A Century of Pasta. De Cecco and The Italian Culture of Food

Good afternoon to everybody. Thank you to Luca and all of you for having me. I'll go straight to the presentation. I have a dual citizenship, Italian and USA, married with two children and a dog. I have a degree in economics and business administration from Rome University. I've worked 36 years in consumer goods, 29 years with Unilever in finance, marketing, and general management. I ran the Bertolli olive oil business, was sold with it to a Spanish company, moved to Houston for four years, then became a consultant. Three years ago I moved to New York to join De Cecco, a company and product I love.

The title is 'Ascendant of Pasta De Cecco in Italian Culture of Food'. The key is that De Cecco has been innovative by doing the same thing for 130 years. In 1886, the founder Mr. De Cecco invented the first indoor drying method for pasta because his location in Fara San Martino lacked sun. This changed the industry. The factory is still there, using pure mountain spring water. De Cecco is the first premium pasta in Italy and third largest in the world. The company is family-run, now with fifth generation in training. De Cecco has been present in the US since 1893 when it won a prize at the Chicago World's Fair. Today we have a $60 million US business with strong food service and retail growth.

The De Cecco method uses 100% durum wheat semolina, bronze dies for a rough surface, and low-temperature drying for 18 to 36 hours. This preserves the pasta's pale yellow color and allows water to cook it evenly, creating a true al dente texture. Most industrial pasta uses Teflon dies and high-temperature drying in 1-2 hours, which creates a hard shell, uneven cooking, and a mushy result. Our pasta holds its shape even if overcooked by a couple of minutes. The cold mountain water we use (56°F) makes the dough harder to work but produces superior quality.

We only use the core of the wheat, with a lower milling yield and coarser semolina. Our quality is certified batch by batch by DNV. The consumer benefit is excellent culinary performance: pasta that doesn't get overcooked or mushy, has great taste and aroma. For about 25 cents more per serving compared to ordinary pasta, you get a truly premium product. In the US market, pasta is seen as a commodity with heavy promotions, but De Cecco is growing despite a dollar-per-pound premium. We are the only brand in the top 15 that is gaining volume.

The pasta market is challenging: competitors like Barilla sell a product in the US that cannot be legally sold in Italy because of its lower quality. They claim 'the choice of Italy' while being made in Iowa. Gluten-free and low-carb trends are overblown—gluten is a good protein and pasta in moderation is not fattening. Italian food culture is about simple, high-quality ingredients, conviviality, and small portions. People are increasingly interested in what they eat, and that's where De Cecco fits perfectly. We use virgin carton packaging, paying extra to avoid flavor contamination, and replant trees. Thank you.