Valsoia

Valsoia is an Italian health food, functional foods and functional drinks company, listed on the Italian stock exchange, Borsa Italiana.

Valsoia logo with strapline.

History

Valsoia, was founded in 1990 by Lorenzo Sassoli de Bianchi, currently also President of the Italian Advertisers Association Utenti Pubblicità Associati - UPA and the Bologna Museum of Modern Art MAMbo. One of the first Italian health food companies to apply mass marketing techniques, Valsoia's branding was innovative in emphasising the pleasures as well as the health qualities of its products, helping its growing product range achieve a wider appeal than traditional health foods. Valsoia's emphasis on "Italian" taste and texture as well as health was reflected in its strapline "Bontà e salute", literally "Deliciousness (as well as goodness) and health" and this brand positioning was supported by regular cross-media advertising^[1] over the years. Valsoia's total annual sales are currently around €55m.^[2]

Product range and philosophy

Covering a broad spectrum of soya-based, dairy-free and other sweet and savoury foods and snacks, the Valsoia product range is one of the most complete in the sector, supported by strategic partnerships with other industry leaders, including Weetabix and Tival. The company aim is to provide a complete lifestyle choice as well as to offer a broad product range.

Management approach and market position

Valsoia has also been innovative in its management style. It was one of the first companies in Italy to offer a manager buy-in stock option^[3] and encourages staff participation at all levels. It was in this spirit that the company went public in 2006, listed on the Milan stock exchange not primarily to raise capital, but to spread the base of involvement in the company, although the operation was also a financial success.^[4]

Valsoia is Italy's number one health food company^[5] by product range and turnover, and has been growing at an average annual rate of 15% per year,^[6] which is more than three times the ACNielsen figure for growth in the Italian food sector as a whole,.^[7]^[8]

The company strategy is focused on further growth through product range extension and diversification, increased market penetration and expansion into new markets. Valsoia products are currently distributed in Austria, Croatia, Germany, Greece, Slovenia, Spain and Switzerland, as well as Italy.

The future

Although Sassoli de Bianchi has been the architect of this innovation and growth, he has consistently emphasised the contributions of his colleagues and involved as broad a range of staff as possible in the development of the company's ethos and strategic direction. The resultant shared culture appears capable of ensuring Valsoia continues to build a strong future when he is no longer at the helm. In addition, he has carefully laid the foundation for effective succession management with the 2006 flotation.

References

External links

Valsoia website