The palate of overseas consumers is notoriously demanding and always hunting for novelty, but the real challenge is to know how to innovate without ever losing the connection with their roots. The Sita Food products at the Fancy Food in New York are presented with a catalogue that flanks some important niche innovations. Alessandro Sita guides us to discover the strategies of taste designed for the American market, betting on clean labels and the craftsmanship of his homeland.
When you analyze the secret of the longevity of the great classics signed Sita on the American market, the focus immediately tightens around two key concepts: the consistency of quality and simplicity.
“The American consumer, once he adopts and marries our product, wants to find something familiar in the dish, a taste he knows and makes it feel good,” explains Alessandro Sita.
This approach is perfectly reflected in the strategic strategy of the brand. If last year the company has followed the trend of innovation, marked by the launch of Parlami, their salami to the Parmesan, this year the route aims decisively towards absolute fidelity to the traditional Italian method of production. A choice that intercepts very precise market dynamics that see the growth of products more than niche, like the cheek.
The debut of this edition sees a strong push on the most authentic references. In addition to the consolidated fresh mozzarella fior di latte, the new Sita range of artisanal meats is on the market. It is a real return to authenticity in a sector now deeply invaded by super-industrialized proposals.
“We offer salami made as we once did in our homes in Calabria, with premium meat, spices and natural guts, and a slow seasoning”.
In a context such as the Fancy Food, which is an authentic sensorial bombing for buyers, who during the fair taste hundreds of products a day, Sita Food adopts a targeted positioning tactic to impress in the memory of the visitor’s palate and detach competition. The goal is not to disperse energies, putting forward and testing almost exclusively novelties.
The entrepreneur points out that, remaining focused on a few elements, the company has the certainty that the buyer, once the badge is removed at the end of the day, can remember better than the Sita brand. Immediately afterwards, to leave a deep mark, the work focuses on simple but definitely winning combinations, able to create the perfect combination between the selection of cheeses and that of meats.
The overseas market is now strongly obsessed with binomium wellness-speed. To meet this specific requirement, the brand bets on factors related to transparency and daily functionality.
“We respond by offering products that stand out for a “clean label”, that is a list of very short, clean and transparent ingredients, which is synonymous with genuineness and well-being. At the same time, in order to meet the need for practicality of the modern consumer, we propose these articles in a presentation and in extremely convenient and easy to manage formats in the daily newspaper”.
This technical attention becomes a fundamental tool also to make sense of the difference to competitors who imitate Made in Italy. The contrast to the phenomenon of Italian Sounding, according to Sita, is made concretely on the field, starting from the tasting directly on the point of sale, since it must be the palate of the consumer to decrease the qualitative superiority of the product. This system is accompanied by an intelligent commercial policy, based on competitive prices or on accessible portions that do not forget the test, and a corporate communication that is kept as simple, transparent and direct as possible.
In front of the challenge of having to choose a single ace in the sleeve to conquer a skeptical buyer, Alessandro Sita’s strategy is equally divided between the dairy universe and that of the salumeria. For cheese the entrepreneur goes on the safe with their Parmigiano Reggiano, which is also presented in an unusual snack format.
“For the sausages I bet everything on the new Calabrian pavement in the sweet version”, concludes Sita, explaining how the latter reference is also proposed in convenient formats and with a list of very short ingredients.
L’articolo Products Sita al Fancy Food in New York City among novelties and cult proviene da IlNewyorkese.