Acquire local importers and other companies in order to broaden the offer. Fight Italian sounding. Make a made in Italy system. These are the three key points of the Auricchio strategy to increase revenue abroad. In this perspective, the dairy sector, at beginning of the year, therefore, acquired its importer in the United States, a market that accounts for a fifth of its turnover. The transaction is having good results and would like to be implemented in other parts of the world. “In this way it promotes a more concrete dialogue with the big foreign chains – said Alberto Auricchio, ceo of Gennaro Auricchio –. Of course, these operations are not possible everywhere for obvious economic reasons. In these cases, it becomes necessary to support the distributor with our staff.” Exports also could be worth even more if people began to seriously oppose certain phenomena considered obstacles. “I refer to the Italian sounding products that penalizes pdo – said Auricchio. The situation is difficult to resolve, but we ask for intervention on some points, such as the removal of the Italian flag from cheeses, as well as to veto the use of any graphics on the packaging that recall our country. The Italian sounding is also due to wrong strategies made in the past, focused on sending ‘second choice’ products abroad. Today it is not so: the best of the production is exported, because if you want to succeed abroad the only way is to focus on excellence. ” Another important issue concerns offering a full range. A company that has a large range is more credible in the eyes of the foreign customer. “That is why I consider it essential to continue the acquisition plan – says the entrepreneur – but I think it is also necessary to promote a system that can be grouped with other players. A successful example is the association of Italia del Gusto, where manufacturers of various product categories have decided to get together and present a united front abroad”.
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