“With Wheat and Bronze”
History of the premier Antico Pastificio Giovanni Voiello
Torre Annunziata – Naples
The Swiss of Torre Annunziata
Since the XVIII Century, Torre Annunziata was the economic center of a multitude of villages and towns where the activity of pasta making flourished. “The white art” as it’s still referred to in that restricted area that includes the municipality of Pagani, Castellammare, Cava dei Tirreni, Angri, Nocera, Gragnano and Scafati.
Actually, the dry pasta production in the area of Naples has even more ancient roots. Already in the XIII Century Amalfi, just like Genova and Palermo, used to produce dry pasta to provide the merchants ships’ crews with long lasting food. But it was Ferdinando I to encourage a production that, for these times, could be considered industrial. There were multiple reasons.
First of all, an economic one. In the reign of Due Sicilie an excellent quality of durum wheat was produced, particularly in Capitanata (the current Puglia) and commercially speaking, it wasn’t given value outside the reign’s boundaries, where it was consumed only in form of bread. The transports took place via sea, thanks to a large merchant fleet able to connect the harbors of Bari and Brindisi with that of Torre Annunziata.
The second reason was related to the society. Since the times of Ferdinando I, pasta was a premium product, which was not consumed on a large scale. A huge part of the population used to feed with vegetables, broccoli in particular. Neapolitans used to be called offensively Mangiafoglia [Leaf eaters]. This kind of diet, besides being poor in nutritionals, contributed in making the logistic system inefficient since it had to provide to the supply of a city as Naples, which, with its 450,000 inhabitants represented the most massive urbanistic center in Europe. The extent of the market required growing crops further and further away and the costs of transports increased according to the distance, to bring a poor, watery and perishable commodity. Pasta, on the contrary, besides having more nutritional properties, was durable and represented a dry and a far richer commodity.
Pasta industry, which took place in Torre Annunziata developed rapidly: the major availability of product, the more widely spread technology, the use of the press (or ingegno, as it was called) and the use of familiar labor made the reduction of costs possible so that dry pasta started to have a broader diffusion.
Torre Annunziata could benefit from two privileges: huge harbors with high seabed that allowed the docking of large merchant sailing ships and a lucky exposition to the periodical alternation of see breezes and land breezes. Wet and hot the former; dry and cold the latter.
This was the background in front of August Vanvittel’s eyes, a blond haired big guy with blue eyes, son of Theodor, native of Thun who went in Naples in 1839 hired by the Dubois company which was engaged in the realization of the railway Naples-Portici, when he arrived in Torre Annunziata for the first time. A prosperous, cheerful town full of sun and pasta left to dry.
He remained fascinated by it and he would stay in Naples for good. Soon, an idea that started to grow in his soul. First small and modest, then larger and larger and defined until it exploded. August left the Railway Office of Pietrarsa, he got to know and got married to Rosetta Inzerillo, daughter of a small pasta maker from Torre Annunziata, and with her, he will withdraw in the workshop of his father making pasta and seven sons. Of the twenty years that came later, the chronicles don’t say anything. But it is fair to suppose that this Swiss organizational spirit that he had in his blood helped him to develop a profitable commerce which did not give him wealth but allowed him to recruit his firstborn Teodoro (same name of his paternal grandfather) in the regiment of the Royal Guards, joinable by census.
We find again the family twenty-two years later, in 1862, soon after the inclusion of Naples to Piedmont. His name wasn’t Vanvittel anymore, but Voiello (actually: Vojello) for those mysterious transformations that occur without knowing when and why. August passed away five years before, surrounded by the respectful fondness of his sons and of the love of Donna Rosetta.
The regiment of the Royal Guards was dissolved and Teodoro followed his destiny. He refused to be recruited in the Piedmont army, which maybe he considered more invader than ally and with his wife Rosa Carotenuto, who married when he was very young, at the age of 18, soon after his father’s death, he carried on the activity of his ancient workshop.
The Antico Pastificio Giovanni Voiello
Teodoro Voiello inherited the business practical sense from his father. He was strong and determined and after some time his activity flourished. In 1877, it was time to think about opening an actual factory. A sheltered but open space, sunny but with some moments of shadow, dry but not arid.
To be a good pasta maker during those times it wasn’t sufficient knowing about wheats, being able to make the dough and the kneading, it was necessary to foresee in the same good way the variations of humidity and of temperature of the breezes.
Teodoro and his son Giovanni, who at that time was 17 and, of course, used to work with his father, started looking for the proper place. Finally, they found it: an extended land in Contrada Maresca, in the Northern area of the city. Right there two years later, in 1879, the future Antico Pastificio Giovanni Voiello, would rise up. From then on, the history and the myth of this pasta plant will be identified with the figure of Giovanni. It will be him to attribute to the company and to the product that precise appearance of high quality that we know nowadays.
During those times, with so simple production methods, the variables on which it was necessary to intervene to make a quality pasta were not many. Actually, there was only one of extreme importance: the quality of wheat. And Giovanni started searching for the best. And the best was a strong and tough, from which it was possible to obtain a grey semolina and a surprisingly texture-holding pasta. It was cultivated in the rich and black lands of Ukraine and it was named after the harbors of embarkation on Azov Sea, city where Cecov was born: Taganrog. Say this name to an old pasta maker and you’ll see tears in his eyes.
Too many myths and too many memories are related to this name. The only ones to import directly this variety of wheat and to produce pasta with it were the Voiello family members, in addition to another pasta factory in Pontedassio, in the Riviera di Ponente, Imperia, which owned its own fleet.
The journey from Azov Sea to Italy didn’t require much effort and it wasn’t particularly long. Most of the times a week of sailing was sufficient to cover 1,600 miles of itinerary. The loads of Taganrog wheat arrived in Torre Annunziata once in a month. In 1917, Taganrog disappeared, destroyed during the October Revolution. Today of that wheat only memory remains, which is handed down as an ancient legend.
At that point the pasta plant was managed by Giovanni. Teodoro soon understood the value of his young boy and he left him the right space.
Giovanni Voiello pasta represented a point of reference of quality and became known all over the Naples area. The aristocracy and illustrious personalities of Naples were Giovanni Voiello’s customers. As much as Don Benedetto (yes, exactly him, the philosopher Benedetto Croce) since his return to Naples in 1892.
In Italy at that time there were five pasta shapes which, in quality order were called Napoletana extra, Napoletana superior, Napoletana common, Local superior and Local common. They differed from each other according the content of common wheat. Durum wheats that were put in the mix were regular Italian wheats without particular values.
Giovanni Voiello, on the other hand, used to make pasta with a mixed composed of Taganrog and Saragolla, valuable wheat prom Puglie region, in equal quantities. The former to give strength to pasta and the latter to give flavor and color.
Between the two wars: the golden age of Voiello
On 15 March 1896, Giovanni, who at the age of 37 was still unmarried, at San Carlo Theater, in occasion of the First Bohème in Naples, met Concetta Manzo, daughter of Cosmo, the richest and most important merchant of grain in Torre Annunziata. It was a happy marriage, gladdened by the birth of eight children: two males, Attilio and Teodoro, and six females.
In 1910, the year of the Halley comet, Voiello pasta plant used to produce 3,000 tons of pasta. Respectable quantity considering that it was only sold in Naples and only to the people who could afford it. New machines were installed in the factory: the best that the industry could offer then. The pasta plant survived unharmed to the crisis of the First World War.
Since by then the manufacturing of pasta with the use of Taganrog wheat was impossible because of its extinction, it was decided to opt for quality wheats such as Cappelli and Saragolla. And even in that circumstance the attention of Giovanni Voiello for quality didn’t renege.
During the season of harvesting, he used to leave for Puglie region to choose wheat, passing by every farmer’s estate.
He used to put his hand in the sacks and extract from the depth a handful of wheat. He observed carefully the dross separating it from the crop with his teeth and watching its features. For his evaluation, he used to take into account the brightness, the transparency, the color and the shape. He made sure that there weren’t impurities along the rut.
He scratched strongly some crops between his fingers and then he smelled them. He stayed away even a month to test wheats. But every time he got back he used to bring with him the best Pugliese crop production.
Pushed by his son Attilio, Giovanni Voiello started to take part in some international Fairs. The first dealers rose up also in Torino and in Bergamo. During the following years there were also the ones in Milan, Brescia, Florence and Genoa. A few points of sale but all qualified.
Teodoro learnt a lot from his father and from the employees with whom he worked side by side he could learn what Giovanni wasn’t able to teach him.
Therefore, he became soon an impressive technician of pasta manufacturing, great expert of wheats and production processes. The other older and more experienced pasta makers turned to him to ask for advice. In 1934, Giovanni at the age of 75 received the commandry of the Corona d’Italia and in 1939 he passed away peacefully. With him, the first golden age of the pasta plant came to an end.
Dall’espansione alla crisi
In 1926 when the second-born Teodoro came back to the factory after the military service, the plant used to produce 5,000 tons that would become 6,000, its maximum capacity, in 1930.
Teodoro was the first to get married in 1936 and Attilio in 1940, a year after his father’s death. And right by the end of the Thirties they tried the big step: the acquisition of the mill and La Stabiense pasta factory of Castellammare di Stabia to undertake the milling activity and to move subsequently the production of the old plant of Torre Annunziata which had become small and inefficient.
Teodoro took care of the total modernization of the machines, which he commissioned to Officine Reggiane. The financial effort was heavy, but for the banks wasn’t hard to open credit lines for the Voiello brothers. The program however wasn’t accomplished. The war exploded and with it, destruction. The Germans destroyed the machinery installed by Teodoro and their bombs fell on the old plant of Torre Annunziata. A complete disaster from which the Voiello brothers would never recover.
During the postwar period, they sold what remained of La Stabiense and with the amount that came from it, they opened again the plant that was destroyed by the bombs. The reimbursement for the damages caused by the war would be liquidated with huge delay and in paltry quantity. It was a dark period. There wasn’t wheat and the few that remained was of poor quality.
During the Fifties things got better. Wheat reappeared and Voiello restored the quality of the old times. But something had broken. There wasn’t generational continuity anymore. Attilio had just a daughter, who would become architect and Teodoro had a son, who chose the commercialist profession.
The production collapsed to 2,000 and then to 1,000 tons, but the fame of the name, if possible, had become stronger. The production processes had remained the same. The recovery of the jute sack, the workers that used to go up and down the stairs of the plant. And, by eating that pasta, it was possible to feel the smells and the flavors of the old times.
The last difficulty was represented during the Sixties by the constitution of new large extent distribution structures: supermarkets. A lot of small entrepreneurs suddenly found themselves dealing with purchasing professional searching for efficient suppliers, sensitive to the needs of a fast changing society and open to new forms of sale. Even before a clash of interest, there were an absolute incommunicability.
Some entrepreneurs could transform and adapt to the distributive structure that had changed, but the most part decided to leave the activity or started producing on behalf of others.
Attilio and Teodoro resist until they could, without accepting compromises on quality. Quality, however, could not be sold with the old systems. The world was changing. Suddenly. And when the world changes, it never warns in advance.
The start of the recovery
The lifeline came in 1973. Right in the middle of an economic crisis that was hitting the country. And it arrived from Parma. It was the encounter with Barilla, in fact, to mark the start of Voiello recovery.
The company took over the ownership and started managing the Neapolitan activity. However, its autonomy and independency in terms of operative processes were respected. The Voiello brothers in fact, in those years, kept their roles of Chairmen and Vice-Chairman in the advisory board. But they were assisted, in the care of the pasta factory and the development of the brand and product, by a new young and motivated management.
In Voiello’s house a modernizing plan was needed in the production processes, in communication and in the pasta distribution modalities.
The market was changing quickly: Italy swung between development and recession. In these conditions of deep economic and social variability, the winning choice was to keep aiming at the quality of product. Quality, though, wasn’t the only thing. It was associated with the production efficiency and with the emergent marketing technics, in order to develop a more and more trust towards the Voiello brand.
First of all, a new plant for the modern pasta production was acquired and completed and rose up in 1870 in Marcianise, not far from Naples. Some years later, it would become the new headquarters of the Antico Pastificio Giovanni Voiello.
Thanks to the important technological investments, during the second half of the Seventies, the threshold arrived to be more than 10,000 tons, which were produced and distributed capillary to all the modern newborn supermarkets.
The production was “redesigned” and distributed in a more rational way, with dedicated lines and plants specialized in the manufacturing of shape groups. Objective: guaranteeing the offer of a complete catalogue for the historic pasta plant, always in respect of the tradition handed down by Giovanni Voiello.
Also the sales network was about to be innovated. Modern structures of relation with customers were created and they were able to face supermarket chains at the time in course of strong development. Other concessionaires were opened and expert men faced a new distributional reality. Most of all, the big work was done in terms of image: the Voiello brand identity was restored, giving a new shape to its structure. Soon the brand started to gain a foothold all around Italy with the help of advertising, as synonymous of pasta of quality. Not by chance, the records of production and of sale of the company were reached year by year. Pulled, not only by an economic cycle of favorable recover, but also and mostly by the appreciation of Voiello quality. These were the years in which television enter the houses of the Italian population with cult TV shows like Rischiatutto, and contributed to create a common sense, from Aosta to Agrigento, careful to the brand as a choice element during the shopping. The intrinsic quality of the product, the trust towards the company and the values perceived were represented in efficient claims, jingles and testimonials, who brought the consumer to choose on the shelves more and more full of products of the modern supermarkets. Advertising was structured as a story. And the file-rouge of the story was able to catch and take the costumer by his hand during the shopping moment.
What fast and intuitive managers brought into Voiello pasta factory was a deep attention to the new and changed needs of the modern consumer. A marketing culture was spread and it obtained results. First of all, it made the offer more up to date. Second, it made the brand awareness wider adapting it better to the demand of the high quality pasta lovers.
In those years, there was a research on the so called Rigattino packaging. A format composed of elegant and vertical blue cords on a white background. Flawless. Like the sartorial manufacturing pinstriped suits of the best Neapolitan tradition.
Also the new Voiello logo, with small passages and later refining would be defined. To the glorious name of pasta, it was added the icon of the Pulcinella mangiamaccheroni mask, on the unique Golfo di Napoli and Vesuvio landscape. An image of the Gaeta Coast and Amalfi which, thanks to its perfect climate condition for the realization of a perfect product, remained, in the popular imagination and in the estimators fantasy, synonymous with Italian pasta.
In the Seventies, the collaboration with the historical advertising agency TBWA started and it was thanks to its creative people that the everlasting Voiello claim was created. Since 1879 the Great Neapolitan Pasta. For almost thirty years, would have synthetized, more than once, the excellence of the Voiello pasta making tradition.
The privilege of a catalogue was represented in several campaigns and conventions and it was composed of 140 traditional shapes, produced with the best wheats and all fondly shaped with bronze. Particularly the Sfiziosi ones, that recall the fantastic decorations of the nearby Reggia di Caserta, belonged to the royal Borbone family from Naples.
And in 1978 on the newspapers the first national press campaign was released: Voiello pasta landed outside the local confines, ready to take over the Country. All Italian families were explained that not only in Naples pasta “is more important than meat”, but also that Voiello pasta was a real specialty: result of a deep respect towards tradition, a long experience and an honest passion for work. In 1978 Voiello celebrated in its own way the birthday of the Italian Republic President Sandro Pertini. It was the 25 September and the birthday wishes to the most loved president from Italian population, during his visit to Naples would arrive… With smoke rising from a pasta pipe, on the pages of the main national daily newspapers.
The exciting Eighties
The new decade, kissed by the economic recovery of the Country, brought Voiello to think in terms of progress. To pay more and more attention to the science and technique of the ancient art of pasta making. The scientific tension towards the quality improvement, the modernizing of the production lines in the plant, the logistics efficiency in all the supply chain, from the field to the table were the three pillars of its development.
The modernization, however, wasn’t in the abstracts. It dived into the magic and into the pureness of a product, which kept on expressing the real pleasure of tasting pasta. And which, in the hedonistic Eighties, could answer to that desire of personal satisfaction and social gratification which seemed to affect everyone. These were the years of enthusiasm and joy of living, in which the satisfaction in terms of taste and the wellbeing of guests were the most important things.
It was the innovation of the product to express, in this lively scenario, one of his points of bigger expression. For the first time, the old tradition of pasta linked with the modern technique of design. The challenge of putting the hands in the dough was accepted by one of the Italian design masters, Giorgetto Giugaro. Coming from Piedmont, he was already by then one of the world’s most famous car designers and worked for the most important Italian and international car industries.
In 1983, the designer created exclusively for Voiello a new pasta shape. Designing it completely according to the Made in Italy stylistic excellence criteria, which were envied worldwide. After several and accurate studies, he gave birth to Marille, a sort of double reversed rigatone whose shape seemed to be refined by a wind gallery. So that it will be given the patent n° 36216B83. “The very low Cx contributes to its high digestibility”, “Its perfect completion is the alcantara sauce” were just some of the more passionate comments in terms of engineering that were reported from many newspapers that talked about the project. An absolute novelty. When was the last time in which a designer created a pasta shape?
The most honest compliment to Marille pasta shape, pure technology of the food aesthetics, came right by its designer: “I discovered a world that I liked and finally I’ll be able to say that I… ate the line!”.
The Eighties were even the ones in which an updated and innovative communication created the modern Voiello image. He took then that soul that still today echoes in the memories of many gourmets. Smiley, plain but sensual, rich and generous as proud of its intrinsic quality and aware of its own superiority of substance.
The investment in communication managed to consolidate the brand in a market that was changing. These were the years in which the culture of good pasta was to be reinvented and transferred with the help of the new media to a public that was more and more intrigued by the future and by the trends. Guided in his choices more by the advertising incentives than by the opinions of past memories. In this way a series of precious contributions to the modern art of pasta makers were created. But also reviews about Voiello on the most popular magazines among the people who created “trend” in customs. Since 1983, 23 pasta artistic compositions created by the fantasy of the RSCG agency from Milan, took the most inventive shapes, appearing on the advertising posters and national magazines.
The television communication, of course, couldn’t be excluded. For the first time, in 1986, the year in which Italy celebrated the 40th anniversary of Italian Republic, the brand entered the home of all Italian families. And in an ironic way. Through an annoyed spurt of sauce that Mr. Voiello threw on the shirts of who couldn’t recognize the superior quality of his pasta.
From that moment, the history of the pasta plant and that of the TV became the same thing. The great pasta from Naples became more and more famous. In 1987, the collaboration with one of the most remarkable testimonials of Voiello brand began: Marisa Laurito.
The funny Neapolitan showgirl took part in a series of pleasant and smart advertising spots, which aimed at creating a pasta culture with irony and passion. Telling the long tradition, the features, the peculiar formats, and the match with the variety of sauces. In all the advertisings of the series, the proclamation of the claim was given to the incisive and unique voice of Riccardo Paladini, unforgettable reader of the first National RAI news of the Fifties. A voice that gave to the message “in the solemnity of the mandate, an aura of something official and neutral” (Aldo Grasso, “Corriere della Sera” 1996), even when referred to a pasta brand.
In those years for Voiello the promotional campaign of coupon collections couldn’t be missed. In the promotion, the famous oval dishes and the porcelain bowls. A success among the consumers: they used to collect stickers one by one, but with them also kilograms of good pasta, to complete as soon as possible the wished unique service.
By the end of the Eighties, the pasta plant affirmed among the big protagonists of the national market. Not only it strengthened the already consistent historical footprint in Campania, but it also conquered the preferences of the Italian families, in particular in the North and in the Center of Italy.
The big Nineties
The philosophy of quality research, passed on by Giovanni Voiello, went through the big mutation of times of the Nineties. It was the decade in which mobile phones arrived in Italy and when there was the institution of the European Union. But, most of all, an element that made its appearance, soon for passionate people and technology lovers, then in the universities and, finally, among the big public, was that www which together with the at sign, would change radically perceptions, habits, customs and society lifestyles.
Technology and speed change and new trends influenced also the daily shopping that took place more and more in the huge department stores rose up in the outskirts of the metropolis as much as in the provincial small towns. Pasta, however, remained the queen in terms of consumptions in Italy and high quality pasta imposed itself also in the period of economic downturn of the first half of the decade.
When the first hard discount arrived in Italy and with it, the subsequent changes of competitive scenario, Voiello answered restating its premium quality. But it’s not all. Faithful to its own Neapolitan soul, sunny and optimist, it gave start to an emotional communication campaign with messages that aimed at facing the troubles of the moment. Marisa Lurito, after the culmination of the success celebrated after winning the Oscar for Advertising, in 1992 left the scene to the intense emotions sang by Lucio Dalla.
His breath taking notes in Caruso became the artistic soundtrack of the “great pasta from Naples”, that had his highest moment of intensity and visibility in the famous Pavarotti-Dalla duet of 1992, during the Pavarotti International filmed by RAI 1 channel.
Talking about the product through the TV amplified also the success of the coupon collection. Many Italian families were given as a gift the famous Voiello Porcelains that still today are present in the pantries of mothers and grandmothers fond of the cut-and-stick of the packaging’s stickers. Several dishes, pans and oil bottles in fine and white ceramic and preciously designed followed one another season by season on the various catalogues. One more time, testifying the high quality of pasta, also in terms of gifts for the most faithful estimators.
Voiello puts in place another important promotional strategy: the memorable sponsorship of Napoli Football Team from 1991 to 1994. It was the period in which as member of the team there were young talents such as Gianfranco Zola, Ciro Ferrara, Massimo Crippa, the goalkeeper Giovanni Galli and, since 1992 also a debuting defender named Fabio Cannavaro. And the presence of the Voiello logo was constantly linked to the football games during the sports TV shows followed by many people on Rete 7 channel.
In 1995, communication campaigns started to exalt again the expertise of the pasta masters, therefore, the superiority features of Voiello pasta: premium wheats, bronze shaping and porosity of the surface so that “when it touches that sauce it will never leave it”.
Meanwhile when the market scenarios has changed, with the full crisis impact on consumptions, the traditional coupon raisings were interrupted in favor of an increasing advantage in terms of price of purchasing for the Italian families.
During the second half of the Nineties a brand repositioning was registered: the product was subjected to contractions in the market shares and in the preferences of the families, until cutting also in a half its historical value. It was for its 120th year from the birth of the historical pasta plant that, in 1999, Voiello gave itself as a gift a strong recovery: a relaunch plan for the new millennium soon rewarded by the attention of the consumers.
Over 120 years and still young
Triumphal. And supported by a precise and determined growing strategy, studied in all the small details and put into practice with passion. Here the way in which Voiello came into the third millennium. The pasta plant wanted by Teodoro and his son Giovanni in the far 1879 came back to underline how his pasta was for experts. The respect for its own history and the love for its job, the care towards every single detail and the principles of the old tradition of pasta making made it an excellent product, suitable for exalting the best Italian dishes.
The three golden rules, therefore, recovered also in the field of communication campaigns and they had to make pasta with tomato sauce a premium quality dish: it had to be born from the best durum wheats, be shaped with a bronze die and dry patiently. For guaranteeing that rough texture that captures sauce in the best way. So not only a good-looking kind of pasta but also a tasty one.
Fifty-six shapes divided into Classics, Special and Fanciful enriched the modern catalogue of the pasta plant, whilst the dress of the packaging was updated for making it even more refined. Suitable to a Marinella necktie, historical brand of the Neapolitan aristocracy. And in line with the new millennium trend which, after the prêt-à-porter of the Seventies, the stylistic exaggeration of the Eighties and the fusion of the Nineties, came back to an elegance need.
Sophistication but without forgetting culture. On every pack for every single shape, it was chosen to tell its history and features, completing the information with the proposal of a specific recipe, suitable to celebrate the unique pleasure of the different shape of the taste. To this relaunch made in such a big way, a new national television campaign was associated, it was created by the Milano & Grey Agency. The advertising spots had as main subject the individual shapes and in particular, the three heroes of Voiello taste: Penne, Spaghetti and Trenette. And it showed how the success of a regional dish could depend on another region. For some typical recipes from Umbria (Truffle Penne), Sicily (Eggplant Spaghetti) and Liguria (Pesto Trenette), the “secret” essential ingredient was in fact a Neapolitan pasta. Because Voiello is “The pasta of the experts”, as the claim used to go.
The return to the sales and to the market shares of the golden years of the first decades of the Nineties didn’t make wait. Voiello celebrated 120 years of activity with an artistic polychrome terracotta representing Pulcinella mangiaspaghetti, handmade exclusively in 1,250 copies, catalogued and marked by the artist Lello Esposito from Naples.
Confident thanks to the trust of its consumers, during the years 2001-2002, the years of the Euro arrival, the Neapolitan pasta plant decided to face the market even more strongly. From one side, the new positioning of price of the Voiello line, cheaper for people and on the other hand, the huge sales network that make the productivity of the plant move by force, allowed in 2002 to reach and overcome the historical record of pasta sold. Over 32,500 tons, just in Italy, so 65 million half a kilogram packs, with a historical share of 4.5% certified by the independent surveys of the AC Nielsen society.
A result that for now remains unsurpassed, even if the target of 30,000 tons of Voiello pasta sold was reached for a couple of years.
Since 2004, communication exploited again the golden ticket of Voiello pasta: its taste and its superiority. An innovative press campaign was created by the Nadler Larimer & Martinelli Agency and it was focused on the most intriguing shapes of Voiello. A spectacular dish of pasta on a black background presented, with sensual baroque sophistication a refined universe of scents, which takes shape in the dance of the smoke. “More than a pasta, a philosophy of life” was the message of those precious and evocative images. Again, a successful homage to the art of pasta making and to the Neapolitan Voiello tradition.
The new Voiello pasta plant
2005 was a year of big ferment in the house of the Antico Pastificio Giovanni Voiello. It was prepared for the restyling of the product, which would have seen the light in the half of 2006, right when Italy won at the football World Cup.
First, the long process of raw material was brought to an end. Relevant element was the choice of the seeds of a higher quality durum wheat, at high protein content and golden yellow colored, which represented, once seeded and harvested the raw material of excellence for the genesis of the future pasta: the wheat of the Voiello Riserva.
Then the production process improved. The important restoration and modernization of the plant and of numerous production lines were concluded, adopting the most advanced pasta production technologies, always in respect of the old white art.
It was the combination of these two factors to generate the birth of the renewed Voiello pasta.
For the occasion, the product showed a new dress. Unprecedented but with a well-known flavor: the packaging with light blue background, in fact, reminds of the traditional light blue sugar paper.
And it also presented itself with a new logo. Again, the icon of Voiello pasta, Puncinella and the Napoli Gulf, but made more familiar and round shaped. Over 35 shapes were part of the renewed catalogue of the Voiello pasta plant. Here the Neapolitan Specialties get noticed for their elegance, refinedness and value: these are pasta shapes inspired by the best Neapolitan tradition, now available in premium quality signed by Voiello. Paccheri, Schiaffoni, Tofe and Mafaldine stand out in their distinguished paper packaging, also on the busiest shelves of the supermarkets. First of all for their nice presence. But also for their inviting and mouth-watering appearance. Small sculptures of taste. A real triumph of the pasta making art, for all the good cuisine lovers.
The launch of the new Voiello pasta was designed with care and looked after with attention. And it found its better communication in the TV campaign called Sensations Experience. A new film that describes the superior quality for the touch, for the sight, for the hearing but most of all for the taste of the renewed Voiello pasta, produced with the selected wheat from the Riserva.
It was successful right away. Italian pasta estimators are able to recognize when a product is thought for them and dedicated to them. Not by chance, since 2007 the sales rate have been increasing towards important results, pushed by the expansion of a perception of a higher quality. A correspondence of loving sensations between a demand for taste and an offer able to satisfy it in the best way.
Also in 2007, another milestone has been put in the history of the glorious pasta plant: Voiello Sauces.
The ideal completion for pasta has always been tomato. A perfect match that reached success since the times of “vermiciello co’ le pommodore”, described by Ippolito Cavalcanti from Naples, duke of Bonvicino, in his theoretical-practical Cuisine, published in 1939.
However, everybody knows, tomato finds his most practical use in form of sauce, when it’s ready to welcome the dives of the best pasta, cooked al dente. And for being a memorable sauce, the raw material need to be excellent.
For this reason, Voiello created its new line of pasta sauces with a unique tomato, one more time specifically selected: Scarpariello. A name that from its sound recalls its Neapolitan origins and that, in the sauce, translates into quality and superior sweetness. O’Sugo, as it was celebrated in the advertising spot of launch, presents itself, alone, on a pedestal, in the same way of a masterpiece to admire. But most of all to taste, together with Voiello pasta which waits for it in the dish. After that the proper husband has been found for pasta, the line of Voiello branded product has been completed. These are products that, when tasted, recall the origins from wheat and from bronze for pasta and from the best sweet tomato for sauces.
Since more than 140 years, the Antico Pastificio Giovanni Voiello carries on with its noble mission: delighting and making all the good cuisine lovers happy. Heir of the rules, of the passion and artisanal spirit of the white art handed down from generation to generation, aims to the highest result: the excellence of the taste. And it confirms that “The real consists in the act”, as the Neapolitan philosopher Giambattista Vico used to state. Voiello knows the real quality. That’s because it was its own creation.