International expansion has been a significant part of the Formec trademark since it was founded. Coined at the end of the 1960s, it comes from the words ʻfor Mecʼ, where Mec (Mercato europeo comune – EU Internal Market) implies the wider European market. Since then, the company has cornered a significant market share, both in Italy and abroad. This has been achieved mainly through private label sales of pasta sauces, pestos, condiments, mayonnaises and canned products. Today, it boasts 29 highly automated production lines, 740 recipes, 1600 commercial products and a production rate of 200 million units a year. Turnover at year end 2013 was almost 80 million Euros, (+ 7% vs 2012), with exports accounting for 10% of total sales. The company also intends to expand its distribution and position in new International markets with its two proprietary brands, Biffi and Gaia. The real challenge for 2014 will be approaching the North American markets. Here, both the concept of made in Italy and the traditional cuisine of the ‘Bel Paese’ maintain a considerable appeal, which represents a real opportunity for business growth and expansion. “Our real strength lies in the extent of our range” explains Stefano Bartoletti, sales manager at Formec Biffi, “coupled with the genuine Italian character of our recipes which all meet the most recent BRC, IFS and organic standards. What is more, our production process allows us to combine the level of care and attention to detail normally reserved for home-made cuisine with advanced modern technology”. The best-selling Biffi branded product outside of Italy is the 150 g tub of pesto alla genovese. “This pesto’s secret” Stefano Bartoletti adds, “lies in the use of freshly picked basil, and high quality pine nuts and olive oil, which lock in the intense flavors and aromas of Liguria making it truly representative of the region and its specialties”. Foreign sales of pesto alla genovese show a trend of constant growth, which is owed in part to a concurrent increase in consumer understanding of how and when to use this adaptable product, which is suitable both for dressing pasta and as a filling in numerous other dishes.
