Speciality Food Magazine June 2024

has the natural creaminess of a great Carnaroli.” Choosing the best There is, undoubtedly, an almost limitless supply of pasta and rice available to retailers today...so why should you, when considering your stock list, push better quality products up the agenda? Bruno says it’s the job of independents to focus on delivering superior ingredients and traditional flavours, which differentiate them fromsupermarkets, wheremass production and affordability drive listing decisions. “At Valentina we ensure that most of our products offer various tiers within their categories, organising our ranges according to a ‘good, better, best’ system,” he reveals. “Even our most basic, entry-level pasta, Rummo, surpasses the quality of what specialityfoodmagazine.com 13 Addison Gill of Seggiano says the brand is also seeing growth across its speciality pastas – particularly ancient grain and gluten free options. This has led to a programme of NPD, and the release of a new line of organic pastas, catering to the “interest inwholewheat, and grains like khorasan kamut and einkorn. These varieties provide a delicious and nutritious twist on classic pasta shapes like busiate, lumaconi and orzo.” When it comes to rice, Gianfranco Perri of Just Gourmet Foods says the attention customers are giving the specialist wholesaler’s Gli Aironi Carnaroli Affumicato (smoked rice) is undeniable, and points to home cooks and chefs being a bit more experimental with Italian cuisine. “It elevates a risotto dish to new levels,” he explains, adding that smoked rice works “wonderfully with seafood, and most supermarkets offer, crafted with bronze die extruded durum wheat. And thenwhenwe introduce customers to our ‘best’ pasta offerings, there’s simply no comparison to what you find in a supermarket.” Independents should seek out small batch artisanmade pastas, crafted with high-quality ingredients, Bruno adds. “Our offerings include fresh egg pasta, truffle-infused pasta, squid ink pasta andmore. Not only do these excel in taste, but they also maintain their shape, evenwhen slightly overcooked!” This is a sentiment Gianfranco echoes, pointing to the higher protein content of artisan pasta, which not only holds its shape, but offers consumers (in an age of carb consciousness) better quality carbohydrates. “Our recommendation to retailers is ‘know your customer’ and, of course, cater for different wallets, but don’t dismiss selling a higher quality line, as people love to be able to upgrade for a special meal, or when they simply want to treat themselves to a new experience.” On the subject of rice, Gianfranco says Italian grains are of exceptional quality, and spending a bit more in this category will pay dividends in terms of both flavour and nutrition. “We source our rice fromGli Aironi which is an expert in rice production, taking huge care to ensure the nutritional integrity of its final product. Covering several different rice varieties (not simply the expected risotto rice options) the brand’s products look great on shelf, and we find that retailers can offer a range which goes above the commodity nature of the category, better engaging customers with inspiration around cooking and flavour.” Gli Aironi, Gianfranco adds, has been developed over five generations of the same family, committed to sustainable agriculture and protecting the delicate wetland environment where they farm, including the population of grey herons which live there. “They are a progressive business which is always seeking ways to minimise their impact and ensure that they are nurturing the health of the land that they call home.” This level of traceability is something consumers are searching for, says Addison. “By going beyond generic brands, you’re catering to a growing customer base that values taste, transparency, and ethical sourcing.” Traceability allows you to “build trust with your customers, and effectivelymanage your reputation, as you can confidently communicate the origin and quality of the ingredients.” A status symbol Protected origin status can help boost the shelf appeal of any product, including pasta and rice, says Sally. In the UKwe use PGI, while in Italy it’s IGP (Indcazione Geografica Protetta) that binds foods to the regionwhere they are produced. The town of Gragnano, just south of Naples, is considered the birthplace of the pasta industry, thanks to its natural spring water sources used to produce the dough, and an idyllic climate, which lends itself perfectly to drying the finished product. Only pastamade within themunicipality of Gragnano, following a strict set of rules, can claimPasta Di Gragnano IGP status, which Sally says is a key indicator of exceptional quality. To be designated, pastamust only bemade with high quality durum wheat semolina (13% protein or above), and local spring water, be extruded through a bronze die, and be dried slowly, and packed within 24 hours to prevent further moisture loss. Garofalo has beenmaking pasta in Gragnano since 1789, and remains one of themost well-known producers of Pasta Di Gragnano IGP. A newkind of customer Wholewheat and alt pastas (made with different grains) are shifting into themainstream. As Sally has already explained, gut health is topping the agenda for consumers, andmany are swapping out their usual store cupboard essentials for products with bigger health claims. Kelly Shaw of Windmill Organic, which recently released newprotein- packed pastasmade with pulses under the Profusion label, says, “Customers in the pasta category are increasingly seeking products that offer more than just basic carbohydrates. According to recent market research fromMintel, 56% of consumers express interest in pasta, rice, and noodles containing added healthy ingredients.” Convenience is a key factor too, Kelly adds, with interest in quick-cook or ready-to-eat pasta options on the up. “Additionally, there’s a growing demand for pasta varieties that cater to specific dietary preferences or requirements, such as gluten free or plant based options. Overall, consumers want pasta products that alignwith their health goals without compromising on taste or convenience.” Windmill Organics’ Profusion brand has been designed to harness the power of nature through functional foods packed with organic plant protein – using chickpeas, red lentils and peas. Kelly says the decision to invest in this NPD has been driven by data showing 50% of consumers have a desire to be healthier since the pandemic, with 60%wanting to addmore protein to their diet. The products appeal “not just to fitness enthusiasts, but also to a growing audience of middle-aged consumers,