After serving the US private label industry for 25 years, Italian grapeseed and olive oil company Benvolio 1938 unveiled its own brand Piave 1938 at the Winter Fancy Food Show in San Francisco this week.
For the family-owned company from the Veneto region specialized in grapeseed oil and other specialty products, this debut is a move to connect directly with US customers, who are increasingly interested in quality.
The company’s chief executive, Marco Dal Sasso, tells Italianfood.net how the packaging, made with tin cans that preserve the product from light, was also crucial in the new campaign.
“This is the first time for us who come directly with our brand Piave 1938 here in the United States, although we have exported for around 25 years as private label our grape seed olive oil. Our intention, through our presence here and in New York in the summer, is to enter this market, which is very important to us since it‘s very open to both grape seed oil and extra virgin olive oil. We think we can bring products of extreme quality, 100% Italian, and give customers something different from what they find in the supermarket shelves in the US and even in Canada”.
What Benvolio 1938 wants to bring is quality. “We started with a 100% Italian product, made with the utmost care. We then wanted to find a way to preserve it during the trip to the United States as well as in supermarkets, for as long as possible, and with the same level of quality. So, we created our new packaging, exclusively in tin cans, and with a design and visibility totally different from what is in the market today. We want to communicate our attention to quality and product – Marco Dal Sasso said –.”
By Antonella Ciancio
