Saturday, December 5, 2020

Eataly, Partnership with the Italian Trade Commission is a Plus


One of the undercurrents of success we will see more and more of in 2021 will be non-traditional foodservice partnerships that drive new electricity into your customer base, employees, while edifying your brands authentic value according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

 In the world post pandemic and ‘a Trump Presidency’; brands need too edify their brand messaging in a way that there can be no doubt that what they say and do is true.  Consumers want to trust brands, but during the pandemic and the ear of ‘Trump’ consumers don’t know who to believe.

In a move to drive truth and edify their brands, Eataly entered a worldwide joint project between the Italian Trade Commission (ITA), under the umbrella of the Italian Ministry for Foreign Affairs and International Cooperation will go into effect in January 2021, with the goal of bringing Italian food and wine to the next level. Johnson agrees this is a great way to edify new electricity into the Eataly brand.

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as; corporate partnerships, fresh foods, online ordering, delivery, plant based foods, sampling, toy’s, cereal, developing brands,  grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different.  Does your retail path forward look more like yesterday than tomorrow? Why?

The Eataly campaign will focus on the unique characteristics of Italian products -- above all, their authenticity and singular traits that make them stand out. Eataly will highlight products already available in its stores, as well as new entries. Not everything has to be new but the messaging can highlight facts to help a brand win.

Consumers will learn about Italian products through seminars and tastings held at Eataly locations, enjoy the country’s cuisines in Eataly’s restaurants, and ultimately purchase and bring home the foods and wines that they’ve discovered through the promotion.

All activities will be organized with the public-health crisis in mind, and in accordance the strict official guidelines. The promotion is slated to run throughout 2021. Additional information on the campaign, products and activities will be forthcoming on Eataly's website, as well as in Eataly Magazine, which comes out during the holidays.

Earlier this year, the retailer entered into a partnership with the Florence, Italy-based Chianti Classico Consortium to promote Italian food and wine in the autumn at Eataly’s U.S. stores. Just in case you did not know, Eataly operates more than 35 locations globally, five of them in the United States.

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success.

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