In a market like the one for sauces that is dominated by large companies that have a global presence, can Italian products carve out an adequate space? The answer is certainly positive. Even in a category that we could define a commodity (if we look at the products), in the made in Italy product buyers and consumers expect to find the raw materials and typical products of our country: basil, olives, oregano, dried tomatoes, anchovies, to name just a few. This also explains the growing success of products based on Balsamic Vinegar of Modena – one of the gems of the Italian tradition – produced by several premium brands.
FAKE ITALY’S PRODUCTS: A CHALLENGE FOR ARTISANAL COMPANIES
There are no shortage of difficulties, especially those presented by Italian sounding food products. “It is not easy to introduce true Italian quality abroad. Unfortunately, there are many copies of Italian products that are ‘interpreted’ in a different way, at low cost and with raw materials that have nothing to do with the real recipe,” warns Guja Boriani, export manager at Ca’ Messighi. All this risks confusing the consumer: “This is why artisanal companies like ours must win more challenges abroad: we must find the right distributors, introduce true Italian flavors, create excellent products and maintain acceptable prices. We do all this alone, among many difficulties. Suffice it to say that the ‘Made in Italy’ brand is not even registered,” she adds.
THE STRATEGY OF FORMEC BIFFI
Formec Biffi has, instead, chosen to put its expertise at the service of a range of products that rides the global street food trend. “We are seeing considerable interest from foreign buyers, especially in Eastern Europe and Asia for our ‘I Love Street Food’ line of Biffi Sauces, inspired by culinary cultures from all over the world (Guacamole, Thai, Burger, Barbecue, Greek, Harissa, Kebab, just to name a few). This brand, which we have registered internationally, has a strong appeal both on the buyer’s side, as it allows the buyer to build an assortment suitable for his market, and on the consumer side,” says Alessandro Bozzini, Head of Marketing & Communication at Formec Biffi. “In fact, the ‘I Love Street Food’ line of products comes with a truly attractive and highly appealing shelf pack, which stimulates impulse buying,” he adds. As always, quality and typicality, creativity and ability to capture trends, make up an effective mix also on international markets.
FROM STORE TO THE WEB
It’s always worth taking more than one road when trying to export products. “Under our brand we export especially to Europe, through distributors and wholesalers. We try to publicize products through social media and events, with targeted marketing actions, workshops and B2B activities, using all possible channels, but seriousness is the best business card and creates loyalty,” says Guja Boriani from Ca ‘Messighi. She notes that this is ensured by the BRC and IFS certifications and by the supervision of quality throughout the entire supply chain, which gives confidence and security. “The presence of the family in the company is another very important aspect that is appreciated abroad, as it allows us to directly control our relationships with customers and provide immediate answers”. Formec Biffi is promoting the use of sauces “through trade marketing activities, aimed at boosting sales and attracting new potential consumers. We look to support these marketing activities with floor stands to give our products extra-linear visibility, by cutting prices to capture new consumers and, where possible, demo activities with tastings to allow consumers to test the quality of our sauces,” says Alessandro Bozzini.
