The Pasta and the Challenges in the Global Market

febbraio 21
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“There is nothing that a nice plate of pasta cannot solve” we read on Twitter.

An irreplaceable pillar of the Mediterranean diet, a distinctive and valuable solution for Sunday lunches or dinner singles, the dough is experiencing a time of great leadership.

Since the first World Pasta Day, which was celebrated around 18 years ago, pasta production has increased by 57% worldwide, spreading from 30 to 52 countries that consume at least 1 kg per capita.

And if Italy still leads in consumption, followed by Tunisia, Russia and Greece, the export has its work cut out in Germany and the Arab Emirates, where the “Made in Italy” food remains extremely popular.

It is also for gourmet interpretations by haute cuisine?

Flipping through the pages of Pasta Revolution, the last editorial work of food journalist Eleonora Cozzella, we are indeed surprised by the experiments around the famous food.

The journalist tells her readers how many chefs not only use pasta as a first course, but also as an appetizer, side dish, a stew or an ingredient in a delicate seafood salad!  There are also those that transform into a cream to spread on bruschetta for a breakfast of champions.

Where the culinary needs are more focused on tradition and simplicity, you can find a good solution in a concept such as Pasta & Sugo characterized by its attractive location, express food and low cost.


And how can we forget the futuristic vending machine! Ah, yes, there are still those that allow you to not give up the beloved even in unfavorable carbohydrate logistical situations.

In short: there is attention, there is desire, there is a demand and, of course, there are multiple reasonable solutions on offer.

The thrust of an increasingly demanding, multi-ethnic and socially-oriented food item inevitably affects the communication choices and brand image of the producers; to believe that participating in trade fairs with some packages on the bench is enough to attract investors or to compete at an international level would be a bit naive.

An approach to the global market and “conversations”, as stated in Cluetrain Manifesto, does not mean betraying its own history or compromising on the quality of ingredients and production processes; it is not the abdication of the substance in favor of form, if anything it is the opposite.

We dream of a fascinating pasta brand like Apple with high-end product and the ability to build a sense of beauty around its brand identity. That is the work of merchandising: I propose good pasta and a very special and innovative meter to spaghetti! I propose a dialogue with customers, both online and offline, (read the beautiful story of Daniele Capozzi, owner of Pasta Zalla), on synergies within the territory and the design as a tool to rethink consumer experience.

Modern initiatives related to networking, collaboration, projects for innovation and creativity is after all about breaking the mold and this can be both healthy and beneficial.

Perhaps you will continue to enjoy a nice plate of pasta sitting comfortably at a table, in the most usual of ways, however, to choose from restaurateurs, distributors and customers around the world, only product will no longer suffice.




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