FOOD & BEVERAGE INDUSTRY AWARDS
Food Exporter of the Year Della Rosa Fresh Foods
D
ella Rosa Fresh Foods makes premium gourmet, restaurant quality, ready-made prepackaged pizzas and pizza bases, using authentic artisan techniques. The company services Coles, Woolworths, Metcash & IGA nationally in the retail sector; and also operates within various food service channels. Recently breaking into the Asian export market, Della Rosa has successfully partnered with Metro Cash & Carry supermarkets across China, Vietnam and Japan to develop a range of vegetarian pizza products tailor made to the Asian consumer’s palate.
fueled further opportunity to export into other parts of Asia and as such in mid-late 2016 Della Rosa expects to launch another tailored range into Taiwan via Costco supermarkets, and soon after that into Korea via their partners E-Mart Supermarkets. To accommodate this expansion into Asia, the company has invested heavily in its manufacturing facility to streamline the production process and increase capacity. Their facility in Campbellfield Victoria, is designed and built to the highest international industry standards. Brand new Italian made equipment,
"Della Rosa has partnered with Metro Cash & Carry supermarkets across China, Vietnam and Japan to develop vegetarian pizza products tailored to the Asian palate." Export success has put the company under the spotlight and the company’s success has been used as an example by the Australian Trade Commission, which based an online campaign intended to encourage such exports, on the company. Since Della Rosa’s launch into the Chinese market this momentum has
designed and commissioned in-house can bake 4,500 pizzas per hour; a three-fold increase on current outputs. Since it began exporting to China, the company has used the momentum and learning experience to fuel further opportunities to expand and sell into different countries and sectors of the food industry.
The company has found that the key to success is to simply give customers what they want and not attempt to sell what they already produce for the Australian market. Della Rosa has worked closely with international partners to develop and deliver on a number of attributes that are particular to the region; they’ve found that their product has become sweeter than what it sells within Australia - and offer a variety of flavour profiles that don’t ordinarily attract the Australian consumer. The learning process to develop and launch export ready products has been long but worthwhile. It has tested the team’s ability
to work together on a number of management levels. Developing a range for another market completely foreign to your own brings together your ability to sell, market and also the immense amount of work that needs to be carried out around quality assurance. However, the effect on sales has been amazing; the company is no longer limited by Australia’s small population and the ceiling that exists on the value of the industry within Australia. Della Rosa Fresh Foods 1300 850 749 dellarosa.com.au
(Left to right) Aleandro De Lorso, Emilio De Lorso, and Luca De Lorso of Della Rosa Fresh Foods were on hand to accept the award.
www.foodmag.com.au | Oct/Nov 2016 | Food&Beverage Industry News 23