Italy's Sweet Formula for Success
Interview with Giacomo De Ferrari, Export Manager of Elah-Dufour S.p.a.
In times of economic uncertainties, there are products that prove to be crisis-proof – chocolate as a comforter for the soul is undoubtedly one of them. With traditional brands Novi, Dufour, and Elah, the Italian family business Elah-Dufour stands for over 100 years of craftsmanship, innovation, and top quality. Export manager Giacomo De Ferrari spoke with Wirtschaftsforum about the company's secret to success.
Wirtschaftsforum: Mr. De Ferrari, the Elah-Dufour Group is a significant player in the Italian confectionery market. Could you give us an insight into the history and development of the company?
Giacomo De Ferrari: Our group unites three historical brands: Novi, Elah, and Dufour. All three were founded at the beginning of the 20th century – Novi in 1903, Elah in 1909, and Dufour in 1926. These brands have not only shaped their respective product categories but are also deeply rooted in Italian culture and lifestyle. In the 1980s, the Repetto family, who still leads the company today, merged these brands to create the Elah-Dufour Group. Since then, we have continued to grow, both by strengthening our market leadership in Italy and by expanding our international business. The year 2024 marked a historic milestone for us, as we achieved new records with the highest October sales in our history. This growth is thanks to our ability to successfully combine tradition and innovation.
Wirtschaftsforum: What products are the focus of your range, and what makes them special?
Giacomo De Ferrari: Our product range is very diverse, but the most well-known and popular products come from our chocolate brand Novi. The Gianduja chocolates, and especially the 'Nocciolato' – a Gianduja bar with whole hazelnuts – have been a symbol of quality and pleasure for decades. What makes these products special is the ingredients: We use only cocoa from a special region in Ecuador known for its excellent quality, and hazelnuts from Piedmont, which are considered the best in the world. In addition to chocolate, Dufour offers a wide range of fruit candies and jellies, characterized by a high fruit content, while Elah is a leader in Italy in dessert preparations like pudding and mousses. We combine artisan tradition with cutting-edge technology to create products that are both authentic and innovative.
Wirtschaftsforum: Your company has a strong position in the Italian market. What does it look like internationally?
Giacomo De Ferrari: In Italy, we are market leaders in several categories, for instance in chocolate bars, where we hold a market share of 25%. Internationally, we are growing step by step, which is no easy task in a highly competitive market like the confectionery sector. Particularly in countries like France, the USA, and Brazil, we see promising potential. In Germany, we are currently expanding our business and are already present in several retail chains. Overall, we currently generate 15 to 20% of our revenue abroad. Our strategy is to cater to the specific preferences and requirements of each market while preserving the values and quality that distinguish us.
Wirtschaftsforum: What challenges does exporting pose?
Giacomo De Ferrari: Exporting requires a high degree of adaptability and patience. Each country has its own market structures, taste preferences, and price sensitivities that must be considered. A particular obstacle is often the dominant multinational corporations that are already well-established in many markets. Nonetheless, our focus on quality and innovation gives us an advantage. Our pistachio bar, which is especially popular in Germany, shows that a high-quality, unique product can find its way to the shelves, even when competition is fierce.
Wirtschaftsforum: How do you deal with the increased raw material costs?
Giacomo De Ferrari: The prices of raw materials, particularly cocoa, have risen significantly in recent months – a challenge we face with a clear strategy. Our approach is to never compromise on quality. Instead, we focus on optimizing our internal processes and at the same time emphasizing the added value of our products to customers. Many consumers today are willing to pay a little more for a high-quality product. This trend works in our favor since we have always distinguished ourselves through excellent quality. Ultimately, we see the increased prices also as an opportunity to further position ourselves as a premium brand.
Wirtschaftsforum: What strategic plans does the Elah-Dufour Group have for the coming years?
Giacomo De Ferrari: Our goals are clear: We want to significantly expand our international market share, particularly in the USA, Brazil, and Asia. At the same time, we are working on strengthening our presence in Germany and Switzerland. Another focus is on innovations, both in product area and our packaging, where we are developing more sustainable solutions. Furthermore, we want to capitalize on new trends, such as the growing demand for pistachio products, and specifically target these markets.
Wirtschaftsforum: Participating in international fairs is essential for many companies. What about you?
Giacomo De Ferrari: Fairs play a central role in our marketing strategy. We regularly participate in Anuga in Cologne and SIAL in Paris, two of the most important events for the food industry. These platforms allow us to present our products to a wide international audience and forge new business contacts. For 2025, we also plan our first participation in TuttoFood in Milan. Although we are already well known in Italy, we see this fair as an opportunity to expand our international reach. Additionally, we rely on fairs in Brazil and the USA to advance our expansion in overseas markets.
Wirtschaftsforum: What values drive you and your team in daily work?
Giacomo De Ferrari: The basis of our actions is a passion for quality and innovation. We are proud of our Italian roots and the tradition behind our brands. At the same time, we have a clear vision for the future: we want to continuously improve, both in our products and in the way we meet our customers' needs. This commitment is shared by our entire team, who work passionately every day to offer our customers the best.