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Insight: A Taste of Italian, Served Up in a Big Bus


(From The New York Times – May 7, 2012) THE food truck is gaining a reputation in the United States as a destination for those craving fine cuisine.

Delverde, an Italian maker of premium pasta, is borrowing that idea and extending it to a food bus, which will tour the East Coast as part of the company’s efforts to win over America’s taste buds.

Delverde products are typically found in high-end markets, so the bus tour is an unconventional way for the company to broaden its consumer reach in the United States, said Delverde’s chief executive, Luca Ruffini.

“We are using this marketing concept because we think the classical way of communication works,” he said. “If people can associate with a brand, it is a very effective marketing strategy.”

On tour with Delverde will be Lucini Italia, an olive oil maker that Delverde bought last year, and brands from other Italian food companies. The idea, Mr. Ruffini said, is to let American consumers know what Italian foods pair well.

“It’s not just enough to talk about one company, but what is good about the Italian experience,” he said. “We want to bring the credibility of the Italians to the United States.”

The pantry of the food bus will be stocked with cheeses from Auricchio and Locatelli, Caffè Vergnano espresso, Ferrarelle mineral water, Fratelli Beretta charcuterie, Montosco spices and Zonin prosecco. Celebrity chefs will be on hand to create dishes using those products.

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