What is your position and what do you do in the company?
In Friultrota I deal with various aspects concerning strategic management and planning. One of my main focuses is the marketing department.
What was your path to taking on a senior role in marketing?
The type of studies I did led me to immediately dedicate myself to marketing, furthermore I joined Friultrota at a time of growth in which it was necessary to start giving a structure to this department and strategically plan investments in communication, especially on the digital side.
Is there a social network that you prefer and one that you would easily do without?
Visual content is very popular in food marketing, an aspect that goes very well especially with Instagram and Facebook. We have had our company page active on Facebook for 11 years. Today Instagram is also giving us some great satisfaction.
How important are social media for your company today and what are the ways to make the best use of them?
Social media matters to us today more than ever given the limitations that the pandemic has imposed on in-person events and tastings. Unfortunately it is not possible to digitize the moment of tasting, which is very important for us for a product that is still little known and often unjustifiably underestimated like trout. Through our social pages we try to involve the user as best we can and continue to do what we normally do in person during events and fairs: sharing our values and passion for what we do, telling the uniqueness of the Regina di San Daniele and our other fish specialities, publishing suggestions for their tasting, recipes and much more. For Friultrota, social media is also an important tool for providing information on important topics such as nutrition, food safety and sustainability. The consumer is increasingly aware and eager to inform himself; through social media we are able to guarantee consistency in transparency, which we care a lot about, and keep the conversation alive with our customers to clarify doubts or curiosities.
Given the growing relevance of the world of social media, combined with the multitude of activities reserved for the marketing office, have you ever thought about entrusting your company's social pages to professionals?
I believe that, to effectively and efficiently intercept the right customers in the sea of social media users, create and maintain a community, optimize advertising investments and always stay in step with the needs of the various constantly evolving platforms, relying on professionals who know how to best manage social pages from the technical side and who can support the company in the right way with the creation of the most suitable content for the various platforms is of great added value.
I think that for an artisanal and family-run company like ours it is also important to maintain one's personal 'voice' on social profiles, to ensure consistency in online storytelling compared to offline and to best convey one's value and identity by putting one's heart into it. No one can tell the story of a company better than those who have lived its history, conveying the emotions that the product brings with it. This is why we are keen to work with professionals capable of being in tune with the company philosophy by collaborating in the creation of content.
What are your future plans in the company and your passions beyond work?
The value of Friultrota fish specialties does not stop at their goodness and their nutritional characteristics but also arises from their history, from the tradition of the artisanal methods used for their creation and from their intrinsic link with the territory. Telling all this completely through digital tools is a real challenge. As far as marketing is concerned, my goal for the next few years is to, from an omnichannel perspective, be able to open the doors of our company to the consumer as much as possible, also through a digital strategy that can involve them in an interactive way to make them 'enjoy' our world as much as possible, navigating our waters, where the products are not just food but are history, tradition and emotion. All this also through events, tastings and live experiences, as soon as it is possible to return to normality from this point of view.
I love spending my free time with my son and my partner, dedicating myself to as many sporting activities as possible together with them.