Interview to Cioccolati Italiani: the surplus is the format!

Cioccolati Italiani is the best place where you can go if you want to taste real good chocolate! There is a kind of chocolate for each of you, from icecream to bars, brioches, cakes, you just have to think about something and order it: the Heaven!

The first shop was created in Naples on December 2008 and the idea of a place where people could taste precious and unusual chocolate delights hit it big, so they dedided to expand soon in Milan on February 2009. Here customers answered successfully to the new format that was introduced, something original even in such a big city.

Speaking with Vincenzo Ferrieri (his father opened the first shop in Naples) that’s what I discovered:

– How did you develope and spread this new format?

The most difficult thing was to standardize processes in order to materialize what we had in our mind and to create a particular new format, different from the competition, where the act of eating chocolate is an involving experience. The difficulties consisted in finding the right production lines certificates, in the suppliers’ choise, in meeting exactly the unsatisfied needs of consumers… Suppliers are very jealous of their product because they want to be sure that it is used in the right way, promoting its quality and underlining the fair origin.

when we opened in Milan we didn’ t focus on advertising, we simply paid two consulting agencies and a press agency for the first year, which “made the name of Cioccolati Italiani go round”. A big opportunity was the arrangement of the collaboration with the Costa Group at the Furniture Fair.  The rsult was that we reached the breakeven point in 8 months, the average is at least one year and half. Despite the consistent initial investment it revealed a great success, considering that the shop is not located on the main street but you have to go intentionally. It was a bet also because in Naples the other confectionery is in a shopping centre, with a different target of clients, different mentality and of course a different format too.

– How did you choose the suppliers?

The secret was starting from the product itself and arriving to the product as it is conceived in the customer’s mind! What stays in the middle is worth of attention anyway. What I’m trying to say is that we wanted to give visibility to small craftsmen, who works in small ateliers and make small delights on their own; the idea was to join them under the same roof to strenghten their position. The first trouble was to match many “First Ladies”, with independent concepts and own skills. We convinced them because we decided to underline quality and to emphasize their name: we don’ t produce chocolate, we select it!                                                        In France and Belgium chocolate is produced more or less in the same way, in Italy there is a different tradition in each place: Turin, Perugia, Piemonte, Modena… and for this reason we select the best proposals, Silvio Bessone, Fabrizio Galla, Francesco Sella… 

– What exactly do you make here?

Pastries are made here, icecream and everything what is connected with the transformation of the craftsmen chocolate. We use the bars of Bessone and Sella to produce delights and Roberto Lobrano takes care of  the icecrem processing. An interesting thing that we introduce in the organization is to entrust a specific unit to an expert of the field: Roberto Lobrano for icecream, Besssone, Galla, Deriso for chocolate, Cioccolati Italiani for coffee…

  – What about your staff?

Here in Milan there are 18 people, but it is difficult to find skilled people. Two weeks are necessary as vocational education, but in the field of icecream it is one months. Although the turnover of shopassistants is quite high we focused on the support of a kind atmosphere, which can be perceived by our customers too. The strengh point is the relationship with the client because here chocolate is not only food, it is an experience.

– Any future improvements?

Probably we will focus on visual attraction of design. The caveau where we stock bars is fascinating but we need something like a small exhibition of our products in order to attract clients and to make them trying something new or buying something that they wouldn’t have seen behind the counter. With the same purpose we will also add small pieces of chocolate to taste.

Here there are other fotos of the location:

The caveau:

  

  

  

  

  

The shop:

  

 

 

 

 

 

Vincenzo Ferrieri:

  

  

  

  

  

 

 

 

 

 

 

And that’s to convince you that at Cioccolati Italiani chocolate is an experience: try it! 

 

Annunci

What a world without Nutella!

The biggest Ferrero success, not only for Italian families!

Nutella  is the brand name of a hazelnut-based sweet spread registered by the Italian company Ferrero at the end of 1963. The recipe was developed from an earlier Ferrero spread released in 1949. Nutella is sold in over 75 countries.

Gianduja is a type of chocolate containing approximately 50% almond and hazelnut paste. It was developed in Piedmont,  after taxes on cocoa beans hindered the diffusion of conventional chocolate.

Pietro Ferrero, who owned a patisserie in Alba, in the Langhe district of Piedmont, an area known for the production of hazelnuts, sold an initial batch of 300 kilograms of “Pasta Gianduja” in 1946. This was originally a solid block, but in 1949, Pietro started to sell a creamy version in 1951 as “Supercrema“.

In 1963, Pietro’s son Michele revamped Supercrema with the intention of marketing it across Europe. Its composition was modified and it was renamed “Nutella.” The first jar of Nutella left the Ferrero factory in Alba on 20 April 1964. The product was an instant success and remains widely popular. The estimated Italian production of Nutella averages 179,000 tons per year.

Composition: Nutella is a modified form of gianduja. The exact recipe is a secret closely guarded by Ferrero. According to the product label, the main ingredients of Nutella are sugar and vegetable oils, followed by hazelnut, cocoa solids and skimmed milk, which together comprise at most 28% of the ingredients. The recipe for Nutella varies in different countries: for example, the Italian formulation uses less sugar than the product sold in France. Nutella is marketed as “hazelnut cream” in many countries. Under Italian law, it cannot be labeled as a chocolate cream, as it does not meet minimum cocoa solids concentration criteria.

Nutella is marketed in a variety of packages: its typical containers have always been made of glass, though plastic containers are more common in the USA, Canada, and Mexico. Some of the most popular glass containers are quite small, the size of a standard water glass; they can be used as normal table glasses once the product has been consumed. They have a simple white lid on the top that is disposed of when the product is finished.

Just look at that photo and….Choose YOUR size!

What makes Nutella special is

– its traditional recipe

– it is timeless

– it is suitable for everybody…except those who are alergic to hazelnuts 😉

– you can eat it at breakfast or better whenever you want!

…and finally, but I could go on until tomorrow, you can put it whereever you want!  This is just a deliciuos example:

Summarizing: Big company, Huge Success, International Product, Many People, Many Sizes, Many Uses…

What a world without Nutella!

Published in: on maggio 30, 2010 at 10:39 am  Comments (17)  

Just for myself

This photo clearly shows what I’m going to speak about today: pudding!

It is one of the easiest delight that you can do with chocolate, and of course one of my favourite: the simplicity of the ingredients, of its form and its taste conquers the palate of the young and the adults and can be proposed in many different recipes.

Pudding reminds me when I was a chils and my mother, in a raining cold Sunday, prepared either hot chocolate or pudding for the whole family. It was a moment of union and happyness which I remember with pleasure. Now, when I’m sad or its a grey winter day, I make pudding on my own, just for myself, like if it was a way to make the past overrun the present and with it the tranquillity of my childhood with biscuits soaked into chocolate!

Of course the result is more like this photo, not the one at the top of the page, but the simbolic value that I give to it doesn’ t change! What do you need? Only a spoon!

My favourite taste is chocolate, but many variants are available to satisty everybody: vanilla version, with strawberries, with amaretti and bayles, waffels, caramel…

Let’ s watch how a good pudding can be made at home, on your own , to taste as a medicine for loneliness or with the company of some friends.

 

Published in: on marzo 20, 2010 at 12:22 pm  Comments (3)  

Welcome to Chocosphere!

Hello World!

Here is Linda. Welcome to my Chococreation: a blog full of rich creamy chocolate posts.

The reason why I chose this topic is that  I am a chocolate Enthusiast (with capital E of course!). In my opinion chocolate has no competitors: fresh, delicious, wickedly satisfying, it’ s the pleasure of taste.

I don’t think people realize how much chocolate can effect the emotions. I love chocolate because it provides me a quick visceral pleasure. I get the best rush from eating my favorite pieces of chocolate. Every time it’s like returning back to my childhood when there was always someone who could comfort me in the time of need.

I know it can seem weird to someone who doesn’t  have passion for chocolate like I do but I can affirm that when life is hard, chocolate helps…

The taste of chocolate is perfect like a sphere, is amazing, and so are things you can do with it. The purpose of this blog is to discover all possible uses of this delicious and why people love it: chocobars, chocosweets but also chocofestivals, chocosculptures, chocofilms and the magic atmo-sphere around them.

Warnings: – not suitable for diabetics
                       – it may contain nuts 😉

Let’s start!

Published in: on febbraio 26, 2010 at 2:02 am  Comments (3)