L'articolo Look Out – Autumn / Winter 21-22 proviene da Cecilia Rabassi.

Where to create your own aromatic garden

The first step to creating an aromatic garden is to choose the ideal place to create it. Look for a corner in your garden that receives sun for most of the day but is well protected from the wind: next to a high wall would be perfect! It is important that the soil is well drained because the main enemy of an aromatic garden is just the moisture of the soil that risks to rot the roots of your plants. Also, before placing the plants, I recommend you to hoe the soil up to a depth of about 30 cm: it will be easier so for shrubs to grow. You can choose to transplant the herbs from the pot to the soil or to plant the seeds and wait for the natural growth of the plant: it is only a matter of time. But what are the right plants for an aromatic garden?

Which aromatic plants to choose

There are no indications on which aromatic plants to choose for your garden and which are not. There are the most common and the most sought after, but all can be fully in your flowerbed! Among the most common, and most used in Italian recipes, there are sage, rosemary, oregano, thyme, marjoram, basil, parsley, chives and mint. If you want to give a special touch to your aromatic garden you can also add incense, laurel, dill, lemon balm, fennel and lavender for a touch of color more! As you can see, you can indulge in the choice of your aromatic plants.

How to place aromatic plants

Aromatic plants are easy to grow and do not require too much attention, but it is important to choose and dispose of them at best from the beginning. Each species has different needs and properties, which should be taken into account when planting the first buds. The aromatic plants, in fact, can be perennial, such as sage, rosemary and mint, biennial as parsley or annual as basil. Adjusting them taking into account these particularities allows you to easily replace the annual ones without disturbing the others. Another discriminating sign is the need for a greater or lesser quantity of water: it is good to place close to plants that have the same needs. For example, basil, parsley and chives need constant wetting, while rosemary, oregano, sage and marjoram prefer dry environments. Even the relationship with the sun and the shadow is not identical for all: dill, mint and lemon balm prefer to grow in a partially shaded ground. Just follow these small steps to have a beautiful aromatic garden!

How to build an aromatic garden on the balcony

If you do not own a large space but do not want to give up your aromatic garden, no problem! You can get enough space for your aromatic plants even on your balcony, taking advantage of the height instead of the width! Recycle old fruit boxes or wooden pallets to create vertical walls of aromatic plants. In this case it is better to evaluate the exposure of your balcony, how many hours of light and shade it has and if it is very windy, and choose the right aromatic plants. Having fresh raw materials always gives a lot of satisfaction and you don’t have to give it up just because you don’t have a garden!

Having an aromatic garden is easy!

In the garden or on the balcony building an aromatic garden is easy and fun, just follow a few initial rules and you can enjoy the pleasure of having fresh herbs to use in the kitchen. Simply choose the location and arrangement of the plants and provide water respecting the needs of each plant. And behold, your garden and your balcony will be filled with intoxicating scents!

L'articolo How to create a garden of aromatic plants proviene da Cecilia Rabassi.

Distribution channels

Distribution channels are a sequence of commercial intermediaries. The commercial intermediary is the figure that puts the producer in contact with the final buyer. Commercial intermediaries may take physical possession of the goods to be sold, as is the case for wholesalers or retail retailers, or conduct negotiations, as is the case for commercial agents.
The main function of distribution channels is to fill gaps between the producer and the consumer: they can be geographical, temporal and technological gaps.  Geographical gaps  relate to the place of production of goods and the place of consumption. The temporal gaps instead are those that are created between the productive cycle of a company and the time of consumption of the good. It can happen, for example, that months elapse between a passage and the other of the cycle of the product and this time must be distributed within the distribution channel. The technological gap is instead what is created between the large amount of goods produced by the company and the small amount required by the consumer. In this case, the distribution channel has the task of controlling the flow of goods to meet demand. But let’s analyze how distribution channels can be composed.

The direct distribution channel

The distribution channel may be direct or indirect. The direct intervention involves only two figures: the producer and the consumer or buyer.  Insurance agencies and manufacturers of industrial goods are an example. In many cases in this system, in addition to the physical good you sell an extra service, such as assistance, warranty or training. By choosing this type the manufacturer ensures a more direct control of the commercial transaction. But building a direct distribution channel requires more resources and more time.

The short indirect distribution channel

The indirect distribution channel, however, provides for the action of several intermediaries in the path that brings the good from the producer to the consumer. This type ensures less control over the process and prices, but relieves the manufacturer from the task of creating commercial relations with small realities. The indirect distribution channel may be short or long, depending on the number of intermediaries. An example of a short channel is the one that involves the GDO (Large Organized Distribution), the Purchasing Groups or the dealerships: the producer sells to these realities that then reach the consumers. The GDO is the one, for example, that collects supermarkets, hypermarkets and department stores. The Purchasing Groups, on the other hand, are smaller and local distribution companies, very popular in recent years. These companies guarantee the manufacturer to reach a high number of customers, but leave the manufacturer little room for manoeuvre on the selling price.

The long indirect distribution channel

In the long indirect distribution channel, however, more intermediaries intervene. The most classic example is the wholesaler: the manufacturer sells to the wholesaler, who supplies the retailer who sells to the consumer. Also in this case the control of the producer on the entire process is weak, but the wholesaler assures the arrival of the goods also in the smaller shops and therefore the possibility to penetrate more capillary in the market. This is a form of distribution widely used in the agri-food sector or in the flower sector, for example. Sometimes the indirect distribution channel also includes commercial agents who, divided by areas of expertise, are responsible for collecting orders from wholesalers and returning them to the manufacturer. Recently to these forms of distribution has been added direct marketing, whose most popular example is definitely e-commerce.

E-commerce

In recent years more and more companies are experimenting with a new distribution channel, e-commerce, often in association with traditional sales methods. Direct marketing, of which e-commerce is an example, puts in direct communication consumer and manufacturer. The latter thus finds himself in charge of all the tasks incumbent on the various figures in the distribution channel. E-commerce, however, allows you to create a direct and loyal relationship with the customer, which in this way feels the producer closest and available. The e-commerce channels can be divided into indirect, when the consumer buys a physical good that will then be shipped and used later, and direct, when instead to be sold are non-physical goods, which can be immediately used.
Some companies have also decided to diversify their strategies, selling on e-commerce products that do not sell in physical stores, so as to give an aura of exclusivity to e-commerce.

Conclusions

Choosing or creating a distribution channel, as we said, is not a simple decision and must be considered in depth: a distribution that does not arrive anywhere and not in good time is harmful for the product. At the same time the chosen distribution channel is also a signal of the identity of the company and its mission.

L'articolo Distribution network and its importance proviene da Cecilia Rabassi.

Chocolate producers are renewed: the bean to bar

To make up for the lack of quality chocolate, the producers have decided to return to the source, taking care of the entire chocolate production process, “from bean to bar” which means from cocoa bean to bar. So the same chocolate companies take charge of the choice of the variety to be grown, leaving space also for the research and recovery of lesser known and older varieties. Once the quality has been chosen, the time of the harvest of the pods, the fermentation, the drying, the roasting and finally the grinding follow carefully. Now the precious cocoa is ready to become chocolate. Then go to conching and tempering, up to modeling, in which the shape to be given to the chocolate is decided. The last step is that of wrapping or packaging which has a fundamental role in the success of the product, as I told you in this article. Attention to details in all these production phases is obviously essential for the success of a product. But the manufacturers have decided to do much more.

Sustainability in the production of chocolate

In their searching for a quality product, the chocolate producers have also decided to take care of the environment, creating and promoting eco-sustainable projects and helping local cocoa farmers. A raw material grown without damaging the soil and carefully will be destined to give a higher quality product. Similar projects are also the ideal opportunity to give new life to the land confiscated from the mafias and drug traffickers or to bring to life areas that have never been cultivated. We are therefore at a time when humanity and the environment return to the center of attention of chocolate producers: the same consumer is respected in his opinions and in his legitimate request for transparency in all production phases. But how has the taste of chocolate changed and how have consumers changed?

How the taste of chocolate has changed in recent years

To tell you about the change in the taste of chocolate, I have to go and dig up the memories in my mind. As we said, tasting is a deep and personal sensorial experience and therefore it is only from a subjective point of view that I can give you an idea. I remember that when I was a child I loved eating Easter egg decorated with dark chocolate flowers.

I was waiting for Easter to eat that delicious egg, to savor all the taste of extra dark chocolate. Today, however, chocolate is completely different. The taste of consumers has refined, there are many types of dark chocolates and the legendary dessert of the most beautiful moments has become a small gift that we make and we love to do to friends and loved ones.

It is strange to see how the culture and knowledge of a product, whose main material, cocoa beans, comes from distant countries, has come so far. Over the years, consumers have become more attentive: they increasingly love to discover and taste different aromatic chocolates, with cocoa percentages ranging from 65% to 90 – 95%. And then they go in search of chocolates composed of cocoa beans with different origins: so they discover single-origin chocolate (made with raw material from a single one), blend (composed of seeds that come from different countries) and combine them with liqueurs, spirits , sweet wines, red wines, tea.

To give life to the great aromatic charge that the quality dark chocolate releases in our mouth and that gives us great satisfaction, it took years of work by men and women, who studied the genetic qualities of cocoa, even those that had been lost over time, and have recovered them in nurseries and agricultural universities, located mainly in tropical countries, and then replanted to obtain better quality.

L'articolo Chocolate: latest trends proviene da Cecilia Rabassi.

The importance of packaging in a marketing strategy

As we said, packaging has now become an essential element in a product’s marketing strategy. The packaging, in fact, must be not only a means but a real pleasant experience for the consumer whether he buys it for himself or for a gift. It must be the first step of a pleasure process that the product must provoke in those who buy it. For example, in recent years, the phenomenon of “unboxing” is spreading on social media: users recover when they receive a package and open it. This attention to the packaging and the first contact with it has led numerous companies to reassess the weight given to packaging.

A packaging talking to the consumer

Packaging therefore transforms itself from a mere vehicle of the product into a talking element. Numerous companies are studying methods to apply new technologies to packaging, so as to make them more interactive. The industry sectors most attentive to the theme of packaging are agri-food, cosmetics and the personal care sector in general, or those in which the product without a container has no consistency and personality. An industry that produces fruit products, for example, has applied a QR code on its packaging which, if read from a smartphone, tells the story and origin of the fruit: how and where it was grown, how it was processed and how which way it came to the buyer. This not only brings the product closer to the consumer but also creates a relationship of trust and transparency much sought after by those who buy in 2020.

Personalization in packaging

Another new packaging trend of recent years, which was born with the aim of bringing the product and the consumer closer, is that of personalization. Projects such as the Coca Cola campaign, which created bottles with personal names to invite you to consume the product with the person named, or the Kitkat initiative, which allowed you to customize the packs of the well-known snack with your photo or an image of your choice, their philosophy is to privilege human relationships, in which the product is only a means, which makes them possible and closer. Thus we move from a vertical brand-consumer relationship to a horizontal community dimension, aided by the product. Furthermore, the theme of packaging customization also opposes the sense of approval that very often affects the younger generations, that of the Millennials and that of the Gen Z (born from 1997 onwards): in a world of elements that are all the same, the possibility of making a product you use unique and yours is bound to have a good grip.

The packaging for Millennials: the keyword is sustainability

However, as we said, Millennials are revolutionizing the world of packaging in another direction too, that of transparency. According to some studies, new consumers choose products to buy very carefully, more than previous generations did. They rely on brands that reflect their values, that manage to communicate their philosophy and their mission and that use eco-sustainable materials and packaging with few polluting emissions in their packaging. For example, if they have to buy coffee, they prefer the one in a recyclable cardboard box and not a plastic one, which tells its own story and possibly promotes humanitarian projects aimed at supporting the economy of the producing countries: the new generations they are no longer willing to turn a blind eye to the production processes of the big brands, but are more informed and aware.

Ok, the packaging but don’t forget the quality of the product

That’s why 2020 packaging must be a central element in a marketing strategy: it must be able to tell a story and convince the buyer of the good intentions of the brand. Let’s not forget, however, that the quality of the product must respect the standards proposed by the packaging: especially if it is a question of food products, tasting must meet expectations and complete the pleasure experience begins with the view of the packaging. The goal must always be to leave the consumer with a beautiful memory of the whole experience.

L'articolo Packaging 2020 trends: care, consistency, sustainability proviene da Cecilia Rabassi.

The meeting in which I will participate is entitled “The female side of chocolate” and will be held at the central Arena of FICO Eataly World on Saturday 16th November at 4pm. As the name implies, the event will be dedicated to the “chocolate women”: a “pink” talk show with the chocolate ladies, maître chocolatier and entrepreneurs. With me there will be Valentina Arzilli from La Perla (To), Miriam Gardini from Gardini (Forlì) and Anna Majani from Majani (Bologna). Coordinates Clara Vada Padovani. Introduced by Tiziana Primori, CEO of FICO Eataly World.

L'articolo The female side of chocolate, on November 16th at FICO proviene da Cecilia Rabassi.

Chocolate is like a son to me.

Cecilia Tessieri, chocolate creator

Her company was founded in 1990, with the brand deriving from the surname of her maternal grandmother. Setting out with simple family projects, each and every cocoa bean was inspected in expanding the business.
The audience took part in tastings of delicious handmade products, starting with the “Toscano Brown”, a concentrate of milk chocolate, characterised by a strong milk taste with a slight sweet note. The tasting continued with the “Toscano Black”, defined by Cecilia as “my first child”, a pure 70% dark chocolate that has won several awards and is often used in the patisseries of the most starred chefs, and concluding a fusion of 9 different types of cocoa, recipient of the “London Chocolate Academy” award for 2 consecutive years. The chocolate creator Cecilia accompanied the tasting with a story that explained the creation of her recipes, which she rigorously invented on her own.

The protagonist then dedicated time to answering questions from the audience, saying in particular that chocolate treated naturally is good for one’s health but in moderate quantities and that it does not have a set expiry but is preferably consumed within 18 months, otherwise it tends to dry out. Finally, she specified that the quality of a bar of chocolate is assessed by the crunch it has when bitten into.

How to best taste the chocolate according to Cecilia: let it melt in your mouth and think only of positive things, letting yourself be carried away by the unique and inimitable taste.

Da Assaggi dal Domani

L'articolo The mother of chocolate: Cecilia Tessieri proviene da Cecilia Rabassi.

Born from the passion of Cecilia Tessieri

A skill that has its roots in the personal history of Cecilia Tessieri, the first woman to be awarded the recognition of mâitre chocolatier after her studies in France and Switzerland.

This care became the search for the best production of beans around the world, such as the precious Chuao (from the village in Venezula of the same name) along with a particular attention to the lands of production. There is the awareness that quality also means the development and growth of those who work together in creating the products.

The purity of chocolate

A dedication that impacts on the production processes, in the historic site of Pontedera, and in the selection of ingredients: based solely on chocolate and cane sugar, without any addition of lecithins, preservatives, thickeners, dyes or artificial flavours.

Goodness is rigour, knowledge, respect, amazement

L'articolo Amedei chocolate proviene da Cecilia Rabassi.

The cream with extra-virgin olive oil

Amedei products are made with pure cocoa butter. Tessieri has eliminated soy lecithin, gluten and all artificial colourings and flavours. Amedei is the only producer that does not use butter, cream or ganache in its pralines, availing of only fresh or natural ingredients such as coffee beans, almonds, pistachios or fruit. Over the years, the product range has expanded from single-origin bars to pralines. The latest addition is the chocolate cream with Tuscan extra-virgin olive oil.

Like a bouquet of perfumes

Origin is fundamental for Amedei. There are many single-origin bars, from Jamaica to Venezuela, from Ecuador to Madagascar (the only African country where the quality of the beans has passed the rigorous examination of the Tuscan company). However, Tessieri explains that the true talent of the chocolatier is revealed in creating the perfect blend: “My work is similar to that of the ‘nose’ that creates perfumes. The secret is in the blend that is always improved and perfected, in creating Amedei’s personality and capacity.”
Britain is the second largest market for Amedei after Italy, being present in London in the most exclusive stores: Fortnum & Mason, Harvey Nichols and Selfridges. The United States is another important market, whilst Asia is undergoing significant growth. Yet Amedei’s headquarters and production, Tessieri assures, will always remain in Tuscany. “Our being Italian is a great strength,” she affirms. “I must say however that I feel more appreciated abroad than in Italy, because we are too xenophilic. When a great French chef creates a dish, they use French chocolate; when a great Italian chef creates a dish, they don’t use Italian chocolate.”

Da Il sole 24 ore

L'articolo Cecilia Tessieri: how I came to have a “nose” for chocolate proviene da Cecilia Rabassi.

“Going from being a foundress and above all from having a research and product development job to the entrepreneurial role, without specific training or knowledge, without the support of a team, is a very hard test,” she tells me.

This challenge taken on without hesitation, like when in the 1990s when she decided to “change” and follow a completely different path from the one that already appeared to be clearly laid out, opting to open a small chocolate workshop instead.

However, chocolate is the food of the gods and should be treated, handled and understood as such. It is not enough to work cocoa; it is necessary to start from the bean, from the plantation. Thus began her very personal journey that led her to becoming a maître chocolatier—the first woman in a typically male kingdom.

“Women have a different sensibility, they have the intuition, being fundamental in experimenting. However, I appreciate the masculine approach, which is different but not less important.”

Five years ago came a new change. Cecilia was catapulted into the world of entrepreneurship. There were tough times, with an awareness that a company cannot remain still but must progress.

“It was a very painful time, full of sacrifices, of people who abandoned me and others who, rather, gave me confidence; of just compromises reached without ever giving up my dignity but evaluating limits and merits, measuring them in a balance of emotions. I realised that I couldn’t do everything myself. It is true that each of us has an “I” that wants to emerge but the company is a team and the entrepreneur needs partners who support the project, managers with whom to create a balance and to delegate.”

Thus came the decision to cede the majority, allowing a foreign partner to enter.

“I chose to see the company grow and develop rather than implode, even if it meant giving up something.”

“On the other hand,” she continues, “Cecilia Tessieri and Amedei are two different things. Cecilia is a Maître Chocolatier and this is mine alone, whilst Amedei is something else—it is the company I serve. Surrendering it means helping it to grow and become stronger. It means allowing the story to go on, to continue to bring a smile to those who choose Amedei chocolate. It is the concept of challenge, of giving value to a craft enterprise and making it become great.”

Cecilia and her lucid vision. Cecilia and true love for the company, which is shown not in its possession but in the ability to let it go to allow it to grow.

“All this led me to a great undertaking working on myself, on the awareness that in our earthly passage we must always leave a positive mark, putting in our heart, passion, impetus. If too much is planned, what is lost is life itself, which must rather flow smoothly, a river to go along without being overwhelmed. Living life because it is very short. We don’t know when it will end and this is the most beautiful thing: life cannot be controlled. For this reason, it is important to live life with confidence, remembering to always give back, on the basis of that received and welcoming that which comes along even if different because change is part of our renewal.”

As I said, a wonderful life lesson.

Da Centro Avalon

L'articolo Cecilia Tessieri and the art of chocolate proviene da Cecilia Rabassi.