The Evolution of Made in Italy : Case Studies on the Italian Food and Beverage Industry

This book deep dives into emerging consumer trends in the food and beverage industry in Italy, particularly in light of the COVID-19 crisis, and explores how firms have evolved to meet consumer needs and succeed in this challenging context. Through a series of case studies, the authors explore the food and beverage industrys defining characteristics and how each particular sector has become so important to the Italian economy. Drawing on cases that feature small, medium and large enterprises, the authors reveal how firms have adapted their business strategies to meet new customer demands and market trends, highlighting the winning characteristics of the ever-evolving Made in Italy brand, concluding with a recommended strategy of best practices for future implementation. Providing examples that can be studied, applied and analyzed by researchers, students, and practitioners, this unique book offers a detailed understanding of the different innovations and adaptations that companies in the food and beverage sector have put in place in response to ever evolving markets and trends, and how innovation becomes the key to success. Vittoria Veronesi, Ph.D., is a Senior Lecturer in Operations and Technology Management at SDA Bocconi School of Management, as well as Adjunct Professor of Technology, Innovation and Operations Management, Business Strategy in Creative Industries and Fashion Companies Management at Bocconi University. Her other roles include Director of the Master of Management in Food and Beverage (2017-2021), Director of Altagamma Academy, Director of the Food Experience and Hospitality Management Concentration at the Master of Fashion, Experience and Design and official Faculty member of the Luxury Business Management Concentration at MBA and Made in Italy Concentration at EMBA. Martina Schiavello is an international professional with experience in innovation and strategy within the food and beverage industry, both in fast-paced startups and large corporate companies. Her work has included leading R&D and innovation for sustainable fast food chain Clover Food Lab in Boston, and research and consultancy work for food-tech consulting Forward Fooding and Food+ by Compass Group through SDA Bocconi. In addition, she has managed the expansion and innovation of the cloud kitchen vertical for Glovo Italy Foreword Acknowledgments Contents List of Figures Chapter 1: Introduction Note Chapter 2: The Food & Beverage Industry in Italy Food & Beverage and Made in Italy The Italian Food & Beverage Supply Chain Key Figures Note References Chapter 3: Post-Pandemic Trends in the Food & Beverage Industry What Happened During the COVID-19 Pandemic? Authenticity: Valorizing Local and Regional Excellence Sustainability: A Shift to Purpose-Driven Consumption Transparency: A Need for End-to-End Visibility Digitization and Tech: The Evolution of Experience and Efficiency References Chapter 4: IGOR Gorgonzola Company History and Profile Authenticity: passion for gorgonzola Sustainability: commitment to positive impact Transparency: sharing the gorgonzolapassion Digital and Technology: Gorgonzola 4.0, a new industry Reference Chapter 5: Venchi Company History and Profile Authenticity: tradition, allegria and balance Sustainability: purpose in production and health Transparency: short, controlled and certified Digital and Technology: the game of chocolate References Venchi Internal Annual Reports Chapter 6: Calvisius Caviar Company History and Profile Authenticity: the ancient craftsmanship of caviar Sustainability: the adoption of the circular economy principles Transparency: knowledge through traceability Technology: quality and animal welfare Notes References Chapter 7: illycaffè Company History and Profile Authenticity: the road to taste, happiness and art Sustainability: the impact driven by coffee Transparency: traceability and knowledge of coffee Digital and Technology: a new way to experience coffee Notes References Chapter 8: Ca′ del Bosco Company History and Profile Authenticity: the art of franciacorta terroir Sustainability and Transparency: respecting franciacorta soil Digital and Technology: innovating an art Notes References Chapter 9: Nonino Company History and Profile Authenticity: a family’s respect for a lost craft Sustainability: purpose for local heritage Transparency: label as an identity card Digital and Technology: the art of Grappa storytelling Notes References Chapter 10: Da Vittorio Company History and Profile Authenticity: tradition with creative genius Sustainability: a local community around food Digital and Technology: the fine dining tech Notes References Chapter 11: Panino Giusto Company History and Profile Authenticity: the art of the Italian panino Sustainability: impact through a panino Transparency: a just supply chain Digital and Technology: understanding scalability Notes References Chapter 12: Lessons for Mangers and Entrepreneurs Key Lessons in Nutshell Authenticity: creativity and storytelling Sustainability: creating positive impact Transparency: traceability and knowledge Digital and Technology: the 4.0 revolution Next Steps Notes Index