T H E I N T E R N AT I O N A L M A G A Z I N E F O R PA S TA P R O D U C E R S
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www.professionalpasta.it
Pasta is… social
Tariffe R.O.C. Poste Italiane - Spedizione in abbonamento postale - D.L. 353/2003 (cov.in L. 27/02/04 n°46) Art. 1 comma 1 DCB Bologna
Frozen pasta, the freezing process
PASTA
N. 4 October / December 2019
Year XXIV
Avenue media
®
Chairman Claudio Vercellone
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Year XXIV - N. 4 October/December 2019 Editor in Chief Claudio Vercellone Scientific and technical committee Maurizio Monti Wheat and flours technician Roberto Tuberosa Agricultural Genetics Editing Coordinator Delia Maria Sebelin ufficiostampa@avenuemedia.eu Advertising Massimo Carpanelli carpa@avenuemedia.eu Edition, management, editorial, advertising and administration Avenue media Srl Viale Aldini Antonio, 222/4 40136 Bologna (Italy) avenuemedia@avenuemedia.eu www.avenuemedia.eu Subscriptions office abbonamenti@avenuemedia.eu Subscription Ue countries € 45,00 Outside Ue € 60,00 Back issues, except for availability: € 15.00 each plus postage Print MIG - Moderna Industrie Grafiche Srl Via dei Fornaciai, 4 - Bologna (Italy) Registration N. 7875 of 9/9/2008 Court of Bologna All coprights belong to Avenue media Srl May not be used without permission Responsibility of the advertisements belongs to the firms Personal data processing in accordance with Regulation (EU) 2016/679. Privacy Policy is available on Avenue media website www.avenuemedia.eu on “Privacy Policy - Publishing” page: www.avenuemedia.eu/en/privacy-policy-specialist-publishing/
8 EDITORIAL
The B plan
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by Delia Maria Sebelin
DEPARTMENTS
Facts & news
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FEATURES PRODUCTION TECHNIQUES
How to manage a good freezing process in frozen pasta
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by Serena Pironi
MARKETING
Pasta loves to be social
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by Enrico Gobbi
STORIES ABOUT PASTA
Setaro, when tubes are tubes
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by Roberto Faben
BUYERS’ GUIDE
Events
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Supplier news
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EDITORIAL
The B plan by Delia Maria Sebelin
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ast Anuga gave us the chance to figure out what was already in the air: there are three drivers of innovation for food products. Sustainability, digitalism, new foods. Will we eat pasta made with insect powder? Maybe yes, maybe not. Because the point is: will be the consumer ready to really accept these new trends? I’d be not so sure. Lots of people talk about sustainability but how many changed their lifestyle to improve in this sense? Most of us are ready
October / December 2019
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to follow the current fashion by words, but not by the deep of their heart. We fast accept news but faster we give up. And this is the point that pasta makers should take into consideration. Because they risk their own money. Think about this: now people are looking for gluten free products. So I decide to create a pasta line dedicated. What about if tomorrow the not intolerant or not coeliac consumer - bored of eating pasta made with corn or rice - decides for traditional food?
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EDITORIAL
recognize changes quickly and to adapt to new developments is necessary for entrepreneurial success. Sustainability in its ecological, social and economic dimensions has become the major driver of innovations and is a strong selling point for food products. Issues such as ethics, animal welfare, resource efficiency, food authenticity and consumers’ health shape the public debate about food production and consumptions. Sustainability has become an instrument which is used by different market players and interest groups to position and interpret issues in a new way. The progressing digitalization has some major implications for the food chain. On the one hand, it opens new (online) channels of distribution. One the other hand, big data solutions provide companies with a strong mean of analyzing markets and to improve own processes in different ways. What opportunities does digitalization offer the food industry in terms of transparency and traceability? Where do we find Artificial Intelligence now and what role will Artificial Intelligence play in the future?
Will pasta makers be able to pay off what they spent on the line? This is why we suggest to take into consideration new trends always with critical spirit. And if you decide to invest in something new, be sure to have a B plan just in case things take a different way. The global food production is constantly changing: technological developments
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and socio-economic changes are constantly shaping and changing economic activities. So-called megatrends are setting new standards for the food industry. Digitalisation, new production concepts, changing consumer needs and current concepts of sustainability are resulting in a great variety of opportunities, especially for everyday consumer goods. Whether production, distribution or marketing - the willingness to Professional
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Nutritional habits are subjects in constant change. How can the producers of food products make the right decisions to design their product portfolio and change their manufacturing processes in the confusion of short-lived trends? Can more flexible production platforms such as 3D printing or extrusion improve competitiveness? Is decentralization of production the key to satisfying the consumer’s desire for greater individualization of products? Questions are a lot, we do not have the answers. Nobody has. Taking the risk is part of the game. But remember‌ the B plan. Delia Maria Sebelin
October / December 2019
FACTS & NEWS
Global fresh pasta market is increasing In Uk, a study report titled Global Fresh Pasta Market Growth 2019-2024, demonstrates the market is projected to grow with a significant Cagr during the forecast period 2019-2024. Buyers who are searching for top-line data regarding the market can get benefit from this study as it’s an essential resource which covers market size data, textual and graphical analysis of market growth trends and other economic information. The market is a widening field for top candidates including Nch Uk, Voltan, Giovanni Rana, Maffei, Pastificio Brema, Il Pastaio, Melina`s Fresh Pasta, Pappardelle’s Pasta, SpaghettoFactory, Marcello Raffetto, The Fresh Pasta Company, offering huge opportunities for expansion. The study also incorporates R&D status, channel capabilities, and regional growth. Download free sample report: https://www.fiormarkets.com/reportdetail/390768/request-sample
A new mill in Algeria
Pasta gaining popularity in Ethiopia
Algeria’s state grains agency Oaic has issued an international tender to buying willing wheat to be sourced from optimal origins, European traders told Reuters. According to the traders, the tender sought at least 50,000 tonnes but the country often buys more in its tenders than the nominal volume sought. Algeria is forecast to import 7 million tonnes of wheat in 2019-20, according to the Us Department of Agriculture’s (Usda) Foreign Agricultural Service.
Ethiopia, the most populous country in Africa is seeing an increase in pasta consumption, according to Jane Russnak and Maximiliane Schneider, authors of an article pushed in World Grain. But - they say - the Country’s milling industry has very little access to imported durum wheat qualities; it generally uses bread wheat for grinding into pasta flour. Innovative enzymes make it possible to adjust the functionality of these flours to the requirements of pasta production. Pasta is a global export hit from Italy and has established itself firmly in Ethiopian’s kitchen, too. Spaghetti and macaroni are popular staple foods in this country, with the largest population in East Africa. They are served with typical local ragouts as well as tomato or Bolognese sauce.
The king of pasta? A Japanese The eighth annual Barilla Pasta World Championships crowned Japanese chef Keita Yuge as its winner. The global competition, which took place in Paris from October 10 to 11, gathers chefs from around the world to compete in the art of pasta
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making. While the event traditionally takes place in Milan, this year it journeyed to France, with the message that pasta is truly a global food. Yuge’s winning dish was a creamy gorgonzola penne with a “Japanese perfume”.
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October / December 2019
FACTS & NEWS
Freakish dinner
Pasta industry around the world «Pasta market worldwide is projected to grow by Us $3.4 billion, driven by a compounded growth of 3.5%. Dried Pasta displays the potential to grow at over 3.7%. The shifting dynamics supporting this growth makes it critical for businesses in this space to keep abreast of the changing pulse of the market. Poised to reach over Us $13 billion by the year 2025, dried pasta will bring in healthy gains adding significant momentum to global growth». It’s the beginning of “Global Pasta Industry”, a report recently published by reportlinker.com. «Representing the developed world, the United States will maintain a 2.7% growth momentum. Within Europe, which continues to remain an important element in the world economy, Germany will add over Us $125.9 million to the region’s size and clout in the next 5 to 6 years. Over Us $100.2 million worth of projected demand in the region will come from Rest of Europe markets. Read the full report: https://www.reportlinker.com/p05818015/?utm_so urce=GNW
Costco Us sold pumpkin and bat-shaped ravioli pasta for last Halloween. Made by Nuovo Pasta, the fresh ravioli parcels are filled with an Italian blend of creamy ricotta, mozzarella, Parmesan and aged Asiago cheese - and they cook in just three minutes. The product was shared on the CostcoBuys Instagram account, with an image showing the bright orange pumpkin and dark brown bat ravioli shapes.
Dangote’s business is expanding In Nigeria, a subsidiary of Olam International will pay $331 million for Dangote Flour Mills, according to Food Business Africa. Shareholders approved the offer at a court ordered meeting. Anurag Shukia, managing director of Crown Flour, said his company intends to maintain and expand Dangote’s business as well as provide enhanced manufacturing capacity and create synergies to deliver improved products to customers across the country. Dangote Flour Mills started operation in 1999 as a division of Dangote Industries. It has mills across Nigeria, including in Apapa, Ikorodu, Ilorin, Kano and Calabar.
Tim Hortons to take on Thailand Barilla introduces Vero Gusto on Amazon Barilla introduced a new line of pasta sauces called Vero Gusto on Amazon. The new sauces are Heritage Marinara, Tomato and Basil, Calabrian Marinara and Scallion Herb. Barilla says that the sauces have «new ingredients to spark your creativity» with «100% Italian tomatoes». The label reads that the products are «Non-Gmo verified».
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Tim Hortons, a division of Restaurant Brands International, is one of North America’s largest restaurant chains operating in the Quick Service Restaurant segment. In its menus you can find also lasagna and pasta soups. Founded as a single location in Canada in 1964, the company now has more than 4,800 restaurants located in Canada, the United States and around the world. Now it has entered a master franchise and development agreement that will bring the brand to Thailand. The agreement is with WeEat Co., part of the Wattanavekin family group of companies.
PASTA
October / December 2019
PRODUCTION TECHNIQUES
How to manage a good freezing process in frozen pasta by Serena Pironi Food technologist
Its consumption is increasing all over the world
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onsumers in the last ten years have changed their food and purchase choices, moving towards products considered more healthy or otherwise less refined. At the same time we have the explosion of media about food: on one hand the television programs have exalted the culinary art by chef, on the other side social media are plenty of self-styled experts, who spread food styles that are sometimes radical (as veganism). In this contest frozen food it’s growing, for a variety of reason. In Italy, for example, according to a recent report by Ismea, in 2017 there was an increase of +3.2%, because frozen foods respond to the needs of the average consumer: convenience in storage and consumption, innovation, selection of high quality ingredients, the possibility to reduce food waste, thanks to the long shelf life.
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Professional
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October / December 2019
PRODUCTION TECHNIQUES
But also in Europe and in some non-European states there are some trends, that promote frozen foods (source Euromonitor International): • the changing of social and demographic factors (busy lifestyle, less time for cooking, increasing of working woman and single households, search of convenience); • less number of small
supermarket in urban areas and the increasing of retail and internet shopping; • renewed awareness of healthier lifestyles, that involve an approach in the purchase of natural food, organic food, fresh cooked food; • innovations in health aspects (low carb and high protein, vegan/vegetarian) and in clean label. A strategic vision of demand and supply in the 24 country European Frozen Foods market is presented; numerous companies are present together with their market shares and major brands by country and product.
A European phenomenon The recovery of frozen foods is actually a European phenomenon: the big five market in this sector are Germany, Uk, France, Italy and Spain (FIGURE 1). Germany is the leader in the consumption: it has an increase in volume of +2.7% equal
Figure 1
The big five markets in frozen foods
Source: Aidepi
Germany, Uk, France, Italy, Spain
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PRODUCTION TECHNIQUES
Figure 2
Germany frozen food consumption Types of frozen food
Tons 2017 Tons 2016
Change (%) 2017 vs 2016
Vegetables to cook
507.303
503.604
+0,7%
Seafood product to cook
305.180
300.627
+1,5%
Potatoes to cook
437.733
430.381
+1,7%
Meat to cook
449.953
431.059
+4,4%
Pizzas
338.489
327.595
+3,3%
Recipeed foods
460.483
457.664
+0,6%
Snacks
266.627
252.615
+5,5%
Bakery products
858.836
828.541
+3,7%
Fruits
79.067
73.515
+7,6%
Ice cream
10.485
10.299
+1,8%
Total sales by sector products in 2017 (latest data)
to an average purchase of frozen food per year of 178 euros per year (source Iias) (FIGURE 2). Frozen pasta it could be assimilated to recipes foods: the percentage of growth is minimal. Another interesting fact is the increase in consumption away from home: according to Fipe (Italian association of pubblic exercises as restaurants) in 2017 in Italy the growth was +3% compared to the previous year. In Italy consumers love going out to eat, and frozen foods allow to satisfied the needs of restaurateurs. The Daily Express reported an increase in the purchase of frozen food in the United Kingdom in an article of 2018, along with a reduction in food waste. Bloomberg agency reported that in the Us, after years of decline, there has been a recovery of the sector thanks to the approval
To consumer frozen products arrive through retail, catering and door to door
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of Millennials (young people between 20 and 30 years old). To Millennials frozen foods: allow a reduction of time in preparation and cooking, are significantly cheaper than alternative dinner options like meal kits or takeout, are low waste, are healthier and are fresh. Euromonitor has revealed the top ten global consumer trends that are scheduled for 2019: “age agnostic” (people don’t want to feel old), more simplicity (for example local food markets), “Conscious Consumers” (the main reasons why plant-based diets are currently on the rise), technology (smart-watches and other wearable technology that allow people to monitor their health
status), “everyone is an expert” (consumers consult reviews before buying something, so companies promote actions to engage their customers), “finding Yomo” (joy of missing out, that is cutting down the time spent on social media and to dedicate at real-life interactions), “look after myself” (personalized nutrition, preventive solutions…), plastic free world, companies have to respond to consumers needs, the increase of loner living. This contest is with which companies producer of frozen pasta must compare. Europe remains a world leader for the consumption and production of pasta. International Pasta Organization (Ipo) reports that Italian production of pasta currently amounts to 3.2 million tons (22% of annual global output) and Italy is also a major exporter (60% in Uk, France, Germany, Us and Japan) (source Frozen Food Europe). Pasta is known thanks the ongoing popularity of the Italian cuisine for several reason as for example highly versatile and different taste and flavour offered by many companies. To consumer frozen products arrives through three channels: retail, catering and door to door. In 2017, the door to door as a whole grew by +3.4%. But the market of frozen pasta is a bit stagnant, in contrast with other frozen products (FIGURE 3), first of all in the retail and catering.
Figure 3
Consumption of Germany frozen food: retail + catering Frozen products
Tons 2017 Tons 2016
Change (%)
Vegetables
402.450
395.500
+0,7
Fish products
113.400
108.000
+5,0
3.350
3.750
-10,7
Pizzas and snacks
91.500
89.600
+2,1
Recipeed plates
45.500
44.650
+1,9
7.450
7.050
+5,7
Pastas
Desserts Source: Iias
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October / December 2019
PRODUCTION TECHNIQUES
Figure 4
Crystallization time according to the product’s weight Grams
Maximum time (minutes)
until 5
5
from 6 to 50
30
from 51 to 150
60
from 151 to 300
120
from 301 to 500
150
from 501 to 1000
180
over 1000
210
Source: Iias
A good product So, how to compete to grow in this sector with a good product? First of all by conducting a good freezing process. Today, a lot of producers still don’t know clearly the difference between freezing and fast freezing, like the Iqf technique. Neither they know what are the process parameters necessary for an effective and efficient process. In both cases, the product must be brought into its “heart” to -18 °C (-0,4 °F). The difference lies in the time necessary to reach the maximum crystallization zone of the food. The water contained in a food product solidifies
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when it is placed at a temperature lower than freezing point: 0 °C (32 °F). The crystallization (solidification) occurs at two specific times: nucleation and growth of ice crystals. When the temperature of the product reaches the freezing point, the formation of the ice crystals begins and after we have the nucleation because by scientific point of view “solutes” at low temperatures tend to concentrate and to lower cryoscopic point of the solution, because the water, that is the “solvent”, freezes. We have the maximum crystallization zone when the temperature passages from 0 °C
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(32 °F) to -7 °C (19,4 °F) and the crystallization zone depends by the weight of product (FIGURE 4). Continuing the cooling, the unfrozen phase increases its viscosity and the crystallization of the same slows down. We have a small temperature increasing for a small time and we can assist at the phase of “over saturation”, that cedes heat at the system. Then the ice crystallization continues and we reach the phase in which the food temperature is in equilibrium with the temperature of the technology system used. The freezing time is the time between freezing point to equilibrium point.
Freezing or deep freezing? Normally the freezing process involves a long freezing time and the crystallization of the water of the product is transformed into large ice crystals (a big nucleation). This fact tends to damage the cells of product, causing liquid to leak during defrosting and subsequent heat treatment, with loss of nutrients. Deep freezing instead is an ultrafast freezing technique that allows to significantly lower the freezing time. In such a way, it avoids the growth of ice crystals. So cellular structures remains intact and nutritional profile remains preserved. Obviously not all water freezes because pasta has a complex structure, so a part of water remains “free” and Aw (water activity parameter) measure how much is in there. And to know this parameter permit to reason about shell life of the product. Iqf technology (Individually Quick Frozen) is a special of deep frozen technique; the freezing process is implemented on single small foods (such as stuffed pasta and gnocchi) and in this way the times decrease considerably, further limiting the formation of ice crystals.
October / December 2019
PRODUCTION TECHNIQUES
Figure 5
Tunnel fed with cryogenic
Taking a look at the laws in force, there is and Italian law (decree-law 110/92) about frozen foods states that «[...] Frozen food refers to food products: a) subjected to a special freezing process, called “deep-freezing”, which allows to overcome with the required speed, depending on the nature of the product, the maximum crystallization zone and to maintain the temperature of the product in all its points, after thermal stabilization, uninterruptedly at values equal to or lower than -18 °C (-0,4 °F) [...]». There isn’t a law, at least in Italy, that specifies the time needed to define a deep frozen product and only in the literature the reference is of 4 hours. But we have the reference about the time of crystallization, as we have seen before.
A glace to the plants Which plants are used in the industries? There are chambers or tunnels fed with cryogenic gas (such as nitrogen or carbon dioxide) capable of operating at -40 °C (FIGURE 5) or, as often happens in medium-small industries, we can view anacondas (FIGURE 6) or forced cold-air deep-
freezing cabinets or tunnels. But if the product at the end of the process doesn’t present at its core temperatures of -18 °C (-0,4 °F), how can the responsible food operator ensure that the product could be called frozen or deep frozen? It is necessary to proceed with the validation of the process parameters (time and temperature) and guarantee -18 °C (-0,4 °F) at all successive phases after packaging (storage, transport and distribution). The validation process could be consisted in the use of temperature data-logger. We have to used it together with the product. We have to verify that at that temperature and the velocity of the plant the product reach at its core -18 °C (-0,4 °F) or reach the time of crystallization of Figure 4 and reach the temperature of -18 °C (-0,4 °F) in the time between deep frozen process and storage.
Labelling When we pack the product we have to consider what write on the label. If we consider the European clarifications issued (European communication of 6 June 2018),
Figure 6
Forced cold-air deep-freezing cabinet called Anaconda
Pasta freezing time is the time between freezing point and equilibrium point
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October / December 2019
PRODUCTION TECHNIQUES
Figure 7
What is cold chain logistics?
Logistics
+
Temperature control (refrigeration)
=
Cold chain logistics
Major Sectors: Food and Beverages, Bio-Pharmaceutical
The Cold chain logistics infrastructure Supply Procurement • Precolling System
Transport • Refrigerated Trucks
Storage • Cold Storage • Warehouses
• Farms (Rural Markets)
• Refrigerated Railway • Manufacturers Wagons • Refrigerated Cargo Containers
on the product label the term “frozen” involves to write the date of freezing (“frozen”), the minimum term of conservation, the batch, storage modalities, instructions for the use (considering also the abuse that could be made by the consumer, such as for example the defrosting of the pasta before cooking or the consumption of the raw product without cooking) and the warning that the product once defrosted, it can’t be again frozen, because the product could be deteriorated itself. After packaging, we have to storage the product in order to guarantee -18 °C (-0,4 °F) and we must monitored the temperature of the storage. About transport, an Italian law reports that is acceptable an increasing of 3 °C (37,4 °F) only during this phase for deep frozen. It means that the truck has to possess devices for the thermal recording, an insulating protection and an easily
Freezing process tends to damage the cells of pasta
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Transport • Refrigerated Trucks • Refrigerated Railway Wagons • Refrigerated Cargo Containers
End Customer • Retail, Terminal, Markets, Factory, Ports, Airport
visible thermometer to indicate the temperature of the internal air in the compartment. The methodology and tools to be used to measure the temperature of products at the discharge or at the load is indicated in by law. For the product temperature control it’s important to measure the product sample in the hottest point. It is established by law. In Italy: 1. if the dimensions of the product allow it, insert the thermo-sensitive element up to a depth of 2.5 cm from the surface of the product; 2. if the dimensions of the product allow it, insert the thermosensitive element to a depth corresponding to 3-4 times the diameter of the thermosensitive element; 3. some products, given their size or their nature (for example peas) can not be drilled in order to measure their internal temperature; in this case, the internal temperature of the package containing said products is determined by inserting an adequate thermosensitive element and measuring the “contact temperature” of the frozen product; Professional
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4. read the indicated temperature when it has reached a stable value. A) if the dimensions of the product allow it, insert the thermo-sensitive element up to a depth of 2.5 cm from the surface of the product; B) if the dimensions of the product allow it, insert the thermosensitive element to a depth corresponding to 3-4 times the diameter of the thermosensitive element; C) some products, given their size or their nature (for example peas) can not be drilled in order to measure their internal temperature; in this case, the internal temperature of the package containing said products is determined by inserting an adequate thermosensitive element and measuring the “contact temperature” of the frozen product; 5. read the indicated temperature when it has reached a stable value. Often the carrier isn’t of property of the frozen pasta industry, but there are suppliers that offer this kind of service (FIGURE 7). It could happen that during transport temperatures aren’t respected. Even if the load compartment shows -18 °C, loading operations last a period of time that could be raised the temperature limit of deep frozen pasta. The ambient temperatures - where loading happens and the time of loading and unloading of deep frozen product take place - are fundamental to maintain the cold chain. It should be remembered, however, that the temperature to be respected is that of the food. This is why it is necessary to validate it, for example by a datalogger that allows data to be downloaded, in order to be sure if food is affected by a rise in temperature during these operations or not. Serena Pironi
October / December 2019
MARKETING
Pasta loves to be social by Enrico Gobbi XChannel
Top Italian brands and social networks: what they say, how they do it
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t’s no secret that pasta is like a religion in Italy: Italians consume 23 kilograms of pasta per person per year, two times the international average (International Pasta Organization, 2018). Pasta’s consumption decreases in summertime and begins growing in autumn. This trend is clearly visible from Google searches by user: since 2014, the queries related to the word “pasta” recorded a fall from may to august and then gradually increased until the peak in december. In 2000s, however, passion for pasta is not only visible among the shelves, but also apparent on social media, with like and follow as a testament. XChannel, one of the most important crosschannel Marketing & Communications network in Eu, has realized a Pasta Barometer among the biggest italian brand of pasta, analyzing what is happening today in the world of big-data: in particular, Search Engines queries volume and Social Networks sentiment.
I like Facebook The main Social Media Platforms used by companies to communicate and strengthen their brand identity
Pasta’s consumption decreases in summer and grows in autumn
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October / December 2019
MARKETING
are definitely Facebook and Instagram. XChannel, in respect of the period JanuarySeptember 2019 and considering the searches on Google and Amazon as benchmark, wondered: how they communicate? What are they talking about? Which are the main topics? In order to answer these questions, XChannel analyzed Facebook & Instagram company profiles of the 10 Top competitors in the pasta’s market: Pasta Rummo, Barilla, De Cecco, Voiello, La Molisana, Garofalo, Di Martino, Divella, Pasta Cuomo and Pastificio Felicetti.
Fan Base Let’s start from the Fan Base: Barilla, the most well-known pasta brand worldwide, has 2,7 million fans on Facebook and 46 thousand followers on Instagram (@barillaitalia). The first podium is
October / December 2019
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MARKETING
completed by Pasta Garofalo (206k) and Pasta De Cecco (119k), while Pasta Rummo (26k) and Pastificio Felicetti (18k) get on the second one. In the first three quarters of 2019, 763 posts have
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been published on Facebook and 669 on Instagram; comparing this numbers gives us a glimpse of a little but smart differentiation related to contents posted in these two social channels. For example, we can
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publish a carousel (more than one pic sliding on the same post) to show on Instagram the ingredients needed for a recipe: Pasta Rummo does it very well. Instagram is also the homeland of Stories - also
October / December 2019
MARKETING
available on Facebook, but less effective - useful to warn people about new products and/or to create a Featured Story, a group of permanent stories arranged by topic.
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Engagement Among the KPIs at our disposal to measure out how actively the fans engage with posts of a page, we find the Post Interaction Rate: it shows the average amount of all
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interactions (reactions, comments and shares) per fan per post. On Facebook, Pasta Cuomo records 4,6% of PI, followed by Pasta Rummo (4,3%) and Voiello (4%); on Instagram, on the other hand,
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MARKETING
Pasta Rummo (3,8%), La Molisana (2,7%) and Pasta Di Martino (2,5%) get the podium. There is no doubt that promoting posts with advertising campaigns helps to get interactions by users and to expand the community online: posts are the most important touchpoint to engage consumers. Community management plays a key role too: reply to comments and chat with users is essential to engage them, demonstrating high attention to individuals.
Content is the king “Content is king” and analyzing a brand content-strategy is the best way to spot a clear difference between brands with broader share-of-shelf and “followers”: while the former use graphic and video content to communicate the
Posts are the most important touchpoint to engage consumers
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company’s products and values, the latter mainly publish articles and photos about specific awards or institutional events. Examples: if Pasta Garofalo displays distinctive and immediately recognizable graphics with a black background, Pasta Di Martino proposes lots of post about events they are partner in or take part in.
Hot topics Three specific topics can be identified from the online communication by the main brands of pasta. 1. Whole wheat pasta: in particular, Pasta Rummo promotes his 12 shapes of the Bio whole wheat line through the brand-new pack, Voiello relies on TV-star chef Antonino Cannavacciuolo (featured in videos, posts and cover), Barilla on Roger Federer and Pasta De Cecco celebrates the quality of his products - focusing on its “Lenta Essiccazione” production method. This choice is backed by the Ismea market data according to which the consumption of whole wheat pasta increased Professional
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Barilla has 2,7 million fans on Facebook from 36% to 75% from 2015 to 2017, while gluten-free goes from 7% to 30% and Bio line from 13% to 63%. 2. The origin of the wheat: people pay more and more attention to this issue, so much so that several brands focus a part of the communication on the origin of their pasta. La Molisana, especially, never fails to stress the 100% italian origin of his products. 3. Recipes: that in a world full of amateur chef are increasingly appreciated: some brand writes the procedure on the copy of the post or on the Instagram stories (i.e. Pasta Rummo), while someone else puts the link to the recipes section of his official website or just recommend a dish leaving out doses and procedure. Enrico Gobbi
October / December 2019
STORIES ABOUT PASTA
Setaro, when tubes are tubes by Roberto Faben Economic journalist
Say yes to quality, not quantity
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any people think that the most famous production district of Italian pasta is in Gragnano (Naples), where the only PGI product for durum wheat dry pasta is produced. However, the most experienced in the sector know that in the past, and precisely at the beginning of the twentieth century, there was an even more fervent producing area which competed with the Gragnano area. In fact, if you have the patience and pleasure of watching a movie starring Totò and Peppino in 1962 (Totò and Peppino divided in Berlin), the taste of competition between these two districts emerges clearly with the unique taste of irony of these two actors: Totò: «What do you do, pasta?». Peppino: «Two tubes». Totò: «Ah, these are tubes». Peppino: «From Torre Annunziata». Totò: «I think it’s
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October / December 2019
STORIES ABOUT PASTA
from Gragnano. Gragnano, that’s true, yes. So today we eat pasta». Peppino: «I eat pasta». Totò: «And I’m in». Both are special anyway, especially when two hungry Italians are abroad, in rather complicated conditions. Let us read the excerpt of an article that appeared in the Avanti! newspaper on 27 April, 1904: “Torre Annunziata lives on the pasta industry. The grains arrive from Russia on steamers; three hundred port workers unload them; five hundred millers reduce them into semolina, in fourteen steam mills; eight hundred pasta makers transform semolina into pasta in fifty-four pasta factories; two hundred mechanics, stokers and carpenters operate and fix the machines; as many charcoal burners supply fuels from the sea;
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STORIES ABOUT PASTA
three hundred men from the “caravan of the square” provide external services with handcart; one hundred carters take pasta to Naples; fifty porters of the railway “crew” load it onto the trains; fifty “lanzaiuoli”, on boats called “lanze”, take it by sea in small lots; and the above described port workers who supplied the raw material, i.e. the grain, now receive the return product and embark it on the large ships that will take it especially to America”.
Golden times You read it right: 54 pasta factories were active in Torre Annunziata, at the beginning of the last century. This can be found not only in the newspapers, but also in the only existing novel entirely dedicated to the world of pasta, and specifically to a family of pasta makers, the
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family of Maria Natale Orsini, Francesca and Nunziata (Avagliano, 1996), semi-finalist at the Strega Award and from which Lina Wertmüller made a film starring Sofia Loren. In Torre Annunziata, the old remember the golden age of baker’s art, when the streets bustled with pasta factories and spaghettis drying on racks in the sun. Then came industrialization. Pasta began to be produced quickly and in large quantities. So, gradually, those valuable local pasta factories, which used to import Taganrog Russian wheat - with exceptional organoleptic and pasta-making properties, which disappeared with the Bolshevik revolution in 1918 along with cultivars that were never found or revitalized again - were unable to face the competition of Professional
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technology and huge capitals and one after the other, they all disappeared. But one.
Quality is rewarding Like a writer who refuses to adapt to new technologies and persists in producing great works using an old typewriter, Setaro pasta factory continues to produce about 100 formats of long and short pasta, applying the methods of the ancient pasta makers, since 1939, when the founder, Nunziato Setaro, took over a pasta factory in lava stone, including Braibanti brothers’s machines made in 1930 in Milan, which are still the irreplaceable plus of the company, making it unique. The production reaches 24 quintals a day, far from the capacity of a large industrial pasta factory, and the drying time, in static cells,
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STORIES ABOUT PASTA
varies from 72 to 120 hours. This does not only depend on the type of format, drawn in bronze, but also on the climatic conditions and the season, with a temperature that never exceeds 40 °C.
They apply the methods of the ancient pasta makers In fact, if a north wind blows, the environmental conditions for pasta drying are very different from the moments when a Sirocco wind blows. Pasta Setaro is marketed throughout the Italian peninsula with exclusivity of area (which means that only one business in a village or city - be it a delicatessen or a gourmet shop - is entitled to sell the pasta factory products from Torre Annunziata).
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The products are also exported to various countries, both in Europe and outside Europe and can also be found in the trendiest restaurants that pay attention to the real tradition of made-in-Italy pasta. No large-scale distribution. The last surviving pasta factory in the glorious district of Torre Annunziata - now run by Vincenzo, Giovanni and Nunziato Setaro, the third generation of pasta makers - places its products on the Italian and foreign markets (exports account for 50%) and is insensitive to changes in the pasta market trends.
Zitoni on Sundays Its formats - among which the 60centimetre long zitoni stand out, which in the past, in Naples, were prepared on Sundays, especially with the ragout - can be tasted in trendy restaurants, such as the “San Domenico” in New York, the “Giorgio V” in Paris on the Champs Élysées, the “Don Alfonso 1890” in Professional
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Massa Lubrense (Naples). As well as “in the delicatessens and wine bars of Sydney, Melbourne, New York and Tokyo - underlines Vincenzo Setaro - customers can find our pasta and cook it to their liking while tasting the ancient flavours of Torre Annunziata”. Like in the novel by Maria Natale Orsini, in whose plot, Nunziata, Francesca’s adopted daughter, when asked by her mother to make a wish for a wedding gift, refuses “a golden roll... a set of diamonds... aunt Luigina’s bracelets...”, asking instead for “two devices to make maccheroni”, the history of the pasta factory Setaro clearly shows that there is no gold that can repay the faith in the value of a family history and a tradition. And that, eventually, the undaunted resistance to temptations and anonymous winds is rewarding in all respects. Roberto Faben www.robertofaben.it
October / December 2019
EVENTS
Foodnova is doubled for the market
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talian Exhibition Group (IEG), after 7 years of successes and constant development, is relaunching Foodnova (the network of new food requirements, from gluten - and lactose-free to vegan) which, instead of an annual frequency, is becoming six-monthly, being held in February 2020 (Rimini, Italy 15-18 February) alongside Beer&Food Attraction and, from 7-11 November 2020, at Vicenza Cosmofood. Foodnova, with its specialized proposal of supply and demand for new food requirements, products free from gluten and lactose and a for a vegan diet, which account for sales, also on the eating out market, that are constantly growing, is becoming a strategic component for the completeness of the two IEG dedicated to the Ho.Re.Ca. world. Beer&Food Attraction, which anticipates the opening of the tourist season, and, with its brandnew pay-off, addresses Ho.Re.Ca trade members, presenting the food service/catering world’s new consumption methods and formats by means of food produce, beer and beverages, technology and furnishings and fittings for venues; then, in the autumn, Cosmofood, the key Ho.Re.Ca. expo in northeastern Italy and showcase for Italy’s excellent food and beverage products. With this operation, IEG intends offering an important opportunity to Foodnova companies, making qualified business platforms
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available (32,000 attendees in Rimini and 20,000 in Vicenza at the last editions) as well as enriching the two expos’ showcases with the inclusion of the free-from sector, thus attracting an increasingly large number of trade members and professionals.
dictates of the cult or of cultural choices. Indeed, Kosher is the set of religious rules that govern the health of observant Jews. In addition, many people around the world choose to eat kosher, because they want to consume food that is effectively controlled and qualitatively supervised.
The Italy Kosher project
Kosher at the table
FoodNova has recently also achieved an important collaboration with Italy Kosher Union, the corporation that certifies kosher food products. The project is Italy Kosher and it aims to connect agribusiness companies and buyers from all over the world. The Italy Kosher project within FoodNova is born out for a market need: there are more and more companies that choose kosher certification to allow people of Jewish religion and not to feed themselves according to the
The 2017 analysis of kosher foods, compared to the previous year, is improved: the turnover growing of 9.7% is more than 2% higher than that registered 12 months earlier. The kosher claim has increased its presence on the product s packaging on the market, coming to rely on a more articulated offer covering 1.6% of the number of food products (source: Nielsen). According to some data, there are between 3.500 and 4.000 kosher restaurants in the world, 800 of them only in New York (half of the food sold in Usa are certified
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kosher). In Europe, France certainly holds the record: as a matter of fact, there are 300 French kosher restaurants out of a European total of 700 (source: Bet Magazine Mosaico, official website of the Jewish Community of Milan). Italy Kosher Union, in addition to ensuring kosher food, also promotes Milk Free certification by guaranteeing products without milk to satisfy the increasing demand of free from food. The collaboration with FoodNova was born with the intention of making available to the professional guests the knowledge of Italy Kosher Union through seminars and conferences to promote the kosher culture, already widespread all over the world, and to bring out the companies engaged in this sector.
which foods are allowed or forbidden but also mandate how permitted foods must be produced, processed, and prepared prior to consumption. There are three main kosher food categories: meat (mammals or fowl, as well as products derived from them, including bones or broth); dairy, and pareve (any food that is not meat or dairy, including fish, eggs, and plant-based foods). According to kosher tradition, any food categorized as meat may never be served or eaten at the same meal as a dairy product. Furthermore, all utensils and equipment used to process and clean meat and dairy must be kept separate - even down to the sinks in which they’re washed. Pareve food items are considered neutral and may be eaten
alongside either meat or dairy. However, if a pareve food item is prepared or processed using any equipment used to process meat or dairy, it may be reclassified as meat, dairy, or non-kosher. Jewish law states that for meat to be considered kosher, it must meet the criteria such as: it must come from ruminant animals with cloven - or split - hooves, such as cows, sheep, goats, lambs, oxen, and deer; the only permitted cuts of meat come from the forequarters of kosher ruminant animals; the meat must be soaked in order to remove any traces of blood prior to cooking. Eggs that come from kosher fowl or fish are permitted as long as they don’t have any traces of blood in them. This stipulation means that each egg must be inspected individually. In their purest form, grains and grain-based foods are considered kosher. However, certain processing methods may ultimately deem them not kosher. Processed grains like bread or fresh pasta may not be kosher due to the equipment on which they’re processed or the ingredients used. It is common for some products to contain oils or shortening. If an animal-based shortening is used, the bread may not be considered kosher. (www.healthline.com/nutrition/wha t-is-kosher#plant-based-foods)
Kosher in a spot The English word “kosher” is derived from the Hebrew root “kashér”, which means to be pure, proper, or suitable for consumption. The laws that provide the foundation for a kosher dietary pattern are collectively referred to as kashrut and are found within the Torah, the Jewish book of sacred texts. Kosher dietary laws are comprehensive and provide a rigid framework of rules that not only outline
October / December 2019
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EVENTS
Ipack-Ima 2021, more global, more specialized
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pack-Ima will explore ways of strengthening the processing and packaging supply chain in the food and non-food sectors when it returns for its three-yearly edition in Milan (Italy) between 4 and 7 May 2021. As well as its biggest-ever range of exhibits aimed at the consumer and durable goods industries, the event will also demonstrate a growing focus on international promotion. Taking centre-stage will be nextgen tech and innovative materials combining design, sustainability and efficiency.
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The reputation of Ipack-Ima as an exclusive platform which brings together the various players in the sector is undeniably on the rise, with the event having proven itself capable of anticipating macrotrends and harnessing the strategic power of specialization and technology transfer.
Your Business Communities “Your Business Communities� is the motto for Ipack-Ima 2021: it’s a direct appeal to professionals who strive for excellence and who will find fertile ground in related
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markets where industrial specialisation is a prized asset. Yet it also alludes to the opportunities the Communities offer in terms of technology transfer and the development of new ideas, making the event a unique experience for the whole manufacturing industry. The Business Communities, designed to accurately reflect the target markets of the exhibits, have been enhanced to suit the needs of visitors. These nine clear business areas will make it easier for visitors to identify relevant technologies and materials,
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enabling them to meet with regular suppliers and identify new solutions applicable to all production processes.
From mills to plate The Pasta, Bakery & Milling community consolidates its reputation as a core Ipack-Ima sector, offering comprehensive solutions for dried, fresh and filled pasta, cous cous and milling area.
October / December 2019
Staying in the food & beverage industry, which is one of the biggest markets for processing and packaging technology, the Sweet, Confectionery & Snacks, Liquid Food & Beverage and Food, Fresh & Convenience Business Communities will all be returning to Ipack-Ima. Further synergy with the food industry is provided by Meat-Tech, the event focusing on solutions and ingredients for the cold cut, meat,
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sea food and ready meals industry, which will be running in conjunction with Ipack-Ima.
B2B In recognition of the needs of an increasingly global industry, one of the priority areas for the new edition of Ipack-Ima will be internationalisation. There are already several promotional initiatives planned abroad, as well as a number of meetings with carefully selected international buyers, organised in collaboration with ITA-Italian Trade Agency. In the run-up to 2021, Ipack-Ima is busy confirming its status as a unique opportunity for visitors to engage in dialogue with industry professionals and managers from all over the world - and not just during the event itself. The “On the road to Ipack-Ima� program, which was successfully launched with an event dedicated to Mexico, will focus on industry key buyers from Maghreb, the MENA Region, Turkey, Russia and Eastern Europe countries as the event itself approaches. There were over 74,000 visitors to Ipack-Ima 2018, 18,500 of which came from 146 different countries.
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SUPPLIER NEWS
Bühler and Premier Tech, a strategic cooperation
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n grain processing, packaging is the last step before transporting flour to bakeries and other food processors, rice to distributors or pellets to farms. In many cases - especially in developing countries the bagging operation is still done manually. This is not only inefficient, costly, and slow, but also implies a certain variation of weight and therefore a higher give away of the packaged goods. Palletizing solutions are increasingly important to allow for efficient warehousing solutions. The market and technology leading companies - Premier Tech in packaging and Bühler in grain and food processing - are now establishing this strategic cooperation to meet these market demands and create new costeffective packaging solutions. Bühler brings its know-how of high-quality manufacturing and supply chain management in China as well as its digital solutions, whereas Premier Tech contributes with its superior packaging expertise and technological leadership in this field. In bringing these competencies together, the strategic cooperation will develop automated, food safe and accurate bagging and palletizing solutions. The strategic cooperation will allow Bühler to provide better turnkey projects with competitive packaging solutions from China while continuing to deliver highend products such as Bühler’s bagging station Maia from its own manufacturing network in Europe. At the same time, Bühler will continue to design and market
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Johannes Wick (left), Ceo Grains & Food at Bühler, and André Noreau, Ceo of Premier Tech
their proven weighing portfolio. Their scales such as Tubex are not part of the agreement. With the partnership, Bühler will further improve its digital services allowing for full transparency and traceablity along the entire value chain. Premier Tech will gain better access to the Chinese market by using the cost-effective and modern packaging solutions arising from the strategic cooperation, or by combining them to its Professional
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internationally renowned Chronos technology portfolio in weighing, bagging, and palletizing. This strategic cooperation is planned to result in a joint venture for design and manufacturing during 2020, with Bühler focusing on sales of turnkey plants around the world, and Premier Tech on packaging systems in China. Both companies will continue to sell their products through their existing channels.
October / December 2019
SUPPLIER NEWS
World istant pasta: Wippa is born
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ome years ago, Storci conducted a market survey about a project coming from an idea of an Egyptian partner. What people think about instant pasta? Could it be a healthier made-in-Italy option than the famous instant noodles? From the very beginning Storci involved Mr. Aldo Monti: «It was glaringly obvious that we were facing an idea with an enormous potentiality, due to its versatility and scalability for nearly any sociopsychological demographic segment. For me it was love at first sight, and it still is», Monti says. From that very project, instant pasta, well known
nowadays, has started being produced. And now Wippa, World instant pasta producers association, is born. Mr. Monti, could you tell us something more about Wippa? There are now many companies that produce and distribute instant
October / December 2019
Aldo Monti, Wippa Managing Director
pasta all over the world. People who have tasted it, whatever the latitude, have liked it at once. However, we notice that, generally speaking, there is not a great awareness of our product, despite the appreciation received. There isn’t an overall action to make the international consumers aware of the existence of this product. Therefore, this is just Wippa’s purpose. What can we expect from the next few months? Professional
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The project was presented at Gulfood Manufacturing in Dubai. During these months we have already started some activities (social media, website that will officially be opened in the next few days, institutional lobbying, participation in the most important exhibitions of this sector, etc.) that will be more defined in the next weeks, as soon as we complete some bureaucratic procedures. The main instant pasta producers as well as technical partners who helped in the product development, have joined Wippa.Whoever is interested in more information on this project can email the association: info@wippa.org
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AGENDA
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11-14 January 2020 - PARIS (France)
10-12 March 2020 - RENNES (France)
EUROPAIN
CFIA
International exhibition for the professional entrepreneurs in bakery and pastry
International trade show of food processing www.cfiaexpo.com
www.europain.com
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18-22 January 2020 - RIMINI (Italy)
IBAKTECH
SIGEP
International trade fair for bakery, patisserie machinery, ice cream, chocolate and technologies
International trade show of artisan gelato, pastry, bakery and coffee world
www.ibaktech.com
www.sigep.it
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19-21 January 2020 - SAN FRANCISCO (Usa)
ALIMENTARIA
The premier specialty food show on the Us West Coast
International exhibition of food industry www.alimentaria.com
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2-5 February 2020 - COLOGNE (Germany)
7-13 May 2020 - DÜSSELDORF (Germany)
INTERPACK
PROSWEETS
International trade show of processing and packaging
International supplier fair of the sweets and snacks industry
www.interpack.com
www.prosweets.com
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20-23 April 2020 - BARCELONA (Spain)
THE WINTER FANCY FOOD SHOW
www.specialtyfood.com
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26-29 March 2020 - ISTANBUL (Turkey)
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16-20 February 2020 - DUBAI (Uae)
11-14 May 2020 - PARMA (Italy)
GULFOOD
CIBUS
International food and beverage trade exhibition
International food exhibition
www.gulfood.com
www.cibus.it
INDEX OF ADVERTISERS ANSELMO www.anselmoitalia.com BÜHLER www.buhlergroup.com
2-3 BACK COVER
IMPERIA & MONFERRINA www.la-monferrina.com 29 LANDUCCI www.landucci.it
9
CAPITANI www.capitanionline.com
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MININNI www.molinomininni.com
CASTIGLIONI www.castiglioninedo.it
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NICCOLAI www.niccolai.com
CUSINATO www.cusinato.com
11
PAVAN www.pavan.com
INSIDE FRONT COVER
DE MARI www.demaripastadies.com
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STORCI www.storci.com
7 - INSERT
DEMACO www.demaco.com
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TECALIT www.tecalit.it
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TRAFILE TURCONI www.trafileturconi.it
15
ZINDO www.zindo.it
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FAVA www.fava.it FOODTECH www.food-tech.it
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22 - 23 31
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INSIDE BACK COVER FRONT COVER - 4
October / December 2019