Rossella Ferro is the Marketing Manager at La Molisana. A passionate, loving mother and award-winning entrepreneur at the head of a group of young people, Rossella can be considered a… View Article
Rossella Ferro is the Marketing Manager at La Molisana. A passionate, loving mother and award-winning entrepreneur at the head of a group of young people, Rossella can be considered a tightrope walker. She talks to Bellavita all about the brand. Bellavita: The Ferro family have been dealing with cereal milling for four generations, can you tell us briefly about your story? La Molisana: The company "Semolerie Ferro" was born in 1910, when Domenico Ferro activated a buhrstone mill, then in 1925, it became one of the first roller mill plants in South Italy thanks to his son Giuseppe. Since then, four generations have passed, and today it is considered a technologically advanced factory, as well as one of the European leaders in terms of storage capacity, that amounts to 240,000 tons. It is 100 years now that we've been saying: our semolina becomes your pasta. The heart of our work is in the mill, where we select and grind only the finest wheat, hulled according to an ancient stone method that purifies each grain gently and gets only the heart of it, for a semolina rich in flavour and nutritional properties. Furthermore, the pasta factory, situated in the heart of Molise, has the rare privilege of producing at 710 meters high, where the pure and unspoiled mountain air is a valuable ally for healthy drying. The pleasantly harsh climate is ideal for the conservation of durum wheat. Finally, the low mineralised and low sodium water we use gushes in the heart of the Park of Matese and is perfect for generously kneading our semolina. The centuries-old art of miller masters of mixing different grain qualities perfects the blend that make our pasta recognisable by the unmistakable golden colour, the taste of the wheat, the high toughness due to a protein value that is never lower than 14%. Bellavita: Is the challenge of Ferro Group of acquiring La Molisana a dream come true? La Molisana: When in 2011 we took over the historical pasta factory, the scene was dominated by economic recession, new consumption habits of pasta and a deep brand crisis. The mission seemed almost impossible, but the desire to return a historical brand to Molise and cope with the integrated production chain gave us the courage to take on the new course. After four years of hard work, we brought La Molisana from a market share in Italy of 0.3% in 2011 to 4.0% in 2015 (Symphony IRI-Group), and allowed an exponential growth in global markets thanks to a investment of over 20 million euros for a radical renewal of the most strategic sectors. Bellavita: How important was communication in this process? La Molisana: Communication was of vital importance to use for repositioning the brand in the right segment of the market. We started off by re-branding the logo and redesigning the pack, and this took us over two years. We redesigned our entire communication by focusing on essential and distinctive elements: white, transparent, deep connection with the land, the cult of the grain. Today, the ideas are even clearer: philosophy of "factory doors open", a warm welcome to our region and the telling of authentic stories... because we have a lot of history! Obviously, we are investing in social networks, as well as in the dialogue with our audiences. consumers and professional partners, highlight our peculiarities and grow organically, leaving sediment messages and brand promises. Bellavita: How is your product the fruit of the land? La Molisana: La Molisana is a company that has been in the national and international level for over 100 years in the field of seed corn, but has always remained deeply attached to the land, which gives it its name. It is from Molise that draws the top of its product: not only the natural mineral water and low salt that flows in the Matese Park, but also a part of the grain, which comes from this territory for centuries suited to cereal production and milling materials. That's the reason why La Molisana chooses to express its identity starting from its strong and deep-rooted ties with the territory. We recognise our close connection to our origin because we recognise the importance of tradition, complying with production rules, competence and passion that is involved in producing the best pasta: our territory is in our DNA.