Granoro, Italian pasta grows in the Far East

China and South Korea are the countries which show the strongest growth for pasta. The secret? Create products with high added value to beat the competition
Granoro, Italian pasta grows in the Far East

According to updated data for 2014 released by Aidepi, the industry association for Italian confectionery and pasta, about 2 million tons of Italian pasta are sent to tables around the world, 3.6% more than in 2013, thanks to a greater effort by the major players in the sector in terms of investment in research and development, especially in the retail channel.

The pasta producer Granoro, which currently generates about half of its sales abroad, has recently introduced new products, in line with emerging consumer trends, such as the Spaghetti Due Minuti made for the main European markets and to meet the needs of reducing the cooking time and gluten-free pasta with quinoa flour.
“The countries where we are seeing high growth rates –  says Marco Minervini, export manager of Granoro – are China and South Korea, and potentiality also Brazil and South Africa will play an important role for our exports.” But the secret to keep growing in an international environment, where competition is becoming fiercer with Italian sounding products, is to hold the bar of quality high and always bring added value to the offer. Hence the choice of Granoro to bet primarily on the health properties and to promote them to international retailers. But also to expand its portfolio in similar categories such as biscuits, recently launched from its pasta production plant, requested by the international markets.

Granoro in figures
Total turnover: € 65 million
Foreign sales : € 29 million
Countries in which the company is growing more than in 2014: Asia (China, South Korea)
Growth forecasts 2015-2016:+ 5%
Best-selling product in Italy and abroad: Penne Rigate
Company source data

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