COMPANY PROFILE
important pasta manufacturer in Gragnano with its two plants, one for long pasta cuts and the other short pasta cuts. Garofalo has always been a reference
point for the high quality of its product and production processes, made now even more effective thanks to the combination of technology and century long artisan know how. The history of pasta in Italy is Garofalo’s history.
OWNERS BUSINESS? l Garofalo is Italy’s No.1 premium pasta brand combining vast experience and knowledge with state of the art production and offers the Italian’s favourite pasta brand to delicatessen stores across the UK, and it is not available in the UK high street supermarkets. The premium product commands a premium retail price and allowing for an excellent gross margin. Garofalo makes a vast number of shapes, across all of its five ranges of pasta, from the familiar fusilli to the not so familiar Lumaconi available to order in the UK via wholesaler distributors. All five ranges, which include traditional pasta, organic pasta, organic whole wheat pasta, gluten free pasta and children’s pasta, are under the one quality brand umbrella of Garofalo. Consumers who are familiar with the quality of the Garofalo pasta range or shape they regular buy trust the brand to extend the quality across all its ranges making the extra pack purchase or the extension to a different range of pasta straightforward and an easy sell. The gluten free free range of 8 shapes launched in 2014 has been of particular interest, more and more consumers are increasingly buying gluten free products and can trust the quality of Garofalo gluten free from the halo effect of the brand. Garofalo offer a Point of sale pack
HOW CAN GAROFALO IMPROVE A DELI
pasta names to shapes. The POS pack, full of useful tools, has been produced to grab consumer attention with aim of increasing sales of Garofalo pasta within the stores using it.
YOURSELVES TO THE COMPETITION? l Very favourably! Starting with the provenance, Garofalo pasta is from Gragnano the birth place of pasta in Italy, where generations of knowledge and skill are concentrated. Over 200 years of experience are a huge advantage in the development and production of Garofalo’s signature range. 2nd and 3rd generation workers have incorporated decades of knowledge of pasta making with the efficiencies of today’s technology resulting in a completely controlled production ensuring a consistently high quality pasta whatever the shape in every pack.
HOW WOULD YOU COMPARE
to delicatessens stocking our pasta. Garofalo’s point of sale includes shelf edge labels, wobblers and posters. One of the posters highlights the vast number of pasta shapes available, as well as being very visual it is also informative for consumers relating
Understanding how pasta is made helps to explain why Garofalo pasta is well received by consumers for its taste and texture, remaining al dente once cooked and setting it apart from other pasta makers. Pasta is simply made with water and durum wheat semolina and you can’t produce excellent pasta if the best wheat is not used. It is the quality and quantity of gluten present primarily that determines the quality of the wheat and we only use high quality robust durum wheat semolina meeting strictly controlled criteria, the result a consistent, high quality pasta, which is always a pleasure to eat every time!
Garofalo are one of the only pasta
makers to use clear packaging for all of their ranges, with the philosophy we have nothing to hide, there are no broken bits of pasta at the bottom of the pack and we also believes the pasta is beautiful to look at. The Garofalo pasta pack becomes instantly recognisable on the shelf with the pasta being the hero and not the pack design.
STATEMENT? l No matter what avenue we choose our mission is always clear: To provide you with the best pasta available. We are very passionate about this, our PASSION is the reason why, everyday, those who choose Garofalo pasta can be sure of enjoying a unique experience. Making handcrafted pasta for
WHAT IS GAROFALO MISSION
Garofalo does not mean having out dated machines or producing product by hand, but knowledge, modern technology and a sound philosophy of production. As artisans do, Garofalo carefully control every single aspect of the process until the final result is what they consider the absolute best pasta.
THE COMPANY? l Garofalo will continue to do what we have been doing for over 200 years and continue to consistently make high quality pasta! However we are investing in a new production line in the factory in Gragnano specifically for short cut pasta; capacity has been reached on the current lines due to increased volumes across the world and development of new shapes. Specifically, for the UK we see a rosy
WHAT DOES THE FUTURE HOLD FOR
future! Garofalo in the UK distribute through wholesalers, which does not give us the chance to meet you, the deli owner and so it was incredibly encouraging when we recently had the opportunity to meet some of you at the Farm Shop and Deli Show. The feedback from store owners stocking Garofalo pasta was so positive; their customers love Garofalo pasta for it’s quality, ranges and shape diversity. We see a future with Garofalo pasta stocked in an increasing number of deli’s, farm shops, cafes, garden centres and independent stores throughout the whole of the UK, and many happy customers. l
www.pastagarofalo.it The Delicatessen Magazine 29
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