The secret lies in an ancient recipe handed down by word of mouth for more than a century, from generation to generation. That is the recipe of anchovies in spicy sauce, the pride of Rizzoli Emanuelli, a Parma company that produces canned fish since 1906. We had the opportunity to engage in a brief conversation with its general manager, Mr Massimo Rizzoli.

What are the secrets to Rizzoli Emanuelli's success?

First and foremost, our utmost care and passion for the job. Then, the use of quality raw materials, respect for the original production processes -which remain unchanged since inception- and continued product innovation, which have enabled Rizzoli Emanuelli to consolidate its name and position in the marketplace. It is not a sheer coincidence that our motto is: "Centuries of tradition to sell". However, we attempt to combine this tradition with the search for new market needs in a continuous product innovation process. Our last invention is a single-serving package, which offers anchovies in small, flexible plastic containers. Moreover, we have been awarded the certification of the entire supply chain, from anchovy fisheries to finished product marketing. This element allows us to ensure an ever-growing product safety and quality.

What have been the main drivers for the company's growth?

On one hand, the strength of our tradition. For over one hundred years, we have been known in the market for our anchovies in spicy sauce. Marketed in the historic 90g golden tin can, anchovies are prepared in accordance with the historical recipe, never written but always handed down orally from generation to generation. The secret of the sauce lies not only in its mysterious alchemy of spices and perfumes, which now as then constitute its base, but also in the production methods applied. The flavourings used, acquired from the same suppliers for a hundred years, are not purchased in powder form but grounded in-house with the same original equipment. Over time, the company has expanded beyond anchovies. To that end, it has pursued a research and development campaign to innovate manufacturing processes albeit ever conscious of its precious heritage, maintaining a high quality raw materials selection and last but not least, placing the utmost attention to all but the minor details. Hence the widening into tuna, mackerel, and sardines. Finally, we have made substantial investments in business management, as evidenced by the introduction of full automation.

What foreign markets could pose a challenge in the future?

Today, 90% of the company's turnover comes from the Italian market. However, the company has developed an expansion program to penetrate foreign markets, starting with Spain and then other Mediterranean countries.

How do you envision your company's future?

We want to maintain and consolidate its leadership in the premium segment of the canned fish industry through ongoing innovation, constant monitoring of market trends, high quality products and processes, and the full satisfaction of customer needs.