Promuovere il gelato artigianale nel mondo? Ci pensa Valentina Righi di Carpigiani.

  • DESITA.IT
  • gelato, Non categorizzato, Women in Foodservice
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Entriamo ogni giorno in contatto col concetto di food: ci vengono in mente ricette, appassionati di cibo – i foodies – blogger e giornalisti dedicati, chef che ormai sono personaggi televisivi, fotografi di piatti e menu da provare, mentre il termine foodservice è un po’ meno familiare per i non addetti ai lavori.

Si tratta di tutta quella filiera economico-produttiva che riguarda la ristorazione non solo in senso alimentare, ma come contesto più ampio: dalle attrezzature all’HACCP, dai macchinari al marketing, dall’identità del punto vendita alla comunicazione, passando per il temutissimo “food cost”.

Il progetto “women in foodservice”, approfondisce il concetto del ruolo femminile all’interno di specifici business e vuole raccontare la professione e le storie delle imprenditrici, le manager, le PR e le esperte in comunicazione che contribuiscono in modo determinante al successo di questo mercato in continua evoluzione.

Chi è Valentina e di cosa si occupa oggi esattamente?

Una donna appassionata della vita sotto tutti i punti di vista! Oggi sono Public Relations Officer della Fondazione Bruto e Poerio Carpigiani, la mia missione è diffondere nel mondo la cultura e il business del gelato artigianale, alimento che ben rappresenta l’eccellenza e la creatività’ italiana. Mi occupo della pianificazione e della realizzazione di progetti culturali ed educativi, organizzazione di eventi, comunicazione online e offline, attività di lobby e networking, digital strategies e fundraising.

DESITA-BLOG-VALENTINA RIGHI2Come nasce la tua storia d’amore con Carpigiani?

Era il 2006, stavo intervistando Gino Cocchi, al tempo Direttore Generale del Carpigiani Group, per il Sole24Ore. Mi parlò della Carpigiani. Rimasi colpita da questa realtà e gli proposi un piano di comunicazione per valorizzare il brand e dare nuovi stimoli al business internazionale. Poi arrivò il nuovo Direttore, Andrea Cocchi, che accettò la proposta di costituire la prima Fondazione non-profit votata a diffondere la cultura del gelato artigianale (la Fondazione Bruto e Poerio Carpigiani è nata nel 2012) e intraprese la sfida di realizzare il Gelato Museumprima realtà al mondo dedicata allo studio e all’approfondimento di storia, cultura e tecnologia del gelato.

Qual è l’aspetto più interessante della tua attività?

Adoro creare connessioni e valore. L’ultimo nato (2013) è il Gelato World Tour, la “Formula Uno” del gelato organizzata unitamente a Sigep – Rimini Fiera con la collaborazione di IFI, Pregel e Prodea Group (abbiamo il patrocinio del Ministero agli Affari Esteri, di quello dello Sviluppo Economico e della Regione Emilia Romagna, e siamo onorati di aver avuto come partner dell’evento anche DESITA, per la tappa di Dubai). L’obiettivo è ancora una volta portare nel mondo la cultura e la passione del gelato artigianale, supportare i gelatieri che lavorano ai 4 angoli del globo attraverso una competizione che mira ad eleggere il “World’s Best Gelato”. Nelle tappe del Gelato World Tour organizziamo corsi gratuiti per grandi e piccini, contest divertenti, degustazioni. Comunicando al grande pubblico la qualità del gelato, facciamo il possibile per aiutare chi sceglie di cambiare vita e intraprendere questo antico mestiere ad avere successo. Ho l’opportunità di viaggiare spesso e confrontarmi con culture e situazioni sempre nuove. La mia attività non è mai la stessa, anche se da quasi 10 anni mi occupo prevalentemente di gelato.

Se avessi la bacchetta magica cosa cambieresti in questo ambiente?

Semplificherei la burocrazia, chiarirei le regolamentazioni, incrementerei le possibilità di interscambio tra le nazioni e investirei ancora di più nell’internazionalizzazione.

Stai per lasciare l’Italia per sempre, possiamo chiederti il perché di questa scelta?

In realtà mi sono già trasferita a Singapore nel 2014. Mi sono sposata qui a dicembre 2012 e mio marito (bolognese come me) ed io abbiamo deciso di avere il nostro bambino in questo Paese che amiamo profondamente. Stiamo lottando perché nostro figlio possa studiare in un ambiente così cosmopolita e dinamico, che fonde con un grande rispetto Occidente e Oriente. Ringrazio Carpigiani, che mi ha concesso di lavorare da qui per un lungo periodo.

Lavorare in questo settore all’estero è molto diverso? Puoi farci qualche esempio?

A Singapore si respira ottimismo e voglia di fare, in pratica non esiste la criminalità. Tutto avviene in modo semplice, veloce e sicuro. Se rispetti le regole, hai un progetto vincente e ti rimbocchi le maniche, puoi realizzare i tuoi sogni. Il rovescio della medaglia è che qui tutto è molto caro, le restrizioni per i permessi di lavoro degli stranieri sono aumentate parecchio negli ultimi anni e se non offri qualcosa che porti vero benessere e miglioramento della qualità della vita della comunità, hai poche speranze di successo. Porto un esempio: la tappa Asia-Pacifico del Gelato World Tour, organizzata al Marina Bay Sands di Singapore a marzo 2015, ha avuto il patrocinio del Singapore Tourism Board. Il nostro progetto ha vinto le selezioni del Kick-Start Fund perché Singapore voleva essere la prima città asiatica a diventare Capitale del Gelato e ad ospitare la competizione!

La più grande soddisfazione professionale che ti ricordi?

L’inaugurazione del Gelato Museum a settembre 2012. C’erano autorità politiche, giornalisti di testate internazionali (da Al Jazeera a Reuters, da Repubblica al Daily Telegraph, dalla Rai alla TV iraniana e a quella messicana), i rappresentanti più importanti del mondo del gelato. E’ stato un sogno che si realizzava. Ci tengo a ringraziare con tutto il mio cuore la curatrice storica del Gelato Museum, Luciana Polliotti, il curatore artistico Andrea Barbieri e Caterina Ghelfi, che oggi si occupa con estrema cura e competenza dello sviluppo del museo. Se mi concedete un parimerito, includerei la soddisfazione che provo ogni volta che inizia una nuova tappa del Gelato World Tour. La sensazione di essere ancora un po’ di più un’Ambasciatrice del Gelato, mi emoziona sempre.

Condividi l’idea che ci sia un alto tasso di impreparazione tra gli imprenditori e i professionisti dell’ambiente?

No. Gli imprenditori con cui ho collaborato in questi anni hanno la mia stima. I professionisti che conosco lavorano con passione e dedizione, quelli che non operano in questo modo sono spariti ben presto dalla circolazione, o comunque non sono saliti alla ribalta. Certo, tutti possiamo sempre migliorare… Io applico la legge dell’attrazione: o non mi è mai capitato di incontrare persone così impreparate, o me ne sono dimenticata in fretta.

Cosa ti senti di consigliare a una professionista che volesse intraprendere un percorso simile al tuo?

Capire prima di tutto quale è il proprio talento e cosa si vuole dalla vita: siamo tutti diversi e non tutti desideriamo andare a vivere all’estero. Darsi un obiettivo, creare una strategia innovativa e proporla a chi di dovere con passione e determinazione. Volere è potere.

 

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Versione informativa n.1 - ultima revisione: 22/01/2020 14:35:12