The epochal changes that affect almost every area of daily life, from economic to ethical to social, strongly influence consumer behavior. If, on the one hand, globalization tends to standardize differences, on the other it seems to favor the desire to rediscover local areas in citizens, with the revaluation of places, contexts, typical products, and professional figures rich in history and tradition. Among these, the figure of the artisan gelato maker stands out with its characteristics, which can well respond to the increasingly frequent demand from consumers for emotional, creative, innovative, and above all authentic experiences that help them get closer to the culture of the place where they live or intend to visit.
Maurizio [Maurizio Paci, Senior Gelato Specialist, ICETEAM 1927, Editor’s Note], with your book “Vegan Scoop” published in 2015 by Hoepli, you opened a door to the future that has now become the present. I believe the book was not sufficiently publicized, but I also believe it was “too far ahead” of its time and that artisan gelato makers were not yet ready to tackle such a complex topic. Complex, because it implies a high level of civil and ecological awareness. At present, the theme of sustainability is now expressed in a thousand different facets. The phenomenon of a plant-based diet is increasingly widespread among the younger generations globally and will have enormous implications in our sector as well: what does the elimination of animal derivatives such as, for example, milk, eggs, and honey imply in the artisanal gelato production process? What will the laboratory of the future be like?
The growing interest in veganism and sustainable options is profoundly influencing the artisan gelato sector, requiring significant adaptation in production processes. This will lead to implications and reflections on the laboratory of the future in the context of vegan gelato. The elimination of animal derivatives, for example, will require the use of alternative ingredients, such as vegetable drinks. Even now, the consumption of almond, soy, coconut, and oat drinks is significantly increasing: each type of drink has different properties in terms of taste and creaminess, which requires specific formulations in the gelato shop. Furthermore, the formulation of vegan and natural gelato may require the use of vegetable thickeners and stabilizers to achieve the same consistency and creaminess as traditional gelatos.
So, what are the priorities of the artisan gelato maker beyond the obvious, or rather, essential, professional updating? Gelato makers will have to invest time and resources in the research and formulation of new recipes and techniques to ensure that vegan gelatos are just as tasty and satisfying alongside traditional ones. New opportunities will open up to explore innovative flavors using alternative ingredients, such as exotic fruit, spices, and superfoods. Therefore, the adoption of specific equipment for the production of natural, sugar-free, and vegan gelato may be necessary, especially if allergenic ingredients are used; while production techniques might differ, for example, in temperature management and batch freezing time to optimize the texture and quality of the gelato. The laboratory of the future must be sustainable and eco-compatible; ecological materials and packaging must be used to meet the demand of environmentally conscious consumers. Software and digital tools can also monitor and optimize production, manage recipes, and collect customer feedback. Artificial intelligence can be used, for example, to analyze consumer tastes and suggest new flavor combinations. A focus will have to be placed on training for gelato makers, so that they acquire skills in the production of vegan gelatos and understand the importance of sustainability. Therefore, collaboration with experts, nutritionists, and chefs specialized in natural cuisine will be fundamental to developing innovative products. Openness to the community will be crucial. I imagine laboratories and gelato shops functioning as hubs for events and workshops, where consumers can learn more about sustainable practices and vegan products. The active involvement of customers in the product development process, for example through tastings and feedback, will create a deeper connection with the gelato shop’s brand. In conclusion, the integration of veganism and sustainability into the gelato sector will require an innovative and flexible approach but will also offer great opportunities to differentiate the product and attract an increasingly wider audience.
Can you briefly outline the key milestones of the company you work for? In 1927, the company was founded by Otello Cattabriga, specializing in the production of gelato machines and marking the beginning of an artisanal tradition. The 1950s were characterized by expansion: the company began exporting its products, broadening its presence in international markets. Diversification marked the 1970s: thanks to the introduction of new product lines, such as soft serve machines and equipment for gelato shops. The introduction on the market of combined machines with the Coldelite Compacta brand dates back to the last decade of the twentieth century. The 2000s focused the company’s interest on sustainability through the development of machines with a low environmental impact, in response to growing sustainability needs. And innovation has continued ever since: for example, smart models with remote connectivity were launched, to offer more efficient control and management. Today the company is recognized worldwide for the quality and innovation of its machines, with a strong commitment to customer service and operator training.
Which values does the company management promote among employees? The company management of ICETEAM1927 – a manufacturer of gelato machines – promotes several values among employees, including: quality, understood as a commitment to excellence in products and services, encouraging employees to maintain high quality standards; innovation, which is the promotion of a creative environment where new ideas are valued, encouraging the research and development of cutting-edge solutions; collaboration, promoted as valuing teamwork and open communication, to foster an inclusive and cooperative work environment. Added to these are sustainability, as a mission towards responsible business practices, encouraging employees to contribute to ecological and sustainable initiatives; training and growth, to allow employees to update and improve their skills; integrity, which promotes a high professional ethic, based on transparency and mutual respect. And, last but not least, customer orientation, with a particular focus on meeting customer needs, a fundamental fragment of excellent service. These values can help create a motivating and productive work environment, fostering the growth of the company and the well-being of those who work there.
What is the role of the research and development sector and how does management commit the company to environmental sustainability? The Research and Development (R&D) sector plays a crucial role in a gelato machine manufacturing industry, contributing to innovating and improving products and promoting the commitment to environmental sustainability. The final product must go through an innovation process that involves the development of new machines and technologies that meet market needs and improve the efficiency and quality of the gelato. Process optimization involves the search for solutions to make production more efficient, reducing costs and production times, also by developing machines that use eco-compatible materials and low energy consumption processes, thus contributing to the reduction of environmental impact. It is necessary to create prototypes and conduct tests to ensure that new products meet quality and safety standards, and a collaboration with universities and research centers to stay updated on the latest trends and innovations in the sector. Furthermore, the commitment to environmental sustainability consists of researching sustainable elements through investments in the research of recyclable and biodegradable materials for machines. The development of machines that consume less energy, implemented through advanced cooling and conservation technologies, will minimize waste through the design of machines that optimize resource use and reduce production scrap. We take care of training by raising employee and customer awareness of sustainable practices, promoting an ecological approach in daily work. Environmental certifications enhance these intentions, certifying the company’s commitment to sustainable practices and, consequently, increasing customer trust. In this way, the R&D sector not only contributes to innovation, but also supports the company’s sustainability goals, creating a more responsible and environmentally oriented future.
How do you collect and use customer feedback to improve and/or adapt your products to demand? Collecting and using customer feedback is essential to improve and adapt products to their needs. A gelato machine manufacturing industry could manage this process by collecting feedback through surveys and questionnaires (sending surveys to customers after purchase to gather opinions on products, service, and overall experience), interviews and focus groups (organizing meetings with selected customers to delve into their needs and collect qualitative feedback), social media monitoring (analyzing conversations on social media to understand customer opinions and expectations regarding products), customer assistance (using interactions with customer service as a source of feedback, identifying recurring problems or specific requests) and a distribution network (collaborating with retailers and distributors to collect feedback on sales and the preferences of end customers). Using feedback through data analysis is fundamental to identifying trends, areas for improvement, and innovation opportunities. Product adaptation, the development of new functionalities, or changes to existing products in response to specific customer requests are accompanied by updates and communications that inform customers about the changes made to the products thanks to their suggestions, creating a bond of trust and involvement. Furthermore, feedback is useful for staff training, as it improves product knowledge and customer service skills. Establishing a continuous feedback process, in order to always stay updated on customer needs and adapt quickly to market trends, allows the company not only to improve its products, but also to create a relationship of trust with customers, increasing their satisfaction and the chances of loyalty. Significant changes are underway in our sector, in particular I refer to the entry of investment funds into the segments of compound ingredients, specialized distribution, and professional schools.
What are your reflections and what could be the consequences? The entry of investment funds into the segments of compound ingredients, specialized distribution, and training represents a significant change in the gelato sector and could have several consequences. For example, they favor market concentration, leading to mergers and acquisitions that could increase competitiveness, but also reduce the diversity of offers. The influx of capital could stimulate investments in research and development, leading to new technologies and more innovative ingredients, improving the quality and variety of products. With the entry of investors, one could expect a greater focus on operational efficiency and economic returns, which would influence company strategies, leading to changes in business models. The attention towards training in the sector could increase with investments in schools and training programs to ensure that gelato professionals are updated on the latest techniques and trends. Furthermore, investment funds would promote more sustainable business practices, pushing companies to adopt ecological strategies to attract investors and consumers increasingly attentive to the environment. The increase in the number of players in the market could lead to more intense competition, forcing companies to differentiate their offerings and innovate to remain relevant, and would alter the dynamics of the supply chain, leading to new commercial partners and greater specialization. Companies might, therefore, must balance innovation with the need to maintain high profit margins, which would influence decisions regarding pricing and quality. Last but not least, the possibility of achieving new potential must be highlighted: access to financial resources and know-how would, in fact, favor growth and expansion into new markets. With investments in training and professional development, the sector could see an increase in professionalization, improving the overall quality of the product and service. These changes offer both opportunities and challenges. Companies will have to be ready to adapt and respond to the new dynamics to remain competitive and satisfy the market. Artisan gelato, a product of Italian school and traditions, requires a profound revisitation that takes into account new market trends (globalized) such as, as we have seen, veganism or nutraceutical and sucrose-free gelatos.
What are the implications for a company like yours? The implications for our gelato machine manufacturing company in the current context of changes, such as the entry of investment funds into the ingredient and distribution segments, can be multiple. Due to the increased competition, it will be crucial to develop machines that offer unique or innovative features, distinguishing themselves from those of competitors. It could be useful to offer post-sales support, such as training and technical assistance, to build customer loyalty. The possibility of establishing strategic collaborations – such as partnerships – would lead to useful synergies, thus improving innovation and expanding the commercial network. At the same time, establishing relationships with specialized distributors would allow access to wider and more diversified markets. It will be necessary to invest in research and development to respond to new market needs and to integrate advanced technologies such as the IoT (Internet of Things) and develop eco-friendly machines that use less energy and sustainable materials, in line with growing consumer expectations and constantly changing regulations. It is essential to invest in employee training to improve technical and managerial skills, preparing the company to better respond to market challenges. Education also happens through courses and seminars that can help in making the best use of the machines and understanding their benefits. Furthermore, operational flexibility is necessary, being ready to modify production processes and business strategies in response to changes in the sector.
To summarize, a company like yours must be ready to evolve, invest in innovation, and build strategic relationships to successfully navigate a changing market. What are the main markets in which you operate and/or plan to enter? The main markets in which our company will operate – and those it might plan to enter – can include the current (European) ones, traditionally among the strongest and with constant demand for high-quality machines. Countries like Italy, France, and Germany are particularly relevant. North America is progressively becoming a growing market for artisanal gelato and cold desserts, with significant opportunities for innovative and technologically advanced machines. As for Asia, countries like Japan, South Korea, and China are experiencing an increase in demand for gelato and frozen desserts, making this a promising market. South America, Brazil and Argentina show a growing interest in gelato, with expansion potential. The Middle East should also be noted, which shows a growing gelato culture, with a demand for machines that can produce local varieties and innovations. The market of the future will undoubtedly be Africa, an emerging continent with a growing middle class and an interest in frozen desserts: there are significant opportunities, especially in developing countries. The online market is also increasingly growing: expansion into e-commerce offers products and services online to reach new customers and geographical markets. The catering sector should not be underestimated: entering the B2B market, providing machines for restaurants and fast-food chains that want to expand their menu with gelato-based desserts, could be a winning choice. Investment in training and schools is also increasingly active, achieved by establishing collaborations with training institutes for gastronomy, offering equipment for courses and workshops, increasing brand visibility.
What are the entry strategies? To enter new markets, the company should first consider market analysis (i.e., in-depth studies to understand the dynamics, competition, and consumer preferences of a specific territory) and local collaborations, establishing alliances with distributors or partners to facilitate market entry and penetration. It is natural that adaptation of the offering must occur it will be necessary to develop products specific to local tastes and needs to increase the probability of success.
Does artisan gelato still have a good appeal abroad? Yes, artisan gelato continues to have a good appeal abroad, and several factors contribute to its success. Firstly, quality and tradition: artisan gelato is often perceived as a superior quality product, as it is made with fresh and natural ingredients. This attracts consumers looking for authentic gastronomic experiences. The reputation of Italian gelato, with its long history and traditional recipes, continues to generate interest around the world. The constant innovation in flavors that artisan gelato makers offer, often focusing on creativity and seasonality, attracts consumers looking for new experiences. Artisan gelato can include options for vegans, gluten-free, and lactose-free, broadening its appeal to different market segments. Artisan gelato is often sold in gelato shops that offer a welcoming atmosphere: therefore, this creates an experience that consumers appreciate and remember. The organization of events and festivals dedicated to gelato, which increases its visibility and popularity, is constantly growing in many countries.
Consumer food awareness is constantly growing, what are the reflections on artisan gelato? We can summarize the issue in three points: the search for quality products, to which consumers are increasingly attentive, preferring artisanal and local products over industrial ones; sustainability, i.e., the interest in sustainable ingredients and ecological practices that is pushing many gelato makers to adopt more responsible methods, attracting conscious customers; market expansion, which is conveyed by new openings of artisanal gelato shops (all over the world, even in emerging markets) where gelato is gaining popularity. Last but not least, the phenomenon of franchising must be considered: some artisanal gelato brands have started to expand through this tool, bringing Italian gelato to new cities and countries. In conclusion, artisan gelato maintains a strong appeal abroad thanks to its quality, variety, and the growing demand for authentic gastronomic experiences. Companies in the sector can take advantage of these trends to expand their presence and attract new customers.
Do traditional fair events meet current market needs, or is a paradigm shift necessary? Traditional fair events are facing significant challenges in meeting current market needs, and many experts believe that a paradigm shift is necessary. With the rise of e-commerce and digital platforms, many companies and consumers prefer online interactions. Traditional fairs may seem obsolete compared to these new modes of communication. Furthermore, participating in fairs can involve significant costs for companies, not only for the exhibition space but also for logistics, setup, and personnel. In an uncertain economic context, many companies might reconsider these investments, turning more towards digitalization. Furthermore, visitor needs are increasing more and more: those who participate in an event, in fact, expect and seek the most engaging and personalized experiences possible, and traditional fairs often struggle to offer meaningful interactions compared to more innovative events. Finally, the growing attention to sustainability has led to criticism of traditional fairs, which often involve a high environmental impact due to disposable materials and the necessary travel.
And, in this regard, what could be the possible changes and innovations? Surely, the integration of digital elements into fairs (think of hybrid events that combine physical and virtual participation) can increase access and participation. Events that offer immersive and interactive experiences, such as practical demonstrations, workshops, and targeted networking sessions, appear more intriguing and appealing and can easily improve engagement. Adopting more ecological practices, such as the use of sustainable materials and waste reduction, can make fairs more attractive to environmentally conscious companies and visitors. Fostering networking opportunities between exhibitors and visitors – in order to promote the creation of collaborations and new partnerships – can increase the perceived value of the event. So, in summary: traditional fairs must evolve to meet current market needs. A paradigm shift that embraces digitalization, sustainability, and the participant experience is fundamental to ensuring that these events remain relevant and useful for companies and visitors.
If a paradigm shift is necessary for fairs to adapt to market needs, what do you think are the challenges that artisan gelato shops must face today? The artisan gelato shop must face several challenges in the current context. Some of the main ones mainly concern increasing competition and an expanding market: the increase in the number of gelato shops, both artisanal and industrial, makes the market more competitive. It is essential to stand out through quality and innovation. Another crucial aspect is the volatility of ingredient prices: fluctuations in the prices of raw materials, such as milk, sugar, and special ingredients, can affect profit margins and financial planning. Consumption trends are evolving. Consumer interest in healthier options, such as sugar-free or vegan gelato, requires gelato shops to adapt quickly to respond to these new demands. It is important for gelato shops to rely on an effective digital marketing strategy to reach consumers – especially through social media and e-commerce platforms – and to foster a unique customer experience: it is essential to take care of not only the product but also the environment and the service. The essential updates in terms of health regulations and food safety, which can vary from country to country, must not be forgotten. Facing these challenges requires creativity, adaptability, and a well-defined strategy. Gelato shops that manage to navigate this complex context can take advantage of new opportunities for growth and customer loyalty. And for those who are not satisfied with the strictly professional profile, we have tried to get to know Maurizio Paci with some questions that can tell his story on a human level as well. Maurizio, where were you born and what is the most significant memory of your childhood? I was born in Rimini and emigrated to Belgium at the age of one because my father was a miner; I returned to Italy after nine years.
Did you have the opportunity to meet, during your life, a person who profoundly influenced you? Yes, I met people who influenced my study and work choices. Would you like to share one or more particularly significant anecdotes? In 1972 I met Dr. La Rosa, owner of a semi-finished product company called Union Polar. Of course, I was young, and he was an expert, but calmly I made him appreciate my ideas. It was tough. In 1979 I was helping some gelato shops with recipe formulation, and I received a particular request. The owner told me “I want a unique, never-before-seen gelato for the inauguration of my premises.” I thought a lot and finally proposed a blue-colored gelato. The reaction was that he drove me away, swearing. But then he understood it was a great idea and called his gelato shops “Azzurra” (Blue). Subsequently, that flavor became “Puffo” (Smurf); that’s why, in South America they call me Mister Pitufo.
How did you manage moments of difficulty in your personal and professional life? I never gave up. I tried to solve the problems, sometimes with great suffering.
How do you find a balance between such a busy professional life and your private life? Sometimes it’s difficult, but with a family by my side that supports my work, everything becomes easier.
Tell us about a moment when you faced a great fear or a great joy? I left for the United States in 1980 with a lot of fear, but I did it for my family. The great joy is having “shaped” many gelato makers who are now famous.
Do you manage to maintain meaningful relationships in your personal and professional life? Certainly. I have relationships with people from many countries. Even after a long time, we keep in touch regularly. Some say the majority are women. It’s true, I can’t deny it.
What family traditions do you consider important? Family traditions are a wonderful way to create connections, transmit values, and keep a sense of belonging alive.
The title of a book, a film, and a song that marked important moments in your life? The book is Homer’s “Odyssey”, which marked a moment when I learned the value of things invisible to the eye. The film is “The Pursuit of Happiness” by Gabriele Muccino, which reminded me of the importance of persevering even in the most difficult moments. And the song is “Sapore di sale” by Gino Paoli, which recalls my adolescence in Rimini.
