Being unique, unmistakable and inimitable is certainly not a privilege of Italian pasta. We are not talking about products quality, which is universally recognized, but about the formats and shapes of Italy’s most loved first course. Penne, spaghetti, fusilli, but also tortellini, agnolotti and ravioli are common heritage of Italian cuisine. Therefore, they are not exclusive to any producer of the Italian pasta industry. Their value, then, is not so much in the geometric shapes as in the recipes. Penne all’arrabbiata, Trenette al pesto, Tortellini in brodo, Spaghetti alla chitarra, and Orecchiette con cime di rapa, that Italian creativity has been able to develop. In some cases, the opposite has even happened. Although created in Italy, Fettuccine Alfredo had much more success abroad – especially in the United States.
RANA AND BARILLA GIVING NEW VALUE TO PASTA
Some major companies like Barilla and Giovanni Rana wanted to take a new path to (re)give value to the shapes of pasta, making them company assets. In recent months, they obtained the international protection by the U.S. Patent Office for the development of new formats. They will be exclusive to them until the terms of the law. Parma-based multinational Barilla is market leader in the pasta sector in America. It was able to obtain approval for the exclusive design of seven new pasta formats created with a 3D printer. A new project that could open up a new path in the approach to consumption of pasta. The company is still working on the development of this idea. It’s not easy to understand how to make it economically viable, and the request for protection for these new formats could be part of a commercial development strategy.
THE NEW FORMATS
Barilla’s patented formats have been developed by Italian and international designers, such as Antonio Gagliardi – who worked in Barilla until 2017 in the research and development department. From this work were born rosebuds, wicker baskets, snowflakes, etc. All of these designs are now the exclusive property of Barilla, and in the future they may perhaps be commercially developed through the distribution of 3D printers.
GIOVANNI RANA’S STRATEGY
At the same time Giovanni Rana – whose exports turnover comes largely from the USA – was able to bring home protection for 4 forms of ravioli. The Italian company’s founder Giovanni is now the owner of the design. The new formats range from an amygdala to a rugby ball, to a stylized butterfly etc. It is not the first time that Rana provides design protection for one of its products. In 2012 and 2013 some other shapes of ravioli – designed by Gian Luca Rana – were patented and then produced. Conversely, no patent in the USA for De Cecco, another big name in Italian pasta industry, that is well known overseas. In recent years, the only design model for which the company has obtained protection is a bottle – designed by Saturnino De Cecco – used for its line of extra virgin olive oils.