"We have 60 years of experience in the importation of agri-food products in Chinese market with an innovative way," explained Giuseppe Tamburi, chairman of Fratelli Rinaldi and of the Chinese JV with the Chic group, "we did not start from Shanghai or Beijing but chose other cities where the consumer had less opportunity to buy the Italian products."
Thanks to the meeting in 2017 with the Chic Group, a Chinese company operating in the retail Sector, Fratelli Rinaldi decided to join forces and establish a joint venture with Chic Group for the import and sale of Italian food and beverage products, starting from Chongqing.
Last year, Rinaldi Food Co Ltd opened its first store in China (Chongqing) Pilot Free Trade Zone and the second one in February, in the residential district of Guanyinqiao.
The idea of Rinaldi Food is to offer Chinese consumers an experience which includes both shelf products and thematic corners for tasting coffee, pizza, baked goods, meat, salad and other high-end products.
"Our goal is to offer the products with a competitive price-quality ratio and the Italian lifestyle such as an artistic experience," explained Tamburi.
This strategy is supported by Rinaldi's cooperation partners in the food sector, including Coop, Italpizza and Surgital, which provide the company with quality products at a price that is accessible to the majority of the Chinese middle class.
In Chinese market, Chic has made its retail know-how available as well as a network of institutional and financial relationships, ensuring the success of integrating and starting up the business.
The challenge is to delight the palate of Chinese consumers without changing the original taste of Italian products. The company is trying to use some promotional activities to bring customers closer to the culture of high-quality Western food, as well as working on food preparation and merchandise.
For example, in Chongqing stores, spicy sauces made in Italy can match with local dietary habits, and meat is not served medium rare, while pastries are less sweet and the cooking time for pasta is longer.
Rinaldi Food plans to open 3 more stores in the next 18 months in the commercial areas of Chongqing including Shapingba, Jiefangbei and Daping.
Fratelli Rinaldi Importatori was founded in Bologna in 1957 by brothers Vittorio and Rinaldo. In the 60s and 70s, it was considered as one of the most dynamic and appreciated companies for the alcoholic products distribution in Italy.
The most significant products, among those distributed in that period, are Wodka Wyborowa and The Malt Whiskey Macallan, whose rare vintage (millesimato) have become real cult products, and are still much sought after by Italian collectors.
For 20 years, the Rinaldi company sold a highly qualified range of Italian and foreign wines, representing their territory, including Champagne Jacquart, Spumante Franciacorta La Montina and Prosecco Valdobbiadene and DOC Serre di Pederiva and a rich portfolio of excellent Italian products, including Chianti, Verdicchio, Barolo.
In 1983, Fratelli Rinaldi Importatori became part of the Buton Group. Ten years later, following the decision of Sassoli family to sell the Buton Group to the British IDV-Grand Metropolitan, a member of the family, Giuseppe Tamburi, decided to buy Fratelli Rinaldi Importatori, now Fratelli Rinaldi S.p.A. which has fivefold its turnover since 1993.
（Source: Class Editori S.p.A.）
Performance:
Rinaldi 1957 is the commercial name of Fratelli Rinaldi
Turnover in 2018: 15.2 million euros
Management:
Giuseppe Tamburi, president and CEO
Gabriele Rondani, marketing director and pr
Contact details:
Rinaldi 1957 spa
Viale Angelo Masini, 34 - 40126 Bologna (Italy)
Tel. 051-4217811
Fax. 051-242328
e-mail: info@rinaldi1957.it , commerciale@rinaldi1957.it
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