Innovation in Pasta Istanbul, October 25 th 2008 World Pasta Day 2008 Francesco Pantò
The frame and the mindset Innovation in pasta The future of pasta Innovation Future Inside-looking Forward-looking What innovation in pasta?? What future for pasta?
Innovation in pasta: agenda 1. Do we need innovation in pasta? 2. What is the next challenge? Which the innovation directions? 3. Do we have to go back to the roots or leap into the future? 4. What is pasta-making role towards innovation? 5. How can we lead innovation? Examples and conclusion
1. Do we need innovation in pasta? Who needs innovation and why? People like new things, people do not ask for innovation. Business requires innovation, either to grow or to survive. People do not need more pasta to live better Nobody would ever ask: Give me more pasta! We do believe that people can live better with pasta, with more pasta, with new pasta,
1. Do we need innovation in pasta? The innovations engines are either Pain or Passion. Keeping innovation drive in absence of pressure is a competitive edge In pasta world the innovation muscle has not been practiced enough. Why? Because pasta is perfect and we are limited by this perfection
1. Innovation in pasta: the constraints Pasta values are at same time a strong foundation to build on or an action-limiting boundary Pasta is recognized as a family menu staple offering unique benefits that other foods do not: broad taste appeal versatility of usage simplicity of preparation inexpensive alternative to other main entrees nutritionally valuable and healthy loved by kids easy to store favors gathering highly gastronomic a great meal solution
1. Is finally time to innovate in pasta? Now there is a unique occasion to break the perfection cage and accelerate innovation 1 Two provoking thought-starters 2 The economic side of the story Too valuable Durum wheat is The nutritional side of the story A too precious nutrient powerhouse To make just yellow semolina from it
2. What s the next challenge? Next challenge on pasta is relevant innovation What is needed to innovate? In this century, what is going to make the difference in new products and services is going to be new ideas, much more than new technologies or information quote from IBM When? Now Where do we start innovation from? From the core to go beyond
3. Innovation directions: Rooted in the past, living the present and shaping the future The core of pasta The essence is: only durum wheat semolina to make pasta The pillars of pastamaking technology: Gluten formation Extrusion Drying Durum wheat Extrusion Back to basics: where you start from, not where you end at
4. The role of technology towards innovation New developments around core technology as susceptor and strategic enabler Durum Wheat Extrusion Semolina and glutenrich components x Nutritionally valuable, glutenscarce components Traditional semolina pasta Nutritionally dense new products New gluten-scarce functional products
5. Conceptual Innovation: Give depth to value durum wheat value chain A Fight against undifferentiation and increase relevance of durum wheat role in pasta making. Call durum by name The vision: A culture of grains and pasta like that of grapes and wine
5. Durum Wheat as Pasta sweetspot wheat being the guest star of pasta A
5. Bring DURUM WHEAT on the table beyond raw material the the start becomes the end B Innovation through technology development to bring naturally fiberrich grains on the table. Friendly Durum, like rice or pasta
5.Whole Durum Wheat goodness into Pasta: a whole success story across geographies C A new and different approach: It is Good, it is Pasta NOT Traditional Milling a new patented exclusive process a tailor-made Pasta Making The good way to whole grains: huge category growth in Europe and US
Pasta as natural vehicle of ingredients and benefits D Ingredient Durum Wheat Legumes, Soy Cereals, Ancient Grains Flaxseeds, Nuts Benefit Good Carbs Good Proteins Good Fibers Good Fats
Let us open a window on a wider world as source of inspiration and food for thought Meat Pasta Food as Medicine Sandwich
A future for pasta: work in progress Future starts today and somebody has to start Embrace biodiversity Wellbeing without obsession Richer language and values Leverage its familiarity from to thru
Conclusion It is up to us to decide whether to innovate. It is up to us to make it happen now. Innovation path succeeds managing virtuously: the deep mastery of pasta-making golden rules the daring innovative attitude to overcome the rules without betraying what makes pasta so universally loved! Tradition Discipline Innovation Freedom
BUON APPETITO ENJOY PASTA