Rovangnati

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ROVAGNATI

UNBEATABLE ITALIAN MEATS

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Rovagnati

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PROFILE

Italian family-run Rovagnati is taking North America by storm with its range of high-quality Italian salumi, including its first line of cured meats with “no-nitres ever”. Perfect for many consumption occasions, the meat of the product is in the taste – and it is one that few can beat, attests CEO of Rovagnati, North America, Jim Mitchell, in an interview with Andy Probert.

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talian food, has been at the heart of the Rovagnati family for nearly nine decades.

Their first tentative steps into business were taken producing butter and cheese in the 1940’s in their home town of Biassono in Lombardia region, Northern Italy. But it was a young and ambitious son, Paolo, who set his mark on the family business.

During the 1960’s, Paolo convinced his father Ferruccio to start experimenting with producing cured meats, salami and prosciutto. The innovative son had been studying new production methods. He believed he could produce a high-quality prosciutto cotto (cooked ham) which at the time was considered a low-quality product.

Paolo helped increase and expand his father’s business, eventually taking over in 1968. Since then, the company has continued to grow and achieve international recognition and prominence. It is now renowned for its cutting-edge technology, dedication to innovation and quality, and its signature product: Gran Biscotto prosciutto cotto (Italian cooked ham).

Since 1985, Paolo Rovagnati’s ingenious idea of branding the Gran Biscotto name into the skin enabled it to stand out from other ham producers.

The parent company has six factories in Italy and exports to nations across Asia and Europe. And while supporting the Italian tradition through its premium charcuterie range, Rovagnati, which dominates 20% of the prosciutto cotto market in Italy, has now focused on taking these products to a wider market. North America, no less!

“It was Paolo’s long-term dream to come to the US. Because of his entrepreneurial nature, he began developing technology

to create a product with no nitrites. After his passing, his wife and sons are determined to bring his vision to fruition,” said Jim Mitchell, CEO of Rovagnati’s North America operations.

In 2017, Mr Rovagnati’s wife and two sons determined to bring that vision

to fruition. Mr Mitchell explained the company first supplied into foodservice, specifically the Eataly chain, as “they understood the quality, taste profile, and brand recognition of Rovagnati’s products, and were a big supporter and early adopter of our range.”

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ROVAGNATI

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No nitrites ever Five years on, Rovagnati North America has opened a 45,000 sqft facility in Vineland, New Jersey, to act as a hub to produce, age, slice, pre-package, and distribute salumi and charcuterie products imported from Italy. By the end of 2022, the facility will employ 50 people.

The company now has two product lines: its traditional charcuterie range of salamis, mortadella, Italian prosciutto cotto and prosciutto crudo; and its ‘nonitrites ever’ panini sandwich line which is a prosciutto cotto range. The latter features three flavours: smoked, pesto and spicy, and will introduce two new ones: classic and a cranberry.

Mr Mitchell emphasised: “The no-nitrites ever line is different from the traditional charcuterie products in the US and will compete against the very high-end American sandwich meats.”

The company initially had USDA backing to declare ‘no-nitrites added’ on its packaging and has followed that up at the turn

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of 2022 to ‘no-nitrites ever’. Mr Mitchell said this was exceptionally important “because we have worldwide patented technology that uses Mediterranean spices and fruit extracts in the process.

He added: “We don’t have to add additives or vegetable nitrites in the process. So we have an advantage over competitors in US, who can only say ‘no nitrites added’.”

Geographical coverage in the foodservice channel continues growing fast through partnerships with an increasing number of distributors. The US facility has dedicated spaces for slicing and seasoning, thus creating premium products directly on-site that perfectly meet American customers’ needs, tastes, and expectations.

Mr Mitchell acknowledged: “Back in Italy, the parent company carefully and rigorously selects the meats used in our products and monitors the entire supply chain while fully respecting the environment, people and food safety.

“And as part of its commitment to continuous improvement in the nutri-

tional quality of its cooked meats, the ‘no nitrites ever’ assurance has been established meaning customers know and appreciate our cooked sandwich meats eliminate any kind of preservatives.

According to Mr Mitchell, Rovagnati North America harbours ambitions of developing its New Jersey facility further over another three phases, allowing it to eventually operate a 700,000 sqft production floor.

He said the facility already has two clean rooms, which enable the product to be sliced in a sterile environment which maintains extremely low levels of particulars such as dust, chemical vapours and airborne organisms, which enhances the taste profile, food safety and performance of the product.

Expansion on the agenda Mr Mitchell reflected that despite the competitive market, its products are now circulating in grocery store chains, including one which has 153 stores on the East Coast.

Products are also rapidly expanding out to the Midwest and the South West.

“Consumer feedback has been great,” he said. “The product quality taste is off the charts. Getting into the buyers’ mouths has been transformational for them and us. Offering five different flavours of ham in a sandwich every day is a great option for families. Additionally, we can offer a full range of meats in the pork family.”

He added: “Over the next year, you will see us continue to roll out our sandwich and charcuterie lines to more grocery stores. We are also working on new packaging variations that allow the consumer to see more of the product.”

Rovagnati is also looking to extend its salami line with snack variations, with eight salami sticks of three flavours in a pack. “There’s not a lot of pork/salami stick products out there, so we aim to take advantage of that.”

With a great product and name recognition, the company wants to capitalise on its strong foodservice business and expand to retail across North America.

“We have doubled business in the last few years, and we aim to double that again in the next year,” he added, confidently.

“While our foodservice channel was badly affected by Covid-19 with many accounts closing, we bounced back with a 50% gain, and we think 2022 will be the first clear year when restaurants and other venues get back in business and are fully opened.”

Realising Paolo’s vision Challenges in the North American market revolve around competition and the ongoing need to educate the US population about the ‘no nitrites ever’ sandwich line and breaking their buying behaviour to switch to a high-end quality product.

“The mindset of the American sandwich consumer is not thinking of flavoured Italian prosciutto cotto. Yet it gives them

a better tasting, higher quality product as an option.”

Mr Mitchell added: “We also have the patented technology allowing us to produce no nitrites ever, as a point of difference.

“With our clients and suppliers, we have a policy of doing what we say we will do.

All this helps to build long-lasting trust and loyalty.”

With Rovagnati North America shifting around 500,000 kg of product annually, Mr Mitchell said: “Looking ahead, the charcuterie sector continues to expand, with people expanding their home culinary experiments. We believe Rovagnati will grow in North America and further realise Paolo’s vision.” n

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