“ Another assorted selection – the manager points out – is the one about the seasonal packaging, such as the metallic ones that can be reused as containers and allow people to see our brand every day.” For us, being able to be near to our international clients and their cultures is a source of pride, as is being present in their most important holidays.”Įven non-religious festivity such as the “Tiramisù day”, very famous in the States and unattainable without Vicenzi’s savoiardi. Like the packaging that features, on its back, the Om-Ali recipe, one of the most important dessert in the Arabian world that can be prepared with one of our products as well. We are happy to know that many families use this Italian product to celebrate such important festivities, people who live so far away from us, cultures so much different from ours but that appreciate ‘Matilde Vicenzi’ and its history. Another much-appreciated packaging is the one created for the Eid Mubarak, the most important Middle-East holiday that celebrates Ramadan, which starts in April and ends in May. Or the packaging for the Qatar National Day, or the one for the Arabic holiday Eid ul-fitr, the Dia de la Madre for Chile and the Moon Festival in China. “ Our graphic designers – Merolla pointed out – designed specific packages for each occasion, like the “Happy Diwali tin” for the annual festivity that takes place in India at the beginning of November. Or even the Millefoglie’s – made of 192 layers of pastry – boxes that can be personalized based on the festivity. The packaging differentiation represents one more added value in the brand’s foreign policy, like the “Season’s greetings” for holidays or religious festivities. (Export Marketing Manager – Vicenzi Industria Dolciaria)įrom America, to Middle East and Asian East, the famous ‘Matilde Vicenzi’ logo represents the Italian patisserie, and some of its most fascinating sights, like Rome, Venice and the Cinque Terre, are depicted on special metallic packages. We reached several countries and the most important chains.”

In the USA, just like in China and Germany, we focused on the social network as well and created dedicated web pages. We also have an export area that oversees several parts of the world and, lastly, a specific branch in the United States to satisfy all the commercialized areas’ needs. This is possible thanks to the strong relationship with our distributors, who we help with dedicated programs and strategies, a strong back office, and a logistic department able to serve our clients in the best possible way. “ We do our best to satisfy the needs of consumers everywhere – she said – and to raise our income with a structured presence even outside Italy. Strategies were presented by Simona Merolla, Vicenzi’s export marketing manager, during the workshop organized by Cibus Lab and Gdo News “Celebration cakes, the Italian tradition: Outlook and challenges.” It is a result of the important promotion work carried out overseas as well, thanks to the most important certifications (among which are kosher, halal and gluten free), fifteen automatized production lines and, mostly, a well-structured marketing department. Export is just one voice but it was worth 30% of the Venetian company’s 124 million euros 2020 total revenue, for a company that can be found in the most important international markets. Vicenzi Industria Dolciaria’s export has continuously rising numbers. Vicenzi: the Italian pastry protagonist in the festivities in the different cultures of the world

Matilde vicenzi logo