Barilla - Institute Of Culinary Art Italy

COMPANY PRESENTATION
PRESENTAZIONE DEL GRUPPO History
Storia
A family writes the history of a great company.
BARILLA GROUP: 136 YEARS OF HISTORY
LET’S MOVE FORWARD, MOVE FORWARD WITH COURAGE
3
PIETRO BARILLA
1877 The Barilla story begins with Pietro Barilla in a
bread and pasta shop in the center of
Parma.
“In the history of our company there are many
stages, many episodes, many events that remain
and that are like the steps of a staircase. Its
dominant trait, however, is the pioneering generation
before which I always bow with great devotion,
admiration and gratitude.”
Pietro Barilla
4
RICCARDO BARILLA
1910 First pasta factory and first trademark.
Riccardo and Gualtiero, Pietro’s sons, at the
helm
of the company.
“I started working when I was thirteen years old. My
father would send me with our handcart to fetch a few
sacks of flour, which were then transformed into bread
in our old small brick oven. After a few years, in a small
shop, with the help of my sisters and my mother who
worked at the counter, we sold the bread that my father
and I produced by working for up to 18 hours a day.”
Riccardo Barilla
5
PIETRO BARILLA
1947-1971 After Riccardo Barilla’s death, in 1947, his
the
production
intense
1975
.
sons Pietro and Gianni took the reins of
company developing modern
systems and engaging in
activities.
Mulinocommunication
Bianco is created.
1979-1993 Pietro Barilla returned to the helm of the
based
pasta and
company and promoted a long-term
industrial and advertising strategy
on the idea of re-launching
the “Italian” first course and developing
the offer of bakery products.
“It is my belief that three characteristics of a
businessman are courage, intuition and optimism. I
think that the entrepreneur has an important role to
play no matter what his field. But the food sector has a
specific role, I would say a deeper and more
challenging one, because food goes out to everyone:
to children, to the elderly, to families. Food has this
sensitivity, this importance for the health of people.”
Pietro Barilla
6
GUIDO, LUCA AND PAOLO BARILLA
1993 Pietro Barilla passes away.
Guido, Luca and Paolo take the
leadership of the company.
1996 Strong internationalization rocess,
opening of new production plants
and acquisition of important
brands.
2004 Academia Barilla launched.
2009 Barilla Center for Food and Nutrition
created.
2010 New Group brand created: it
represents, integrates and
coordinates
all Barilla brands.
.
“The Italian nutritional model is the essential point of reference for healthy eating habits, for
the respect and protection of natural resources of our planet and for safeguarding the
rights of future generations.”
Guido, Luca, Paolo Barilla
7
BARILLA G. e R. Fratelli TODAY
Offices
Offices and production sites
Barilla is the leader in the world pasta market, in pasta sauces in continental Europe, in
bakery products in Italy and in crispbreads in Scandinavia.
2012 EMPLOYEES:
8,139 people
2012 TURNOVER:
3,214 million euro
2012 INVESTMENTS:
109 million euro
11
VisionStoria
and values
“We consider the company’s position not as a
personal privilege, but as a responsibility for the
transmission of values, behaviors and skills
that must be nurtured over time and
passed down through the generations to come.”
Guido, Luca, Paolo Barilla
VISION, VALUES AND STRATEGY
PASSION
LEADERSHIP
Be the global leader in the Italian meal
experience.
Be the leader in the main categories of
bakery products.
GEOGRAPHIES
INTEGRITY
Nurture our key markets in
Europe and America.
Significantly grow in Asia and
South America.
We help people live better by
bringing wellbeing and the joy of
eating into their everyday lives.
LOCAL
ADAPTATION
CURIOSITY
TRUST
COURAGE
Customize our geographic and
channel expansion to better serve
shoppers wherever they buy.
Vision
Values
Strategy
9
OFFICES AND PRODUCTION SITES
Total Pasta, Sauces and Bakery Production Sites including Mills: 30
Italy
Parma
Office
Plant
Mill
Altamura
Ascoli Piceno
Castelplanio
Castiglione d. S.
Cremona
Ferrara
Foggia
Galliate
Marcianise
Melfi
Novara
Rubbiano
13
OFFICES AND PRODUCTION SITES
Europe
Austria
Office
Plant
Mill
Belgium
France
Germany
Greece
Netherlands
Norway
Poland
Slovenia
Spain
Sweden
Switzerland
14
OFFICES AND PRODUCTION SITES
Rest of
Office
Plant
Mill
World
Australia
Australia
Brasile
Brazil
Canada
Canada
Giappone
Japan
Messico
Mexico
Russia
Russia
Stati
Uniti
Singapore
Turchia
Turkey
Singapore
United States
15
RAW MATERIALS: ANNUAL CONSUMPTION
2,000,000 tons of durum wheat, soft wheat and rye
550,000,000 eggs by 2.3 million hens
25,000 tons of yeast, sweeteners and malts
10,000 tons of cocoa
60,000 tons of sugar
130,000 tons of tomatoes
20,000 tons of milk and dairy products
50,000 tons of oil and fats
10,000 tons of fruit and vegetables
16
OUR BRANDS, OUR PRODUCTS
Barilla holds 13 brands and manufactures 1.7 million tons of products per year. More than 1,000 products,
for every daily moment of consumption. They are distributed in more than 100 countries.
17
Barilla – Key numbers
•  Barilla is the N. 1 Pasta brand in the world with a double share vs the
follower
•  It is the leading company in 9 countries (Italy, US, Germany, Greece,
Sweden, Turkey, Switzerland, Slovenia, Croatia) and the 2° player in 7
countries (France, Mexico, Australia, Norway, Belgium, Austria, Spain).
•  It sells about 1,6 billions of pack every year in the world. It means 4,5
mln a day.
•  It is the choice of 300 thousands of families, 100 mln consumers, every
year in the world.
•  More than 1 million meals prepared each day.
•  94% of awareness in the world.
Good for you, good for the planet:
Our way of doing business
“Feed others as you would feed your own children.”
Pietro Barilla
THE PATH TOWARDS SUSTAINABILITY
Sustainability is our way of doing business considering
people and planet wellbeing now and in the future.
This strategic approach has always been an integral part
of our vision.
We work with total openness, transparency and
collaboration in a continuous dialogue with our
stakeholders.
“I have never even conceived of a non-sustainable
company. There is no other way to do business outside of
sustainability. And it is a sustainability linked to work, to
the management of plants, of purchasing, of the whole
process.”
Guido Barilla
19
DOUBLE PYRAMID: SUSTAINABLE INNOVATION
FROM FIELD TO TABLE
OUR GOALS:
Face the paradoxes linked to food and
nutrition (overeating in the developed
countries, access to food in the third
world), orienting our Company activities.
Constantly improve processes and
products getting inspiration from the
«Total Quality» principles.
Contribute to the development of
geographies where the Company
operates through its scientific and
technological «know-how».
«We can’t stop the evolution of the planet, but we have a moral duty to suggest guidelines and proposals
for interacting responsibly with it.»
Guido Barilla
20
ACADEMIA BARILLA
DISCOVER THE ART OF ITALIAN GASTRONOMY
PARMA - ITALY
THE MISSION
TO DEFEND, DEVELOP AND PROMOTE ITALIAN GASTRONOMY THROUGHOUT THE WORLD
How:
•  Selection and distribution of authentic Italian products
•  Italian Culinary & Travel Experiences, Gastronomic Events
•  Cultural Events and Publications
Aimed at:
•  Chefs and Food Sector Professionals
•  Italian Food Lovers
•  MICE Business
ACADEMIA BARILLA 360° OVERVIEW
ITALIAN CULINARY & TRAVEL EXPERIENCES, GASTRONOMIC EVENTS
Italian Culinary Arts
and Cultural
Experiences
PRODUCTS COLLECTION
CULTURAL EVENTS
AND PUBLICATIONS
PRODUCTS COLLECTION
Extra Virgin Olive Oil
Sauces
Balsamic Vinegar
Prosciutto & Cheeses
Italian Antipasto
Compotes
Gourmet Gift Box
  Protected Designation of Origin (PDO/DOP) guarantees authenticity
  Traditional and innovative products strongly tied to the place of origin
  Products selected by panels of expert tasters and Chefs
Academia Barilla - Line up
PASTA TRAFILATA AL
BRONZO
PESTI &
BRUSCHETTERIA
OLII EXTRAVERGINI
100% ITALIANI
BALSAMICI DI MODENA
FORMAGGI & SALUMI
ITALIAN CULINARY EXPERIENCES
Customized programs and vertical
gastronomic training for Italian food
lovers or Professionals.
• 
• 
• 
• 
• 
• 
F&B tasting with products in pure form
Gastronomic pairing courses (multi-sensory)
Menu design
Specialized culinary techniques
Regional, traditional and innovative Italian cuisine
Gastronomic Italian culture
 Practical culinary lessons accounts for at least 80% of the program
ITALIAN TRAVEL EXPERIENCES
An opportunity for food lovers & professionals from all
around the world to discover the traditions, the
ingredients and the allure of Italian gastronomic culture.
Every experience is completely personalized,
and offers the following services:
ACADEMIA
•  Culinary experiences
•  Guided tasting sessions
•  Unique events
•  Gastronomic library
FOOD VALLEY
•  Themed lunches and dinners
in typical restaurants
•  Visits to exclusive artisan
producers
•  Cultural and artistic excursions
•  Exclusive shopping and relaxing
opportunities
 The program combines in-door and out-door activities in the Italian Food Valley
region
GASTRONOMIC EVENTS
Italian gastronomic culture used as a
working tool to aid in the development of
themes, experiences and engagements
connected to the business world
•  Organization of conventions, seminars, congresses
with an alimentary theme
•  Team-building activities and managerial courses
based on a gastronomical/culinary metaphor
•  Incentive activities with a gastronomic setting
•  Creation and management of Kitchen Brigades for
thematic banqueting
•  Conventions, business meetings, corporate dinners
for key clients / executives
GASTRONOMIC LIBRARY
•  A collection of more than 3,000,000 recipes
•  More than 11,000 volumes from the 16th century to the present, referenced with
the National Library system
•  The oldest work, titled De partibus Aedium dates back to 1516
•  The Gastronomic Library contains 1,500 unique volumes not found anywhere else
in the world and a collection of more than 5,000 original historic menus
•  200 Historical prints focused on food
•  A unique and special location for lunches / dinners
PUBLICATIONS
Over 1,5 million copies printed
in 21 countries
97 editions in multiple languages: Italian, English,
French, German, Spanish, Russian, Polish, Slovak,
Portuguese, Chinese, Croatian, Danish and Dutch
•  ZagatSurvey,
•  Parma, a Capital of Italian Gastronomy
•  Come mangiavamo negli anni 50
•  Italy’s great chefs and their hidden
secrets White Star Publication
•  Pasta! White Star Publication
•  Mediterranean Cuisine White Star Publication
•  Italian Cuisine White Star Publication
•  222 Easy Recipes White Star Publication:
Italian cuisine
Pasta
Pizza, Bread and Focaccia
•  50 Easy Recipes White Star Publication:
Tomatoes
Eggs
Potatoes
Chocolate
ITALIAN CUISINE CERTIFICATION PROGRAM
Academia Barilla Professional Network
51 Different Countries
13 C.P.I.C
288 I.C.M.C.
20 F.I.G
Main Events 2013
Italian Cuisine in the world Forum and second Pasta World Championship June 14-15
24 Chefs form 22 different countries participated in the Pasta World Championship
Gabriele Paganelli
CDN
Walter Potenza
Maurizio Mosconi
DK
Fabio Cappellano
Silvia Bernardini
Vittorio Beltramelli
Giuseppe Atzori
GCA
Salvatore De Vivo
Daniel Evangelista
USA
MEX
URS
UKR
USA
Luca Cesarini
Pietro Rongoni
RC
Gaetano Palumbo
NL
T
F
Mario Caramella
Andrea Tumbarello
SGP
Aira Piva
E
SGP
Giordano Faggioli
Sauro Scarabotta
RI
BR
Picciau Pedro
Andrea Tranchero
RA
Roberto Illari
RCH
John Leung
TR
AUS
Giorgio Nava
ZA
The Finalists and the Winner
Roberto Mancini
VN
Yoshi Yamada
J
PRESS REVIEW
Several magazines and
international newspapers wrote
about us, among these:
 
Financial Times
 
The Wall Street Journal
 
The economist
 
La cucina Italiana USA
 
Incentive
 
La Repubblica
 
Panorama Travel
 
Dolcesalato
 
Gente Viaggi
Harvard Business School
selected Academia Barilla for an
in-depth case study, that has
been one of the most discussed
at the Business School.
KEY FIGURES
•  More than 720 million Media Impressions since opening
•  More than 1.300.000 have tasted Academia Barilla products worldwide
•  Since opening more than 48.000 clients have participated in an AB Experiences
•  Academia Barilla has hosted groups from:
USA, Australia, Japan, New Zeland, Switzerland, Brazil, Germany, Spain, United
Kingdom, Netherlands, France, Russia and many more
•  Our Corporate Clients include:
Nokia; Vodafone; Pepsi; Fiat; Swarovski; Novartis; Olive Garden; Pirelli; Chiesi;
Natexis; Scouting; Valrhona; Debic; Bonduelle; among others
•  Our guest star include:
Francis Ford Coppola; Paolo Mieli; Oscar Farinetti; Giorgio Calabrese;
Giada De Laurentis
Annie Feolde; Albert Adrià; Nadia Santini; Heinz Beck ; Anna e Franca Degoli;
Anna Maria Fini; Massimiliano Alajmo; Maria Luisa Vallazza among others.
ACADEMIA BARILLA
DISCOVER THE ART OF ITALIAN GASTRONOMY
PARMA - ITALY