2015 is a year of renewal for Valbona, which has initiated a number of production improvements, beginning with formats to enhance the product. “Today in Italy it is estimated that there are about 7 million single people, and families are getting smaller as more and more couples are without children,” explains Federico Masella, marketing manager of Valbona. “This situation leads the consumer stocking fewer products, so we have found it necessary to review the weights of the products in our range, and to offer more convenient formats for the consumer, which are also designed to reduce waste.”
The relaunch of the brand has also taken a close interest in re-assorting the range of references that now includes many specialties. Masella continued: “We have been working on looking for high-quality products by enhancing the supply chain and presenting some typical products such as Dried Tomatoes from Calabria, artichokes from Sardinia and the Taggiasche Olives and by selecting PGI certified raw materials such as Tropea Onions and Capers from Pantelleria. We have also created delicious recipes using high-quality ingredients like balsamic vinegar of Modena and Extra Virgin Olive Oil “.
Another important project involved the redesign of the packaging of all the product lines, which took into account factors such as quality, innovation, clarity and presentation. The new clear label speaks directly to the consumer, and shows the product in all its essence. The Italian spirit and values of the company and its products are confirmed by the three values – territory, transparency and passion – and to the clear presence of the Valbona logo both on the label and on the cap.
Much of the news will cover ‘Magie della Natura’, the brand with which the Venetian company entered the fresh sector in 2013 with and which is dedicated to the production of processed fresh vegetables and 5th range produce. The vegetable flans are the first products of the new brand to go into production, both in a line dedicated to children, with Disney licensing, with pumpkin, carrot, pea and sweet cherry tomato flavours, and in a line ‘for all’, with artichoke, pepper, spinach and tomato flavours. The packaging and recipes have been recommended by the chef Simone Rugiati.
Finally, considering the company’s aim of a more sustainable production, another aspect of paramount importance for Valbona, the company is to participate in Aquae Venezia 2015, related to the Milanese Expo, whose water theme talks of water as a resource par excellence and a fundamental element for life.