Paris, Hilton Charles de Gaulle hotel, 7.30 p.m. on 28 March 2018. The Parterre is all about great occasions. It involves buyers from the most important French and European Mass Market Retail, the specialized press of the sector, as well as more than one hundred food production companies selected by the event organizing company. Everything is ready to start the award ceremony for innovative products for 2018 at the Wabel Chilled & Dairy Summit.
Wabel is a young event, which brings together buyers and suppliers, supply and demand, in a mix of trade fair and B2B that allows participating companies to optimize time and respond in real time to the demands of large-scale distribution in terms of both assortment needs and market trends.
After an introductory musical show, dedicated to easing the tensions of a day overwhelmed with negotiations, the ceremony begins. The first category to be awarded is that of the bread products category and the company called on stage is Valle Fiorita with its innovative Ancient Grain Pizza Base mixed with Sea Water.
An award that is awarded to the Apulian company directly by the buyers of the Mass Retail Market and the specialized press of the sector, which consecrates the aspects of strong product innovation and gratifies the efforts made by Valle Fiorita in recent years in terms of Research and Development.
“The Ancient Grain Pizza base and Sea Water is an emblematic result of the work carried out by Valle Fiorita” – this is what Francesco Galizia, Export Manager of the Apulian company, tells a crowded and attentive room while collecting the award, – “This product is strongly based on the union between tradition and innovation, which for some years have been the guidelines of our company. The tradition, represented by a typical product of Italian food production, the Pizza, made with selected raw materials, such as “Senatore Cappelli” flour, a fine durum semolina wheat of high quality, with high nutritional values, whose crops were almost completely lost until a few years ago. The innovation is represented instead by purified Sea Water which is used in the mixture of this product, making it naturally salty and giving it an absolutely unique taste”.
Valle Fiorita is involved in numerous research projects, both nationally and internationally.
A consolidated partner of various universities, research institutes and important private companies, it has recently inaugurated its own internal research laboratory which, together with the objective of innovation, also tenaciously pursues that of supplying the consumer with a genuine product, paying particular care and attention to food related health problems.
On the occasion of the award ceremony of the Wabel Chilled & Dairy Summit, Carlo Sardano, Sales Director of Valle Fiorita, commented: “I am extremely happy. First of all because it is a prize won in France by an Italian company, and we all know how rigorous the French are towards us and how attentive they are to innovations. However, this is also because it is a reward for teamwork that is carried out every day with passion and dedication. I consider Valle Fiorita a family, and my first thought and thanks go to all those who worked on this project and to the whole company”.
The Wabel Chilled & Dairy Awards 2018 ended the night in Paris and there were many certificates of recognition for an Italian company, a small and medium sized company, which stands out among the big names in European agric-food production for its ability to innovate while keeping firm the principles of its culinary tradition, and which is proud of the soul of all of us Italians.