All started with one simple ingredient: the passion for the highest quality. The second step was to bring the unique expertise of Italianfood.net, which is part of the Media Group Gruppo Food and also develops high-end Italian cuisine content, from the heart of Italy’s Food Valley to the Midwest of the United States, where leading grocer Schnucks serves a thriving food loving community. Paola Binaghi, managing editor of the magazine Taste of Italy created by Gruppo Food for Schnucks, explains how this special journey took place.
How did the collaboration with Schnucks started?
This American grocery chain wanted to secure the highest quality of content and chose to produce this distinctive magazine in Parma, in the heart of Italy’s renowned Food Valley.
What was the goal of your mission?
We wanted to to secure the highest quality of content for its annual sweepstakes contest “Taste of Italy” and we chose the most representative products sold in the United States, such as pasta, balsamic vinegar, cheese, extra virgin olive oil, sauces, and coffee.
What services did Gruppo Food offer?
We provided practical tips to cook authentic Italian food, with pairings that Italians would make at home. Essentially, this is a small guide to the Italian cuisine for beginners.
Why should a retailer invest more in content?
It’s important to tell the story of a product and create content around consumption opportunities to make sure that the Italian food abroad becomes a more and more regular staple in the daily diet and not only the most popular choice of ethnic cuisine. The magazine serves to educate consumers about the authentic Italian products and shows how to use them in the kitchen. It’s also a resource for retailers to make sure the products leave the shelf to be adopted in everyday life.
