"It is necessary that each actor of the production line, taking off from simple executer of a technical production plan, becomes a protagonist, transferring his or her entire know-how in every package of pasta. The territory, the harvesting, the storage, the preparation of the dough, the procedure, the drying, the packaging are all factors that play on a fine balance and we are all seeking to optimise each passage, although realising that this is going to bring about an inevitable increase in production costs."
"Obviously we knew that to make these costs sustainable it would be indispensable to position ourselves and to communicate in a certain manner. We have therefore used the same approach we had used in the past: How can I enhance the design of my product? How can I communicate its quality? How can I create a truly involving brand experience?"
"To market the pasta a package had been designed in the shape of a cardboard cube, with windows in plastic that allow the immediate recognition of the pasta's shape. The cube is very functional during transportation and conservation of the pasta, because it protects it from humidity and can be stored anywhere. At the same time, it is possible to close it once the desired amount has been dosed out, without having the package break and its contents get scattered. Furthermore, in the creation of the ideal package, we started by the needs of the chef, who stores pasta in drawers; in this context the cube with the visible product from above was the most rational and convenient solution."
"The cube is also an excellent means of communication. Its faces not only are used to communicate who are the actors of the production process, but also to allow the consumers to visit the place of origin of the product itself, by means of a system of traceability. Entering the site of Pastificio dei Campi and inserting the product code, it is in fact possible to know the field in which the grain purchased was grown, the moment of its planting, the day in which it was harvested, the silo in which it was conserved for the entire period leading to the milling. And still further, the mill in which the miller ground that grain so that it would become bran of durum wheat, the day in which was delivered to Pastificio dei Campi and the day in which the bran became pasta, thanks to the work of the pasta maker, and the day in which the pasta was loaded into the packages by the packer."
The entire life of a package of Pasta dei Campi is thus traced and the protagonists of this story finally have a face and a precise place. But will there be a happy ending?
"Pasta dei Campi today is sold in selected gastronomy shops and in the most prestigious Italian and foreign food markets. In Italy it is sold at the Rinascente of Milan, at the gastronomy shop Roscioli in Rome, at the Enoteca Di Leva of Gragnano. Outside national boundaries it is available at the Bon Marché in Paris, at Harvey Nichols in London, from Mmmmh in Brussels, from Isetan in Tokyo or from Pusateri's in Toronto. Some chefs of the highest level have chosen it for their own restaurants: Gennaro Esposito of the Torre del Saracino, Andrea Berton of the Trussardi alla Scala, Libera Iovine of the Melograno of Ischia, Alessandro Boglione of the Castello di Grinzane and still others."
Giuseppe Di Martino showed us that to have a vision and to pursue it with tenacity are the necessary premises for success. The rest was accomplished by the ability of telling an interesting story and the attention given to the needs of the consumer in planning the product Pack.
And so that it is a happy ending, with the hope of soon hearing other stories like this one, whose protagonist, why not, could be one of these students. We'll be waiting to see, but in the meanwhile we thank Giuseppe for this extremely interesting lesson.