Specialty Food Magazine

JUL-AUG 2012

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

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Page 142 of 207

Corzetti coin-shaped pasta from Liguria Most of the artisanal pasta is coming from Gragnano or Naples in the Campagna region—where pasta making and bronze dies were born. "We sometimes bring in guest chefs from Italy to prepare special dishes with the pastas. For example, we recently had a chef in from Abruzzo," Di Palo says. "Once consumers see and taste the pasta, they want to try it at home." This strategy is in evi- dence at Eataly, where all of the cuts used in the mar- ket's restaurants are sold in the retail store. Eataly also features special merchandis- ing displays for the unique cuts in the center of the retail area. "We use signage promot- ing the uncommon cuts and the best sauces to serve with them," Borri says. "Our employees are edu- cated on all of the pasta cuts and how best to serve them," of Di Palo's Fine Foods, based in New York City's historic Little Italy. "While these are still highly popular places to visit, Americans are now visiting lesser-known cities and experiencing the local pastas: pici in Tuscany, tajarin in Piemonte and trofie in Liguria." As more Americans travel, on returning home they want to replicate the cui- sine they experienced in Italy, Di Palo adds. But that doesn't mean they know quite how to create those meals at home. Di Palo contends that most Americans still have to be taught about true Italian pasta and what is special about cuts from each region. This is why signage, education and well-conceived promotions are essential. Di Palo Fine Foods offers verbal explanations at merchandis- ing displays and features in-store tastings and demonstrations. 120 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com he continues. Eataly also cross-merchandises the pasta, such as placing trofie near the olive oil, its recommended accompaniment. Good Value It can't be overstated that part of the appeal of pasta—even spe- cialty pasta—is an appealing price point in a tough economy. The price is higher among artisanal varieties, but not prohibitively so. "Consumers can still buy a kilo of [artisanal] pasta and a jar of sauce and feed a family of four for about $10," Borri says. The combination of new shapes, artisanal flavors and an attractive price make these up- and-coming specialty pastas destined for success.|SFM| Vanessa Facenda is a freelance writer who covers retail, food, consumer packaged goods, entertainment, licensing and housewares.

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