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APR. MAY. 2017
III
this event still has a lot to say to all
the operators of the sector and also
for this 37th edition of “Tirreno C.
T” it was again confirmed as one of
the most important events for the
entire sector, catering and
hospitality as well as a great meeting
point for supply and demand. A
peculiar feature
of TIRRENO C.T. which continues
to attract thousands of traders is the
presence of category associations,
increasingly numerous and qualified
exhibitors, conferences and round
tables on current topics, tastings,
international competitions and
demonstrations remain the key to the
success of the event. If round tables
and conferences have allowed a catch
up on the latest trends, the possibility
of seeing at work the greatest masters
of catering,
an unparalleled stimulus for all
visitors has been discovered:
community.
The importance
of training
in the sales process
Nowadays, the figure of the buyer has
assumed an extremely wide-ranging
role, compared to what one thought
until some time ago: In addition
to the ability to select the product,
to negotiate prices and to identify
the strategic markets, the modern
buyer must be a complete figure by
necessity, have a 360 ° vision of the
product market, to support and assist
the customer from the purchase of
the product to the final sale.
It is the figure that also emerged
from the last training meeting held in
Massa Carrara, where the employees
of the partners GF1 and Morelli
gathered, in which the speaker
Stefano Del Vecchio, CIC buyer for
the fish sector, presented himself in
this new light, distancing himself
from the role of the “traditional”
buyer, but advising and supporting
in some respects the agents of the
companies present.
In addition to the possibility of
refining the technical and theoretical
knowledge on the quality and
defects of the various products, the
agents have been able to understand
some fundamental aspects, such as
reading of the labels of the products,
important also for economic and
marginalisation means: In this way
the agents themselves manage to
direct the restaurateurs to in the best
way possible in total transparency,
meeting different needs and requests.
AT PAGE 10
Qi Partners
The product’s culture
strengthens it in the
market
In more than 40 years of activity,
Santanna has moulded consumers
with simple but effective principles:
attention to products, their quality
and their source. A chain of
guarantees that has made both the
brand and its positioning strong in
catering circles.
By Maddalena Baldini
When one thinks of a model of
excellence, precision, professionalism
and future vision together, the
Santanna catering group represents
a fundamental element in the wide-
ranging framework linked to catering.
Just look at the structure of the head
office, an architectural “jewel” of
high design, perfectly functional and
able to offer complete assurance to
consumers. Moreover, the important
thing is to always give the best, for
itself but also for the dense network
of customers who every day turn to
this “power” of the north-east Italy.
“It is precisely 2017 which marks an
important milestone for Santanna.
Our first 45 years” - declare Mauro
and Bruno Romor, the owners of
the company – “and to celebrate
this special moment, we decided to
organize an extraordinary event at
our Cash & Carry in San Quirino.
It will be a celebration dedicated
to pleasure... of the palate and
everything will take place through
a tasting course, sampling, training
meetings, demonstrations and show-
cooking of important star chefs”.
What were the various stages of
development regarding marketing
and distribution during theses
many years of work?
We started with the production and
marketing of spirits and distillates
with our own brand, as well as the
distribution of domestic and foreign
spirits and wines. Seeing the trend of
the market and the great development
of restaurants, bars and hotels, we
decided to expand the product range,
first introducing food, then the
whole sector linked to hygiene with
detergents and cleaning materials,
until arriving in the 1980s with hotel
equipment and large installations.
On the back of this development, in
2007, we opened our headquarters,
completely renovated, to welcome
customers in a larger and more
modern environment, including new
sectors such as frozen and fresh meat.
What are the most popular
products in the catalogue?
Who are your biggest customers
and who are the most innovative?
It is not easy to define which product
category is the most requested.
We distinguish ourselves for a