Conad is based on making the most of localised production to promote a culture of qual- ity, wholesomeness and respect for tradition, a strategy that is ultimately designed to promote Italian-made produce. TCA Icam: prize-winning products

“The commercial brand,” explains Gianpiero Lugli, “is a real driver of exports: increasingly, foreign stores want to offer high-quality Italian products and are searching for trusted co-packers also for the creation of exclusive private labels.” This is the context in which Icam operates, an organisation with a substantial degree of know-how deriving from its control of all production stages which has made a name for itself on the market as an ideal partner in the development of private labels for many supermarket chains, in Italy and abroad. Particularly interesting here is its partnership with Tesco, which in 2009-2010, thanks to the development of the Tesco Finest range, won two awards in the UK: Quality Awards, which it received for its Gianduiotti, and the Best Which Buy award that went to the Fairtrade Organic Dominican Republic 70% plain chocolate bar and the Fairtrade Organic Ecuadorian 39% milk chocolate bar. TCA

European retailers Caldirola, tailoring the wine to the market Alce Nero brings organic food The leader on the Italian large-scale retail market for the bottled-wine to the North that love segment (85 million bottles sold), Casa Vinicola Caldirola pays particu- It’s a well-known fact that central and north- Italian food lar attention to Italian regional wine production, which it also offers ern Europe are particularly fertile terrain through foreign supermarket chains, with exclusive brands such as when it comes to selling organic foods. And The International Export Awards, organised by Cibus Lambrusco Fermo di Puglia Igt , of which one Spanish chain has man- Italy is one of the world’s biggest producers 2010 has recognised the excellence of Italian entrepre- aged to sell no fewer than two million bottles. “Currently,” says Clau- of organically-farmed produce. “This circum- neurship, which has contributed to the creation of prod- dia Riva, export manager for Caldirola, “we are working as co-packers stance,” says Massimo Monti, CEO of Alce ucts and ranges with a distinctive made in Italy style, as with brands for both Lombardini and Carrefour. With this latter chain Nero & Mielizia, a firm that operates in 14 well as singling out three foreign supermarket chains: we could also set up partnerships for the international markets”. countries and brings together organic farm- Belgium’s Delhaize Le Lion, “as a retailer that has always ers, beekeepers and Fair Trade manufactur- believed in products of Italian origin and run bel paese- ers, -guaranteeing excellent export opportu- themed promotional campaigns; the Swedish chain Ax- nities for products made in Italy, especially food “for having recently embarked upon fully-fledged those with certain typical features, such as partnerships with Ital- pasta, sauces and olive oil.” Among other ian manufacturers for things, a few years ago Alce Nero signed the creation of a new an agreement for the creation of products assortment of all-Ital- for the Danish retail chain Irma, which has ian ready meals”; and around 90 supermarkets and leans heav- the German retailer ily towards premium products and assort- Tegut “for developing ments focused on locally sourced and a range of premium organic products: in 2009 the partnership private labels based with the Danish store was extended and on Italian cuisine”. now also includes a pasta range.

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Packaging Corman, global and eco-sustainable (Organyc) and as private labels. “Corman- explains for French Corman, the leader in Italy for cotton tampons, pads Giorgio Mantovani- is a well-established manufactur- and panty liners, has entered the local large-scale ing concern that has succeeded in providing solutions eggs from retail trade with its Cottony brand. Excellent perform- – product and service packages – that cater to specific Campania ance results have prompted the firm to explore other customer requirements. It has built up considerable opportunities, introducing a range of feminine care expertise in R&D, production, marketing, sales and products made using organic cotton (certified by logistics of para-pharmaceutical products.” These ICEA, the main Italian control body). Corman sells its pick up on market trends, where well-being, health products internationally (Target, in the USA, for exam- and eco-sustainability are prime consumer considera- CI. PLAST, a leading manufacturer of plastic packaging for ple) and has had success with under its own brand tions. “Female consumers -Mantovani continues- are eggs based in Battipaglia (near Salerno), is increasingly particularly attentive to these issues, but sometimes looking to internationalise its business. “Today, around guidance is required, A survey of 1,050 women in the 28% of our sales (seven million euros in 2009) is accounted USA found that a vast majority of American women for by sales outside the country,” says Giovanni Ciraudo, believe their feminine hygiene products are made head of foreign marketing. At the moment our main market of cotton, without realising that most mass market brands actually contain synthetic materials which, if is France, where we supply private label packs to various of poor quality, can cause allergic reactions or skin ir- retailers. The French large-scale retail market is very big on ritations in consumers with sensitive skin.” ensuring the eco-sustainability of packaging, so it is very Corman has also begun trading through Carrefour much attracted to the economic savings and minimal envi- Italia, with an extensive store brand range. Given ronmental impact guaranteed by our ultra-lightweight, fully the international nature of this retail chain, it seems stackable egg boxes.” likely that the firm will also go on to reach other foreign markets. Gi Picco’s signature beauty

One area that holds particularly good opportunities for exports of Italian-made products is cosmetics, as the case of Gi Picco’s Cosmetics Make-up Contract Manufacturer demonstrates. Founded in 1967, this com- pany’s production plant is located in Paderno Dugnano (near Milan) from where 95.98% of its output, 5% of which exclusively as private labels, was sold on foreign markets in 2009. “Following the transformation of Gi Picco’s as a result of globalisation,” explains Irene Inguaggiato, general manager and marketing & art director, “the market changed completely. The products most in demand internationally show a growing interest in mineral, natural and organic products. And indeed all our lines are eco-compatible and all our textures are clinically tested by Italian universities. Our firm, which is currently awaiting ISO 22716 certification, have always met the European Union’s GMP Unipro/Colipa standards for cosmetics.”

Design and technology into frying pans by TVS

Created in 1968 near Urbino, TVS is today one of the main play- ers at international level in the non-stick aluminium cookware market. “Our policy,” explains Giuseppe Bertozzi,” is to cater to rapidly changing market demands and pick up on innovations in the materials and technologies used, while paying attention to en- vironmental concerns. The result is a wide range of high-quality, all-Italian products with a notable design component.” TVS ranks in the middle and mid-to-high price range, but is also equipped to manufacture bargain products and has been sup- plying private label products to stores in over 70 countries for some time. “Fortunately,” Bertozzi adds, “the various countries all have different cooking traditions that require cookware of dif- The completely environment-friendly Natura range is made of ferent shapes, sizes, colours and even technological content. And aluminium coated with ceramic on the inside and porcelain although for a while we did suffer the effects of competition from enamelling on the outside. It has a wood and steel handle and products made in China, stores eventually realised that they were is supplied in packaging made of recycled paper getting what they paid for and ended up coming back to the well- designed quality products we offer, ensuring that we stay com- petitive and offer guarantees across the board.”

www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 13 The world of retail on air

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Charcuterie Cheese&Dairy Pasta Oil&vinegar Freshfruit&vegetable Fruit&vegetable preserves Fish&seafood preserves Confectionery Coffee Beer Wine

ITALY FOR EXPORT CHARCUTERIE

Positive signals for 2010, with Assica’s recent expansion plans approved, so that all Italian charcuterie products can now be exported to Canada and South Africa. Negotiations are also under way with India, Thailand and Taiwan.

Italian charcuterie sails through the recession

Good news for exports of Italian cured meats, even in results here cannot really be said to have been offset by the difficult economic climate of 2009. Figures supplied the excellent and yet limited gains in the Far East. by Assica, based on Istat data, show increases in foreign The signs are good also for bresaola (sliced cured beef) sales of 3.3% by quantity and of 3.6% by value, or 110,000 which, after a couple of difficult seasons, is once again tons of salumi (the umbrella term for cured meats in selling well abroad in traditionally receptive countries Italian) worth around 860 million euros. Underlying this like the UK, France and Germany (the increase in this important dynamic, in a context dominated by an eco- latter market was more than 50%). Excellent results were nomic downturn that has affected all areas of commerce, achieved by raw ham, which remains Italy’s most export- is the recovery in exports of raw ham and the excellent oriented charcuterie product: sales of almost 49,000 tons performance of bresaola and mortadella. by volume were recorded (+2.1%) or 452 million euros by value (+2.7%). The much-loved prosciutto crudo per- Mortadella superstar formed dynamically across EU markets with excellent re- The latter was the absolute star of Italian charcuterie sults recorded in Germany (+4.9%), Austria (+10.7%), exports in 2009: sales abroad of the tasty cold-cut from Belgium (+8.1%) and the UK (+9.9%). Italy’s Emilia region exceeded 23,000 tons, an increase of The same can no longer be said at the moment, though, 11%, with a value of 81 million euros, up 8.3 percentage for the USA, which up until a few years ago was indeed points on 2008. And the success of mortadella has been the driving force behind Italian charcuterie exports: the quite considerable across several different markets, with US market for Italian raw ham lost over 9 percentage a variety of results in EU and non-EU countries: out- points. Cooked ham, a much smaller but growing prod- standing results were recorded in the United Kingdom uct sector, fared rather better. Finally, exports of salami (+145.3%), but also in Belgium, Germany and countries reached 19,800 tons (+0.4%), a business worth more of the former Yugoslavia. Some difficulties were noted than 183 million euros (+17%), with particularly good meanwhile in France, Spain and the USA, and the poor results in the EU marketplace. MS

www.gdoweek.it 16 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT SalumiAmo: tickling The aim of the travelling show British tastebuds is to introduce young people to typical The promotion of Italian “salumi” (charcuterie Italian cold meats products) recently came to Britain in an effort to through the ritual raise awareness of Italy’s cured meat specialities of the aperitif. and to take full advantage of the good growth re- corded by these products in the UK in 2009. After the success of the event in Belgium, “SalumiAmo”, promoted by the Istituto per la Valorizzazione dei Salumi Italiani (IVSI, see box) came to the UK in June to improve perceptions of Italian cured meats among young Londoners in particular, by offering samples at the happy hour sessions that are such a feature of the capital’s after-work scene. From 14 June to 2 July, six selected establishments (1 Lom- bard Street, The Living Room, Mews of Mayfair, Dover Street Bar, Raoul’s and The Anthologist Bar) offered a range of Italian charcuterie items protect- ed by Europe’s PDO and PGI quality designations, including Bresaola della Valtellina, Mortadella Bologna, Prosciutto di San Daniele and Salamini Italiani alla Cacciatora. Literature on production methods was also distributed. +12.3% 110,043.51 +11.3% Bresaola recovers on international markets, tons after a difficult 2008, with by-volume and Exports of Italian charcuterie products Mortadella stole the show in 2009, export by-value rates both growing impressively. (“salumi”) in 2009, up 3.6% on 2008, bucking figures reveal: sales abroad exceeded the Demand from EU countries is particularly the trend of Italian exports and Italy’s food record figure of 23,440 tons, with a pleasing healthy (+24.1% by quantity +16.9% by industry generally. two-figure increase (+11.3%), worth around value) thanks to good results recorded on the 81 million euros (+8.3%). German, French and UK markets.

Tuscany comes to Hong Kong Yes to Zampone The brilliant performance of Italian “salumi” ries of training meetings will be held for the and Cotechino on Far East markets has prompted the Tuscan chain’s staff and shoppers who use the City di Modena Igp PDO Ham Consortium to re-run a promotion- Super outlets will be supplied with product al scheme in the City Super supermarkets of information. A press conference will give the Italian charcuterie exports are being liberal- Hong Kong, an initiative which yielded excel- media details about the scheme as part of the ised. The process, which is strategic to sec- lent results in 2008. Consumers in the former effort to encourage consumers to go to the su- tor development, includes an expansion of British colony have shown great interest in permarkets to sample this all-Italian special- the range of cold meats that can be exported what for them is a quite exotic product from ity. The 22 meat-curing concerns that belong one of Italy’s most characteristically beautiful to the Consorzio del Prosciutto Toscano Dop to many developing countries, especially areas. For the duration of the promotion, a se- recorded sales last year of over 300,000 hams, to markets where cured hams are already weighing a total of 2,500 tons, and worth more present. One aspect of the deal that will be than 40 million euros. widely welcomed is Australia’s agreement, as confirmed by Italy’s Health Ministry, to the immediate start-up of exports to the mar- ket down-under of Italian charcuterie – such The photo shows as Zampone and Cotechino di Modena IGP the consortium’s chairman, – supplied in hermetically sealed, sterilised Fabio Viani. packaging.

www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 17 Tyrolean trio: speck, apples and wine

A joint promotion scheme bringing together three mainstays of Alto Adige’s farming economy aims to improve European consum- The three-year ers’ awareness of the good food and wine that comes out of Italy’s Apple-Speck-Wine northernmost region. The three-year Mela-Speck-Vino project, fi- project, financed nanced by the European Union as part of the “New European Food by the EU as part of the Safety Programme”, has started to promote the quality products that come out of the Southern Tyrol area not just in the traditional “New European food markets of Germany and Italy, but also in new countries like Poland safety” programme, and the Czech Republic, where the growth potential is enormous. has introduced quality The promotional campaign also includes a website in four languag- produce from Alto Adige es that offers a wide range of information to potential buyers on tra- also to new markets ditions, production methods and product features. The traditional such as Poland smoky-flavoured Speck, which carries a PGI designation, is seeing sales improve as a result of the campaign. Figures released by the and the Czech Republic. Consortium suggest that the most modern and dynamic method of supplying this cured meat – ready-sliced on sealed trays – saw 2009 sales rise by 22% as compared with 2008, with somewhere in the region of 18.2 million packs sold. 20.5% of PGI-designated Speck sales occur through the ready-sliced format.

Parma Ham in “full bloom” PGI designation for Sauris Raw in Tokyo The latest addition to the large family of typical raw hams that enjoy European Un- Consorzio del Prosciutto di Parma and car manufacturer Fiat joined forces ion protection: Sauris raw ham has been in Tokyo last April when the Fiat Café in Tokyo served three special lunch awarded the PGI designation, a certifica- menus featuring Prosciutto di Parma Dop. The “100% Parma” week culmi- tion which will enable this niche product to nated in a big party at which Japanese journalists had a chance to sample be sold on EU markets, where it has good the delights of this stellar ham product with a typical Parma-style menu potential for development. It is a traditional served in a very special setting: artist Saori Kanda decorated the rooms cured meat from north-eastern Italy’s Friuli region, and is produced in the hills outside of the Café with ham “flowers” and multimedia installations devoted to Udine, with production centring around production of the ham in Parma. the town of Sauris. It combines the Italian method of salting pork meat with the more typically central European preservation style based mainly on smoking methods. The re- Parma Alimentare promote through Autogrill A website full of information sult is a delicately smoky-flavoured ham, left Coppa, Salame Felino and Prosciutto di Parma are main products in the second promo- about Italian salumi to rest for 12 months, with production of no commercial campaign of typical Parma products in Europe’s network of motorway service It’s a quarter of a century old but is still more than 50,000 pieces a year. stations, Autogrill. After the excellent results achieved in 2009 with the “Autogrill France” in great shape, and if anything is work- scheme, the focus now shifts to Switzerland and Austria where the products will be fea- ing harder than ever to achieve the aim tures in sandwich bars, self-service restaurants and other catering outlets. The operation for which it was originally set up. The is being run by Parma Alimentare, in collaboration with the local Chamber of Commerce, Istituto di Valorizzazione dei Salumi Ital- and presents a dozen or so meat, cheese, vegetable and fresh pasta products iani (IVSI) is a highly informative resource that explains virtually everything there is to know about the country’s typical processed meat products, where they come from, how they are made and their nutritional properties. IVSI sets out to reach global consumers through the site (www.salumi-italiani.it), which alongside factsheets on the main charcuterie spe- cialities now also features a new section with recipes by famous chefs based on the use of cured meats. The site is now also available in an English version so that the international marketplace can find out what it needs to know.

www.gdoweek.it 18 www.gdoweekTV.it ITALY FOR EXPORT Curing raw ham, that most noble of Italian charcuterie pro- ham carries the PDO/PGI designation, guaranteeing that it co- ducts, is a skill that dates back hundreds, indeed thousands mes from a geographical area where the very best raw materials of years: the ancient Romans were experts at preserving pork are selected, the very best processing techniques are used and meat. It is produced in nearly all parts of Italy, but the best raw the climate is particularly favourable to the curing process. Raw ham... a flavoursome food that comes in so many varieties

CHARCUTERIE 1 - Cuneo pinkish-white in col- ham DOP/PDO our. A fragrant ham The pork thigh, with a delicately sweet trimmed and without characteristic flavour. 2 the foot, weighs be- 3 tween 7 and 10 kilos. 4 10 - Casentino ham The lean part of the (Slow Food cut slice is a uniform Presidia) 1 red colour, outlined A traditional speciality 5 with white fat. It has a 6 from the province of soft, compact texture Arezzo, it is round in and a sweet, fragrant 7 shape and weighs be- aroma. 11 tween 9 and 12 kilos. 10 9 8 When cut, it is a bright 2 - San Daniele red colour and con- ham DOP/PDO tains a good amount With its typical guitar of snow-white fat. The shape, as determined aroma is intense and by the presence of the powerful, the flavour foot, it cuts into uni- is delicately smoky. formly rosy-red slices, The Slow Food Move- with white veins of fat. ment has reinstated The aroma is intense, the ancient local the flavour delicate breeds of pigs, which and sweet. spend much of their time grazing in the 3 - sauris wild; the ham matures ham IGP/PGI for a minimum of 18 Round in shape, with- months. out the foot, with a golden walnut-col- 11 - Prosciutto oured rind tinged with Bazzone orange. When cut, (Slow Food the meat is a uniform snapshotpresidiA) rosy red colour, with a This ham should be white or pinkish-white hand cut with a knife, fat. The aroma is deli- 5 - Parma 7 - tuscan a rounded pear-shape because of its large cate, the flavour sweet ham DOP/pdo ham DOP/pdo form and normally size (up to 16-18 kilos) with a smoky hint. Round in shape, this A rounded ham, arched weighs over 8.5 kg; and in order to bring ham normally weighs at the top, weighing the slice is pinkish- out its characteristic 4 - Veneto between 8 and 10 ki- between 8 and 9 kilos. red and has a rich, but aroma and flavour. The Berico-Euganeo los (minimum 7 kilos). The slice is anything not salty flavour and fat is a delicate pink ham DOP/pdo The slice has pink lean between bright and characteristic, slightly colour; the aromas This naturally semi- meat and white fat. pale red in colour, with spicy aroma because are mainly vegetable- pressed ham, without The flavour is deli- a very low presence of of the pepper used in scented. The flavour is the foot, weighs be- cately sweet and very fat. It has a delicate its preparation. intense, delicately aro- tween 8 and 11 kilos lightly salted, with a but quite rich flavour, matic and persistent. on completion of the fragrant aroma. and an aroma created 9 - Carpegna The Slow Food Move- maturing process, or after a lengthy matur- ham DOP/pdo ment, which brings 7 kg in the case of the 6 - Modena ing process, which This flattened ham is together producers in boneless ham. The ham DOP/pdo takes a minimum of a typical product from the province Lucca, meat is a pink colour The cut slice is bright ten months. the Marche region, has reintroduced the tending to red, with red in colour. Flavour- weighing between 8 traditional produc- all- white fat parts. some but not salty, 8 - Norcia and 11 kilos. The cut tion process and es- The cut slice is pink, with an intense but ham IGP/pgi slice is salmon pink tablished a maturing the aroma is delicately pleasantly sweet aro- Classified as a ham of with an appropriate time of no less than 24 sweet and fragrant. ma. mountain origin, it has quantity of solid fat, months.

www.gdoweek.it ITALY FOR EXPORT www.gdoweekTV.it 19 Cheese&dairy

The dairy and cheese sector has recorded a trade surplus for the first time in its history: in 2009 exports exceeded imports by no less than 151 million euros.

2009: a record year for cheese, a favourable balance of trade

2009 will go down in trading history as an exceptional slightly more (+0.4%) than in 2008. By value 2009 ex- year for Italian cheese and dairy items. For the first time, ports were worth over 1.42 billion euros, a fall of 2%, in fact, the needle swung away from imports in favour of which reflects the overall reduction in prices seen last exports, which resulted in a positive balance of trade of year. 151 million euros. A great result that has been achieved A more detailed analysis of the figures and the break- thanks to the huge efforts made by Italian firms extend down into the different Italian cheese and dairy product the range of their sales networks to foreign markets and families and specialities sold abroad reveals that three- in so doing combat the effects of the economic downturn quarters of the cheeses exported are accounted for by and the saturation of the domestic market. By focusing mozzarella and other fresh items (with a 36.4% share by so decisively on exports, Italy’s cheese and dairy produc- volume), by Grana Padano and Parmigiano Reggiano ing firms managed to save a season that had not started (25%), and by Pecorino Romano (6.6%), Gorgonzola at all well: the first six months of 2009 saw a slump in (5.2%) and Provolone (1.6%). Mozzarella in particular, a sales, while the second half of the year was much livelier true ambassador of Italian cuisine abroad, increased sales in terms of export activities. More specifically December on foreign markets by 0.5%, exceeding 90,000 tons. Even was the month in which sales of Italian cheese and dairy more marked is the increase in sales of Grana Padano and products peaked: cheese exports in the last month of the Parmigiano-Reggiano: together they registered sales in year were up 13% by quantity and up 10% by value on excess of 62,000 tons, up 3.4% on 2008, results achieved December 2008. principally in the traditionally very receptive markets of Germany, France and the UK. Gorgonzola and Pecorino Fabulously fresh or great for grating Romano performed less well: exports of these cheeses Overall, taking calculations drawn up from Istat data were negatively affected by the slowdown in the US mar- by Italy’s dairy producer category Assolatte, Italy sold ket, which has always been the main importer of these 248,117 tons of cheese beyond its borders, which was traditional Italian cheese specialities. MS

www.gdoweek.it 20 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT The king of cheeses The Parmigiano-Reggiano Consortium is to set up a company that will deal with the purchase of Parmigiano- defends its price Reggiano from cheesemakers at an acceptable price to help promote and raise awareness about the product. The aim of the new company being set up by the Par- migiano-Reggiano Consortium is to give more power to the product and spread the rewards it yields more evenly across the manufacturing chain, to combat the imbalance that currently swings the benefits in favour of the retail sector, especially supermarkets and hypermarkets. 100% owned by the consortium, the new body will concern itself with the purchase of Parmigiano-Reggiano from cheese-makers at a fair price and focus on promotional and product awareness initiatives, especially on foreign markets. “Through its product upgrading activities -ex- plains chairman Giuseppe Alai- the Consortium can af- fect the way production is governed and the commercial dynamics which, until today, have left our cheese-makers in an extremely weak position because of the fragmenta- tion of supply, the area that has traditionally always been the weakest link in a chain which, by contrast, appears ex- tremely powerful in the area of production, with ever-im- proving levels of excellence”. In this way the Consortium can play a more active role on the market, influencing the quantities of product available and, as a result, its price. 151 -9.24% 19% million euros The positive balance of trade The fall in sales of Italian cheese and dairy The proportion of Italian cheese exported for Italian cheeses and dairy items: items to the USA by volume. During 2009 to France. Italy’s north-western neighbour for the first time sales dropped from 30,000 to 27,000 tons is still the main destination for Italian cheese in history exports as a result of the sharp fall-off in demand and dairy items, with over 48,000 tons exceeded imports in America. exported (+10.71%)

Depardieu and a Friuli cheese speciality “What goes with what” on the world wide web A new 12-lesson video course presenting different ways in which cheeses can be com- The French actor bined is now available on line. And the “sin- loves Italy ful” varieties featured are no ordinary cheeses and its cuisine but kinds only known to connoisseurs, and as such in need of explanation. The website is the brainchild of Antonio Ferrari, who has run a wine and cheese bar in Padua for several years and is quite an authority on the subject. “I’m Italian at heart”, says Gérard Depardieu Montasio cheese and a dish that now even ap- www.formaggiimmorali.it in a well-known TV commercial that endorses pears on the menu of his La Fontaine Gaillon Italy and its cuisine. After putting in an ap- restaurant in Paris. He even invited a genuine pearance at Vinitaly to promote the typical chef from Friuli to come to the French capi- food and wines of Italy’s north-eastern Friuli tal to teach his staff all the secrets of mak- Venezia Giulia region, the French actor fell ing good and reveal just how wonderful in love with frico, the speciality made using Montasio cheese is.

www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 23 Pecorino Romano Dop: The cheese bar: a trendy formula a wholesome, flavoursome cheese An investment of over one million euros by the Consortium for the Protection of Pecori- no Romano Dop and the Milk Consortium in a range of schemes: a dozen or so TV food programme formats have been selected for the transmission of features and reports on Pecorino Romano Dop cheese; a series of educational and training programmes are to be run in major retail chains, restaurants and wine bars in New York; and a website Cheese laid out on chopping boards, in sophisticated combinations, presented with the wines that best bring out their (www.tasteandhealth.info) has been creat- flavour. The cheese bar (or bar à fromage) formula is as simple as it is appealing: bread, cheese and wine may have once ed to publish the results of research into the been a symbol of the frugal fare the poorer classes had to survive on, but they have now been revisited and are delighting often quite unexpected nutritional benefits sophisticated palates on both sides of the Atlantic. In Italy it takes the form of the Obikà mozzarella bars, a chain that has of eating pecorino cheese. done very well out of these changed perceptions of cheese and wine, with modern, sushi-style haunts offering dishes which blend national culinary traditions with the very latest trends in international cuisine. The delicacies are of course washed down with exclusively Italian wines.

Asiago’s Allies in Alto Adige Joining forces to play the promotional card on foreign mar- kets. The Asiago Dop Consortium has begun a promotional campaign in Switzerland in collaboration with Speck Alto- Adige IGP and the Alto-Adige DOC Wines Consortium. A trio of typical foods which have at the same time initiated a cycle of educational seminars for sales outlets and catering meet- Techeese: ings in Spain. The promotional campaign in the USA has also an international project started up again and will continue throughout this year and to promote cheese for the whole of 2011. made from raw sheep’s milk The Consortium for the Protection of Fiore Sardo cheese (the Sardin- ian version of pecorino) is part of the On the mountain cheese European Techeese project, aimed at trail in France and Italy improving the quality of cheese made The Itinéraires des Fromages were created in a joint European project by Valle d’Aosta, from raw ewe’s milk. It concerns Savoie and Haute-Savoie as tourist trails aimed at anyone interested in finding out three distinct parts of the continent about mountain cheeses local to those regions. An interesting idea for a weekend or (Castilla La Mancha, Sardinia and Ro- longer holiday in which to discover a beautiful part of Europe, its typical traditional mania), their universities, 12 opera- products and how they come into being – from mountain pasture to cheeseboard. tional units (Spanish, Italian, Danish, Tourists are taken on an exploration of the many and varied techniques and produc- Wooing Spanish chefs Belgian and Romanian) and four Pdo tion processes that go into making the variously-flavoured cheeses. There are 27 with Italian cheese cheese protection consortia. stages in the Valle d’Aosta section of the Franco-Italian tour, which visits farming Buonissima is the name of a promotional The project is financed for a three- concerns, agritourism establishments, cheese-making concerns and the storehouses scheme organised in Andalusia by the Con- year period (2010-2012) by the Euro- where cheeses are left to mature. sortia of Parmigiano-Reggiano and Provo- pean Commission as part of the 7th lone Valpadana Cheeses. Over 400 restau- Framework Programme (CAPACITIES, rateurs from the southern Spanish region Research for SME Associations). took part in the competition for recipes made using Parmigiano-Reggiano and Pro- volone Valpadana. The prize for the winners of the Andalusia Buonissima competition – Raquel Fernandez and Marcelo Drovandi of the Qundia Restaurant in Malaga – is a trip to Italy to learn more about the places where Parmigiano-Reggiano and Provolone Valpadana is made: a chance, then, to dis- cover some of the secrets of how these famous cheeses are made from those who make them.

www.gdoweek.it 22 www.gdoweekTV.it ITALY FOR EXPORT theamericancontext Mozzarella is still the number one Italian cheese in the States

Despite recent scandals of toxic moz- noting, “Americans know mozzarella, over Mozzarella’s labeling in the Unit- zarella and bags of it that had turned be it commercial grade, fior di , im- ed States. buffalo mozzarella will and blue, this Italian cheese seems to be in ported buffalo or otherwise. Remember should have the (Protected Designation no danger of disappearing from Ameri- that dishes like , mozza- of Origin) PDO Quality Seal issued by can shelves. According to research from rella in carozza, or any parmigiano dish the European Commission that regu- Proteus Insight, the global mozzarella are all Italian American staples that lates authentic made in Italy products. market was 2.3 million tons in 2009 and liberally use Mozzarella, for better or Otherwise most all other mozzarella is has grown at an average annual rate of worse and are on menus everywhere.” made in the USA. “There are some fan- 2.2% since 2000. Proteus Insight is a That said, there is still some confusion tastic artisanal producers here in New provider of business intelligence and York such as Alleva, Di Palo, and Fai- strategic market analysis to the global cco. They all make beautiful cheese that cheese and whey industry. melts in your mouth. Their mozzarella that is worth checking out.” Buffalo mozzarella has a minor share fresh or imported products? Mozzarella in the United States is divid- According to Di Palo, consumers know ed into a few different categories. The when they are asking for Mozzarella first separation is between that which is that they mean fresh mozzarella made imported and that which is made fresh. in the United States. “If they want im- Firms in the United States that make ported Mozzarella, they usually ask for fresh mozzarella include large conglom- it directly, he said.” Di Palo makes fresh erates such as Lioni Latticini as well mozzarella seven days a week in his store as big food companies. Some specialty under rigorous hygienic conditions. shops also make it in their own stores The market for mozzarella is vast, both while other amateur cheese makers pro- on the retail and the trade level. duce mozzarella on a more artisanal ba- There are also many pizzerias that use it sis. to make their pizzas. Largely they don’t In addition to fresh mozzarella made use fresh or imported mozzarella but from cow’s milk in the United States, another type of mozzarella made local- Mozzarella di Bufala is imported from ly. That said, there is a large segment of Italy. Buffalo mozzarella only contrib- the population that seeks out authentic utes a small amount to today’s market. made in Italy products. They greatly ap- The market is now dominated by proc- preciate the tradition and history that essors in Germany, the US and Australia goes into these products. Specialty re- who use cow’s milk. This is simply on tailers noted that they have not had a account of simple demand and supply lot of trouble with counterfeit mozza- contraints. There is a lot more cow’s rella. Most importers are very aware of Di Palo’s is a specialty shop located milk available than Buffalo milk. the importance of fresh and authentic Gerardo Cinque of Europomella agreed on Grand Street in what is left of Little ingredients and would not want to jeop- with this assessment stating that, “Con- Italy. It borders on Chinatown and is ardize the market, people noted. Recent sidering that Italian origin and design an obligatory stop for anyone looking problems with Blue mozzarella weren’t products are imitated everywhere in the to buy Mozzarella in New York City. a problem in the US either. “Regarding world (fashion and food first) the space Di Palo’s family has been in the dairy Mozzarella di Bufala DOP, counterfeit is very large for non-Italian products. is very limited,” Cinque said. “The gov- business for over 90 years, owning According to Lou Di Palo of Di Palo’s, ernment acted swiftly which makes all a 90 year old store specialty food shop farms in upstate New York and retail the difference. This again is why it is in Little Italy, customers are asking for stores in Manhattan. His family imperative to label, educate, and pro- Mozzarella even more than before, and emigrated from Basilicata in 1903. mote products that are not only Italian not just or Italian-Americans Lou Di Palo is considered one of the in nature, but are made with the pas- but Americans from all walks of life. greatest Ambassdors for Italian food in sion, ingredients, traditions, and culture Louis Coluccio from D. Coluccio and that only Italy can provide,” Coluccio the United States. Sons, Inc., a retailer in Brooklyn with a concurred. long history in New York, seconded that Susannah Gold

www.gdoweek.it ITALY FOR EXPORT www.gdoweekTV.it 23 pasta

Investments in promotion and advertising by the big pasta brands at home and abroad are designed to boost the overall image of this ultra-Italian product. Despite this, exports are down by value.

Italy’s most iconic foodstuff takes a new, trendier turn

No discussion of Italian cooking would be com- this type of pasta was sold outside Italy, generating plete without some mention of pasta, which has revenues of 1.3 billion euros. Fresh egg-based pasta of course always been a mainstay of the country’s is a much smaller market (85,000 tons generating culinary traditions. And as a foodstuff it seems 136 million euros), while dry pasta stuffed with a pretty recession proof both on the domestic mar- meat, cheese or vegetable filling recorded sales of ket, where it offers unparalleled quality and value 110,000 tons by volume and 280 million euros by for money, and abroad, where sales continue to be value. driven by the enduring appeal of Italian cuisine. Af- ter a difficult 2008, which saw a general rise in food Two thirds of exports prices and an unfavourable euro-dollar exchange to EU countries rate that had a negative effect on exports, 2009 was As far as the geographical distribution of sales is a much better year for foreign sales of pasta. Italy concerned, EU countries imported 1,145,000 tons remains Europe’s number one pasta manufacturer of pasta from Italy, 4% up on 2008, with non-EU (it makes 75% of the total) but poor imitations and countries importing 514,000 tons. Germany re- the improper use of Italian names and symbols on mains the leading market for Italian pasta, account- pasta made elsewhere in the world have a negative ing for 20% of exports by quantity, and the German impact on the genuine Italian article, which is of a market is clearly still a healthy one, since exports of much better quality. As a result the “real thing” is pasta from Italy to Germany were up by 1.5% last deprived of market share. year. A little way behind Germany is France, which Last year, according to Unipi figures based on accounts for 16% of Italian pasta exports, but the Ismea-Nielsen data, 52% of Italy’s national pasta increase here is greater at 8.7%. In third place just output was exported, up 1.35% on 2008 . Last year behind France is the United Kingdom (15% of total pasta exports, which were in excess of 1.6 million exports, up 6.4% on 2008), followed by the United tons, were worth a total of 1.7 billion euros. The States (7%; up 5.9% despite the existence of tar- unchallenged queen of them all is the classic dry iff barriers) and Japan. (5%). Together, these five durum wheat semolina pasta but a small amount of countries are the destinations for 63% of total Ital- fresh pasta is also exported: over 1.4 million tons of ian pasta exports. DB

www.gdoweek.it 24 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT Pasta Gragnano: A new haute cuisine seeking IGP angle for pasta

Durum wheat semolina, spring Luxury in simplicity: this is the water from Faito Mountain, slow secret of the worldwide success of drying at room temperature: the pasta, something appreciated by Gragnano pasta-making tradition all social categories and the reason has applied for EU protection to why this traditional Italian food- assert more clearly the close in- stuff is one of the most popular terdependence between quality, of all. But when it comes to pasta tradition and local area. This town it’s important not to think of a in the Campania region has always never-changing tradition frozen in played an important role in quality time, indeed Italy’s top innovation- pasta manufacturing and contin- oriented chefs are now busy trying ues to turn out top-of-the-range out ways of retaining the classic spirit of the product while incorporating products that are much loved by some of the world’s fashionable food trends. Experimentation is focus- gourmets around the world. Now, ing in particular on cooking methods, in an attempt to find alternatives with the creation of a consortium The production of “maccaroni”, which to the tradition of simply boiling and adding sauce. Heinz Beck, chef at that brings together all the pasta made Gragnano world famous, the La Pergola restaurant in Rome, for example, presented a version of manufacturers from the area, the the traditional (pasta with clams), in which the dates back to the 16th century, when IGP application is part of an effort is added during the boiling of the pasta, which ensures that to gain greater protection on the the first family-run pasta concerns the dish has the typical tomato flavour although no tomato is to be seen. international marketplace for this appeared. Meanwhile Davide Scabin (in photo) combined Italian and Japanese little piece of Italian cuisine. cuisine by stuffing giant pasta shells with sushi. 1,716 110,550 514,000 million euros tons tons Total sales of Italian pasta on foreign markets Exports of dry pasta with a filling, a product Exports of pasta to non-EU countries: the largest by value in 2009. Exports last year totalled type that appeals to foreign consumers market outside Europe is the United States, 1,658,491 tons, of which 1,462,830 tons was searching for “ethnic” cuisine. Sales of dry which accounts for 7% of total Italian pasta of the durum wheat semolina variety, most of pasta with filling outside Italy totalled 280 exports, a percentage that continues to rise it dry pasta but some of it fresh. million euros despite tariff barriers, followed by Japan (5%).

Hidden gems: Pasta gets its own charter

After the issuing of charters for wine, oil and mineral water, Italian restaurants are soon to get their own “Pasta Charter” (subsequent- ly to be applied also abroad) jointly drawn up by San Benedetto del Tronto Town Council, the Spinosi This little-known pasta variety comes from the Ital- pasta manufacturer and Unicam, ian Riviera (eastern ) but is not a “maritime” the Camerino University Research speciality at all: corzetti are perhaps best described Centre. The document catalogues as a “pasta with a past”, because of the design im- pressed upon them. The small disks are the different varieties of Italian marked by a wooden stamp that reproduces the pasta, illustrating production In the Renaissance the family crest crests of wealthy households, a process which in days techniques, flavours and aromas, appeared on one side, with a stylised gone by served to set the upper classes apart from cooking methods and times and cross on the other. the common people. Once boiled in water, corzetti the best sauce combinations. are best served with walnut or mushroom sauce.

www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 25 Oil&Vinegar

Italy makes 100% Italian oil and focuses strategically on exports. High-quality extra- virgin olive oil is now supported by the first agreement between the Ministry for Economic Development and Unaprol.

Green gold is going great guns Balsamic vinegar is booming

All those involved in the business have good reason to (in particular those with a protected origin designation, be optimistic: in 2009 the balance of trade for olive oil or the organic variety) were preferred by oriental con- in Italy improved significantly, raising hopes for the fu- sumers, keen to sample a product with a special typical ture of this product, which is of course one of the pillars quality. Italy really shines in the area of extra-virgin oils of the Mediterranean diet and an ambassador for Ital- carrying EU protection designations (PDO and PGI): ian cuisine. The balance by value, though still negative, it produces 40 of the 97 oils carrying some form of Eu- achieved the most clamorous result, falling in a single ropean guarantee. This is a small segment, of around year from a deficit of 153 million to 15 million euros. 7,000 tons according to ISMEA, just 1% of all Italian So Italy’s “green gold” market is definitely picking up, oils, but it does show the greatest potential for devel- even though exports were down in percentage variation opment, even though it is produced by a fragmented terms. According to Unaprol figures based on ISTAT set of production concerns, who are not particularly well statistics, exports of virgin and extra-virgin olive oil in equipped to take on foreign markets. 2009 were down 1.04% by volume, falling to around 212,000 tons and 11.36% by value, and generating 727 PGI drives balsamic vinegar exports million euros. One of the main reasons for this poor re- Still on the subject of trading opportunities determined sult was the reduction in demand from countries which by the presence of European Union protection, the have traditionally always been highly receptive to Italian granting of PGI status to Balsamic Vinegar of Modena, olive oil, in particular one of the country’s most lucrative which completes the protection process for products al- sources of income from the oil trade, the United States, lowed to use the name Aceto Balsamico Tradizionale di whose intake of Italian olive oil fell 11% by volume and Modena e di Reggio Emilia, has given a new boost to 20% by value. the product. “Approximately one year on from the reg- istering of the PGI designation for Balsamic Vinegar of Japan: premium labels hold their own Modena,” comments the chairman of the consortium By contrast, there have been positive signals for Italy’s of the same name Cesare Mazzetti, as representative of oil market from the Far East, especially from Japan, the three relevant consortia, “we are seeing a consider- whose imports of the product rose 9% by volume and able increase in interest among consumers at interna- 1% by value, in a scenario in which the better quality oils tional level.” DB

www.gdoweek.it 26 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT Still bearing fruit … Bottura: singing the praises after all these centuries of balsamic vinegar

The youngest are 500 years old, some date back 2,000 Modena-born chef Massimo Bottura, who years; all are witnesses to centuries of history on the owns the Osteria Francescana in the Emil- shores of Mare Nostrum. These are the monumental ian capital, really does love the balsamic olive trees of Apulia, from whose fruit a leading organic vinegar for which his city is famous and in- firm extracts and markets an exquisite organic extra- virgin olive oil called The Gold of the Giants. Classi- corporates it wherever he can into his reci- fied as the Ogliarola Salentina variety – and dating back pes, which are often a modern, ironic take 2,500 years – this extra-virgin oil is yellow in colour with on regional traditions. His “croccantino” of a hint of green, an aroma reminiscent of the olive fruit foie gras covered in and drenched itself, a scent of new-mown hay and a delicate, slightly in traditional 40-year-old Modena balsamic tart flavour with a piquant aftertaste. It is an oil that vinegar in imitation of a famous ice cream combines beautifully with boiled chickpeas and beans, vegetable soups and fish, and is an ideal condiment for speciality, for example, is a somewhat ir- some of the Apulia region’s typical dishes such as frise reverent but brilliantly amusing idea. (a dish with tomato and oregano), or acquasalata (with hard bread, cucumber, tomato and onion). An extreme- ly high-quality product in a limited edition (just 3,500 250 ml bottles), created as part of the effort to protect Apulia’s giant olive trees, and sold in a special presenta- tion box with a book with photos illustrating the majes- tic beauty of these ancient plants. 15 +9% 60 million euros million euros The deficit by value of Italy’s balance of trade, Exports by volume of olive oil in Japan. As The estimated damage done to sales of Italian which fell by over 138 million euros in just one well as these positive signals from the Land balsamic vinegar abroad (Traditional Modena year. But although 2009 closed on a negative of the Rising Sun, things also look promising PDO, Traditional Reggio Emilia PDO note, Italian olive oil exports are showing signs of elsewhere in the Far East and on Middle and Modena Balsamic Vinegar PGI) vitality and things look more promising for 2010. Eastern markets, such as Dubai and Iran. by “agro-piracy”.

From Tuscany The olive-tree landscape or Apulia, protection Five million centuries-old olive trees – one million of is what counts them several hundred years old – are protected by a law passed by the Apulia Region (the first in Europe to The largest production of extra-virgin protect the monumental olive tree landscape), to pre- olive oil protected by certification is vent them being chopped down or dug up for sale, or Toscano IGP, with over 2,600 tons a damaged in any way. To protect this priceless heritage, year, and Terra di Bari DOP, whose especially that of the ancient farmland between Bari and Otranto, the Comunità degli Oliveti Monumen- annual output is 2,000 tons. These tali di Puglia has been created: a group of olive farmers two protected oils account for 60% of who are passionate about their agricultural work and all production of oil whose origin is – in partnership with the Pantanelli Agrarian Institute guaranteed. Tuscany produces 40% of of Ostuni – use farming methods that help to protect Italy’s protected oil, followed by Apulia the countryside. The area covered by the Community (21%), Umbria (9%) and Liguria (6%). In includes the coastal dunes of a Nature Park running between Torre Canne and Torre S. Leonardo (1,100 Italy as a whole there are 17,623 com- hectares of land stretching six km along the coast, des- panies producing oil of guaranteed ori- Apulia’s Community of Monumental Olive ignated as being of outstanding ecological importance, gin, with a total of 84,512 hectares of Trees brings together six small producers and part of Europe’s “Natura 2000” scheme) and the land given over to olive farming. keen to preserve traditions and landscapes. Torre Guaceto Marine Nature Reserve (another 1,100- hectare site running eight km along the coast).

www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 27 Freshfruit&vegetable

Exports of fruit and vegetables are down and imports continue the growth trend of recent years, reaching nearly 2.8 million tons in 2009, up 4% on last year.

International competition favours variety and commercial innovation

Encouraging and disappointing news from Italy’s centage figures for 2009. On the fresh fruit front, fresh fruit and vegetable export business in 2009: Italian exports performed in two different ways: sales abroad by quantity fell by 4.6% from over 3.6 by volume there was an increase of close to one million to 3.4 million tons. The total value of ex- percentage point, but by value losses came close ports also fell, losing 13.5% as it dropped from 3.6 to 20%, reducing their value to 1.7 billion euros as to 3.1 billion euros. The overall economic picture against 2.2 billion euros in 2008. Our country is a for Italy then is a negative one, and yet there were world leader in the production and foreign sales of some positive signals from some novel and quite kiwi fruit, exports of which exceeded 350,000 tons lucrative sectors, bringing confirmation that the (up 18% on 2008) and also widened their reach, al- best way of gaining competitive edge on this mar- beit with still quite low quantities, to the Far East. ket right now is by playing the innovation card, in Losses in the small segment of dried fruit and nuts terms of both variety and trading ideas, as it seeks exports were substantially reduced by quantity to establish closer ties with world distribution. (-0.7%), while there were encouraging signs from Italian exports of tropical fruit, with increases of Italy’s two-speed 10.8% by quantity from 129,000 to 143,000 tons, a fruit&veg business rise of 31.5% by value. The way forward for redefining Italy’s fruit and The most negative performances were recorded vegetable business must surely be based on the by pulses and green vegetables, and also by citrus balance of trade figures: the difference between fruits, foreign sales of which all fell sharply. The imports into and exports out of Italy remains posi- former lost 16.4% by quantity (from 995,000 tons tive, although all the signs regarding trade patterns in 2008 to 832,000 last year), and 2.7% by value. suggest there will be no change in the situation of Heavier losses were incurred by citrus fruits, once exports continuing to fall and imports rising con- the mainstay of Italy’s fruit export products. This siderably in the short term. A breakdown of trends fall-off hit the country’s southern regions hardest: by individual produce areas reveals a sector mov- in 2009 sales were down 14.8% by quantity (from ing at two speeds in terms of growth and losses, 250,000 to 213,000 tons) and down17.4% by value, with an acceleration in the latter compared to per- falling from 179 to 148 million euros. DB

www.gdoweek.it 28 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT PGI Marostica cherries straight from the vending machine

An innovative direct sales system that brings producers greater returns and can be set up in a variety of different strategic contexts to tap into the potential of local fairs and tourist resorts. The Consortium for PGI Marostica cherries has been trying out sales of this juicy dark red fruit via vending machines with some very satisfying results. “We decided to try out this experiment,” says Giuseppe Zuech, chairman of the Consortium that protects PGI Marostica cherries, “to find out what the consumer response would be in this corner of Vicenza province. It was a pleasant surprise: as the chairman explains, both the 300 and 500 gram packs priced at 5 euros a kg in the vending machines sold out, and were bought by a mixed public of young people, families and tourists. “Now,” Zuech concludes, “we need to look more seriously at this formula, perhaps by including other fruits to prolong the season, which for cherries lasts little more than forty days.” -17.4% +5% -19%

The decrease in exports by value of Italian The growth in exports of tropical fruit: The drop in exports of Italian tomatoes citrus fruits in 2009. Declining foreign sales Italy is the leading European country in 2009. Italy now ranks sixth here, behind the of citrus fruits from the South of Italy for exports of kiwi fruit, with over 350,000 Netherlands, Spain, Belgium, France has been a trend for some years now. tons sold abroad in 2009 (around 80% and Portugal. At the same time imports of it in the EU), up 18% on 2008. of tomatoes into Italy rose by 48%.

PDO Bologna potatoes Pachino IGP The Bologna potato has been awarded the among restaurateurs Protected Denomination of Origin (PDO), the conclusion of a process that began in One of the best known examples of farm produce 2002 and which led to an initial result in to come out of Sicily, the PGI Pachino tomato, is 2009 with the assigning of a provisional the subject of a series of schemes designed to raise denomination. Now that the official EU awareness about its qualities, particularly in the ho- seal of approval has been granted in full, tel, restaurant and catering sphere. The initiative the more than 2,000 firms which cultivate potatoes in Bologna province hope to have will involve the creation of a network of restaura- another string to their bow that will help teurs willing to include them sell their tubers on European markets. genuine IGP Pachino to- The designation should certainly help reas- matoes on their menus: sure consumers and help this produce stand those who sign up to out from the rest in what is largely still an The Bologna DOP Potato Consortium, made up the scheme will receive unbranded market. Today, production of two production associations, several farming the PDO Bologna potato stands at around a window sticker testify- concerns, five cooperatives and 15 traders, 10,000,000 kilos a year for tubers grown ac- ing to the fact that they protects the quality, tradition and regional cording to carefully controlled standards use IGP Pachino toma- provenance of the first PDO vegetable. governing variety (Primura), quality and toes in their cooking. farming methods.

www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 29 Fruit&vegetable

The industrial tomato: given the surplus and lower price of the end products, there will be a considerable reduction in the amount being processed in 2010.

preserves Tomato preserves: growing in popularity and keeping us healthy

Tomato-based products are probably the best-known nations still out in front. Germany remains the main and widely-used Italian fruit and vegetable preserves, foreign market for Italian fruit and vegetable pre- one of the symbols of Italian cuisine around the world serves: in 2009 it imported 537 million euros worth and widely exported as a result. In 2009, according to of these products, 22% of all Italian exports. Behind Anicav figures, exports of products made using the it in second and third place are the UK and France, highly popular red fruit that grows in abundance in with 375 million euros (15% of total exports) and 325 Italy were up by value (+8.4% on 2008) but down by million euros (13%) respectively. Fourth place is occu- quantity (-3.5%), with a good performance in the first pied by Japan (99 million euros, 4% of foreign sales of six months but showing signs of a slowdown in the fruit and vegetable preserves) followed by the United second half of the year. For whole and chopped peeled States (79 million euros, 3% of the total). The remain- tomatoes there was a 5% reduction in exports on 2008 ing amount by value (1,038 million euros, 43% of to- by quantity, but up 5% by value. Whole and chopped tal exports) concerns sales to the rest of the world. tomatoes and tomato sauces showed an increase in Returning to the subject of the sales performance of exports by value of 10.4% and 14% respectively, while tomato-based products abroad, Europe is the main the by-quantity results were more or less unchanged. destination for Italian products with a share of 68% by quantity. However in 2009 a reduction in exports A market concentrated in Germany, by volume was recorded (down 5.4%), although this the UK and France was offset by an increase in the by-value result (up Exports of tomato concentrate were up 8.3% by value 8%). Exports to Africa, which in the previous year on 2008 but down 5.3% by quantity. But while 2009 had recorded a slight fall-off, picked up once again was generally speaking a positive year for tomato- in 2009 growing both by quantity (+5.5%) and by based products, ICE figures based on Istat data show value (+10.9%). It is a similar picture for exports to uneven results for the other two macro-segments that Asia, which increased both by quantity (+6.3%) and make up the division: exports by value of jams and by value (20.4%). Sales to America, meanwhile, were marmalades were stable while those of fruit juices down (-4.3% by quantity and -1% by value) as were fell. There were few surprises concerning the destina- those to Oceania (12.4% by quantity and -0.6% by tions of Italian products, with the three big European value). DB

www.gdoweek.it 30 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT The super tomato that Tomatoes are a natural and effective way of fighting the ageing process, thanks to their 50%-plus lycopene content, a substance helps keep disease at bay that can also help prevent heart disease and cancer.

Italian farmers union Coldiretti has unveiled its natu- ral anti-ageing “super tomato”, whose potential health benefits include the prevention of cardio-vascular disease and cancer. This variety is developed using traditional techniques, without the use of GMOs (genetically-modified organisms), and boasts a 50% higher concentration of lycopene, the carotene that creates the red pigment in the fruit and is known for its antioxidant and anti-ageing properties. The super tomato, whose individual fruits are chunkily square in shape and weigh approximately 70 grams, is grown on farms in Emilia Romagna and Lombardy belong- ing to the Consorzio Casalasco Pomodoro. The aim is to transform it in the co-operative structures and con- sortia into sauces and pulp with a higher-than-average concentration of lycopene. This phytochemical is ab- sorbed much more effectively by the human body in the form of tomato derivative products such as sauces, concentrates and ketchup, since cooking makes the molecule more stable, as various studies have shown. Another plus, then, for naturally produced tomato- based products. +8.4% 68% +6.3%

The growth by value in 2009 of exports of Amounts of exports of tomato preserves to The increase in exports of tomato-based tomato-based products on 2008. Sales are EU countries. Sales in the Eurozone displayed preserves by volume to Asian countries: in 2009 driven principally by tomato pulp and sauce, an increase by value (+8%) and a fall-off by the value rose by 20.4%. Results of exports from whose by-value share increased by 10.4% quantity (-5.4%). African countries were also positive, with exports and by 14% respectively. up 5.5% by quantity and up 10.9% by value.

Pesto genovese: beware of imitations The first PGI fruit genovese or pesto alla genovese? The real in glass jars thing or something that vaguely resembles it? There is something of a war going on at the mo- The Italian sour cherry jam named Am- ment to decide how best to protect the famous arene Brusche di Modena has been pasta dressing made from basil, oil, garlic, pine awarded Protected Geographical Indica- nuts and grated mature cheese, which remains tion status. Produced by a well-known one of the most characteristic (and most widely imitated) of Italian regional specialities. The brand which has operated on the Italian Consorzio del Pesto Genovese has launched a fruit and vegetable preserves market long-term scheme involving , Rome and since the 1980s, it is made using exclu- Brussels to award the product TSG (Traditional sively fresh fruit and con- Speciality Guaranteed) status, a European qual- tains no colourings or other ity designation that does not refer to the actual additives. In vegetable pre- origin of a product but highlights its traditional character by establishing precise indications re- serves too, the Italian origin garding the use of ingredients and production of the raw material is a fac- The international success of “pesto alla methods. At the same time Basilico Genovese, tor that sets it apart on the genovese” is such that there are now plans the basil that is the main ingredient of pesto, has markets, as well as giving a to protect the original recipe. achieved PDO status, which will help protect it guarantee of quality. from imitation.

www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 31 FISH&SEAFOOD

Tuna is the world’s biggest-selling type of canned fish, with Italy Europe’s second largest producer. But there is now competition from North Africa and more still from the Far East.

preserves Tuna leads the way (with a shoal of anchovies close behind)

Italy is a nation of saints, navigators and fisher- fillets in oil), a true superstar among exports, men. And yet if we consider the 142.9 million with sales almost totalling 14,000 tons in quan- euros worth of exported canned or otherwise tity, which amounts to around 22% of our total processed fish, to which must be added the 167 exports, frozen foods included and 84.2 million million euros generated by sales outside Italy of euros, 26% of total exports. Italy’s canned fish, shellfish and other marine invertebrates, as re- especially those varieties with a higher-than-av- corded by ISTAT for the 12 months to Decem- erage quality profile or with a special gastronom- ber 2009, the country would appear to be more ic content, often find favour on faraway markets, of an importer (its balance of trade is negative where they are the sole ambassadors of Italian in both segments), although Italy does excel in preserved seafood culture. certain gastronomic specialities that find their way to the four corners of the globe. Spain is the main partner ISMEA figures for 2008 explain this situation The product that ranks fourth in the league ta- in more detail: in that year fish and seafood ac- ble of the best-selling Italian seafood products counted for just 2% off all Italian food exports abroad, although some distance behind the top but 11% of imports. three, is processed preserved anchovies, another Europe is still the most important market for traditional mainstay of Italian marine cuisine, Italian seafood preserves: across the continent where sales total 3,258 tons, 5% of Italian seafood Italy generates 117.6 million euros through sales exports, an amount that translates into 16.2 mil- of fish-based preparations, together with togeth- lion euros by value. Our main partner, for geo- er with 16.2 million euros in preserved shellfish graphical but also cultural and historical reasons and other marine invertebrates. is Spain, which absorbs somewhere in the region Among exports, 49.4% of the total by volume of 29% of total Italian sales of processed seafood 60.5% of the total by value is accounted for by products abroad, while Greece is the main ex- processed products, one of Italy’s flagship pro- port market for Italian canned tuna, followed by duction areas, most notably among which is pre- other EU countries, namely Germany, Slovenia, served tuna (especially canned tuna and anchovy Belgium and Austria. DB

www.gdoweek.it 32 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT The Favignana Tuna botargo is darker than the mullet variety and more botargo tradition “marine” in flavour, with hints of salted anchovy. Bottom, Keeping the tradition of tuna fishing two stages in the drying and the processing of the fish’s meat process. alive, despite the difficulties created by the drastic reduction in stocks in the Mediterranean as a result of the over-exploitation of this food resource. This is the spirit of the Slow Food movement in Favignana (Trapani), which celebrates the ritual catching of tuna known as the mattanza and promotes a tradition which looks oth- erwise set to die out after a prosperous past, one that leaves traces of its hey- day in the now abandoned buildings where tuna was once canned. Today botargo, or processed tuna roe, is the most representative Favignana sea- food product: usually darker and more “marine” than its mullet-based coun- terpart, it is a high quality product that has a seafood aroma and a hint of salted anchovy to it. 133 3,258 22% million euros tons Total exports of Italian processed fish, seafood, Exports of Italian confectionery to France The percentage of tuna-based products shellfish and marine invertebrates to Ue in 2009. Total exports of anchovy-based products, another as a proportion of total Italian exports of fish The continent is the main market for these important Italian marine cuisine product. Anchovies and seafood preserves. Tuna products are products; Spain, Greece and central and northern account for 5% of Italy’s total fish and seafood a mainstay of Italian exports and remain European countries the most receptive markets. exports, a business worth 16.2 million euros. popular on international markets.

Moreno Cedroni: Marinated eel marine haute cuisine… from the Po Delta in a can Preserving eels is one of the oldest fish preservation methods and now moves One of Italy’s most eclectic and innovative gourmet chefs, Moreno Cedroni, the are being made to keep the tradition Michelin star-winning owner of the Madonnina del Pescatore restaurant in the alive and celebrate the places that have Adriatic resort of Senigallia (Ancona), has opened Officina, a workshop for the canning of his exotic fish-based recipes as part of a plan to “immortalise” them the closest associations with these ac- ready for tasting by connoisseurs around the world. Octopus with potatoes and tivities to prevent them being forgotten parsley, Cuttlefish with peas, White tuna roasted in extra-virgin olive oiland altogether: traditional marinated eel Steamed monkfish are just some of his exquisite creations dishes ready to be from Comacchio, a town situated near enjoyed straight from the can cold, or else heated. the point where ’s great river flows into the Adriatic Sea, has been designated a protected Po Delta Park product and is returning to the canned fish market. Made by spit roasting the eels and sous- Chef Cedroni also opened, last spring ing them in vinegar in wooden receptacles, traditional Comacchio in Milan, the Clandestino, the restaurant marinated eels are a tangible example of that great Italian ability to of Maison Moschino. create food specialities using the simplest of ingredients.

www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 33 CONFECTIONERY

A sector-by-sector breakdown of the confectionery industry figures reveals that ice cream outperformed all the other products, with foreign sales up 6.8% by volume and 6.4% by value.

Confectioners pick the right agent to raise exports

In 2009 exports of confectionery products were items sold abroad. The USA is also a major buyer higher than the average for Italian foodstuffs. Ac- of Italian ice cream, ranking fifth in the league ta- cording to data from AIDI, Italy’s confectionery ble of countries which import gelato (its total was manufacturers association, exports by volume re- 17,000 tons worth 62.4 million euros). A study of mained stable, with foreign sales by value gaining newcomers to the European Union, meanwhile, half a percentage point (a very small advance, but reveals that Romania spent 11.6 million euros on a significant one in the current climate) to reach the 4,166 tons of Italian ice cream it imported. a total of 2,265.9 million euros. The trade surplus was also significant: imports in Sweets and pastilles hold their own, the confectionery sector fell by 4.2%, which took chocolate less so the surplus to 1,227 million euros, up 4.8% on Confectionery products were largely unchanged 2008. by volume, but dipped 0.9% by value: in 2009 exports totalled 29,147 tons and were worth 88.9 Ice cream outperforms, but bakery million euros by value. Traditional markets held remains the core business their own (Germany heads this league table, even A sector-by-sector breakdown of the confection- recording two-figure increases by both volume ery industry figures reveals that ice cream outper- and value) and developing countries, though formed all the other products, with foreign sales only importing small amounts, are clearly show- up 6.8% by volume and 6.4% by value. EU coun- ing an interest in Italian sweets, a phenomenon tries accounted for almost all exports, the main that makes up for the fall-off in exports to the outlets being France (19.8% by value), Spain Netherlands, the USA and Poland. The downturn (17.2%), Germany (14.6%) and the UK (11.6%). was sharper in the chocolate sector: -1.7% by vol- Exports of Italian bakery items, meanwhile, re- ume and -2.4% by value. European markets held mained stable, totalling 357,868 tons and worth their own while China leapt into seventh place 1,111.1 million euros. Here, too, France and Ger- (3,901 tons; 25 million euros; +70%) and the US many are Italy’s best partners, together account- and Russian markets slumped (-23.3% and -37% ing for 34.5% of purchases of Italian confectionery respectively). DB

www.gdoweek.it 34 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT Ending The noted writer and food historian Francine Segan was nominated spokesperson for Dolce Italia on a sweet note on the USA advertising campaign.

There’s so much more to Italian foodstuffs than olive oil, pasta and wine. Italy is also a major producer of confectionery and its many dessert specialities are very much an end-of-meal ritual, the treats often being washed down with a dessert liqueur or digestivo. “End on a sweet note” is the title of the campaign pro- moted by Aidi and sponsored by Buonitalia and Mipaf to popularise Italian sweetmeats in the USA and show how they combine with Italian dessert wines. The campaign has its own English-language website (www.dolceitalia.com) where US restaurateurs and lovers of Italian desserts can find advice, recipes and other information regarding Italian confectionery, as explained by food historian Francine Segan. This site, designed in terms of content and presenta- tion with the American web user in mind, sets out to encourage people to find out more about Italian sweets and dessert wines, spumante and and how best to combine and enjoy them. Various fascinating as- pects of these foodstuffs are described, with details of origins, a region-by-region breakdown and where to buy and sample them in the States. 37.3% 110,064 59% tons The proportion of Italian confectionery Exports of Italian confectionery to France The percentage ratio between foreign trade exported by volume as a proportion in 2009. Italy’s north-western neighbour (export + import) and national production of total output. Since 2000 it has grown remains the best outlet for Italian sweetmeats, by volume. It is an indication of the growing by 27.8%; by value exports grown with exports worth 377,4 million euros internationalisation of markets: in 2000 it was from 15.9% to 20.5% (source: Aidi) and a share of around 20% (source: Aidi) just 45.4% (source: Aidi)

Grom: gelato, the good old-fashioned way Safeguarding An irresistible artisanal ice cream, made the way traditions it always used to be made in terms of attention to quality and locally-sourced produce: with their The first typical Italian pastry products to extensive Gelaterie Grom chain of stores in and receive the IGP denomination are the soft outside Italy, Federico Grom and Guido Mari- almond-flavoured Ricciarelli biscuits from netti have made scrupulous choice of ingredients Siena. Next in line for this European seal of and meticulous production methods the key to approval is Pastiera – an authentic Easter cake re-establishing Italy’s supremacy as the world’s from the Naples area – which has applied for number one maker of ice cream. Flavours like Amalfi lemon, Tonda Gentile hazelnut from the PGI status in an effort to popularise and high- Langhe area, Leonforte peach and Bronte pista- light the appeal of the confection, made from chio are introducing the world to more whole- cooked wheat kernels and ewe’s-milk ricotta, some, traditional versions of the summertime with orange-blossom flavouring. favourite.

Il Ice cream as it used to be: a business model taking the world by storm.

www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 35 COFFEE

On foreign markets in particular, coffee is taking on new forms in the 21st century, to attract the attention of a wider range of consumers.

Espresso and beyond: new rituals for all to enjoy

Good results from the coffee exports market for the first million euros. The growth is the result of a two-speed quarter of 2010. One of the most characteristic items approach to the 25-nation European Union on the one in the Italian gastronomic tradition – one that is inex- hand and the rest of the world on the other: the progress tricably bound up with national food culture – is once of Italian coffee on the former has been substantially again performing well on the international marketplace slower, whereas it has achieved a much faster growth rate with a new vigour, thanks to the presence of a varied pro- in the rest of the world, where sales are up more than duction fabric, characterised by large industrial groups 30% by quantity and around +25% by value. with strong brands that are known outside the country, along with a series of smaller-scale concerns which adopt New consumer styles a careful branding policy and display a dynamism and The export market has been given an additional boost by ability to operate in niche sectors that also enable them the growing popularity of the pod and capsule method to operate successfully on foreign markets. This produc- of supplying and preparing coffee. With these, the kind tion fabric involves over 600 firms, mainly located in the of coffee served in bars can easily be recreated at home, Campania region, which in some ways is the real home without the need for any particular expertise. So con- of true Italian coffee, even though now the industry is sumers can now create their own genuine espresso expe- spread the length and breadth of the country, confirma- rience and this is another way in which coffee is manag- tion of the importance of this beverage for Italians. Now ing to penetrate the various foreign markets, thanks also that the domestic market is saturated -coffee has a pen- to a series of advertising campaigns run by the big coffee etration at home close to 100%- developments now need firms. Parallel to this, Italian coffee in the 21st century is to focus on internationalisation, especially the major appearing in new forms on foreign markets (no longer foreign marketplaces (Europe, United States, Canada), just enjoyed from the tiny one-shot cup) to attract the but also Asian and Arab countries, the new frontier for attention of a wider array of consumers. It may be a frap- exported espresso. pé (a chilled blended coffee drink) or other coffee-based According to Ismea figures for the first quarter of 2010, drink, or it could be an update of classics like iced cap- world exports of coffee (calculated here together with puccino . In any case, coffee is appearing in all manner of tea and coffee substitutes) were up 10.67% by volume, new guises as it regenerates itself on markets all over the exceeding 30,000 tons, and11.46% by value, worth 112 world. MS

www.gdoweek.it 36 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT Trieste’s Historical Cafés Cool, creamy coffee for the summer Trieste is quite a unique place when it comes to café There’s much more to Italian culture from both a national and international point of view. Indeed the province of Trieste –which for histori- coffee these days than just cal and geographical reasons is home to the entire cof- espresso and cappuccino. To fee making process “from bean to cup”- has been for- keep up with consumer trends mally recognised by the Friuli Venezia Giulia Region mainly from the Anglo-Saxon as an Industrial Coffee-producing District. The city’s world, many firms are now links with the colonial commodity are seen not just in producing new coffee-based the fact that some of the leading coffee corporations (some now world famous) are located here, but also for products that promote new the presence of numerous historical cafés, whose old- lifestyle and consumer experi- fashioned central European atmosphere has survived ences, especially in the area to the present day. To promote culture of coffee and of chilled desserts. Lavazza, cafés the “Coffee and Café Trail” initiative was devised for example, has launched its in 1998, bringing the city to life each year at Christmas Cremespresso, a version of time with a series of concerts, plays and other perform- ances which move off the city’s theatrical stages into espresso that you actually eat the city’s historical cafés. As a result these establish- with a spoon. It has no added ments have become essential stopping-off points for fat and makes a cool alterna- tourists visiting the city. As Trieste-born writer Clau- tive to coffee or cappuccino as dio Magris put it: “A café is a place where you can stay well as making an ideal dessert quite happily on your own or in company.” A magical at the end of a meal. place in other words, provided it has a soul ... 10.67% 50% 75%

The growth in exports of Italian coffee The percentage of Europeans The number of Europeans by volume in the first quarter of 2010 who would never give up coffee, who don’t think any more as against the same three months of 2009. as found by a survey than 50 euros Italy sold over 30,000 tons conducted in seven countries a month should be spent on coffee of coffee abroad by ciao.it (source ciao.it)

Automatic machines in the coffee bar Certifying: a new as- sociation to ensure A new look for espressamente , the franchise it’s the real thing chain created in 2003 whose aim is to promote Italian coffee-drinking culture and now has 230 The aim of the Associazione Caffè Ital- coffee bars with this name in 34 countries. The iani Certificati is to protect and pro- new format reasserts the primary vocation of the mote quality coffee and issue certifica- upscale chain by offering more scope for the ex- tion for its presence in non-commercial pression of illy’s group’s underlying values, with even higher standards of service, communication channels, that is to say anywhere out- and a better sensorial experience than before. It side the coffee bar. Another principle now also offers new recipes inspired by Italy’s cu- objective of the association, which is linary traditions, such as tiramisù with illy coffee headed by leading Italian coffee indus- prepared on site and the extension of the supply trialists, is to protect authentic Italian of other brands that are now part of illy, such as coffee from the many fraudulent imita- Agrimontana gelato mixes. Another interesting feature of the new-look cult coffee bar is the Me- tions that exploit the added value and todo Iperespresso which allows customers to see enhanced image of anything Italian- the coffee machines, taste the product and find sounding to boost sales of poor quality out all about how it is made thanks to the pres- versions of unknown origin. ence of a touchscreen interface.

www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 37 BEER

Only Germany and Great Britain can boast a wider fragmentation/ diversification of products, confirmation of the unprecedented vitality Italy’s beer-making business displays.

Italian beer in all its glorious, thirst-quenching variety

Italy may not traditionally be thought of as a ma- THE VITALITY OF ITALIAN-MADE BEER jor beer-drinking culture, but according to figures The internationalisation of sales remains one of the published by Assobirra (the association that brings main aims of the larger breweries and the smaller together the country’s beer-making firms) Italy is ale-making concerns, which have been doing much asserting itself more and more as a brewer and ex- to diversify and improve the quality of their prod- porter of beer, a beverage that is increasingly con- ucts: the 300 or so production plants that are either sidered in terms of its close associations with Italian industrial (14, six of them in the centre and south of culture. In Italy there has always been something Italy) or so-called “artisanal microbreweries” (278) of a rivalry between beer and wine, the latter be- up and down the country account for 7% of Euro- ing generally considered the alcoholic beverage of pean production. Only Germany and the UK can choice of most Italians, but beer has been catching boast a greater degree of fragmentation and diversi- up and proving itself a force to be reckoned with – fication in their product ranges, confirmation of the and that goes for exports of the product too. unprecedented vitality of Italian-made beer. Most In the four years to 2008, beer exports increased of the sold abroad are of course the main na- from 849,000 to over 1.5 million hectolitres tional brands, which today belong to multinational (+77%), and now account for more than 10% of brewery groups, their activities boosted by advertis- national output. That’s more than Spain, which has ing campaigns that have played on “Italian-ness” as a big beer industry of its own and –in percentage a distinguishing feature. But even the smaller craft terms– quite close to the UK, a country known for brewers, some of which have won prizes in top in- its very strong beer-drinking tradition. And, inter- ternational quality competitions, have given a far estingly, the UK is also the country most receptive from negligible contribution to Italian beer exports. to Italian beers, followed by the United States and “Their sales volumes are of course much lower, ac- South Africa, a country which alone accounts for counting for between 0.1% and 0.5%,” Terzaghi one quarter of Italian exports. continues, “but the smaller craft-style ale makers “We know that in 2009,” says Filippo Terzaghi, are doing really well now and some of them have head of Assobirra, sales abroad recorded a two-fig- even managed to export as much as 15-20% of their ure growth.” output.” DB

www.gdoweek.it 38 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT Beer at the restaurant Baladin opening in NY Baladin’s new Birrificio The Gambero Rosso brew pub will open in New Guide indicates which York in August in the same restaurants pay particular building as Eataly. This is attention to beer, often of- fering diners a beer as well the latest stage in a com- as a wine card with their mercial expansion process menu: in the 2010 edi- which in the last twenty tion the number of these years has seen the Cuneo- restaurants rose to 276, based microbrewery build ten of which have already up quite a substantial beer achieved the coveted three forks quality rating, the business: its nine compa- highest awarded. There nies generate a turnover are now 21.5% more beer- of 10 million euros, divided oriented restaurants than between production, sales recorded in the 2009 edition, so it would seem that more and catering activities (in- and more restaurateurs are coming to appreciate beer as an cluding its trendy Casa accompaniment to meals. It is still quite a new phenom- enon in Italy, and mainly revolves around the generation Baladin restaurant) and a of under-45 chefs, who are the most sensitive towards the range of artisanal breweries appeal of beer, which as well as providing a new accompa- to be found the length and niment to traditional meals is now also being used as an breadth of Italy. ingredient to create innovative dishes. 1.5 300 30 million hectolitres liters The volume of Italian beer exports The number of breweries currently operating Annual per capita consumption in 2008. In four years from 2004, in Italy. Of these, 14 are industrial concerns, of beer in Italy, the European country exports grew by 77%, from 849 million with six of them located in the centre and with the lowest average after France (28 hectolitres to as much as 10% south of the country. 278, on the other hand, litres). The EU average is 80 litres of national output. are artisanal microbreweries. per person per year.

Beer goes Beer goes gourmet

rural It’s a trend that creates a new cross-over between hitherto quite separate sides of Italian food and Bringing beer closer to its farming roots, by cre- drink culture: beer drinking and restaurant dining. ating a supply chain that sources the raw ma- terials (barley and wheat) to produce artisanal Nearly 200 restaurants in the 2010 of the Guida “real ale” of the highest quality. This is what dell’Espresso have been singled out as establish- Birrificio Rurale is all about: a “rural brewery” ments where special attention is given to beer. created in an old grain store in the Azienda Ag- Drawn up in collaboration with Assobirra, this ricola Fattoria Oasi outside Pavia, the winner of year’s Guide also highlighted the Mediterranean the “Beer of the Year” prize for its Terzo Miglio menus that are best washed down with beer. The (“Third Mile”) beer, awarded by Associazione Unionbirrai. The accolade recognises the ale- outright winner was the La Capinera restaurant brewing efforts of the Oasi Farm in its Rural in Taormina (Sicilia), but there was also a special Brewery, as part of a process that focuses on the mention for the other six finalists: Delle Antiche local area as a major factor in determining the Contrade in Cuneo, Giuda Ballerino! In Rome, Il quality and character of the brew. Capriccio in Manerba sul Garda (), Locan- da Liuzzi in Cattolica (Rimini), Nicola Cavallaro in Milan and Nidaba in Montebelluna (Treviso).

www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 39 WINE

In 2009, exports grew by volume and fell by value as a result of the recession. But Italy’s wine-making industry managed to hold its own, proof that it is in good shape and well organised.

Quality and biodiversity: the mainstays of wine exports

There has been a rise in foreign sales of , which were less encouraging on the VQPRD front: “quality still ranks as one of the most important products for the wines produced in determined regions” returned fall- country’s food and drink industry in terms of exports. offs across the red, rosé and white sectors, the latter of Even though the worldwide economic recession affecting the three doing particularly badly, with a drop of 7.6% by all western economies looks set to continue for some time volume and of 11.4% by value. Spumante, another Ital- yet, Italy’s wine-making concerns seem well positioned to ian wine product that traditionally does well abroad, had assert themselves internationally, because they are focus- mixed fortunes, with an increase by volume (+6.4%) but ing on the quality, image and variety of their wine prod- quite considerable losses by value (-15.1%). By contrast, ucts, which, as well as the well-known classics that have the smaller category of liqueur-type fortified wines man- always performed well on foreign markets and continue aged to improve its by-value results. to do so, now also include a range of regional specialities, often niche items that are now coming to be appreciated Going down a treat in Russia outside the country. According to ISTAT data processed There were no great changes to the top of the league by Italy’s wine federation Federvini, exports of wine and table of countries that buy wine products from Italy: must were up 9.7% by volume in 2009 (from 17.5 to 19.2 Germany remains the leading importer, with over 6.5 million hectolitres), but were slightly down (from 3.6 to million hectolitres (+14.8%), followed by the UK (2.7 3.4 billion euros) by overall value. million hectolitres; +10.5%) and the USA (2.4 million hectolitres, down 2.7%). The Italian wine industry can A sparkling performance be delighted with its performance in France, where total Taking wines only, the best performance outside Italy’s quantities were up 31.9% in 2009: last year Italy’s north- borders was recorded by sparkling wines, a segment that western neighbour bought 1.28 million hectolitres of is smaller in size, but up 11% by volume and 11.6% by Italian wine. Outside the EU, the best news came from value. Reds and rosés also did well, increasing from 4.5 to exports to Russia, which were up by as much as 114.5% 5.3 million hectolitres by quantity (+16.6%), as well as by volume last year. Interest in Italian wines in China, recording pleasing results also by value (+4.6%). Things however, waned, with exports falling by 6.1%. DB

www.gdoweek.it 40 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT Wine and legality: As well as their great social value, the IGT the “Free Land” project wines from the Libera Terra cooperatives Wine can be a weapon against the mafia, its production a way convey the power of fighting for social and economic justice. The Libera Terra of southern Italian (literally “Free Land”) project is run by an association whose sunshine. mission is to return landing and farming businesses seques- tered by mafia groups in Sothern Italy to their rightful owners. And that includes wine-growing concerns in Sicily and Apulia. These wineries have engaging names and logos: Libera Terra Puglia, has a rising sun on its logo to symbolise the return to light after the darkness of illegality: Centopassi (“100 Steps”) in Sicily, is dedicated to the memory of Peppino Impastato, the young man that went against the mainstream and was killed by the mafia for his intransigent position on organised crime. The products are of a very high quality. Local organic vineyards use advanced production equipment, the bottles the wine ends up in are visually distinctive and shun the typical folklore image as they cater to a more modern world wine demand. Centopassi produces two beautifully whites (Catarratto and Grillo) and one red (Nero d’Avola); Libera Terra Puglia focuses on typical Apulian wines, most notably Negroamaro and two IGTs desig- nated as coming from the Salento region (the very tip of Italy’s heel), one red and one rosé. 19.2 0.66 6.4% million hectolitres million hectolitres Total exports of Italian wines in 2009. Of these, The quantity of Italian wines exported to Russia The growth in foreign sales of spumante 11.6 million hectolitres were table wines; in 2009. With its impressive three-figure percentage in 2009. Bubbly grew well on the main 4.1 were VQPRD wines; 1.7 sparkling wines; increase, the former Soviet Union country has markets: USA (up 18.9% by quantity); 1.3 spumant and 0.55 million hectolitres were become the world’s sixth biggest importer of Italian Germany (up 10.7%); the UK (up 34.4%) fortified wines. wine by volume, with growth set to continue

Mirafiore&Fontanafredda:

looking ahead while looking to the past In keeping with the firm’s green approach, weed killer and chemical fertilisers have been eliminated and anti-parasite treatment reduced.

One of the celebrated names in the Italian wine-making tradition is changing exist in the pre-globalised world. For this reason Mirafiore & Fontanafredda have its name, returning to its past with its sights firmly set on the future of wine in chosen to apply the ultra-modern natural techniques of integrated production the third millennium: a cleaner, more natural and generally better drink. Oscar in an effort to limit chemical treatments and the environmental impacts they Farinetti, the head of Eataly has reinstated Fontanafredda’s original appellation: have, thereby obtaining official certification as an “Integrated Agriculture Firm” Casa E. di Mirafiore & Fontanafredda, the name on the label of the winery based – the first in Piedmont to do so. Parallel to the ecological revolution that has in Serralunga d’Alba (Cuneo) in 1859, when it was founded by Victor Emanuel swept through its vineyards, the firm has also been researching ways of limiting II of Savoy. The move is a return to roots, a renewed attention to vine and wine sulphur dioxides in wine. Their presence can be reduced through an innovative quality, to a love of the land. It also marks a desire to return to the spirit of wine- system that uses two natural protective elements in place of sulphites: carbon making that has been somewhat neglected since the introduction of chemistry dioxide (taken from the air and used in gaseous, liquid or solid form) in the early to production methods, with the consequent loss of the rich variety that used to stages of the wine-making process, and nitrogen (as a gas) in the later stages.

www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 41 Italy: white wines Moving away overtake reds Data issued by the national statis- from sulphites tics body ISTAT suggest that Ital- ian preferences are shifting away What started as just a handful of producers swimming against the from red wine towards white tide with rather low-key activities has turned into a much more struc- wine. In 2009, the latter account- tured movement that is widening the range of products it offers and ed for 55% of overall consump- constantly raising its quality levels. In Italy there is a growing interest tion, as against 45% for reds in sulphite-free wine and in organic wine produced without the use and rosés combined. The trend of chemical additives. The movement has gradually grown in impor- seems to favour the versatility of tance and earned itself a more prominent presence on Italy’s national use of white wine, a drink that is wine stage (bottles of sulphite-free wine won prizes and citations at well suited to many different oc- Vinitaly), proof that it is possible to achieve excellent flavours and casions. At the same time we are bouquets without resorting to chemistry. According to Coldiretti seeing a change in the way Ital- figures, approximately 30,000 hectares of land are given over to or- ians acquire their wine. Again ac- ganic wine-growing, operated by 10,000 wineries, most of them in More and more wineries and wine cording to ISTAT, consumption of the central southern part of the country (especially Sicily, Apulia and technicians are opting for sulphite- unbottled wine is falling (-5.1%), Campania), as well as in the north-eastern Veneto region, where there free production methods. as more consumers buy their vino is also considerable interest in organic wine production. ready bottled (+1.1%).

Chianti Classico: Chianti Classico is promoting the place from which it comes: Tuscany, a part of territorial marketing that boasts one of the most beautiful landscapes and richest cultures on the entire planet. Chianti is of course a world famous wine, firmly fixed in the collective consciousness in its woven straw-covered bottle with a label featur- ing a black cockerel on a red background. Now Chianti Classico is involved in a marketing strategy that reaches across all media, from social networks and the web generally to smartphone users. This latest scheme focuses on the territorial origin aspect as well as on the environmental sustainability of Chianti, and farm- ing wine production links with the local culture. “Classico è”, as the initiative is known, sets out to reveal the many delights of this wine and its Tuscan home to wine lovers of all ages.

Tyrolean castles and the ancient Versoaln grapevine Autumn is grape-picking season in the Gardens of Austrian Empress Elisabeth (“Sissi”) at Castel Trauttmansdorff in Merano (Bolzano) and also the time when tourists are offered “Garden & Wine” tours, with visits every Thursday in Sep- tember and October to Castel Katzenzungen, where what is probably the world’ largest and oldest grapevine grows. Recent research suggests that the luxuriant plant is over 350 years old and as such a natural monument and part of the cul- tural heritage of Italy’s Tyrol region, Alto Adige. It grows at 600 metres above sea level on a plot of porphyritic land protected by an old wall; its fronds extend for over 350 sqm. The vine produces small bunches of the medium-sized, translu- cent Versoaln grape, which yields a fruity, delicately tart white wine with a green- ish hue. The wine is made by the Laimburg Provincial Winery, a concern linked to the Laimburg Research Centre for Agriculture and Forestry, a busy South Tyrolean agrarian research institute. Production amounts to just a few hundred bottles a year. They are on sale at the castle for 20 euros a bottle. Fiano di Avellino DOCG The earliest records of this wine date back to the time of Pliny the Elder: it was indeed this Latin writer who gave it a name including its place of origin. Today, Fi- ano di Avellino DOCG is a symbol of the feverish wine-making activities going on in , where there is now less of a reliance on the big names for which the area has always been known and more interest in a range of lesser-known labels, minor gems that rarely appear on the well-beaten tourist track, but which are very deeply rooted in local food and wine traditions and appeal to a refined palate. Pro- duced in 25 municipal areas in the province of Avellino (in the mountainous Irpinia region inland of Naples), Fiano di Avellino DOCG is a delicate white wine that goes well with fish and white meat, or can be enjoyed as an aperitif.

www.gdoweek.it 42 www.gdoweekTV.it ITALY FOR EXPORT In the wine business, spumante is a category in its own right and enlivens its flavour, while its alcohol content is never ex- because of several unique distinguishing features. It has a cessively high. Generally speaking it is a sophisticated, fragran- particularly high concentration of natural carbon dioxide, for tly aromatic drink resulting from the choice of grape and the example, which gives it a richer colour, enhances its bouquet special fermentation processes used to make it. Spumante: exploring the world of Italian bubbly

italianwine 1 - Asti Spumante word Prosecco no longer docg indicates a type of grape 8 The first spumante to 9 but a DOC wine. And be awarded DOCG sta- 7 Conegliano Valdobbia- tus in 1993 (but protect- 4 dene, the historic area of ed by the DOC designa- 6 production that has en- 2 5 tion since 1967) Asti is 1 joyed DOC status since made exclusively from 3 1969, becomes DOCG white muscatel wine del Prosecco Superiore. and is the effervescent • Types: brut. extra dry. version of naturally • Production area: The fermented Moscato new Prosecco DOC wine d’Asti. is made in a wide pro- • Producion area: 53 duction area, made up municipal areas in the of nine provinces spread provinces of Asti, Ales- over two regions: Veneto sandria and Cuneo. and Friuli Venezia Giulia. Conegliano Valdobbia- 2 - Brachetto dene DOCG is produced d’Acqui Spumante exclusively in Conegliano DOCG Valdobbiadene (Treviso). This mildly sparkling red dessert wine made 8 - trento doc from the red Brachetto The denomination is re- grape can also be made served for rosé and white as a spumante, using spumante obtained ex- the Charmat method clusively by re-fermen- and starting not from tation in the bottle from a basic wine but from Chardonnay and/or Pinot grape-must, with the bianco, Pinot nero and/or effervescence process meunier grapes. interrupted when the al- • Types: Bianco; Rosato; cohol reaches 5-6% by Riserva (exclusively from volume. snapshotwhite spumante and with • Production area: 26 the obligation to indicate municipal areas in the the production year of provinces of Asti and the grapes). Alessandria 4 - Franciacorta 5 - oltrepÓ pavese Classico (Pinot Nero min. • Production area: 58 docg doc 85%, Chardonnay and/ municipal areas in the 3 - alta langa doc A denomination that can The denomination Spu- or Pinot Bianco and/or province of Trento. A spumante made us- only be given to spu- mante (made using the Pinot Grigio max. 15%). ing the Metodo Classico, mante obtained exclu- Charmat method under The two Metodo Clas- 9 - Alto adige doc using locally sourced sively by fermentation in pressure in sealed tanks) sico denominations are DOC Alto Adige (also grapes only, and the out the bottle. is reserved for white Ital- reserved for spumante known as Sudtirol or come of a long experi- • Types: Franciacorta bi- ian and Rhine Riesling, wine obtained exclusive- Sudtiroler) Spumante is mental process. At the anco (Chardonnay and/ Cortese, Moscato, Mal- ly by fermentation in the reserved for rosé and end of 2002 it became or Pinot bianco and/or vasia, Pinot Grigio, Char- bottle. white spumante ob- a DOC wine in its own Pinot nero); Franciacor- donnay, Sauvignon and • Production area: 42 tained exclusively by fer- right. ta rosé (Chardonnay Pinot Nero (made as a municipal areas in the mentation in the bottle. • Types: red, white and and/or Pinot bianco and/ white wine). province of Pavia The entire wine-making, rosé spumante made or Pinot nero min. 15%); • Types: Oltrepò Pavese fermentation and bot- by re-fermentation in the Franciacorta crémant Spumante Metodo Clas- 6 - prosecco doc tling process must take bottle. (Chardonnay and/or Pi- sico (Chardonnay and/or 7 - Conegliano- place within the produc- • Production area: 149 not bianco) Pinot Bianco and/or Pinot Valdobbiadene tion area. municipal areas in the • Production area: 19 Nero and/or Pinot Grigio); prosecco • Production area: 34 provinces of Asti, Ales- municipal areas in the Oltrepò pavese Pinot superiore DOCg municipal areas in the sandria and Cuneo. province of Brescia nero Spumante Metodo From 1 August 2009 the province of Bolzano

www.gdoweek.it ITALY FOR EXPORT www.gdoweekTV.it 43 theamericancontext

Cesca and Accademia di Vino, restaurant in Manhattan, has an important wine list. It boasts a 800 bottle wine cellar. The owner Anthony Mazzola, to help customers understand the different wine regions, has organized regional wine dinners with visiting producers

Italian Wines Still Reign in the United States

While the United States is poised to be- on imported wines more than domestic, plethora of Italian restaurants that dot the come the World’s largest market for the and fine-dining on-premise sales have re- American landscape. Another is the gen- sale of wines and spirits in 2012, surpassing mained weak through the first half of 2010. erations of people who can trace their an- even Italy, not all categories perform equal- Restaurant sales are very sensitive to un- cestry to Italy. Lastly, all things Italian still ly well. Much wine that is drunk in Ameri- employment rates. “Despite the twists and seem to hold a special place in the heart of ca is wine from the United States, specifi- turns, overall wine and spirits sales volume Americans. “Drinking wine makes people cally from California. That said there is still still increased in 2009, according to the feel as if they are transported to another a huge amount of wine imported into the latest statistics released in the Handbook country,” Gino Colangelo of Colangelo PR, United States although economy has not Advance 2010, published by BIG.” a public relations agency with a wide vari- recovered from the economic depression ety of Italian clients, “Italian wine growth of 2008-2009. While the deepest part of Italian wine sales is heavily dependent on the performance the recession seems to have ended, it has continue to be quite strong of the Italian restaurant and food industry. been a jobless recovery and thus consumer In spite of wine sales have changed, as peo- Both have made tremendous strides in the spending has been adversely affected. The ple trade down from the higher priced wine last 20 years, but still have a fair amount wine industry has not been immune to to a more moderate priced wine in the $15 of territory to cover. Positioned correctly, this fact. Without a recovery in consumer to $25 dollar range, the Italian wine sales these establishments will help push Italian confidence, it will be hard for the beverage remain quite strong. Still, there is much wines into pop culture (i.e. Santa Margh- industry to see a huge boom although the optimism among retailers, restaurateurs erita Pinot Grigio), which will lead to in- recent fall in the Euro has helped make a and public relations agencies about the po- creased market share for those brands and difference to importers. “On-premise es- tential for growth in the sector. the businesses that support them,” noted tablishments were hit hardest, as consum- Competition for Italian wines is no longer Sergio Esposito of Italian Wine Merchants ers pulled back, eating out less frequently only from France but is also from Spain, an Italian wine retailer in Manhattan. and choosing to entertain at home rather the United States, Austria, Germany, Esposito added that sales of Italian wines than splurge for pricey drinks at bars and Chile, Argentina, Australia, New Zealand, are growing throughout the United States. restaurants. Retail outlets have benefitted Portugal, Tunisia and other countries. It is “Every major US city now has several good from this shift, as consumers go into their expected however that Italian wine sales (and at least one very good) Italian restau- “cocoons.” At the same time, value-priced should continue to grow as the American rant, whereas 20 years ago that was not the brands of both wines and spirits have be- population drinks more and more wine. At case and most had none. With this growth, come the driving forces of volume,” DIS- the moment, only 8% of the United States our belief at Italian Wine Merchants is that CUS said. population drinks wine. there are multiple communities outside of The on-premise market has a larger impact One of the reasons for this optimism is the New York that will benefit from a better,

www.gdoweek.it 44 www.gdoweekTV.it ITALY FOR EXPORT more refined and educated approach to United States is a series of boutique mar- digenous Italian varieties. Gino Colangelo purchasing Italian wines.” kets not one big market. Small and me- who works with Prosecco producer Mio- Anthony Mazzola, owner of Cesca and Ac- dium sized producers need to be aware of netto advised that consortium and produc- cademia di Vino, restaurants in Manhattan that and look for their best opportunities ers need to be willing to spend money in with important wine lists noted that in the which may not always be national distribu- promotional activities if they are going to “seven years that I have been in the busi- tion,” Raye said. come to the United States. “Many still be- ness, Americans have become more famil- Italian wine sales across the board declined lieve that making good wine is enough but iar with wines. Since the fall of Lehman in 2009 but less than the decline for other that is no longer true. Having a great story brothers in 2008, people are drinking less countries. The one compartment that was to tell is very important but it needs to be expensive wines. Excess is definitely out.” very successful was sparkling wines which supported by producer visits and a variety Americans used to only know wines from had a large increase. The Italian wine mar- of activities,” he added. Tuscany or Pinot Grigio but they are now ket in the United States is now dotted with more aware of wines from around the sparkling wines from many different in- Two successfully country. In order to help customers under- case studies stand the different wine regions, Mazzola As a case study, Colangelo pointed to the has organized regional wine dinners with success of Mionetto. Mionetto originally visiting producers. “We did a great truffle had an importer but then began import- dinner with Ceretto from Piedmont earlier ing his wines and selling them though his this year. There was a lot of interest in the own US based company. “It was a major product and having a winemaker visit is al- investment but he was very successful and ways a big draw. Italian whites are harder created an entire category that didn’t ex- to sell than Italian red wines. Prosecco sales ist previously. He did this through a whole are doing very well. We have a very large range of activities: events, pr, wine shop by the glass program at my restaurants and tastings and created this category of which that is working quite well.” he still owns 30%,” Colangelo said. “Mio- Americans are getting more education netto marketed not just to the trade but to through wine programs such as the Society consumers as well. It’s a huge success story of Wine Educators, the American Som- on how to build a market in the United melier Society, the Wines and Spirits Edu- States but it starts with an investment.” cation Trust and others. These classes are Another case story that Colangelo men- generally filled with people who love wine tioned is the Consorzio di Soave. “Soave and are hobbyists or my people in the trade. is investing considerable money in order “We train our staff with a monthly written to rebuild their category. It was created 30 test which has questions about regions and years ago but fell out of favor. The pitch is grape varieties,” Mazzola added, “this is that this is an alternative to Pinot Grigio, very crucial so that they can educate cus- a more complex wine which is reasonably tomers.” In terms of what to tell producers priced,” Colangelo noted. The Consorzio trying to sell their products in the United is encouraged by the initial results and States, Mazzola advised that expensive the current buzz on Soave. ‘We’re engag- wines just aren’t selling at the moment. ing the millennial generation who were “They need to come to our market and to too young to remember when Bolla killed see what is going on. People used to think Soave. Using social media is important in the United States was paved with Gold but this effort,” he added, “as are in-store tast- of course, it’s not. More reasonably priced ings, a revised website, press trips and staff wines always sell more quickly,” he added. training.” Steve Raye also spoke of the importance of A key point is the relationship the millennial generation for the coming with importer years. “They are the future of wine. Their Mazzola also noted that it was very im- attitudes about finding and tasting wines portant to have a strong relationship with are totally different than the generations your importer. Steve Raye of Brand Action, that came before. They trust recommen- a marketing and branding firm agreed, “If dations from their peers and want to inter- you don’t have the right relationship with act with producers themselves whether via your importer and your distributor, you social media or in person,” Raye said, “they won’t get your product in front of consum- also want higher values at lower prices.” ers. Producers need to have an importer According to research by RNCOS, a con- who is interested in building their brands. sulting firm specialized in industry intel- They need to have a clear strategy as to ligence, the growth of US wine consump- what their target audience is and where to Italian Wine Merchants is a very tion is a result of the drinking habits of the sell their wines”. Many producers are now well known Italian wine retailer in Millennial Generation. This generation looking to find different distributors in a Manhattan. Like a financial analyst an has been adding 5% more new adults each host of markets. In the past, a national dis- IWM Portfolio Manager develops a year to the US population as compared to tribution strategy might have worked but palate profile for every customer the Gen X, the previous generation. that is not always the case any longer. “The Susannah Gold

www.gdoweek.it ITALY FOR EXPORT www.gdoweekTV.it 45 EQUIPMENT

BERKEL A touch of red

The forms and materials may change but there is never any lessening of quality, of de- sign excellence, of that sense of superiority that goes with being “top of the class”. As a brand, Berkel is in fact in a class of its own on the world’s food slicing machines market to the point of acquiring cult status: its products are snapped up at auction by keen collec- tors like objets d’art. The development of the brand has continued ever since it was created 112 years ago, one of the most recent mile- stones being the changeover in 2004 to Italian management. Plenty of attention to detail when the store “dresses” Italian

When it comes to supplying furnishings and fittings for counts for as much as 60% of total emissions and that today’s retail outlets, Italian firms have a solid interna- this is where efforts are being concentrated to reduce tional reputation and are well known for their quality, consumption, without cutting performance levels or design and ability to combine beauty with functional ef- the appeal and accessibility of products as perceived ficiency. It is these very qualities that have determined by shoppers. “The future of retail,” says architect the success on the global marketplace of firms who, Paolo Lucchetta, the founder of Retail Design who thanks to their perseverance and on-going willingness to has devised new store layouts and innovative concepts evolve, are able to transform from the “small to medium- throughout the world, “will be all about designs that size” kind of concern typical of Italy’s industrial fabric, are sensitive to the world around us and have a more into more elaborately structured exporting industrial stable value over time. The current recession has been groups, with a brand portfolio that commands a good a very useful opportunity to think long and hard about deal of respect in terms of notoriety and reputation. This how we go about retailing products.” Italian success story has even continued through the re- Philosopher and designer Giorgio di Tullio thinks cent difficult economic times, thanks to its ability not along the same lines. He points an accusing finger at just to take on the European market, but also to break the very structure of the international large-scale retail into new retail markets, most notably the Middle East outlets, which all too often are mere repositories for and Asia, two areas where the world’s distribution chains merchandise that do not take account of the ‘human’ have been concentrating their efforts for some years needs of customers: “In commercial spaces,” he ex- now. In addition to that, one of the top priorities on the plains, “everything is optimised for the merchandise, world’s business community agenda is environmental their movement, communication and sale, with very protection as a basic prerequisite. Now, the modern in- little thought put into human comfort: elements such ternational retail trade – a sector often accused of being a as natural lighting or aspects regarding in-store noise particularly high energy consumer – is making efforts to levels could considerably improve the shopping expe- reduce waste and consumption levels generally, thereby rience.” So the future of retail in Italy and on foreign improving the ecological correctness of its activities. markets must focus more closely on the human aspect, with less consumption and more sobriety but without Putting the environment first sacrificing efficiency: it’s a challenge that Italian firms Often it is the cold/chilled storage aspect of the retail have already taken up, developing the design schemes trade that comes in for criticism. Significantly, UK re- they offer along these innovative lines. tailer Tesco has said that its deep-frozen division ac- Davide Bernieri

www.gdoweek.it 46 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT Having invented the slicing machine in 1898, Berkel is now taking the innovation process yet another step further with the launch onto the market of Avangarde, a line that takes the best from the brand’s tradition and brings it into line with modern standards of hygiene, safety and reliability. Avangarde is the outcome of research and development work carried out with top European design studios: made entirely of Aisi 304 stainless steel, it has completely waterproof motor and electrical components, as well as various ergonomic features that make the machine easier and safer to operate. The splash of red on the handles and knobs is a reference to Berkel’s traditional and much- celebrated “red” slicers.

For the Merkur outlet at Lugner City in Vienna, Arneg recreates the atmosphere of the fruit and vegetable markets of days gone by, while satisfying the requirements of today’s large-scale retail trade. The furnishings and fittings Arneg has designed and produced offer maximum product visibility and accessibility and features clean contours and simple materials for the chilled food counters devoted to 4th Range vegetables. Neutral wood, steel, corian and glass for a range of display cases which are lower (110 centimetres as against the average 125 cm) to allow shoppers to reach products better and a connection between the counter served by staff and the take-away counter, to establish a direct relationship between these two sales methods. ARNEG Less energy, more efficiency

Created in Italy’s Veneto region in the 1960s, Arneg has picked up on develop- ments in commercial cold storage methods for the modern retail trade, with advanced technical solutions presented in the context of all-. To- day the group has branches in Europe, Asia, America and Oceania, and, for the development of its products, has at its disposal an R&D centre that is linked to the world’s leading institutes. It is also channelling resources and investments into improving the ecological efficiency of its refrigerators through the Brina Zero system, which prevents the build-up of frost and thereby reduces con- sumption and increases efficiency. The latest Arneg product, for example, the vertical Praga refrigerating unit, reduces electrical energy consumption by 48% and offers improved performance features in the area of food conservation. www.gdoweek.it ITALY FOR EXPORT ITALY FOR EXPORT www.gdoweekTV.it 47 EQUIPMENT

Cefla Arredamenti Group supplied the commercial fittings for two supermarkets in the E. Leclerc chain, in northern France. In the Neufchâtel-en-Bray store (4,250 sq.m.) it installed the System25 Evolution shelving system, which involves one central support system. In the other Leclerc store, in Courcelles-Lès-Lens (1,800 sq.m.) it used the System25 Classic shelving system and a cash desk barrier using the Futura Twins model of checkout. Two stores belonging to the same chain which display very different design choices and confirm the extent to which Cefla is capable of creating solutions CEFLA customised to their clients’ needs. Turnkey designs

Its business is to supply furnishing elements to modern retail chains that retain their value over time, interpreting changing patterns in world consumer trends and combin- ing functional efficiency with aesthetic appeal, projecting Italian taste onto the interna- tional marketplace. Cefla Arredamenti, a division of Cefla Group, a cooperative society originally created as a supplier of plants and installations, is today a multi-business concern that operates in several different areas, dealing with the design and produc- tion of turnkey sales outlets, a process that involves the provision of everything from shelves to check-out desks, tailoring them to client requirements and guaranteeing a full after-sales service. It covers all types of sales outlet format, from large hypermar- kets to discount chains, cash & carry units and even small neighbourhood stores.

PASOLINI The economy and the environment are uppermost in everyone’s Spotlight minds at the moment. For this reason Pasolini has geared its on loose sales business to the development of Everything needed to display the product at retailing solutions that cater to such point of sale, over 1,800 clients acquired in preoccupations around Europe. over fifty years in the business and an expan- Through its company Ecodivision, sion strategy that focuses on the very la test Pasolini has built up considerable trading trends and the most advanced for- experience in the creation of mats: over the last few years, Pasolini Luigi has systems for selling products loose, signed exclusive collaboration agreements as well as in the use of certified and with some of the world’s leading manufactur- recycled raw materials – all part of ers of innovative commercial products (such the on-going effort to cater more as Trade Fixtures and Marco Company), incor- effectively to the demands of a retail porating them into the design and production trade increasingly keen to keep its of customised solutions for the domestic and customers happy. European markets. These stand out for the care they take over detail, and for their func- tional efficiency, simplicity and safety. As a re- sult the firm is in a position to offer the Italian and European markets a wide-ranging product portfolio and bespoke design solutions.

www.gdoweek.it 48 www.gdoweekTV.it ITALY FOR EXPORT ITALY FOR EXPORT Epta developed the refrigeration system for the Tengelmann supermarket (Klimamarkt) in Mulheim an der Ruhr, in Germania, which is considered the first super eco-compatible store in Germany, installing products that give real energy savings (and therefore also cuts in Co2 emissions) and generally improving efficiency and performance. The counters run on Co2 gas rather than the traditional HFC and are equipped with inverters on both the low temperature and normal temperature sides consisting of two and four compressors respectively, a system EPTA that cuts energy demand. There is also an interesting system for the retrieval of The Value of Energy rainwater, which is atomised to improve the refrigerating efficiency of the system, Energy saving and the reduction of CO2 emissions are high on the agenda at Epta, while the heat given off by the motors is the international group which operates in the field of commercial refrigeration for the channelled into heat exchangers in order modern retail trade, through the brands Costan, Bonnet Névé, BKT, George Barker to provide heating for the store. and Eurocryor. “The Value of Energy” is the name of this strategy, based on the de- velopment of innovative technologies designed to reduce consumption and optimise product performance. Specialists in the production and marketing of traditional cold storage counters, vertical and semi-vertical positive, vertical and horizontal negative, plug-in groups, medium and large power units and refrigeration cells, Epta is based in Milan, operates throughout the world with a workforce of 2,500, and generates sales of over 400 million euros.

SYNCO The investments made by Synco for the development of production lines Going green and the research and development of new products have resulted in some Always keeping a watchful eye on the innovative new ranges, including international marketplace and develop- Swing, a practical and visually ments in international retail, Synco has attractive solution for displaying for thirty years been producing systems banners on shelves, and Multihook, for price labelling and other store display a simple modular system for the and communications systems. Now the creation of display spaces outside firm has a product portfolio of over 1,800 the shelf itself. articles which it markets on the main west- ern European markets, in Eastern Europe and in Australia. Key to Synco’s strategy is the eco-sustainability of its products and manufacturing processes: state-of-the-art energy-saving machinery, the use of recy- cled or recyclable raw materials, the use of recycled or recyclable packaging and the re-use of waste produced by the manu- facturing process are just some of the key policies Synco can claim as forming part of its “green” credentials.

48*/( &$0TUBOE48*/( .6-5*)00,&$0TUBOE .6-5*)00,www.gdoweek.it ITALY FOR EXPORT &SHPOPNJDP FTUFUJDPFWFSTBUJMF &TFNQJPEJSJVTDJUBGVTJPOFUSB&SHPOPNJDP FTUFUJDPFWFSTBUJMFITALY FOR 6OOVPWPTJTUFNBDIFDPOTFOUFEXPORT&TFNQJPEJSJVTDJUBGVTJPOFUSB 6OOVPWPTJTUFNBDIFDPOTFOUFwww.gdoweekTV.it 49 48*/( 6OBTPMV[JPOFQFSTPEEJTGBSFUVUUF FDPMPHJBFRVBMJUh MB&$0TUBOE&$0TUBOE6OBTPMV[JPOFQFSTPEEJTGBSFUVUUF EJDSFBSFTQB[JFTQPTJUJWJJOFDPMPHJBFRVBMJUh MB&$0TUBOE EJDSFBSFTQB[JFTQPTJUJWJJO.6-5*)00, MFOFDFTTJUhEJFTQPTJ[JPOF TJEJTUJOHVFQFSQSBUJDJUh EFTJHOMFOFDFTTJUhEJFTQPTJ[JPOF QPTJ[JPOJTUSBUFHJDIF USBNJUFTJEJTUJOHVFQFSQSBUJDJUh EFTJHO QPTJ[JPOJTUSBUFHJDIF USBNJUF &SHPOPNJDP FTUFUJDPFWFSTBUJMFEFJCBOOFSTVHMJTDBGGBMJ HSB[JF FEFDPOPNJDJUh&TFNQJPEJSJVTDJUBGVTJPOFUSBEFJCBOOFSTVHMJTDBGGBMJ HSB[JF MBQPTTJCJMJUhEJEFDJEFSFRVBOUJFEFDPOPNJDJUh MBQPTTJCJMJUhEJEFDJEFSFRVBOUJ6OOVPWPTJTUFNBDIFDPOTFOUF BMMBQPTTJCJMJUhEJQJ}QPTJ[JPOJ -µVUJMJ[[PEJNBUFSJBMJQMBTUJDJBMMBQPTTJCJMJUhEJQJ}QPTJ[JPOJ HBODJVUJMJ[[BSFFDPNFQPTJ[JPOBSMJ-µVUJMJ[[PEJNBUFSJBMJQMBTUJDJ HBODJVUJMJ[[BSFFDPNFQPTJ[JPOBSMJ 6OBTPMV[JPOFQFSTPEEJTGBSFUVUUF SJDJDMBUJJODPOUSBMµFTJHFO[BFDPMPHJBFRVBMJUh MB&$0TUBOESJDJDMBUJJODPOUSBMµFTJHFO[B EJDSFBSFTQB[JFTQPTJUJWJJO EJVONJHMJPSBNFOUPEFMMµBNCJFOUF EJVONJHMJPSBNFOUPEFMMµBNCJFOUF MFOFDFTTJUhEJFTQPTJ[JPOF EJMBWPSPFEFMQVOUPWFOEJUBTJEJTUJOHVFQFSQSBUJDJUh EFTJHOEJMBWPSPFEFMQVOUPWFOEJUB QPTJ[JPOJTUSBUFHJDIF USBNJUF EFJCBOOFSTVHMJTDBGGBMJ HSB[JF FEFDPOPNJDJUh MBQPTTJCJMJUhEJEFDJEFSFRVBOUJ BMMBQPTTJCJMJUhEJQJ}QPTJ[JPOJ -µVUJMJ[[PEJNBUFSJBMJQMBTUJDJ HBODJVUJMJ[[BSFFDPNFQPTJ[JPOBSMJ SJDJDMBUJJODPOUSBMµFTJHFO[B EJVONJHMJPSBNFOUPEFMMµBNCJFOUF EJMBWPSPFEFMQVOUPWFOEJUB The Mario Costa Biraghi Dinon Group Casa Company Vinicola Dinon Caldirola Profiles IN.AL.PI. Consorzio Melinda Spumador Mondelli Tonitto Group

ITALY FOR EXPORT MARIO COSTAS.p.A. 2 GORGONZOLA D.O.P. NOVARA

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Company name Mario Costa S.p.A. and address C.so Vercelli, 3 - 28100 Novara (Italy) Tel. +39 0321 452376 1 - Dolcificato Costa, an iconic Fax +39 0321 410655 cheese and flagship product www.mariocosta.it for Costa. [email protected] 2 - Gorgonzola Dop Costa Managing Directors Davide Fileppo Zop / in the maturing room Federica Fileppo Zop

economic Plant 1 (Novara) Costa: quality Workforce 25 employees Certifications DOP, BRC, IFS version 5 Production approx. 82,000 rounds cheese since 1919 Sales 2009 € 7.2 million Distribution wholesale 45%, large- channels scale retail trade 37%, Gorgonzola is undoubtedly one of the Today, Federica and Davide Fileppo retail 8%, industry 10% most popular Italian DOP cheeses in Zop, the founder’s great-grandchildren the world. Its taste and versatility make represent the fourth generation. Exports 30% by volume it the “King of Blue Cheeses”. Mario Mario Costa is a solid, modern well-de- Markets Switzerland, the UK, Costa beats competition with its pro- veloped company which maintains its France, Australia duct flavour but also for its loyalty to reputation for natural goodness. Well- traditions which has not diminished equipped to face the demands of an in- products despite constant technological im- creasingly complex, changing market, Product Gorgonzola, of which provements. Innovation and sound the experience which set Costa apart Categories 63% Mild Gorgonzola, knowledge of the cheese-producing from other producers are now leading 33% Gorgonzola with mascarpone, 2.7% business underly the unbeatable fla- the company towards new, large-scale Strong Gorgonzola, vour of Gorgonzola. The company still future challenges. Costa is becoming 1.7% By-products bears the name of its founder -Mario increasingly European, breaking into Top seller Mild Gorgonzola DOP Costa, born in 1893- who, at the end new markets, forging links with large- Dolcificato Costa (255 of WW1, started producing cheese in scale retail trade. In fact, over 30% of t/year) Vinzaglio (Novara).Back then there its production is destined for export, was only strong Gorgonzola, today’s Costa has a long-standing relationship Brands offered Costa mild, creamy version did not yet exist. with neighbouring Switzerland and Private label Yes However, development of Dolcificato supplies chain stores with its products. co-packing Costa had already begun, and was given Company policy is both vigorous and the full seal of approval at the Mostra focused, promoting growth but wi- Casearia in Milano in 1924. Demand thout compromising tradition. At steadily increased together with public Costa product quality and scrupulous appreciation. This prompted the move adherence to health regulations are from Vinzaglio to its current premises maintained throughout the produc- in the centre of Novara. tion process: from milk pasteurisation to the cheese-making stage, from the Ongoing traditional maturing period to packaging. Indeed, goodness for the past few years the company has Since the early 70’s, Federico Fileppo received important international BRC Zop, the founder’s grandson, has hea- and IFS certifications: these standards, ded the company. He injected vitality recognised both nationally and inter- into production, quickly tripling sales nationally, represent a rock-solid gua- and setting a trend for steady growth. rantee. Trade Information Trade

ITALY FOR EXPORT ITALY FOR EXPORT 1

Company name Dinon Group S.p.A. and address Via del Gelso 110, 45014 Porto Viro (RO) Italy Tel +39 0426 631820 Fax +39 0426 633870 www.dinongroup.com [email protected]

President / MD Antonio Dinon 1 - Dinon’s seafood salads Export Manager Andrea Crozzoli and starters. A modified atmosphere tray by La economic Conserviera di Venezia Plants 4 (Porto Viro (RO), Goro 2 - The new plant in Porto (FE) in Delta del Po as Viro, Dinon’s headquarters. Dinon Group; Torino as Pastificio Panda; Agadir in 2 Marocco as Sialco) Workforce 840 employees Production 3,600 t in the Porto Viro and Goro plants Sales 2009 € 40 million Distribution various levels of Dinon: flavour channels distribution, normal trade Exports 37% by volume and service Markets Eastern and central Europe, Scandinavia, the US Dinon Group’s development has pi- san gourmet foods, top-quality raw International Fairs Sial Paris and Anuga Cologne cked up speed over the last decade, materials, absolute reliability. Today resulting in a wide range of modern the firm offers a product range which gourmet foods, with evocative brand is able to satisfy the most diverse and products names and stylish packaging The re- sophisticated requirements. Merchandise gourmet seafood (e.g. cipe for success is based on industrial Dinon’s strong point is its constant sectors seafood salads and development and product quality. adjustment to distribution and logi- starters, surimi, fish sauces, etc.), smoked The company directly produces its stics requirements –i.e. its emphasis seafood, gourmet whole range: it began with semi preser- on customer service- and attention to food (e.g. ready meals, ves (mainly seafood starters), then mo- communication and the product itself: grilled vegetables, ved on to –frozen fish, dried cod, salted Dinon is the highest investor in adver- stuffed chillies, etc.) fish- and smoked fish; salmon, sword tising within its sector. Today, exports, Brands offered Dinon, Seagarden, fish, tuna and marlin. The addition of which account for 40% of sales, derive Deligarden, Principesca, Brann, La Conserviera grilled vegetables, olives, ready meals, from direct sales in most EU countries, di Venezia) sauces, cheese and mayonnaise-based the US, Hong Kong, and South Africa. foods has completed the profile of a Semi preserved foods are very popular Private label Yes producer with a “passion for gourmet –seafood salads, starters- grilled vege- co-packing food”. Dinon stands out for its produc- tables, olives, cheese-based foods –e.g, tion quality and range for the modern cheese and speck (ham) rolls, chilli and consumer. Products are in line with cheese bites.- as well as mayonnaise- emerging food trends: fresh and light based sauces and pasta sauces. (thanks to the reduced oil content) Dinon’s presence abroad will benefit and both tasty yet healthy. the company, infact its strategy is to work in collaboration with all levels of Abroad and onwards retail trade, to establish diverse rela- Dinon’s portfolio develops according tions, including co-packing, in accor- to demand, while preserving its com- dance with the commercial and logi- petitive traits: direct production, the stic requirements of the countries and indusutrial capacity to provide arti- distribution entities involved. Trade Information Trade

www.gdoweek.it 52 www.gdoweekTV.it ITALY FOR EXPORT 1

Company name IN.AL.PI. S.p.A. and address Via Cuneo, 38 12033 CN (Italy) Tel. +39 0172 91511 - Fax +39 0172 94226 www.inalpi.it E-mail: [email protected]

CEO / MD Ambrogio Invernizzi Export Manager Pierantonio Invernizzi, Gabriella Bollino 1 - Visually striking and perfect for any occasion: the great taste of IN.AL.PI cheeses and cheese slices depends, first and economic foremost, on the superb quality of their main raw material. In fact, the fresh Plant 1, Moretta (CN) milk, from Piedmont, is remarkable both in terms of its excellent flavour and Workforce 100 employees nutritional value. Certifications UNI EN ISO 9001/2001, IFS, BRC, ISO22000, KOSHER Sales 2009 € 29 million IN.AL.PI.: cheese forecast 2010 € 55 million Distribution all levels of retail trade, on the horizon channels Discount Exports 25% by volume Markets North Africa, the Middle Created in 1966 but with origins da- ducts on offer range from processed East and Korea; in Europe, ting back to the 1800’s, IN.AL.PI. is cheese slices, available in their classic marked improvement to its current performance in a cheese manufacturing business on form and also with reduced choleste- Germany, Spain, France, the up. Today the company’s appe- rol, pasteurised butter, processed che- Belgium al lies with its range of tasty, genuine ese for pizza, fresh and dried grated International trade Marca Bologna, Tuttofood products which target both interme- cheese, cheese triangles and a rich se- fairs Milan, Anuga Cologne, diate and final client requirements. lection of European speciality cheeses SIAL Paris This applies to Italy as well as abroad: (Asiago, Emmental, Maasdam, etc.) in this rapid growth over the years, both pre-packaged portions. professionally and technologically, has High quality is the constant linking all products made the company extremely compe- the processes and products. The mo- Merchandise specialising in titive, nationally and internationally, dern plant houses advanced techno- sector processed cheese, and able to maintain the right level of logy and inside the temperature and butter, grated and pre-packaged cheese, flexibility for prompt, accurate respon- humidity are controlled using treated, dried milk and milk for ses to specific market requirements. filtered air. The milk and other raw industrial use. Recent healthy sales figures have been materials undergo rigorous tests before Brands offered the new IN.AL.PI.line, the result of a conscious approach entering the production process and available as from July which focuses on excellence and consi- are subjected to further testing throu- 2010 stently top-quality raw materials. The ghout the entire process. IN.AL.PI. is Private label In.al.pi. produces fresh milk, from Piedmont, is extraor- currently paying particular attention co-packing processed cheese dinary in terms of taste and nutritional to its foreign clients with its main pro- and sliced cheese for value. Production within the plant has duct: thanks to the introduction of a prominent Italian and European brands. been certified by Italialleva. new laser printing the cheese slices are now wrapped using packaging persona- High potential lised with the language of the country The company’s product portfolio con- in question. Today’s main markets are tains 2 merchandise types and 2 sales North Africa, the Middle East, Korea channels. The co-packing of private la- and EU countries, where the poten- bels for large-scale distribution absorbs tial for further growth exists. Overall, over 50% of the output, followed by export sales are largely absorbed by the manufacturing of semi-processed private labels from international tra- products. July 2010 will see the launch de, which continues to develop at a of the new IN.AL.PI. range. The pro- steady pace. Trade Information Trade

ITALY FOR EXPORT Spumador:

Company name Spumador S.p.A. traditionally innovative and address Via Alla Fonte, 13 - 22071 Caslino al Piano (CO) Italy Tel. +39 031 886111 Market-driven Fax +39 031 886271 Spumador boasts an output of 1 billion www.spumador.com bottled litres a year. This is why it is product portfolio [email protected] one of the biggest Italian companies in Alongside more recent and innovative the beverages sector and –thanks to in- products Spumador offers a series of CEO Roberto Rossi novative techniques which set its tran- products which are part of the natio- Export Manager Sandra Tellez sformation process apart from others- nal history of beverages.This includes possesses one of the most avantgarde a wide range of mineral waters. S. An- production processes in Europe. The tonio is light and balanced (in fact it economic combination of over 120 years’ expe- contains only 0,0004% sodium): this Plants 5, located in northern Italy rience in the soft drinks sector with new famous brand belongs to a line which technologies has made the firm a leader has been on the market since the ‘60s’, Workforce 440 employees in product innovation and packaging. the PET version offers four formats. Certifications IFS In recent years the company has intro- Last but not least there are the iconic duced some new launches under the Spumador fizzy drinks- particularly the Production 1 billion litres a year Sanattiva brand, synonymous with he- special varieties; Spuma Nera, Spuma Sales 2009 € 170 million alth and wellbeing. Spumador was one Bianca, Gazzosa, Cedrata and Ginger of the first to introduce smoothies to –products which created the history of Distribution GDO, Discount, Away- channels from-home, Door-to-door Italy, thus helping to create a new mer- fizzy drinks in Italy. chandise sector. It has also been innova- The firm’s success is due to product Exports 10% by volume tive in the Iced tea category. In 2010 it quality but also efficient management. Markets the US, Germany, introduced a new special line Sanattiva The optimisation of production costs Australia, China, Japan, te’ speciali, made from infusion of tea. –together with operative flexibility Russia, Saudi Arabia These are premium products, made and concept innovation- form the ba- International Marca Bologna, Sial Paris, from top-quality basic ingredients, free sic ingredients of Spumador’s recipe Trade Fairs Anuga Cologne from artificial colourings and preserva- for consistent unsurpassed success in tives, the variations are: White tea with the beverages sector. Success which is products ginger and cardamom, Green tea with not only recognised in Italy, but also Merchandise Non alcoholic prickly pear and mallow, Red tea with internationally, in fact the company Sector Beverages (Water, rooibos and pomegranate. This line has been chosen as partner of one the Carbonated Soft Drinks, combines carefully selected ingredients, biggest European modern chain com- Fruit Beverages) refined taste with an exclusive image. panies. Brands S.Antonio, Sanattiva, Spumador 1 - Combining class 1 Private label Spumador leads the and style: the Tè co-packing Italian market for private labels in the soft drinks Speciali line; White tea, sector and boasts ginger and cardamom, numerous partnerships with primary European Green tea, prickly large-scale retailing pear and mallow, chains. Red tea, rooibos and pomegranate. Trade Information Trade

www.gdoweek.it 54 www.gdoweekTV.it ITALY FOR EXPORT 1 - Delicious, genuine, healthy: 1 Tonitto’s new line 2 - The Tonitto plant: solar panels on the south side.

Company name Tonitto S.p.A. and address Via N.S. di Lourdes 5, Genoa - Italy Tel +39 010 6509494 Fax +39 010 6509449 www.tonitto.com [email protected]

CEO Luca Dovo Export Manager Eva Parodi

economic Plant 1 (7000 sq.m) Tonitto: traditional Certifications BRC, IFS Production 5000 l/h Distribution all levels of retail trade, ice-cream channels food service Exports 50% by volume Markets EU and non EU Tonitto started as a modest ice-cre- modern requirements and nutritional am business in Genoa in 1939. But principles: this is Tonitto’s philosophy. International Plma Amsterdam, following the expansion of its client In 2009 after a long period of intense trade fairs Sial Paris, Anuga Cologne portfolio, it turned into a modern, in- R&D and following the completion dustrial company. Since the beginning one of the first low-calorie ice-creams: of its development the company has Zero30 (which boasts 30% less calories products set itself ambitious targets: firstly, to compared to conventional ice-cream)- Merchandise ice-cream protect its know-how by transferring was proud to announce the launch of a sector it from the handmade method to the completely new speciality recipe: Gaia, Private label Yes industrial process while respecting tra- 100% lactose-free, made from soya co-packing ditional ice-cream recipes, in harmony milk. with modern production and quality In 2010 Tonitto gave its entire product standards. As a result, all products are range a makeover: certain classic reci- free of artificial colourings, hydrogena- pes were refined, i.e. Coppa Famiglia, ted fats and any genetically modified Passione di Gelato and Sorbetto, the ingredient. Plus, the excellent stan- packaging was also restyled. dards of its entire production process Today, every product represents a de- have earned it international BRC and licious combination of Italian passion IFS certifications. Today, production and international expertise. takes place in a plant covering 7,000 So, it is no surprise that the already sq. m, technologically advanced and solid relations with foreign markets are designed according to rigorous inter- improving. There are two reasons for national standards. Pollution and wa- this: firstly because the firm is able to ste are reduced to a minimum throu- provide top-quality ice-cream – a pre- ghout the various production stages: requisite for all clients- and secondly in fact, most of the energy required for because the product range has been the production lines is provided by the developed with nutritional require- plant’s solar panels. ments in mind and following a path already determined by the large-scale retail trade and food service within the Development based on country in question. In short, Tonitto new trends satisfies European consumer demand Artisan traditions combined with nu- by offering delicious, typically Italian tritional science make for great-tasting, ice-cream which respects nutritional authentic ice-cream which satisfies principles. Trade Information Trade

ITALY FOR EXPORT Biraghi: a “big cheese” on a mission

An on-going tradition of goodness tion, maturing, processing, grating This traditional Italian company and quality. Biraghi –founded in and packaging of cheese, as well as 1934 in Piedmont- has always been the development, production and has set its sights on foreign scrupulous concerning the quality packaging of butter, milk and whey- and flavour of its dairy and cheese based products, also BRC and IFS retail trade. Biraghi, with its wide products, as well as the production certifications for the whole produc- process. tion cycle of ricotta, butter, mascar- range of great-tasting cheeses This focus on quality starts with the pone and for the packaging of DOP raw materials: every day, at the plant Gorgonzola.. in varying formats, is able in Cavallermaggiore (CN) 400,000 litres of milk flow in from farms in Taste & service: to satisfy diverse consumer the region which only supply Biraghi. a winning blend It then undergoes thorough testing Age has not compromised growth. requirements on according to strict internal standards Company policy has always been to and only then can it enter the pro- focus on excellence, in terms of both an international level. duction process. production and output. In fact, deve- The organisation and operativeness lopment has been strong and steady of the plant rely on international re- for the past 76 years. Over the years gulations and certifications. In fact, Biraghi has gradually expanded and Biraghi was awarded, the ISO 9001 made a name for itself as an avant- in 2000 for its development, produc- garde firm in terms of the qualitative

1 1 - Half rounds of DOP Gorgonzola. 2 - A worker checks the rounds.

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www.gdoweek.it ITALY FOR EXPORT 56 www.gdoweekTV.it profile of its product range and the of the retail trade in specific European technology involved in its plants and markets. The company already opera- 1. (Gorgonzola forms) - Half rounds of DOP Gorgonzola processes. Today, production takes tes in Spain, Sweden, Norway, Poland 2. (Quality check) – A worker checks the rounds place in a plant covering 166,000 sq and Slovenia, future targets include m-of which 50,000 are covered- with a Germany, France and the UK. Company name Biraghi SpA 3. (Ricotta 250 g) – The 250 g-format, preservative free and made entirely and address Via Cuneo, 1 workforce of around 250 people. Despite the current economic crisis, 12030 Cavallermaggiore from Italian milk This plant produces a vast array of export figures are healthy, in 2009 Bi- CN (Italy) 4. (Grated GB 100 g export) – Grated GranBiraghi 100 g: salt, rennet no Tel. +39 0172 3801 dairy-cheese products, ranging from raghi’s international sales increased by Fax +39 0172 380298 preservatives, leader in the grated cheese market (source: IRI - Infoscan). the hard, mature Granbiraghi to DOP 10%. Judging by figures from the first www.biraghi.it Gorgonzola, ricotta, butter and other half of 2010 this trend is in line with [email protected] milk-based products. Such variety re- data from previous months and does CEO Bruno Biraghi sults in a rich portfolio in terms of pro- not appear to be about to change duct and packaging (vacuum-packed, In light of its performance so far, Bira- Export Manager Vincenzo Allena protected atmosphere packaging, etc). ghi has developed healthy internatio- Marketing Manager Claudio Testa but also in terms of weight and format nal sales. In general terms, the main (rounds, blocks, cubes, grated, etc.) European outlets for Biraghi products Marketing Assistant Giancarlo Mura Pre-packaged cheese has added fun- can be found in Germany, Holland, / Export ctional value which has boosted the Spain, Belgium, Greece, Sweden, firm’s commercial succcess over the France, Norway, Denmark, Poland, economic last 10 years. As for the Italian market, Ireland and Slovenia; outside the EU Biraghi is number one in its field, clai- Biraghi also operates in the US, Ca- Plants 1 (Cavallermaggiore, CN) ming 57% of the market in the cubed nada, Japan, China, Turkey and Thai- Workforce approx. 240, plus around 500 cheese sector and 16% in the grated land. farming families cheese sector. The growth margin of international Certifications ISO 9001:2000 on the total sales guarantees value-for-money pro- production, IFS and BRC on Increasingly “modern” ducts as well as consistent quality and certain products and stages distribution flavour. Biraghi’s attention to detail Production 300,000 rounds of GranBiraghi Biraghi’s top priority is to break into and customer care will ensure the con- 2009 and 250,000 rounds of DOP foreign markets, particularly all levels tinuation of international expansion. Gorgonzola, representing the core business; increasing quantities of ricotta, butter and mascarpone 3 - The 250 g-format, preservative free 4 and made entirely from Italian milk. Sales 2009 approx € 100 million 4 - Grated GranBiraghi 100 g: salt, rennet Distribution large-scale retail trade, hotel and no preservatives, leader in the grated channels catering trade, industry. cheese market (source: IRI - Infoscan). Exports 12% by volume Markets France, Germany, Spain, Canada, the USA, Greece, Slovenia, Sweden, Norway, Holland, Belgium, Denmark, Poland, Turkey, China, Japan, Thailand. International Intermopro Duesseldorf, fairs Sial Paris, Anuga Cologne, Cibus Parma

products Merchandise dairy-cheese-manufacturing 3 sectors sector, specialising in mature and fresh cheeses

Brands GranBiraghi, Biraghini, Birasnack, offered Gratta e Mordi, Cento Bontà, Mascarì, Biraghette

Top sellers pre-packaged portions, led by Granbiraghi and DOP Gorgonzola

Private label yes co-packing

“These natural, additive-free Adriatic clams heat up ready

Trade Information Trade to serve in just one minute”

ITALY FOR EXPORT Casa Vinicola Caldirola: traditional Italian wines

Casa Vinicola Caldirola established 2009-it is the first aluminium-packed Expertise and market instinct. in 1897, began trading on a provin- wine in Italy: 3 varieties (1 red, 1 whi- cial basis in the 1940’s. In the ‘70’s it te 1 rosé), and is popular in wine bars, Caldirola is a solid dynamic firm branched out into large-scale retail, a disco dinners and nightspots all over move that marked the start of its cur- Italy. W! Is already available abroad built on innovation, improvement rent success. As the market leader for in Slovakia, Austria, Cyprus, Japan, the supply of bottled wine Casa Vini- China and Australia. and awareness of shifting cola Caldirola boasts annual sales of 42 million bottles of wine and fore- A rich and varied consumer patterns. casts predict that by the end of 2010 portfolio this figure will reach 52 million. Caldirola’s vast selection includes It also anticipates trends with Anticipating market trends is in middle-range to low-priced wines, its DNA. In fact, its mission is to private labels and exclusive brands. a wide range of high-quality “strengthen relations with modern The firm is also involved in category distribution and work alongside re- management projects and the study wines to suit customers in Italy tailers in the search for tailored solu- of sales policy in order to identify ex- tions”. The same has always applied cluded areas. The relationship betwe- and abroad. to consumers, Caldirola offers its cu- en Caldirola and modern distribution stomers a wide range of wines in line has been perfected over many years: with consumer demand. In the past all the retail outlets, partner groups a niche market for Italian families and labels –some of whom are reco- was created with the 5-litre format, gnised as the most important Italian in 2010 the company launched a new and international large-scale retai- bottling line for the same format but lers- form synergies based on good using PET packaging. business and mutual trust. In short, Caldirola stands for tradition The company boasts excellent value and innovation. An example of this for money –due to the fact that it is W! [AL generation], –launched in does not own its own vineyards, and xzcxzcxzczx

1 1 - Linea Armonia, created for the Milan and Inter football teams. 2 - The new 5-litre format in Pet.

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www.gdoweek.it 58 www.gdoweekTV.it ITALY FOR EXPORT is able to find the best quality compe- International titively priced grapes- and impeccabi- communication Casa Vinicola Caldirola Srl le service affording prompt service to For 2009-2010, Casa Vinicola Cal- Via San Bartolomeo 8 clients who do not want to accumula- dirola has revived relations with the te stock. In addition Caldirola offers world of football by becoming the Company name Casa Vinicola Caldirola Srl CAP??? 23873 Missaglia (LC) Italy and address Via San Bartolomeo 8 flexible production, freedom from official supplier. This has already CAP 23873 Tel. +39 ??? 039 593121 Fax +39 ???039 9201193 having to sell their own vines and va- proved to be an important commu- Missaglia (LC) Italy www.caldirola.it Tel. +39 039 593121 riety. nication tool. Agreements have been Fax +39 039 9201193 www.wwine.it made with AC Milan and F.C. Inter- www.caldirola.it Focus on partnerships nazionale to supply La Cacciatora and www.wwine.it The firm is always careful to use the Caldirola to the hospitality rooms in Managing Director: Michele Radaelli Managing Director Michele Radaelli best Italian wines and has forged close Meazza-San Siro stadium every Sun- links on a regional level through agre- day during the season. The Armonia Export Manager Claudia Riva Export manager: Claudia Riva ements with well-established wineries. line has been created for this occa- Export Manager Alessio Pavan Export Manager Outside Europe: Alessio Pavan In fact it is always on the search for wi- sion, featuring Barolo, Barbaresco, Outside Europe neries nationwide which can provide Barbera d’Asti, Gavi and Moscato: a large quantities and high quality. For niche range mainly aimed at foreign instance, the successful La Cacciato- markets but which will be savoured economic Economic ra line includes a selection of typical by both Italian teams. Plants 2, 1 in Missaglia (27,000 sq.m, Plants: 2, 1 in Missaglia (27,000 sq.m, of which 11,000 covered) and 1 in regional wines to suit consumer de- Caldirola is strong in Europe: its best- of which 11,000 covered) and 1 in Gattinara Gattinara mand. selling products are the sparkling Workforce: 74, of which 63 in Missaglia Caldirola’s strong bond with Italy was 0.75-litre Lambrusco Rosato Emilia Workforce 74, of which 63 in Missaglia further enhanced with the biennial in Spain, 5-litre table wines in Ea- Production: 200,000 litres of wine are clarified, filtered, pasteurised and Production 200,000 litres of wine are bottled every day. partnership with WWF Italia in 2010 stern Europe and 0.75-litre spuman- clarified, filtered, pasteurised (a first for the Italian wine business) tes in Russia. Sales also thrive in the and bottled every day. Storage Capacity: 330,000 hectolitres which grew into “, Terra di US, South America, South East Asia Storage 330,000 hectolitres Sales 20082009: 50 million Euros Natura”: a platform created for the In- and the Far East. Capacity Distribution: Caldirola leads the market for wine in glass bottles to large- ternational year of Biodiversity which Today Caldirola’s aim is to streng- promotes the management and pro- then its position in European mar- Sales 2009 € 50 million scale retail trade, with 42 million bottles sold a year; the brands W! [AL generation] –the first range of wines packed in aluminium- and Nuà –pre- tection of natural resources towards kets, particularly Eastern Europe Distribution large-scale retail, private Caldirola sustainability. This project protects through supply agreements with exi- channels leads the market for wine in viewed at Vinitaly 2010- have introduced the firm to the hotel and catering the area in which Montepulciano sting large-scale retail partners opera- glass bottles to large-scale retail trade, with 42 million bottles trade. d’Abruzzo, -Caldirola’s best-selliing ting in these countries. Furthermore, sold a year; the brands W! [AL Export: over 20% by volume wine- originates. This sucess has led growth is planned in the US and any generation] –the first range of the company to develop a similar country which shows development wines packed in aluminium- and Main Foreign Markets: European countries (85%) -with Russia, Germany Nuà –previewed at Vinitaly 2010- and Spain in the lead, followed by Asia (8%) and the Americas project with WWF in Germany. potential (e.g Brasil). have introduced the firm to the hotel and catering trade. International Trade Fairs: Vinitaly in Verona, ProWein in Dusseldorf, Anuga Exports over 20% by volume in Cologne, Alimentaria Barcellona, PLMA in Amsterdam, Vinexpo in 3 - W! Products [AL generation]: popular in 4 Bordeaux and Foodex in Tokyo. Markets European countries (85%) -with fashionable bars throughout Italy. Russia, Germany and Spain in 4 - Nuà: a potential Caldirola best-seller. the lead, followed by Asia (8%) Products and the Americas Merchandise Sectors: bottling and marketing of wine International Vinitaly Verona, ProWein fairs Dusseldorf, Anuga Cologne, Brands offered: for large-scale retail trade, Caldirola, La Cacciatora, Ma- Alimentaria Barcellona, PLMA estri Cantinieri, Conte Lorenzo Sormani, Marchesa Vincenza Stanga, 3 Amsterdam, Vinexpo Bordeaux and Foodex Tokyo. Bellavita; for hotel and catering , W! [AL generation]. Nuà –a new brand currently offering a Prosecco, and a Spumante brut Metodo Classico e uno products Spumante rosé Metodo Classico- distributed via both channels. Merchandise bottling and marketing of wine Co-packing private label: creation of branded products for a number of sectors leading European large-scale retailing groups. Brands for large-scale retail trade, offered Caldirola, La Cacciatora, Maestri Cantinieri, Conte Lorenzo Sormani, Marchesa Vincenza Stanga, Bellavita; for hotel and catering , W! [AL generation]. Nuà –a new brand currently offering a Prosecco, and a Spumante brut Metodo Classico –distributed via both channels. “These natural, additive-free creation of branded products for a number of leading European Adriatic clams heat up ready Private label large-scale retailing groups. Information Trade to serve in just one minute” co-packing ITALY FOR EXPORT Corman: cotton feminine hygiene attracts foreign buyers

Founded in 1947 as a manufacturer of wearing tight clothing –which restricts Corman has been producing medical devices, over the years Corman the genital area- or underwear made has focused on the development and from synthetic fabrics- which can cause sanitary items for the past 60 marketing of feminine hygiene pro- irritation and consequently lead to in- ducts, becoming the market leader in fections. Prevention is the best medici- years. Innovation, product Italian pharmacies thanks to its line of ne: gynaecologists usually recommend hypoallergenic pure cotton sanitary to- to wear natural fibres, like cotton, avoi- expertise, sensitivity towards wels. Today, research is geared towards ding synthetic sanitary towels which do creating innovative, natural, hypoaller- not allow the normal skin breathability. environmental issues and genic feminine hygiene and light in- This is why Corman products are sold continence products. in over 25 countries and are recommen- logistic optimization are all key Corman’s choice to use cotton is due ded by gynaecologists and consumer as- to the natural properties of this fibre. sociations worldwide. factors contributing to Corman’s Cotton is naturally breathable, pH compatible and hypoallergenic, and Increasingly “modern” success, both in Italy and abroad. this helps to deal with common pro- distribution blems affecting women during their re- Corman pays also special attention to productive cycle or menopause. Causes sustainability and social responsibility: include certain bad habits particularly the launch of Organyc, a pure organic common among young women, such as cotton line presented to the international

1 2 1 - 2 production lines in Lacchiarella, Milan 2 - Advanced technology for the xzcxzcxzczx production of sanitary towels. 3 - A production line for ultra thin sanitary towels, which are increasingly popular among young women. 4 - 6000 m² of automated logistics.

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www.gdoweek.it 60 www.gdoweekTV.it ITALY FOR EXPORT market in 2008, confirms the company’s large-scale retailers in Italy and abroad. flair for innovation and its respect for Today the Organyc® line is sold in over sustainable development. Operative op- 25 countries, from the U.S. to Australia, timization is granted by Logicor, a global from Turkey to Hong Kong, satisfying logistics company (awarded ISO 9002 the needs of women who look for an Company name Corman S.p.A. and address Via Sciesa, 10 and EN 46002 certifications) which han- alternative feminine hygiene, healthier 20084 Lacchiarella dles the storage and shipment of Cor- for them and the environment. (Milan), Italy Tel. +39 02 9008097 man products. The warehouse, situated Organyc® products are made of 100% Fax +39 02 90079048 10km away from Milan, covers an area pure organic cotton, meaning that the www.corman.it of 6000 m² and offers advanced tech- fibre has been cultivated naturally, wi- [email protected] nology which facilitates the moving and thout using pesticides nor fertilizers. CEO Giorgio Mantovani picking of products and the order prepa- Plus, they have been bleached exclu- ration. Logicor’s staff uses an IT system sively with hydrogen peroxide, the Export Area Marta Camuso, which can be connected to the client’s, natural and biodegradable alternative Manager Silvia Gennuso ensuring quick delivery, flexibility and to chlorine. Moreover, in the U.S. and accuracy. This service is completed by France Corman is distributing Elyte®, trusted logistic partners, that guarantee a range of pure cotton incontinence economic prompt deliveries, in Italy and abroad. pads, dermatologically tested, hypoal- Plants 3 production plants situated lergenic and incredibly soft. south of Milan Entering new markets The line has been developed to ra- Workforce 50 employees Corman has recently developed a sales pidly absorb liquids and keep them strategy in order to promote and pre- away from the body for comfort and Certifications Icea, Soil Association, SA 8000, Certiquality (ISO 9001:2008, sent Corman’s products as the only freshness. The special super absorbent ISO 13485:2003) natural, hypoallergenic alternative to powders contained in the pads avoid conventional synthetic feminine hygie- the risk of leaks. The special odor con- Production over 100 million units a year ne products. This involves reinforcing trol system eliminates bad smells and Sales 2009 € 27 millions the brand awareness within the organic/ keeps the area fresh and protected all natural channel, as well as within the day long. Distribution large-scale retailers, drugstores, channels pharmacies, organic/natural channel % export: 20% by volume Markets Europe, North America, Far East, 5 - Organyc, the only feminine 5 Middle East, Oceania hygiene range in 100% organic International Biofach Nuremberg, cotton, biodegradable and fairs PLMA Amsterdam compostable 6 - Private label for Carrefour Italy with TCF cellulose core and products 100% organic cotton topsheet. Merchandise feminine hygiene and light sector incontinence Brands Organyc, Unyque, Elyte and Cottony

Product 100% cotton panty liners and types sanitary towels with wings. Pure cotton core light incontinence pads.

6 Private label Corman already supplies PL for important retail chains in Italy and abroad.

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ITALY FOR EXPORT Melinda: a brand that guarantees premium quality apples

Melinda stands for excellent ap- that dates back centuries. Melinda apples are no ordinary ples but it is also a large consor- tium of 16 cooperatives that bring Much more apples, since they offer more together over 5,000 small-scale than just one variety farmers covering around 6,500 Product quality is extremely high in terms of wholesomeness hectares of apple orchards in the across the various varieties, which Val di Non and Val di Sole (the include the Golden Delicious and flavour. Grown in the Noce Valley) area of Trentino. (70% of the total), the Red Deli- The climatic conditions here (at cious (10%), the Canadian Reinet- ideal mountain environment an altitude of between 300 and te (8%), the Gala (5%), the Fuji 900 m), with over 2,000 hours of (6%) and the Morgenduft (1%). of Trentino’s Val di Non for sunshine a year, as against the In 2003, the Golden Delicious, 1,500-hour average of other Alpi- Red Delicious and Canada Reinet- centuries, they are now selected ne valleys), the area’s soil quality te varieties were awarded Protec- and its abundance of water pro- ted Origin status, the only ones in and packed using hi-tech systems. vide ideal conditions for growing Italy to receive this. apples, a tradition in this region The farming concerns have been

1 3 1 - over 5.000 families of small growers, working together with passion and competence, while preserving their tradition and their social and ethical values. 2 - Melinda brand was born in 1989 3 - Melinda assure the best food safety: the highest accuracy of control at every stage (the sticker is the proof that all apples are checked one by one).

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www.gdoweek.it 62 www.gdoweekTV.it ITALY FOR EXPORT awarded Global-Gap certification to in 26 countries receive their or- and they respect pest control stan- ders promptly and regularly. Casa Vinicola Caldirola Srl dards, for DOP , IPM and the Me- Via San Bartolomeo 8 linda Consortium standard. Brand policy for the fruit business Company name Consorzio Melinda SCA CAP??? 23873 Missaglia (LC) Italy and address Via Trento 200/9 - 38023 Fully traceable The consortium has been stepping Cles TN (Italia) Tel. +39 ??? 039 593121 Fax +39 ???039 9201193 production line up its foreign trade in recent years. Tel. +39 0463 671111 www.caldirola.it Fax +39 0463 671121 Optimisation of production is ac- The percentage of output exported www.melinda.it www.wwine.it companied by logistical efficiency. grew from 12% in 2001 to 25% in [email protected] Melinda has bins for the harvest 2010. Melinda already exports its of over 310,000 tonnes of fruit, apples to 26 countries, and corporate CEO Michele Odorizzi Managing Director: Michele Radaelli refrigerated cells for controlled- strategy will lead in the coming years General Manager Luca Granata atmosphere storage for 270,000 to further increases in the number of Export manager: Claudia Riva Export Manager Roberto Gorza (roberto. tonnes (100% of apples to be eaten destinations and quantities expor- [email protected]) Export Manager Outside Europe: Alessio Pavan fresh) and scientific, computerised ted. In the last four years Melinda selection and packaging systems. has invested over 60 million euros on Melinda’s five processing centres structures and technology designed economic comply with strict international to offer current and potential foreign Economic certification requirements (Haccp, customers the very best product qua- Plants 5 (all in the Noce valleys) Plants: 2, 1 in Missaglia (27,000 sq.m, of which 11,000 covered) and 1 in ISO 9001, BRC, IFS). lity and service standards and over 20 Workforce 900 Gattinara All this guarantees complete trace- million euros in solar-powered energy Workforce: 74, of which 63 in Missaglia ability of the product and makes it production. Certifications processes: ISO 9001, BRC, IFS; possible to package up to 1,500 ton- It is now looking carefully into the Production: 200,000 litres of wine are clarified, filtered, pasteurised and xxxxxx integrated production covering bottled every day. nes a day, six days a week, ensuring development of new trading part- 100% of surface area, GlobalGap that the 1,000 customers it supplies nerships. covering (100% of farmlang), Storage Capacity: 330,000 hectolitres DOP for Golden Delicious, Canadian Reinette and Red Sales 20082009: 50 million Euros Delicious varieties (over 90% of Distribution: Caldirola leads the market for wine in glass bottles to large- total territory) scale retail trade, with 42 million bottles sold a year; the brands W! [AL Production 300,000 tonnes 4 generation] –the first range of wines packed in aluminium- and Nuà –pre- 2010 viewed at Vinitaly 2010- have introduced the firm to the hotel and catering Sales 200 million euros 2009-2010 trade. Export: over 20% by volume Distribution wholesale and large-scale retail channels in Italy and abroad Main Foreign Markets: European countries (85%) -with Russia, Germany 25% by volume and Spain in the lead, followed by Asia (8%) and the Americas Exports Europe, North Africa, Middle International Trade Fairs: Vinitaly in Verona, ProWein in Dusseldorf, Anuga East, Canada, South America in Cologne, Alimentaria Barcellona, PLMA in Amsterdam, Vinexpo in International Fruit-Logistica (Berlin), Bordeaux and Foodex in Tokyo. fairs Products 5 products Merchandise Sectors: bottling and marketing of wine Merchandise apples for consumption as fresh sectors fruit, apples for industrial uses, Brands offered: for large-scale retail trade, Caldirola, La Cacciatora, Ma- apple-based processed products estri Cantinieri, Conte Lorenzo Sormani, Marchesa Vincenza Stanga, Brands Melinda, MelaSì, Melinda Juice, Bellavita; for hotel and catering , W! [AL generation]. Nuà –a new brand offered Melinda Mousse, Melinda Snack currently offering a Prosecco, and a Spumante brut Metodo Classico e uno Private label yes, on request Spumante rosé Metodo Classico- distributed via both channels. co-packing Co-packing private label: creation of branded products for a number of leading European large-scale retailing groups.

4 - 5 are the varieties of apples that Melinda grow and select for you in the Non Valley: Golden, Red delicious, Renetta, the only Italian P.D.O apples and then Gala e Fuji, the new mountain orchard apples. 5 - Melinda is grown on mountains of the Non Valley in Trentino, a very special part of Italy, breathing clean air and drinking incontaminated water from the glaciers “These natural, additive-free Adriatic clams heat up ready

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ITALY FOR EXPORT Mondelli Group: the mushroom king goes forth

Mondelli Group produces and mar- Premium product policy Mondelli prioritises product kets frozen mushrooms and mushro- Long-term thinking ensures success. oms mixed with traditional Italian Mondelli Group’s philosophy places quality and consumer satisfaction: ingredients. Alongside this core-bu- quality excellence and the consu- siness the company has introduced a mer before any business decision. this implies observing the market selection of top-of-the-range frozen Careful selection of raw materials, vegetables (artichokes, asparagus), scrupulous checks and almost fana- then creating a range that berries and various formats of porci- tical attention to each phase of the ni mushrooms. production process, including cer- is tailored to new requirements- Mondelli has always provided the tain delicate phases which are done best product on the market: their by hand, are all characteristics which and to ensure rigorous standards porcini mushrooms, for instance, set this company apart from rivals in are always wild. This is why both the mushroom sector and indeed the in the selection of raw materials consumers and retailers recognise frozen food sector in general. the company as the leader of the One of these distinguishing features and the production process mushroom sector in terms of quali- is the transparent vacuum packa- ty and image. This is also true of its ging, which ensures absolute product main brand, I Roscilli, which boasts quality and no misting. This type of consistent high quality and a brand packaging is uncommon in the fro- strategy which has always set it apart zen food sector, where screen-prin- from its rivals. ted bags reign supreme but do not

1 - New for 2010 Mondelli’s Le 1 Salsacreme®, 3 mushroom variations and 3 truffle variations. Mission: reinvent frozen food. xzcxzcxzczx 2 - Primizie di bosco: quality and flavour for hotel & catering.

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www.gdoweek.it 64 www.gdoweekTV.it ITALY FOR EXPORT permit consumers to see what they are Another Mondelli line which is also about to buy. performing well is the hotel and cate- Mondelli Group S.r.l. Innovation is also a key element. In ring line, which holds great potential Via Valfrancesca, 7 - 03039 Sora (FR), fact, Mondelli Group, invests heavily for foreign markets. These products in R & D, and has managed to produce are more “classic” and more suited to Company name Mondelli Group S.r.l. Tel. +39 0776 825360 Fax. +39 0776 825199 and address Via Valfrancesca, 7 at least one new product a year since the typical requirements of this chan- 03039 Sora (FR), www.roscilli.it 2007, to the delight of consumers al- nel. Tel. +39 0776 825360 [email protected] Fax. +39 0776 825199 ways on the hunt for something new. www.roscilli.it CEO: Nunzio Roscilli Aim: international growth [email protected] The “misty” combinations The company is currently concentra- do abroad ting on developing international busi- CEO Nunzio Roscilli Economic Mondelli products can also be found ness, its strategy is to secure the same Plant: 1 (Sora, FR) abroad. The range is currently selling results on foreign soil as those already economic Workforce: 15 employees well in Portugal, Spain, Austria, Ger- achieved at home. Plants 1 (Sora, FR) Production: ??? many, Switzerland and Japan. The mi- As regards International distribution Certifications: BRC, IFS xed vegetables line or “linea misti” as Mondelli favours large-scale retail tra- Workforce 15 employees they are known in Italy are performing de: which presents high quality pro- Sales 2009: € 3.7 million particularly well: the I Roscilli brand ducts to a large number of consumers, Certifications BRC, IFS Channels: large-scale retail trade ??? %, hotels and catering. ??? % has become synonomous with inno- who are increasingly selective and di- Sales 2009 € 3.7 million % export: 8% by volume vation and quality. These products, scerning. For this reason the firm has Markets: Portugal, Spain, Austria, Germany, Switzerland, Japan created 9 years ago, combine natural invested heavily in the construction Distribution large-scale retail trade channels hotels and catering International trade fairs: Marca Bologna, Tuttofood Milan, Cibus Parma, ingredients with an obvious practical of an internal sales network devoted advantage by offering consumers the exclusively to export management, Exports 8% by volume Anuga, SIAL best traditional Italian recipes: -i.e. in cooperation with agents, importers Products Markets Portugal, Spain, Austria, Misto bosco alla Veneta, Misto bosco and/or distributors according to the Germany, Switzerland, Japan Merchandise sectors: Frozen mushrooms and, particularly, the “misti” line alla Tirolese, Misto bosco Mediterra- country’s needs. Then, most impor- (mixture of mushrooms and other carefully chosen vegetables) neo, ecc.-just toss in oil for 15’ and tantly, based on the consumer, who International Marca Bologna, Tuttofood Milan, fairs Cibus Parma, Anuga Cologne, Top seller: ??? they’re ready to eat. Add herbs or spi- is, as always the focus of any corporate SIAL Paris ces for a personal touch. decision made by Mondelli Group. Brands : I Roscilli, La valle dei funghi, Primizie di bosco, Dal bosco Co-packing private label: yes products Didascalie 3 - The “misti” I Roscilli line: a 4 Merchandise Frozen mushrooms and, 1. New for 2010 Mondelli’s Le Salsacreme®, 3 mushroom variations combination for each region, season sectors particularly, the “misti” line (mixture of mushrooms and 3 truffle variations. Mission: reinvent frozen food. and country. and other carefully chosen 4 - Misto alla veneta, traditional Italian vegetables) 2. Primizie di bosco: quality and flavour for hotel & catering. 3. The “misti” I Roscilli line: a combination for each region, season cuisine characterised by asparagus. Brands I Roscilli, La valle dei funghi, offered Primizie di bosco, Dal bosco and country. Private label yes 4. Misto alla veneta, traditional Italian cuisine characterised by aspara- co-packing gus.

3

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ITALY FOR EXPORT Alongside the B2B fairs, there is now also a whole series of also being espoused by the professional trade fairs themsel- events open to the public – organised by opinion makers ves, demonstration of the fact that industrial production and/or other relevant associations – whose main mission is and quality niche markets are not necessarily at different to develop a culture around food. The cause is increasingly ends of the spectrum but can also learn from each other. Quality foods and beverages: events not to be missed

italianfairs 1 - salone • Where: Cesena (Fc) del gusto This international quality 16 - Sapore food fair, held every two Tasting experience: an years, is an expression of annual event exploring 6 7 culture and identity, or- 9 the flavours, rituals and 5 8 ganised by Slow Food 4 trends of eating out. • When: 21-25 October 2 MIA: The section devot- 1 2010 (eighth edition) 10 >17 ed to international cater- • Where: Turin, Lingotto 3 ing products (including a special pizza area). 2 - CHEESE PIANETA BIRRA: The 18 Annual European quality section covering special cheese fair, organised by 19 beers and beverages Slow Food • When: 19-22 february • When: 16-19 Septem- 2011 (20.ma edition) ber 2011 (fifth edition) • Where: Rimini • Where: Bra (Cuneo), historical centre 17 - squisito! An annual food and 3 - SLOWFISH wine fair organised by This event, organised the community of San along the same lines as Patrignano, Europe’s the Salone del Gusto, largest drug rehabilita- again by Slow Food, is tion centre. devoted specifically to • When: 1-4 May 2011 fish and seafood (eighth edition) • When: April 2011 (fifth • Where: San Patrignano edition) (Rimini) • Where: Genoa 18 - taste 4 - TUTTOFOOD A presentation of the Biennial B2B fair devoted very best in Italian food, to the agri-food industry snapshotdevised by journalist Da- • When: 8-11 May 2011 vide Paolini and organ- (fourth edition) ised by Pitti Immagine • Where: FieraMilano, 7 - IDENTITA’ GOLOSE • When: 7-10 May 2012 duce • When: 12-14 March Rho (Mi) Italian auteur cuisine con- (16th edition) • When: 9-12 Septem- 2011 (sixth edition) gress, devised by journal- • Where: Parma ber 2010 (22nd edition) • Where: Florence, 5 - macef ist Paolo Marchi. • Where: Bologna Leopolda Station Housewares and Furnish- • When: January 2011 11 - sana ing Complements Fair: • Where: Milan, Conven- Annual international fair 14 - pastatrend 19 - eurochocolate the home, its emotional tion Centre devoted to all things Pasta, pasta and more International annual appeal, Italian style, inter- natural: food, health and pasta event devoted to the national style 8 - vinitaly wellbeing, home living • When: 2-5 april 2011 world of chocolate • When: September Italian wines and spirits and the environment (second edition) • When: 15-24 October 2011 (47th edition) fair (held annually, 45th • When: 9-12 Septem- • Where: Bologna 2010 (17th edition) • Where: FieraMilano, edition) ber 2010 (22nd edition) • Where: Perugia, his- Rho (Mi) 9 - sol • Where: Bologna 15 - macfrut torical centre International quality ex- Annual international fair 6 - HOST tra-virgin olive oil fair. 12 - MARCA of systems, technolo- International professional • When: 7-11 April 2011 Annual Private Label Con- gies and services for the accommodation fair • Where: Verona ference and Exhibition. production, treatment, • When: 21-25 October trading and transport of 2011 10 - cibus 13 - So fresh fruit and vegetables. • Where: FieraMilano, Biennal B2B nternational Convention-Fair devoted • When: 6-8 October Rho (Mi) food fair to Ultra-Fresh Food Pro- 2010

www.gdoweek.it 66 www.gdoweekTV.it ITALY FOR EXPORT A multi-media publishing package For information that is up-to-the-minute

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PRODOTTI PREZZI MERCATI CONSUMATORI m@il 2 0 2010 3 1 m a g g i o Layout A bolognA, nuovo flAgship per MercAtone uno 05 FERMOIMMAGINE Cheap Monday Copenhagen Pasona O2 Tokyo si inAspriscono Il trend del bio riguadagna quota i rApporti Consumo spesso prodotti biologici trA idM e gdo 10 35 PORTRAIT Massimo 30 Iosa Ghini AuchAn Apre 25 Poste Italiane S.p.A. - Sped. in A.P. - D.L. 353/2003 (Conv. in L. 27/02/2004 n. 46) - art. 1, Comma 1, DCB Milano Comma 1, 1, 46) - art. 27/02/2004 n. in L. 353/2003 (Conv. - D.L. A.P. in - Sped. Poste Italiane S.p.A. 20 GRANDANGOLO 15 Erogatori prixbAs linkontro nielsen DCB Milano Comma 1, 1, 46) - art. 27/02/2004 n. in L. 353/2003 (Conv. - D.L. A.P. in - Sped. Poste Italiane S.p.A. A Mulhouse, Auchan trasforma sfuso e rilancia un “vecchio” store 4 10 e realizza il primo concept megadiscount, 5 1994 1996 1997 1999 2001 2002 2003 2005 2006 2008 2009 Isole fresco con plus anche ecosostenibili 22 Fonte: Food Monitor-GPF - Base popolazione italiana. Risposte: molto, più, abbastanza. Valori %. 02 i nuMeri dell’econoMiA itAliAnA 15 dr wolff Cancelleria 2 1 istAt - kpMg 2010 7 G I U G N O

Intervista Retail Retail Logistica Bressanini: le leggende La strategia Il catalogo Fidaty Scenario: outsourcing, su bio e ogm di Eurospin di Esselunga rfid, immobiliare 07 sviluppo reti 16 peloni pag. 14 pag. 22 pag. 27 pag. 68 Osservatorio Sana-GPF MERCATI e piante 10 bAnco AliMentAre 18 bAlocco - tosti - nestlé - ferrero sul prossiMo Ortofrutta di IV gamma nuMero I pareri di Coop 11 sisA/unes - cisAlfA - nikefootbAll store 20 linkontro nielsen: dibAttito sul web di gdoweek Consumi consapevoli? e Realco -Sigma- Advertising green ZOOM 2010 Fifa World Cup L’assortimento in Conad linkontro nielsen: il vAlore del brAnd swisslog - energy conversion devices Insegne e brand La voglia di “buon vivere” del consumatore e Esselunga 14 21 più attaccanti che mai Restaurants berettA/conserve itAliA si traduce in comportamenti d’acquisto pag. 47 e di consumo più attenti al benessere du Monde proprio e dell’ambiente Ricotta Parigi I pareri di Simply Sma 513 • Settimanale Il Sole 24 Ore Business Media supplemento a GDOWEEK n. e Despar pag. 58 Benetton Speciale mercato Padova CASALINGHI Yogurt salute Uniqlo, Shibuya in scena I reparti di Esselunga, I pareri di Sisa Sicilia Carrefour e Finiper, i pareri e Selex di Coin e Ikea Gli spazi della marca pag. 68 all’Opéra a Parigi I protagonisti del settore • GDOWEEK n. 525• Settimanale • Il Sole 24 ORE Business Media Srl – via G.Patecchio 2 – 20141 Milano • 525• Settimanale • Il Sole 24 ORE Business Media Srl – via G.Patecchio • GDOWEEK n. “In caso di mancato recapito rinviare all’uff. post. di Milano CMP Roserio detentore del conto per la restituzione al mittente che si impegna a pagare la rispettiva tassa” di Milano CMP Roserio detentore del conto per la restituzione al mittente che si impegna a pagare rispettiva tassa” post. “In caso di mancato recapito rinviare all’uff.

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