Développer une marque alimentaire authentique avec uniquement des produits Bio, c’est le secret pour fidéliser ses clients à vie. Andrea Rigoni l’a parfaitement bien compris.
CEO de Rigano di Asiago, cette entreprise italienne créée en 1923 propose une gamme de produits alimentaires Bio. En 2007, Andrea lance la pâte à tartiner Nocciolata, devenue une concurrente sérieuse de Nutella !
Marque et Bio alimentaire : l’avènement !
Dans le petit village d’Asiago, situé au milieu des montagnes en Vénétie (Italie), naît en 1923 une activité qui, presque 100 ans plus tard, connaît une véritable reconnaissance. Le succès international de la marque Rigoni di Asiago ne fait plus aucun doute aujourd’hui.
Avec sa gamme de miels, confitures et pâtes à tartiner, l’entreprise ne propose que des produits biologiques depuis son origine…soit parfaitement dans l’air du temps.
« …En nette augmentation depuis plusieurs années, la demande en bio a continué sa course en 2017. Les français sont non seulement de plus en plus nombreux à consommer des produits bio, mais ils le font aussi de plus en plus fréquemment. Plus de 9 français sur 10 ont consommé bio au cours des 12 derniers mois, et ils sont aujourd’hui 16% à le faire de manière quotidienne (contre 10% en 2015). Et d’après les chiffres, ce n’est pas prêt de s’arrêter : 26% des consommateurs interrogés ont l’intention d’en consommer davantage à l’avenir… »
Marque Bio Consom’Acteurs
L’apiculture marque les choix historiques de la famille Rigoni
L’apiculture a profondément marqué les générations successives de cette famille pour laquelle produire Bio a toujours été une évidence absolue. Les miels Bio sont issus des fleurs des montagnes, les confitures de fruits lancées dans les années 80 sont biologiques…enfin tout naturellement la pâte à tartiner Nocciolata, lancée en 2007, est sans huile de palme.
Au premier contact avec Andrea Rigoni, un mot vient à l’esprit : bienveillance. Ce patriarche transalpin inspire une culture en prise avec la nature et le vrai. Depuis l’âge de 7 ans, Andrea participe à l’entreprise familiale dans le village d’Asiago. Son dada ? chercher des recettes essayer des combinaisons, trouver de nouvelles formules…et il l’exprime à sa façon :
« Le client, c’est comme un ami que j’invite chez moi, je dois faire le meilleur pour lui »
Marque Asiago : perspectives prometteuses !
Rigoni di Asiago est passée d’un CA de 3 M€ en 1995 à 150 M€ aujourd’hui. Son défi consiste à demeurer une marque authentique, même lorsque le CA atteindra 500 M€…ce qui pourrait arriver très vite.
Comment ne pas faire de parallèle avec Ferrero ? On raconte que Michele Ferrero, fils du fondateur, peu avant sa mort en 2015, conservait sur son bureau un pot de la petite marque concurrente Asiago. Il alertait sans cesse ses collaborateurs du danger en devenir malgré leurs dénégations.
Nutella est aujourd’hui piégé par sa taille qui l’empêche de réagir avec agilité : difficile de changer la recette sans augmenter les prix, difficile de remettre en cause toute la filière sans huile de palme et les outils industriels…
Doit-on considérer les « Nutella Café » comme une diversification de l’enseigne ?
Alors pourquoi pas bientôt la naissance des « Nocciolata Cafés« , et pas forcément aux USA ?…
Happy Match conseille l’entreprise Rigoni di Asiago, qui commence à troubler la tranquillité des dirigeants de Ferrero, dont un « Rocher » manifestant des signes d’effritement ;-). Ce conseil en choix d’agence ne s’est pas fait loin sans mal, mais aujourd’hui la marque possède une belle notoriété.
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