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In partnership with
italian
the
food
magazine
SPECIAL EDITION SPECIAL EDITION
buyer’s • guide
YEAR 5 - N° 6 • JUNE 2017
EDITORIAL
by Angelo Frigerio, managing director
STOP THE TRAFFIC LIGHT
“The Food Standards Agency has de- port this simplistic “mechanism”: Coca who said: “One thing are detailed and
veloped a traffic light label that gives Cola, Mars, Mondelez, Nestle, PepsiCo transparent information for consumers; a
you independent expert scientific dieta- and Unilever that, on 9th March, decla- completely different thing is to create a
ry advice to help make healthier choices red their support for the traffic light la- system that beyond informing, suggests
quickly and easily. Look for products with belling during a meeting of the EU plat- what to buy or not buy, what is good for
green, amber or red colour and labels form for action on diet, physical activity health and what is not. Even more if ap-
on the front of the pack. These show you and health. A support that arises out of proximatively, without taking into consi-
at a glance if the food you are thinking fear of a ‘soda tax’ or ‘sugar tax’ in Euro- deration consumers’ lifestyle, age, meta-
about buying has low, medium or high pean terms that is already implemented bolism and portions consumed. Actually,
amounts of fat, saturated fat, sugars and in other countries, like Mexico. This en- we are talking about a mechanism that
salt, helping the consumers get a better dorsement by multinationals has trigged seems to ridiculously penalize products
balance”. This is written in the presen- (and rightly so) a series of reactions in such as Parma ham, Grana Padano, Par-
tation of the Traffic light label made by Italy. miggiano Reggiano and extra virgin oli-
the Uk Food Standards Agency, whose “It causes economic and image dama- ve oil.”
motto is: “Using traffic light to make he- ge to our products; it does not bring any But not only. More than one doubt about
althier choices”. It’s not true. With this benefit to consumers and it does neither the realistic effect of the traffic light la-
labelling system, the green light goes to promote balanced nor a healthy diet and belling has been clearly reised by the
Coca Cola and carbonated beverages classifies food with questionable and British, who have already dealt with the
rich in sweeteners. Red light, instead, approximate parameters", said Maurizio notorious mechanism: to the point to not
for deli-meats, cheeses and other made Martina, Italian Minister of Agricultural understanding it so well. At least, this is
in Italy delicacies. An illogical system, Policies. "It is not acceptable that quali- what results from a survey conducted
that could be soon extended to all Eu- ty Pdo and Pgi products and other pro- by YouGov for the Chartered institute of
rope. ducts belonging to the Mediterranean marketing. Over 76% say they actual-
A system already contested by Brus- diet such as fish and olive oil are bran- ly understood it. But 67% is convinced
sels in the past. Why? It highlights the ded with the red traffic light while sugar that the products with three red stickers
amount of calories, fats, sugars and salt free sodas obtain the green traffic light.” should be totally avoided. 37% belie-
present in 100 gr or 100 ml of product. If A position shared also by Federalimen- ve that only one product branded with
these ingredients exceed the allowed le- tare (The Italian Food & Drink Industry a red sticker should be consumed per
vels, a “halt” is applied with one or more Federation) and important industry pla- day. It does not end up here: more that
red stickers on the box. Nothing is men- yers, such as Nicola Levoni, president 50% said that a good diet consists of ea-
tioned about the other nutritional proper- of Assica (the Italian confederation of ting products with green sticker. Blissful
ties. Currently, six multinationals sup- Meat and Meat Industry Associations), ignorance…
STOP AL SEMAFORO
“La Food Standards Agency Il semaforo, però, è già stato delle Politiche agricole Mau- tener conto dello stile di vita,
ha sviluppato un sistema di contestato in passato da Bru- rizio Martina: “Provoca dan- dell’età, del metabolismo e
etichettatura a semaforo che xelles. Il motivo? Sicuramente ni economici e d’immagine delle quantità effettivamente
vi fornisce consigli scientifici mette in evidenza le quantità ai nostri prodotti, non porta consumate. Di fatto si tratta
indipendenti capaci di aiutar- di calorie, grassi, zuccheri e alcun beneficio per i consu- di un ‘meccanismo’ che pena-
vi a compiere scelte alimenta- sale presenti per 100 gram- matori e non promuove uno lizzerebbe in maniera assurda
ri più sane in modo rapido e mi o 100 millilitri di prodotto. stile alimentare equilibrato o prodotti come prosciutto cru-
semplice. Cercate quei pro- Se questi ingredienti supera- una dieta sana, classificando do di Parma, grana padano,
dotti che riportano in etichet- no il livello di guardia scatta i cibi con parametri discutibili parmigiano reggiano e olio
ta i colori verde, arancio e l’altolà, segnalato appunto e approssimativi. Non è ac- extravergine di oliva”.
rosso. Questi vi mostreranno con uno o più bollini rossi sul- cettabile che prodotti di qua- Ma non solo. Più di un dub-
a colpo d’occhio se l’alimen- la confezione. Ma delle altre lità Dop e Igp possano essere bio sull’efficacia reale dell’e-
to che state considerando proprietà nutrizionali non si marchiati con semaforo rosso, tichetta ‘a semaforo’ l’hanno
di acquistare ha un contenu- dice nulla. A sostenere que- così come succede con altri chiaramente manifestata gli
to basso, medio o elevato di sto ‘meccanismo’ a dir poco alimenti che fanno parte del- inglesi, che hanno già a che
grassi, grassi saturi, zuccheri semplicistico ci sono sei mul- la dieta mediterranea, come il fare con il meccanismo: al
e sale, in modo da aiutare i tinazionali: Coca Cola, Mars, pesce e l’olio d’oliva, mentre punto che non l’hanno anco-
consumatori a fare scelte più Mondelez, Nestlé, PepsiCo e bibite gassate senza zucchero ra capito realmente. Almeno,
equilibrate”. Così si legge Unilever. Che il 9 marzo han- ottengono il semaforo verde”. così risulta da un sondaggio
nella presentazione del siste- no dichiarato il loro appoggio Logicamente d’accordo an- realizzato da YouGov per il
ma Traffic Light a cura della all’etichetta ‘a semaforo’ in che Federalimentare ed espo- Chartered institute of marke-
Uk Food Standards Agency, un incontro della Piattaforma nenti di rilievo del mondo ting. Oltremanica il 76% dice
che ha come slogan: “Usare le Ue per la dieta, l’attività fisi- produttivo. Tra questi Nicola di averlo compreso. Peccato
etichette a semaforo per com- ca e la salute. Un appoggio Levoni, presidente di Assica, che il 67% sia convinto che i
piere scelte più salutari”. Non che nascerebbe dal timore di che ha dichiarato: “Un conto prodotti con tre bollini ros-
è vero. Con questo sistema il una ‘soda tax’ o ‘sugar tax’ in sono le informazioni traspa- si vadano evitati totalmente.
semaforo è verde per Coca salsa europea, già in vigore renti e dettagliate per il con- Il 37%, invece, sostiene che
Cola e bibite gassate ricche di in diversi paesi su scala inter- sumatore. Differente è assu- possa essere consumato un
edulcoranti. Semaforo rosso, nazionale, tra cui il Messico. mere un ‘sistema’ che, oltre solo prodotto al giorno con
invece, per salumi, formaggi Questo endorsement delle a informare, suggerisce an- un bollino rosso. E non finisce
e altre prelibatezze made in multinazionali, in Italia ha sca- che cosa comprare e cosa no, qui: più del 50% afferma che
Italy. Un sistema assurdo che tenato (e giustamente) una cosa fa bene e cosa no. An- mangiando prodotti con bolli-
potrebbe essere esteso a tut- serie di reazioni. cor più se questo avviene in ni verdi si ha una buona dieta.
ta l’Unione europea. Così ha tuonato il ministro modo approssimativo, senza Beata ignoranza…
2 / The Italian Food Magazine - Buyer's Guide
INSIDE NEWS
6
LUXEMBOURG: ‘VIVERE ALL’ITALIANA’, THE NEW PROMOTIONAL
ICE NEW YORK FESTIVAL DEDICATED TO MADE IN ITALY
American dream
The first edition of ‘Vivere all’italiana’, at the Residence of the Italian Ambassa-
8
promotional festival organized by the Ita- dor. More than 20 brands, including pri-
THE PARTNERSHIP lian Embassy and the ITA Agency in col- vate partners and sponsors, are going to
30 million dollars laboration with the Italian-Luxembourg take part to the initiative. For six months, a
for ‘authentic Made in Italy’ Chamber of Commerce, will be held in long series of tastings and thematic nights
10
Luxembourg from June until November will be organized, also in collaboration
VALLEDORO 2017. A rich calendar of events dedica- with selected Italian restaurants.
“We produce for our customers, ted to some of the most renowned Italian
just like we do for our children” excellences has been planned - from de-
12
sign to fashion, including, of course, food
THE EVENT & beverage - together with some impor-
Tuttofood? tant Italian brands. The festival was inau-
Tuttogood gurated on the night of the 1st of June, on
the occasion of the Italian National Fest,
Managing director: ANGELO FRIGERIO
Editorial director: RICCARDO COLLETTI
Nasce a Lussemburgo ‘Vivere all’italiana’: festival dedicato alle eccellenze made in Italy
Edited by: Edizioni Turbo Srl - Palazzo di Vetro
Si apre a Lussemburgo la prima edizione di ‘Vivere all’italiana’, una rassegna promozionale
Corso della Resistenza, 23 - 20821 - Meda (MB)
organizzata dall’Ambasciata d’Italia e da Ice Agenzia in stretta collaborazione con la Camera di
Tel. +39 0362 600463/4/5/9
commercio italo-lussemburghese. Un festival che, da giugno a novembre 2017, offrirà un ricco
Fax. +39 0362 600616 - e-mail: info@tespi.net
programma di eventi per la presentazione di eccellenze del made in Italy nei campi del design,
Periodico bimestrale - Registrazione al Tribunale di Milano n. 38 della moda e dell’enogastronomia, in partenariato con numerosi operatori italiani di succes-
del 25 febbraio 2015 - Stampa: Ingraph - Seregno (MB) - so. L’inaugurazione della rassegna è avvenuta in coincidenza con la celebrazione della Festa
Anno 5 - numero 6 - giugno 2017. Nazionale, nella serata del 1° giugno, presso la residenza dell’Ambasciatore d’Italia. Oltre 20
Una copia 1,00 euro - L’editore garantisce la massima riservatezza marchi, tra partners e sponsor privati, sono già impegnati nella manifestazione, che nell’arco
dei dati personali in suo possesso.Tali dati saranno utilizzati per la ge- di sei mesi vedrà il susseguirsi di degustazioni di prodotti eno-gastronomici, con serate a tema
stione degli abbonamenti e per l’invio di informazioni commerciali. In presso selezionati ristoranti italiani.
base all’Art. 13 della Legge n° 196/2003, i dati potranno essere retti-
ficati o cancellati in qualsiasi momento scrivendo a: Edizioni Turbo S.r.l.
LAVAZZA ACQUIRES THE 80%
MASTER GNOCCHI OF CANADIAN KICKING HORSE COFFEE
ARE NOW KOSHER CERTIFIED The Lavazza Group purchased a si- mented Antonio Baravalle, Ceo of the
Master opens to the Kosher world. The gnificant equity stake in Kicking Horse Lavazza Group and future Kicking Horse
company from Veneto decided to obtain Coffee, leading Canadian organic and Coffee Chairman.
the certification after the increasing de- fair-trade coffee player. With this tran-
mand from international market ope- saction, Lavazza secures an 80% interest
rators. “All production activities will be in the company, which was valued 215
controlled by a qualified rabbi, who will million Canadian dollars (142 million
establish and approve the authorization euro). Elana Rosenfeld, who founded
to produce with the Kosher seal. Now we Kicking Horse Coffee in 1996, will retain
will be even more qualified to meet the a 20% equity stake and will continue as
needs of international consumers”, said Chief Executive Officer. “Kicking Hor-
Adriano Bianco, Ceo of Master. Kosher se Coffee represents one of the 'local
certified Master gnocchi are also suitable jewels' the Lavazza Group continues
for lactose intolerants and vegetarians. to seek as part of its globalization and
premium positioning strategy," com-
Lavazza fa shopping in Canada: acquisito l’80% di Kicking Horse Coffee
Nuova acquisizione nel mondo del caffè per il Gruppo Lavazza. Che ha rilevato per 215 milioni
di dollari canadesi (142 milioni di euro) l’80% del capitale di Kicking Horse Coffee, leader cana-
dese nel segmento del caffè organico e fair trade. Elana Rosenfeld, che ha fondato l’azienda
nel 1996, resta azionista con il 20% e continuerà a guidare l’azienda come Ceo. “Kicking Horse
rappresenta uno di quei ‘local jewels’ che il gruppo Lavazza continua a ricercare nell’ambito
della propria strategia di globalizzazione e di posizionamento premium”, commenta Antonio
Baravalle, amministratore delegato del Gruppo Lavazza.
PARMALAT ACQUIRES TWO
Gli gnocchi Master COMPANIES IN THE UNITED STATES
ora sono anche Kosher Italian company Parmalat announced
Master si apre al mondo Kosher. L’azienda ve- Parmalat: due nuove acquisizioni
neta ha ottenuto la relativa certificazione, a on the past weeks that its LAG Holding negli Stati Uniti
seguito delle numerose le sollecitazioni rice- Inc. subsidiary has acquired two dairy Parmalat ha comunicato nelle scorse se-
vute dai mercati internazionali e in particolare companies operating in the U.S. dairy ettimane che la controllata LAG Holding
statunitense. “Tutte le attività di produzione sector, including a production facility ha acquistato due società che operano
saranno controllate da un rabbino qualificato, in Turlock (California) and the ‘Karoun’, nel settore caseario negli Stati Uniti, tra
che constaterà e approverà l’autorizzazione cui un sito produttivo a Turlock (Califor-
‘Gopi’ and ‘Blue Isle’ brands. The en- nia) e i brand Karoun, Gopi e Blue Isle.
a produrre con il sigillo Kosher. Ora saremo terprise value of the acquired business
ancora più forti per affrontare le esigenze dei L’enterprise value dell’attività acquisita è
was set at about 130 million dollars, stato fissato in circa 130 milioni di dollari.
consumatori internazionali”, spiega Adriano
Bianco, Ceo di Master. Gli gnocchi Master così and the acquisition has been entirely fi- L’acquisizione è stata totalmente finan-
certificati si caratterizzeranno anche per il fatto nanced with internal resources. In 2016 ziata con mezzi propri. Nel 2016 il fattura-
che saranno in grado d’incontrare le necessità the two companies had net revenue of to netto delle società è stato pari a circa
degli intolleranti al lattosio e dei vegetariani. about 55 million dollars. 55 milioni di dollari.
4 / The Italian Food Magazine - Buyer's Guide
FERRERO: KINDER JOY GEOVITA’S PRODUCTS LAND
WILL ARRIVE IN AMERICA IN 2018 IN THE UNITED STATES
Confectionery maker Ferrero cause of a 1938 regulation that Geovita, leader company in the production and export
International said that at the be- made it illegal to sell any candy of naturally steam pre-cooked cereals, pulses and rice, offi-
ginning of 2018, it will debut a with a non-nutritive object inside cially entered the U.S. market with a wide and varied range
version of the iconic, decades- of it. The launch also coincides of ancient grains, ready-to-eat salads and different risotto
old Kinder Egg to the US mar- with the debut of a gum version recipes ready in just seven minutes. Now, with the creation
ket for the first time. The most of the popular Tic Tac snack. Fer- of the web page www.geovitanutrition.us, further informa-
commonly known version of the rero's chocolate confectionery tion about the company’s history and products - including
product is the Kinder Surprise, market share is just 2.3% in the the new Tritordeum - will be available to consumers. As
which is a hollow chocolate egg U.S. market, according to rese- well as a section dedicated to tasty recipes - including vi-
that holds a plastic capsule which arch firm Euromonitor. deo recipes - created by the young and creative Italian chef
itself contains a toy. But the ver- Diego Bongiovanni. “We will help American consumers in
sion that will debut in grocery and getting to know better the natural and authentic flavors of
drugstores across the United Sta- Italian cuisine,” said Rossano Cabrino, Ceo of Geovita Usa.
tes is the Kinder Joy, used by Fer- “Where the nutritional properties of our products meet the
rero to sell the chocolate treats best taste experiences.”
in warm-weather markets, that
separates the toy from the can- I prodotti Geovita sbarcano negli Stati Uniti
dy. Hence, Kinder Surprise wasn't Geovita, leader nella produzione ed esportazione di cereali, le-
allowed to be sold stateside be- gumi e risi naturalmente precotti a vapore, ha fatto il suo ingres-
so sul mercato statunitense con una ricca gamma di cereali an-
Ferrero: a gennaio 2018 il Kinder Merendero fa il suo ingresso negli Usa tichi, insalate pronte da gustare e risotti con soli sette minuti di
A 50 anni di distanza dalla nascita del brand Kinder, i famosi ovetti della Ferrero appro- cottura. Oggi, con la nascita del portale www.geovitanutrition.
deranno finalmente negli Stati Uniti. L’azienda ha infatti reso noto che, a partire da gen- us, si avranno a disposizione informazioni sulla storia e i prodotti,
naio 2018, il Kinder Joy - conosciuto in Italia come Kinder Merendero - sarà distribuito sulle novità - come il nuovo cereale Tritordeum - ma soprattutto
in suolo americano. Il prodotto, uno snack cremoso pensato per il consumo nei mesi una sezione interamente dedicata alle gustose e sfiziose ricet-
estivi, riesce infatti ad ‘aggirare’ una legge Usa risalente al 1938 che proibisce la vendita te da realizzare con i prodotti Geovita, anche in versione video,
nel Paese di prodotti alimentari contenenti oggetti a uso non alimentare, come avviene ideate da Diego Bongiovanni, giovane e creativo cuoco made
infatti per il più noto Kinder Sorpresa. Assieme al Kinder Joy un altro prodotto Ferrero in Italy. “In questo modo, anche il consumatore americano potrà
farà il suo ingresso nel mercato Usa: la versione chewingum di Tic Tac. Due operazioni avvicinarsi al gusto naturale e autentico della cucina italiana”,
importanti, volte a incrementare la quota di mercato di Ferrero negli Stati Uniti, che si sottolinea Rossano Cabrino, Ceo di Geovita Usa. “Che unisce il
attesta oggi a solo il 2,3% (fonte Euromonitor). gusto alle benefiche proprietà nutrizionali dei nostri prodotti”.
ICE NEW YORK
AMERICAN
DREAM
THE RIGHT BALANCE BETWEEN INNOVATION AND TRADITION,
BUT ALSO GREAT EFFORT AND COMMITMENT. THIS IS THE PERFECT RECIPE
FOR SUCCESS ACROSS THE OCEAN, ACCORDING TO MAURIZIO FORTE,
ITA TRADE COMMISSIONER AND EXECUTIVE DIRECTOR FOR THE USA.
Maurizio
Forte
Italian food and beverage exports of authentic ‘Made in Italy’ products: a sident Donald Trump, threatening to
keep growing in the United States, the profound appreciation for the Italian li- introduce heavy custom duties on
first extra-European destination count- festyle, the ambition of our companies a long series of imported food pro-
ry for our delicacies. The success is also that, with great effort and awareness, ducts?
connected to the large investments face the difficulties presented by the The attention remains high, of course.
made by the Italian government through US market by offering the right balance Our Embassy in Washington is closely
the Ministry for Economic Development between innovation and tradition, the monitoring the situation. However, asi-
in partnership with the Italian Trade continuous development of local Italian de from media statements, there were
Agency (ITA). 12 promotional campaigns restaurants. Let’s not forget, of course, no concrete details. Therefore, it would
were launched between 2015 and 2017, the significant investment made by the be hard to make a prediction. As far as
in collaboration with some of America's Italian government with the launch of a we're concerned, we continue our hard
most important retail chains, that invol- extensive promotional campaign aimed work, also because results are every day
ve 1,549 Italian companies and 368 new at spreading the knowledge of authen- more encouraging.
Italian suppliers. A significant result, tic Italian products in the US, in collabo- The ‘Italian Sounding’ phenomenon
considering the size and complexity of ration with the Italian Trade Agency. The has fast developed in the US. Some
this market. “Everyone dreams to come successful activities and the positive re- people believe that it represents a
to America, but only those who get re- sults increased and developed the spe- strong promotional tool, others are
ady for it seriously and diligently have cial relationship with Confindustria, with convinced that it constitutes a huge
a real chance to be successful,” said the trade associations and, in particular, damage for the Made in Italy. Two in-
Maurizio Forte, ITA Trade Commissioner with the Italian producers who are now, compatible positions?
and Executive Director for the USA. The all part of the team. According to not so recent but qui-
agency will be supporting Italian com- Big US retail chains – such as H-E- te reliable estimates, Italian Sounding
panies at the forthcoming edition of the B, Schnucks and, of course, Walmart in the US food and beverage is worth
Summer Fancy Food Show (New York, – decided to focus on authentic Italian about 25 billion dollars, against the 4
25-27 June). About 300 companies will products with the launch of dedicated billion dollars of Italian exports in this
be exhibiting in the Italian Pavilion, whe- promotional campaigns. What impact specific sector. There is not much we can
re the Lounge Italia will feature, for the will they have on the market? do at the moment to tackle this pheno-
first time this year, a show-cooking area A huge impact. So far, results are extre- menon, with two important exceptions:
dedicated to PDO and PGI (protected mely encouraging: 12 promotions have educating and helping American consu-
denomination) products. been implemented between 2015 and mers become aware of the quality and
2017, involving 1,549 Italian companies characteristics of authentic Italian pro-
In 2016, the United States were the and 368 new suppliers. Purchases made ducts and increasing the presence of
first extra-European destination mar- by US retailers were 9 times higher than authentic Italian products in the stores.
ket for Italian f&b products showing, the initial investment made by the Italian With regard to communication, instead,
year after year, significant growth ra- government. But three main aspects are in 2015-2016 we implemented the “Buy
tes. Which are, in your opinion, the even more important than the economic Authentic Italian. Get More” campaign,
reasons for this success? results: first, the fact that big US retail that earned one billion impressions. We
According to the data issued by the US players decided to focus on the promo- will continue this campaign in order to
Department of Commerce, in 2016 our tion of authentic Italian products, a de- keep informing American consumers.
exports in the food & beverage sector cision almost ‘historic’; second, the edu- There is still much to do, of course, but
experienced a 4% growth rate. Some of cational effect for US consumers, more we are on the right track.
the most performing product categori- and more aware of the existing differen- How many Italian companies are
es were ice cream (+34.5%), preserved ce between the authentic products and going to attend the forthcoming edi-
vegetables (+9.2%), rice (+8.8%), oli- the imitations; third, the increase in sa- tion of the Summer Fancy Food Show
ve oil (+6.6%) and wine (+6%). We are les of Italian products, as well as the arri- in New York and how is the Italian Pa-
the Number One US supplier of olive val of new suppliers, will have significant vilion organized?
oil, wine, cheese, pasta, vinegar and consequences in the future by streng- The Italian Pavilion, the largest in the
mineral water and, in many cases, we thening our presence on the shelves. international area, will host about 300
have increased our export value but we Are local trade members and Ita- Italian companies, including Regional
have also increased our market share. lian companies concerned about the delegations (Calabria, Apulia, Tuscany
Among the main reasons for the success recent statements made by US Pre- and Lombardy) and many Consortia.
6 / The Italian Food Magazine - Buyer's Guide
This year, the Italian area - easy to reco- most important campaign that we will Sogno americano
gnize thanks to the ‘Extraordinary Italian develop in 2017 will be the Wine Project Non si arresta la crescita delle esporta-
Taste’ logo – will feature a new graphic in the USA, established last year by the zioni agroalimentari italiane negli Stati
image that you will discover during the Ministry of Economic Development. Al- Uniti, che si confermano saldamente
come il primo mercato di sbocco extra
show. The ITA Agency will assist and though we are already the leading wine europeo per le nostre specialità. A con-
support exhibiting companies also by supplier to the US and our market share tribuire a questo successo, il forte in-
inviting American trade to visit the Ita- accounts for one third of total US impor- vestimento voluto dal governo italiano
lian Pavilion and taste the products di- ted wine, we want to further improve the con il Piano Speciale Usa, realizzato in
splayed. In the Italian Lounge there will image of Italian wines and contribute to collaborazione con l’ICE- Agenzia per
be room for meetings, as well as a cof- increasing their average prices. We're la promozione all'estero e l'interna-
fee area and a wine bar. The most im- also looking to reinforce our presence zionalizzazione delle imprese italiane.
portant new element of the 2017 edition in the Mid-America. Over the next three 12 le promozioni avviate tra il 2015 e il
2017 con importanti retailer locali, per
will be the Show Cooking area dedica- years, these actions will be supported un totale di 1.549 aziende italiane coin-
ted to PDO and PGI (denomination pro- by a 20 million euro investment from the volte e 368 nuovi fornitori inseriti nella
ducts), a project financed by the Ministry Italian government. Gdo americana. Un risultato significati-
for Agriculture. As usual, our activity is What would you suggest to Italian vo, considerata la vastità e complessità
carried on in collaboration with Federa- companies willing to enter the US di questo mercato. “Tutti sognano gli
limentare, Cibus, Tuttofood and Vinitaly. market? Usa, ma solo chi si prepara bene ha re-
Have you already planned any new I would give them the same sugge- ali possibilità di successo, anche a pre-
initiatives for the months ahead? stion that we give to ourselves everyday: scindere dalle dimensioni aziendali”,
spiega Maurizio Forte, direttore Ice di
As I mentioned before, we will carry on do your homework well. The US market New York e coordinatore uffici Ice Rete
the communication campaign in support offers incredible opportunities, as the Usa. L’Agenzia ICE sara’ accanto alle
of authentic Italian products, we will con- numbers show, but it is also extremely aziende italiane nel corso della prossi-
tinue strengthening our partnership with competitive, it has different laws and a ma edizione del Summer Fancy Food
grocery retailers and start new collabo- complex distribution system. Everyone Show di New York (25-27 giugno), il più
rations with smaller US specialty store dreams to come to America but only grande appuntamento del Paese dedi-
chains, a channel that perfectly suits the those who get seriously ready for it cato al food & beverage. Saranno circa
small-medium size of our companies have a real chance to be successful, re- 300 le aziende espositrici nel Padiglio-
ne Italia, che quest’anno presenterà
and their niche products. Furthermore, gardless of the size of the company. The un’interessante novità: l'area ‘show co-
we will build up our activity of bringing ITA-Agency, both in Italy and the US, is oking’, dedicata ai prodotti Dop e Igp
US buyers and journalists to Italy on ready to support our companies in this nell'ambito del progetto finanziato dal
business trips and to trade shows. The venture. Ministero dell'Agricoltura.
THE PARTNERSHIP 30 MILLION DOLLARS FOR ‘AUTHENTIC MADE IN ITALY’ THE ITA-AGENCY ANNOUNCED A NEW COLLABORATION AGREEMENT WITH RETAIL GIANT WALMART, AIMED AT INCREASING THE SALE AND KNOWLEDGE OF ITALIAN F&B PRODUCTS IN THE US. INTERVIEW WITH SILVIA KAWAS, WALMART’S VICE PRESIDENT OF DRY GROCERY. On the occasion of the fifth edition of the vant customer base. Tuttofood trade exhibition (Milan, 8-11 May How important is, for your chain, the 2017), the Italian Trade Agency and Wal- value of authenticity, also considering the Mart Stores, Inc. formalized the signing of a many episodes of 'Italian sounding' found collaborative agreement, signed by the ITA’s on the North American market? president Michele Scannavini and Silvia Ka- I think that our job is to make sure that we was, Walmart’s Vice President of Dry Groce- provide our consumers access to as much ry. The key mission of this collaboration is to products, brands - even our own in-house increase the knowledge, consumption and brand - able to meet their needs. This is the of course sales opportunities for Italian com- reason why I think there is place for every panies by driving awareness among Wal- single item in their life, and I think there is mart shoppers of the quality of ‘Authentic place for authenticity in their life. I think it’s Italian’ products. Under the terms of this col- Michele Scannavini and Silvia Kawas also a value equation of ‘what kind of quality laboration, the promotion of selected Italian am I getting for the price that I am paying?’, products will be throughout Walmart’s retail agreement will guarantee our consumers ‘does it provide me with the experience that network of more than 3,600 stores across the access to exceptional quality products at an I am looking for?’ I think that every brand, United States, thanks to a 30 million dollar affordable price. By allowing Americans to every niche, every delivery that we have can investment. The length of the agreement save money while ensuring a better lifestyle play upon that for all our consumers. So, is of 12 months (from May 8, 2017, to May for their families,” she said. "In particular, we obviously, there is a huge role for you in all of 7, 2018), with an opportunity of subsequent are looking for authentic Italian products of this, and I think you should continue working renewals. ITA will organize and support the good quality, made by amazing companies on the things that make you stronger and participation of Walmart’s buyers in the ma- built by great people, with an incredible hi- differentiate you. There is always going to be jor trade mission to Italy for their products story. We are really excited about this great a place for consumers to react and interact sourcing. All the related marketing and pro- opportunity.” with the offerings that you have. motional materials (signs, labels, brochures, The fact that many Italian companies are online advertising, etc) connected to the au- Which are, today, the leading food tren- medium or small sized can be a problem thentic Italian products in Walmart’s stores ds in the US and how can Italian compa- to become a supplier for a retail giant like will be featured by the ‘Extraordinary Italian nies compete with local brands? Walmart? Taste’ logo. Spearheaded by the ITA’s Chi- The US customer, obviously, is changing, as You know, it took us many years to grow, cago office, the agreement is part of the well as customers all over the world. We are and with us have grown also many of our continuing efforts, supported by the Italian facing a rising group of younger consumers, suppliers. So, I think there is always room for Ministry of Economic Development, to in- the so-called Millennials, that are becoming us to help suppliers come on board and it’s crease the presence in the United States of more and more dominant in purchasing de- our job to try to make it an easy process. At ‘Authentic Italian’ food and wine products, cisions. But we are also facing lifestyle chan- the end of the day, we want to provide our as well as Walmart’s interest in the deve- ges, in terms of people thinking more and consumers with the access that they need lopment of a curated range of ‘Best in Class’ more about how to provide themselves and and we have to work on whatever barriers products imported directly from Italy. While their families with cleaner ingredients, good there are and remove them. We are wel- Italian exports have the number one market quality products, and be able to life a he- coming small suppliers, medium and large share in the US for wine, olive oil, cheese, althier lifestyle. The third thing is that there suppliers: we have room for all. And again, pasta, bottled water, and non-alcoholic be- is a higher level of exploration, of flavors, we have made many small suppliers big, and verages, ‘Authentic Italian’ products have cuisines… and I think that the Italian cuisine we have grown as well. only just begun to scratch the surface of and its authenticity – although it’s a pretty Are there any special product categori- their potential given that the value of ‘Italian common place – still plays a very big role in es that you are going to focus on? sounding’ products sold in Northern and how to provide that kind of food to US con- We are open to many categories, this is the Central America amounts to 24 billion dol- sumers and play upon the need of access to starting point. You’ll find us obviously inte- lars. In an interview held at the end of the flavors around the world. These are, in my rested in the bases: pasta, pasta sauce, pe- press conference, Silvia Kawas better explai- opinion, the three biggest trends that I think sto… there is a lot of options out there and I ned details and goals of the project: "This could impact you and help you build a rele- think that the more items we find, we can ac- 8 / The Italian Food Magazine - Buyer's Guide
tually tailor the assortment accordingly. So, I cate our consumers and provide them with
think the biggest mindset you’ll see us come the easiest form of in-home cooking for the
with is openness to explore the mainstream best experiences they can get.
type of offering and just provide great qua- What do you think about President Do-
lity. And then new ideas that help us attract nald Trump's recent statements, which th-
new customers. We are very open. reatens to impose limits on food imports?
Do you think Italian food can become a You know, I am not in the position to com-
staple in US consumers eating habits? ment on this, obviously. But I appreciate he Accordo Ice-Walmart:
They are staple today (she smiles, e.d.). We question (smiling, e.d.). 30 milioni di euro
already love all of your products. Again, our Finally, a question for ICE president, Mr. per il ‘vero made in Italy’
consumers are looking for the exploration, Michele Scannavini: which is the strategic È stato presentato nel corso di Tuttofood a
the variety and the quality. I think there is a value of this agreement, especially for Ita- Milano (8-11 maggio) il nuovo accordo stipu-
lato tra l’Ice Agenzia, in collaborazione con il
role here to play and make this even more lian small and medium companies? ministero dello Sviluppo economico, e la più
an established cuisine in our consumers’ day. It is very important actually. Through this grande catena retail al mondo: la statuniten-
The problem of Italian food in the world agreement, we give to small and medium se Walmart. L’intesa, siglata dal presidente
is its culture. For example, how to cook companies the unique opportunity to get ac- dell’Ice, Michele Scannavini, e da Silvia Ka-
pasta. What’s your opinion about this is- cess to a complex market such as the US and was, vice presidente di Walmart per il com-
sue? to a big retail like Walmart. When we start di- parto dry grocery, avrà una durata di 12 mesi
I think people cook their pastas and are scussions, with Walmart in this case, or with (dall’8 maggio 2017 al 7 maggio 2018) e pun-
very happy with them today. But I also think any other retailer, it is very important for us ta a incrementare la conoscenza e diffusione
di prodotti agroalimentari italiani nel Paese.
there is always a role for us to differentiate to build a promotional program that involves Walmart si è infatti impegnata ad acquista-
the experience. I mean, when you cook pa- small and medium enterprises. Because this re, entro maggio 2018, 30 milioni di dollari
sta a different way, maybe authentically, how is the base of our industry, and this is where in prodotti italiani che saranno distribuiti
Italians cook it, then you will get a different we are sure we can get products that you can all’interno dei 3.600 store Walmart negli Stati
experience. So there is always a role and an find nowhere else in the world. Because au- Uniti. L’Ice, dal canto suo, fornirà alle aziende
opportunity for us to educate consumers on thenticity is there, culture is there, tradition is supporto promozionale e alle vendite per il
how to have a better experience with all the there. So, it’s an essential part of the agree- valore di due milioni di dollari, oltre a piani-
products that they have. I don’t see these ment. And in Walmart we found an enthusia- ficare la partecipazione dei buyer di Walmart
ad alcune importanti missioni di product
things as problems, I see them as opportuni- stic partner in support of that. The impact for sourcing in Italia. A raccontare meglio detta-
ties for fantastic experiences across a variety our companies can be extremely important. gli e obiettivi del progetto è la stessa Silvia
of levels and ranges. And I think that we, as a This is one of the areas in which I believe that Kawas, in un’intervista rilasciata al termine
team, have an obligation to continue to edu- public support finds its best execution. della conferenza stampa di presentazione.
THE COMPANY www.valledorospa.it
“WE PRODUCE
FOR OUR CUSTOMERS,
JUST LIKE WE DO ‘RUSTICI’
Raised breadstick of home-
FOR OUR CHILDREN”
made aspect and with the
typical flavour of bread.
FOR OVER 60 YEARS VALLEDORO, HEADQUARTERED
IN THE PROVINCE OF BRESCIA, HAS BEEN PRODUCING
BAKERY SPECIALTIES, DEDICATING ALL OF ITS KNOW-HOW
AND ATTENTION TO PRODUCTS’ QUALITY AND GOODNESS.
It all started in 1954, when
Rina Consoli and Ferruccio
Zubani converted their fa-
mily bakery into a workshop
for the production of BibìBi-
bò: sweet toasted snacks
formulated to nourish their
children in a natural and he-
althy way.
The Valledoro brand (lite- ‘ZULÙ
rally ‘Golden Land’) was the- MILK & DARK CHOCOLATE’
refore created, reminiscent Crunchy breadsticks covered
of the colour of the raw ma- with extra dark or milk cho-
terial – the wheat – and of colate. An innovative snack
the company’s core values which releases all the unmista-
of simplicity, authenticity kable aroma of the chocolate
From left: Giorgio and Giulio Zubani combined with the crispness
and, of course, family. The
of breadsticks.
passage from a small wor- family. “Despite increasing the crispness of breadsticks
kshop to an industrial pro- in size, Valledoro still follows with the goodness of cho-
duction plant was close: in a traditional production me- colate,” underlines Giorgio
the early 60’s the company thod and all the ingredients Zubani.
started the production of used are guaranteed by On foreign markets the
breadsticks, that soon beca- a rigorous traceability sy- company is also committed
me highly demanded on the stem,” said Giorgio Zuba- to organize a long series of
market. Nevertheless, Valle- ni. “In the last three years, promotional activities in or-
doro managed to stay true the company has experien- der to spread the knowled-
to its roots and preserve its ced a tremendous growth, ge of its products among
most authentic features. also due to the opening of professional operators and
Today, with 5 production li- new important international consumers, including in-sto-
nes and a wide range of pro- markets,” said. “Exports ac- re promotions with local im-
ducts, including breadsticks, count today for 30% of the porters. Valledoro also takes
crunchy biscuits and snacks, company’s total revenue, part to some of the most im-
Valledoro is constantly and are mainly directed to portant international trade
inproving its domestic and European countries and the shows dedicated to the food
international business. In Far East. Ina addition, since sector, such as the forthco-
order to meet the specific 2010 we also started expor- ming Anuga in Cologne (7-
needs of each distribution ting to Australia.” 11 October 2017).
channel, over the years the A range of products solely
company has developed dif- dedicated to foreign mar- “Produrre per i nostri clienti,
ferent packaging solutions: kets has been created, in come per i nostri figli”
from retail to supermarkets collaboration with a US cu- Valledoro nasce nel 1954, quando Rina Consoli e Ferruccio Zubani tra-
and department stores, from stomer. The range, which is sformano la forneria di famiglia in un laboratorio artigianale per la produ-
food service to vending and dedicated to food service, is zione dei Bibì Bibò, panetti bitostati dal sapore dolce pensati per nutrire
bakeries. made of two boxes of ‘Rusti- in modo sano e naturale i propri figli. Il salto dalla forneria allo stabilimen-
to è breve: verso la fine degli anni ‘60 l’azienda affianca alla produzione
The company is currently ci’ breadsticks’ and two bo-
degli ormai noti Bibì Bibò quella dei grissini. Oggi, con cinque linee pro-
run by Giorgio Zubani and xes of ‘Zulù’, breadsticks co- duttive e un’ampia gamma di prodotti pensata per tutti i canali distributi-
his son Giulio - the first born vered with fine milk or dark vi, Valledoro è un’impresa in forte espansione, sia in Italia che estero. Alla
of five sons - who represents chocolate. “A one-of-a-kind guida dell’azienda ci sono Giorgio Zubani e il figlio Giulio, primo di cin-
the third generation of the product, which combines que fratelli, che rappresenta la terza generazione della famiglia Valledoro.
10 / The Italian Food Magazine - Buyer's GuideTHE 7
TUTTOF
PLACE AT
THE EVENT FROM 6
TUTTOFOOD?
TUTTOGOOD
DESPITE THE GLOOMY PREDICTIONS, THE 2017 EDITION
OF THE ITALIAN TRADE SHOW WAS A GREAT SUCCESS. 2,850 EXHIBITORS
AND 80,146 VISITORS ATTENDED THE EVENT (MILAN, 8-11 MAY),
STRATEGIC BUSINESS PLATFORM FOR THE FOOD & BEVERAGE INDUSTRY.
A bright sun lighted up the 2017 edition of Tuttofood, on stage Tuttofood? Tuttogood
at Fiera Milano from 8th to 11th May. In spite of the many con- I tuoni e fulmini che avevano preceduto l’inizio della manifesta-
cerns aroused by the difficulties encountered by the trade show zione facevano prevedere il peggio. Invece no. Un sole splen-
organizers on the previous weeks: the extraordinary admini- dente ha illuminato l’edizione 2017 di Tuttofood, svoltasi a Rho
Fiera Milano da lunedì 8 a giovedì 11 maggio. Il problema non
stration proceeding for the subsidiary company Nolostand; the era meteorologico ma riguardava le problematiche vissute, negli
change in the company management; and the fears of a 'weak' scorsi mesi, dall’ente. Il commissariamento della partecipata No-
edition with respect to that of 2015, held in conjunction with the lostand, il cambio al vertice, i timori di uno ‘sgonfiamento’ rispetto
Universal Exhibition. But nothing bad happened, on the contra- all’edizione 2015 collegata ad Expo: tutte condizioni al contorno
ry. The figures say it all: 80,146 certified professionals (+2,5%) che avrebbero potuto ridurre drasticamente espositori e visitatori.
attended the trade show, 23% of which came from abroad, over Non è andata così. E i numeri lo testimoniano: 2.850 espositori,
30,000 meetups were arranged among the 2,850 exhibitors - 500 3.150 buyer, una superficie espositiva di 180mila metri quadrati,
from foreign countries - and 3,150 profiled buyers, thanks to 80.146 visitatori (+2,5%), di cui il 23% esteri, oltre 30mila incontri
organizzati grazie alla nuova piattaforma MyMatching, 500 mo-
the new MyMatching platform. More than 500 moments of re- menti di approfondimento fra Academy, Retail plaza, Spazio nutri-
flection between Academy, Retail Plaza, Spazio Nutrizione, and zione e Seeds&Chips. Numeri positivi anche per gli eventi “fuori
Seeds&Chips were organized. Another success was the debut of salone” della Week&Food a Milano: oltre 48mila presenze su circa
Week&Food, that with over 48,000 participants in its city events, 178mila partecipanti complessivi alla settimana dedicata al cibo.
has contributed for about one fourth to the 178,000 overall par- Cifre pesanti che confermano quanto Tuttofood sia e rimanga un
ticipants in the week dedicated to food, Milano Food City. evento strategico per l’alimentare italiano.
TERRE DUCALI IBIS CONSORZIO DEL PROSCIUTTO
Igor Furlotti Graziana Giannone TOSCANO DOP
“In the first months of the year we have “During Tuttofood we displayed our new pro- Emore Magni
been consolidating the growth expe- ducts and established new important contacts “Our products are increasingly demanded
rienced in 2016. The most performing with foreign buyers. In particular, we presented in Canada and the US, that remain extre-
products is definitely our ‘Strolghino di the ‘Cuor di Natura’ cooked hams range, made mely dynamic markets. Despite the price
Culatello’, appreciated both in Italy and with Italian top quality meat, antioxidants and of the raw material, production and sa-
abroad. Salamini Felino Igp, Fiocco di preservatives of vegetal origin and a reduced les are showing positive figures. The pre-
prosciutto - in the whole or sliced version sodium content. In the pre-sliced segment we sliced segment, in particular, has shown
- as well as the range of roasted meats launched a Premium range made of five pro- double-digit growth rates (+12%). In the
are also highly demanded. The most im- ducts branded ‘Cuor di Ibis’: cooked ham with months ahead we are aimed at strengthe-
portant product innovation presented at preservatives of vegetal origin, bresaola made ning our presence in Italy and invest in the
Tuttofood is the pre-sliced range of deli- with Italian meat, culatta from Busseto, the sa- international promotion of Prosciutto To-
meats ‘Strade Golose’, in single-serving lami made with Italian meat and the ‘Cuor di scano Dop. In order to meet this goal, we
50-grams trays, positioned by hand by Paese’ mortadella. In addition, our gluten-free will establish new partnerships with impor-
qualified professionals.” sandwiches were highly appreciated. They are tant Tuscan Consortia, such as Pecorino
available in four different flavors: cooked ham Toscano Dop, Olio Chianti Classico Dop
From the left: Fabio Agnesucci and mushrooms; lactose-free mozzarella and and Olio Toscano Igp, but also in the field
and Igor Furlotti tomato; tuna, tomato and olives; shrimps and of wine like Chianti Classico and La Ver-
vegetables in pink sauce.” naccia di San Giminiano.”
12 / The Italian Food Magazine - Buyer's Guide7TH EDITION OF
FOOD WILL TAKE
AT FIERAMILANO
TO 9 MAY 2019 www.tuttofood.it
POGGIO DEL FARRO
Vito Mona
“Our love for Emmer wheat, an old cereal to be
rediscovered, has inspired us to create many ta-
sty products, all to be enjoyed. Emmer (Triticum
dicoccum, also know in the U.S. as ‘Spelt’ and
not to be confused with the different specie Tri-
ticum spelta) supplies fibre, protein, and mineral
salts. Extremely versatile, it is excellent to pre-
pare soups in winter and salads and cold dishes
in summer. The flour is good for bread, sweets,
pizza or focaccia; semolina makes excellent pa-
sta. Traditionally it is also consumed both pearled
(no need to soak) and dehusked (that is whole,
always with no soaking, just cooking it a bit lon-
ger). Moreover it has quite interesting nutritional
characteristics: it is very filling, rich in nourishing
elements and poor in fat. Non GMO Project veri-
fied and OU Kosher certified”.
GOLFERA
Alessandro Giorgetti
“We met many foreign buyers interested in our
offering. Especially to our ‘Golfetta’, already
highly appreciated, and the new ‘Salamagro’
and ‘Nobili Sapori’. Our range of lean organic
deli-meats ‘Nel solco della Natura’ was also very MOTTOLINI
demanded, as well as the vegetal cold-cuts ‘Pe- FELSINEO
Emilio Mottolini
tali’ and the vegetable burgers. All of them are Gianluca Cardelli
“During Tuttofood we met many foreign buyers
organic certified and produced directly by our “Between January and April we posted a dou-
and we are confident that we will be able to fur-
company, available in different sizes and flavors. ble-digit growth rate in sell-in, and the market
ther strengthen our export market share, now
Our organic delicacies are characterized by a share of our branded products also improved
accounting for 15% of the company’s total reve-
green packaging, made with 70% less plastic significantly. Among the most interesting news
nue. Here we present our new motto: ‘La Valtel-
with respect to traditional trays. In the months it is worth mentioning ‘Sincera’, the first au-
lina che piace’ (the Valtel-
ahead we will continue promoting our products thentic mortadella made with 100% natural in-
lina you like), a land rich
both on the domestic and international markets, gredients only. A process that begins with high-
in top quality agri-food
with the aim of increasing our export share, now quality raw materials, safe and controlled, and
products of excellence.
accounting for more than 30% of the company’s continues with an all-natural processing.”
Among the innovations
total revenue. For this very reason we will be launched in 2017 there is
exhibiting at Sana (Bologna, 8-11 September) From the left: Cristian Franceschelli,
the graphic restyle of our
and Anuga (Cologne, 7-11 October).” Gianluca Cardelli and Ivan Fedozzi
entire product range and
the organic Bresaola.
Great success was also
achieved by ‘Bresaola La
Fassona’ - made with Ita-
lian meat of Piemontese race - and by ‘Bresaola
L’Originaria’ - made with the meat of animals
born, raised and slaughtered in Valtellina only.
You have the chance to taste this product only
in the province of Sondrio, or in the ‘Sciatt a
Porter’ restaurant in Milan. The interest for glu-
ten-free and halal products is also increasing.”
Follow
The Italian Food Magazine - Buyer's Guide / 13VALLEDORO
Giulio Zubani
“The first quarter of the year was very positive
for Valledoro, sales are on a rising trend and
THE EVENT
exports account now for 30% of the company’s
total revenue, also thanks to the opening of the
DULCIOLIVA PAOLO LAZZARONI E FIGLI
Chinese market. In regard to product innova-
Filippo Benvenuto Luca Lazzaroni
tions, the latest product we launched on the
“The most important innovation presen- “An extremely favorable Eastern season con-
market, the ‘Sungri bio gluten-free’, is highly
ted at Tuttofood is the restyle of our spre- tributed to the positive results achieved in first
appreciated by consumers. Furthermore, we
adable creams’ range, now featuring new quarter of 2017 by our company, whose export
have completely renewed our packaging, with
palm oil-free recipes: ‘Cremosette’ gian- market share now accounts for about 87% of
the addition of important claims: made with
duia and extra-dark, as well as the Bio total revenue. We also launched new impor-
‘100% Italian wheat’ and ‘extra virgin olive oil’.
Vegan cream. We also launched the new tant products: the new ‘Brutti ma buoni’ biscu-
Finally, we have been working at two new and
400-grams pack for the Dolcenero prali- its, single-serving pastries made of nuts and
alternative product ranges, but it’s too early to
nes made with dehydrate fruit and Noc- almonds; the single-serving soft amaretti with
unveil more details”.
cioghiotti. In addition, we also presented chocolate, gluten-free, and packed in a metal
two new acetate gift boxes of assorted tin; but also the new Panettone with tiramisu or
pralines and a gift bag.” prosecco; as well as the new tins featuring a vin-
tage graphic for the Promenade range.”
MARTINO – SIPA INTERNATIONAL
Emma Martino
“We have come to Milan after a positive first
MASTER
quarter of the year: sales of organic and who- VALBONA
Adriano Bianco
le wheat products experienced a double-digit Federico Masella
“The great success achieved by the Mam-
growth rate. In addiction, we managed to en- “We have been progressively strengthening
ma Emma gnocchi range, especially on
ter new strategic foreign markets - such as Au- the presence of our Veganette in the grocery
an international scale, has further streng-
stralia, Canada and Japan - and our products retail channel. After the great results achieved in
thened. A trend that has continued also
branded ‘Martino’ were included in the Italian the Panorama and Megamark retail chains, we
during the first quarter of the year, with
grocery retail channel. Some more innovations decided to further increase their distribution.
double-digit growth rates in sales. The
will be presented by the end of the year: so Hence, we have been working at new strate-
most striking performances were registe-
far, we have been focusing on the Happy Cou- gic partnerships and we are confident that im-
red in the US, Australia and Israel. Not by
scous room-temperature product range, made portant deals will be signed very soon. Among
chance, after organic and vegan, we also
of natural convenience products. Furthermore, the new products presented at Tuttofood, the
gained the kosher certification in order
in the months ahead Martino products will be new fresh, vegetable-based spreadable creams
to meet the strong demand of US mar-
protagonist during the TV cooking show Cuo- ‘Magie della Natura’: vegan certified, they are
ket operators. Now, also due to the con-
chi e Fiamme and also on the web, thanks to a the Italian version of the famous ‘hummus’. The
struction of a new dedicated production
close collaboration with the recipe blog Giallo- range is made of four pulses-based products
line, we are ready to meet the demands
Zafferano.” with more exotic flavors: green lentils and co-
of consumers from all over the world.”
riander, yellow peas with curcuma, red lentils
From the left: Valentina Menga, Emma Martino with tomato and cumin-spiced chickpeas.”
and Romeo Fagnano
THE BRIDGE
MANGIARSANO GERMINAL BIOLAB Eva Pfeffer
Paolo Pisano Tanja Klancic “The Bridge is specialized in the production
“During Tuttofood we presented many inno- “With our product range we have become of organic drinks and desserts. all of our pro-
vations, especially in the Germinal Bio product a real point of reference for market ope- ducts are vegan, free from lactose, preservati-
range. First of all, the widening of the Gluten-free rators, both in the specialized and groce- ves or additives. Most of them are also gluten
range, with the creation of the first organic, vegan ry retail channels. Today, our efforts are free. At Tuttofood we present our new coconut
and gluten-free crackers and mini-crackers. Se- directed to the company’s international and Brazilian nut drinks, that will be distributed
cond, the new puffed cereals in different flavors: development. During Tuttofood we show- starting from July. The first quarter of the year
amaranth, quinoa and millet; with the addition of cased some important innovations: vegan was very positive, especially for our internatio-
oat and porridge; and four spreadable creams cold cuts, our ‘Panariselle’ in the piazzaio- nal business, accounting now for about 60% of
with sunflower seeds, cocoa-nuts, hemps seeds la and pesto flavors, the vegan Falafel and the company’s total turnover, up by 20%. Our
and almonds. Finally, pasta: gluten-free in six dif- the completion of the ‘Medallion’ range, core destination markets, at the moment, are
ferent flavors and protein-based, in two versions: with quinoa and tempeh.” France, Hungary and Spain.”
fusilli with chickpeas or lentils, both vegan.”
14 / The Italian Food Magazine - Buyer's GuidePuoi anche leggere
