We interviewed Giampiero Calzolari, President of Bologna Fiere and of one of the most important brands in Italy, Granarolo. We chatted with him about the trade fair world, its future evolution and how it is a strategic sector to tell the value of Made in Italy in the world.
What is the Role of Bologna Fiere in an International Event to Strengthen the Role of Italian Fairs as Platforms for the Promotion of Made in Italy?
The Bologna Fair is the most internationalized Italian fair among the significant fairs on our planet. For some time we have been carrying out systematic initiatives abroad with some of our brands, and today being here, for us, means presiding over an important fair, but also opening a relationship with the organizers, it means putting ourselves in a dimension of further challenge. Made in Italy is a great resource for our country, those who make fairs know they can count on an important base, taking it to the world is simple but not easy. You have to work constantly to strengthen relationship and integrate with other operators. Here we also participated in the set-ups and we are very satisfied.
What is the key to communicating the value of Italian craftsmanship and excellence in the American market?
Telling the truth. There are many small and medium-sized companies that have been able to meet the international challenge and beyond, maintain an excellent relationship between the tradition of food and the ability of innovation without ever losing the focus on territoriality.
In an ever-changing exhibition world, how is Bologna Fiere changing its approach to attracting international exhibitors and buyers?
We cultivate the communities of our exhibitors, and we are taking a lot of ownership of what is the new feeling going through those who produce. We are at the disposal of industrial districts and we are in a moment of reflection on prospects. The Fair cannot just be a display of the existing but a place where future scenarios made of lights shadows, risks, opportunities are imagined. The Fair is only commercial exchange but also integration of cultures and reflection with respect to the evolution of the short and medium term.
What does it mean for a brand to be here today?
I am also president of an important brand, Granarolo, and we are present here. The United States is a big market, there are important discussions about duties but there is a common feeling between the American consumer and the European tradition, particularly Italian, that makes us consider this a strategic country and on which there is still much to do. Occasions like these are useful to accredit and strengthen the work with commercial and promotional networks.
The article Giampiero Calzolari at New York’s Fancy Food Show: “the Fair is not just an exhibition but a place for perspectives” comes from TheNewyorker.
Poi racconto l’ultima cosa che ci tengo per l’aspetto food, due segreti che ho imparato in questi 20 anni.
Il primo: se si guarda la mappa degli Stati Uniti d’America e si tira una verticale tenendo Chicago dentro, l’80% dei consumi alimentari sono su questa costa e quindi un focus estremo sull’east coast è fondamentale per sviluppare il business.
Secondo: io ho vissuto anche al di fuori di New York, sono stato 3 anni in Iowa e non solo, il prezzo medio di un prodotto alimentare italiano è uguale sia a New York che a Des Moines, Iowa. Cosa vuol dire questo? Che mentre se io vivo e mi sposto a vivere a Des Moines, l’appartamento che prendo in affitto probabilmente mi costa un decimo rispetto a quello che sto pagando in questo momento a New York, il prezzo del food è esattamente lo stesso.
Bisogna capire, a livello culturale, che per gli americani il prodotto italiano è comunque un prodotto di alto livello di lusso, e poi che chi fa distribuzione su questo paese ha capito le nostre unicità e quindi ti posiziona alto, non ti posiziona mai basso. Non è che tu vai a Nashville e trovi il prodotto italiano un decimo di quello che viene venduto a Manhattan a New York, viene venduto allo stesso identico prezzo. Focalizziamoci su questo e facciamo lo sviluppo perché è un’occasione unica.
L’articolo Summer Fancy Food, Franco Denari: “Vi spiego perché questo è il momento di investire negli Stati Uniti” proviene da IlNewyorkese.
