Casa Modena has a long history of taste, going back to 1946 or even earlier to 1857. Speck, prosciutto crudo and prosciutto cotto, mortadella, salami, wurstel and more recent products created for working consumers such as Teneroni (ham disks to be prepared on the grill) are all products which were previously produced by independent Italian brands. Since 2000, when a joint venture was formed, they are prepared with the same care and attention every day in twelve plants all over Italy. This is the secret of the Grandi Salumifici Italiani Group based in Modena, region of Emilia Romagna. We asked Stefano Ballabeni, Sales Manager, to explain the secret of their success.

Mr Ballabeni, can you give us some “figures” for the Grandi Salumifici Italiani Group?

Grandi Salumifici Italiani is market leader in Italy, and has a strong presence in international markets. The Group has 12 manufacturing plants, 4 foreign companies and 1,700 employees; we have an annual turnover of more than 600 million euros and millions of consumers bring the best Italian cured meats to their table every day, sold under brands such as Casa Modena, Senfter, F.lli Parmigiani and Gruppo Alimentare in Tuscany, including innovative product lines such as Teneroni, Affettuosi and Giravolte.

Which international markets do you operate in?

Our Group is present in more than 30 countries, but our business is focused in Europe. Our most important market is in Germany, which provides 50% of our turnover, and where we hold the leading market share; after Germany we have France, where we are recording incredible growth, Austria, Belgium, Holland, Great Britain and Scandinavia. Our Group dominates international markets with our two top brands, Casa Modena and Senfter, and exports currently represent 17% of our overall turnover, with a business worth more than 100 million euros. Forecasts for 2010 show growth into double figures.

What sets you apart from competitors in Italy and abroad?

GSI’s distinguishing characteristics, both in Italy and abroad, are our strong capacity for innovation applied to quality traditional meat products, specialised production, the use of advanced technology to control production and ensure respect for the environment.

What plans do you have for the future, especially abroad?

We aim to see growth in markets where we are already present, in particular the most important markets such as Germany, France and the UK, where Grandi Salumifici Italiani has already opened branches managed by local sales managers, with logistics platforms for goods stocking and distribution. This solution allows us to dialogue efficiently with local operators and pick up their real needs and requirements; furthermore, thanks to the logistics platform we are able to receive orders and deliver goods in the space of 24 hours. For countries where we do not have branches, on the other hand, we have dedicated personnel working from our HQ.