Over 50 years of history as a leader in vegetable products, interpreting and often leading the market’s evolution with the sole mission of creating high-quality and delicious food: this, in sum, is Valbona, the Veneto-based company specialized in the art of vegetable conserves and from 2013 a player in the fresh food sector with its “Magie della Natura” brand. 80,000 tons of vegetables processed each year for the equivalent of 35 million jars, two recently-renovated production lines in the factory at Lozzo Atestino (Padua) for an investment of €4 million, with over 30 countries served and 50 brands produced. This is Valbona in a nutshell: a company that produces under its own brand as well as for the most important Italian and foreign distribution chains; which directly manages many of its supply chains guaranteeing total quality control of its vegetable produce; that satisfies current consumer demand for new sectors like organic or vegan products and invests in facilities and technology.
A PATH TO ASIA – The company has been present on foreign markets for decades, both with its Valbona brand as well as a supplier for the most important international supermarket chains: 30% of items produced are destined for overseas markets. Along with strengthening its market share in Europe where it is well established, Valbona is now aiming at expanding in other territories, particularly in Asian markets. “We are present in Japan and have tested out Thailand, Vietnam, the Philippines, Taiwan, Malesia and China with very encouraging results,” said Luca Dalla Vecchia, Valbona Export Area Manager. “Valbona’s strength is knowing how to adapt to different market realities, and to personalize our products to fit the tastes of our export markets.” Japan is the biggest success story so far: the Veneto-based company is penetrating the market in both the Foodservice sector with items “Sun-dried tomatoes” and “Olives” as well in the retail market with “Antipasti” sold in the Yamaya liquor shops and with its “Genovese Pesto” and “Red Pesto” sold in the Seijo Ishii supermakets. “The fact that Japan is a highly evolved country and is a great lover of Italian food and everything else from our country has certainly helped us there and is yet another reason why we want to play in this market,” said Dalla Vecchia. Foodservice and Retail are the two channels where Valbona is present in South East Asian markets as well. “Foodservice is a very interesting opportunity for us,” Dalla Vecchia continued, “above all in those countries where tourism is growing. Our 1000 grams pouches are increasingly popular, across all four items Cut Artichokes with herbs, Vegetable Antipasto, Sauteed Mushrooms and Sundried Tomatoes. In actual fact, the Valbona pouches has been developed to meet the needs of horeca sector professionals: the 4 layers of plastic film make the packages extremely sturdy and protective, as well as keep the organic and nutritional characteristics of the product impact. Also this pack allows a product shelf life of 36 months”. Valbona’s pouches are also designed as “space savers”, ideal for people who need to optimize their work stations, and also as “time savers” because they are easy to open and manage. Last but not least, they are also transparent, and unlike cans or other packaging present on the market do not hide the product and let the user immediately perceive its high quality. “At the same time, we must underline the possibility of entering many Asian markets through the Retail channel, in particular with products to use with pasta,” Dalla Vecchia concluded. After all, an excellent plate of pasta is what makes Italian cuisine stand out. So products like pesto, bruschette and patés – ideal for pasta toppings – are among the most sought after and appreciated products for Far East Asian consumers.
