Celebrity chef lends his support to new venture [Western Morning News (England)]
(Western Morning News (England) Via Acquire Media NewsEdge) Celebrity chef Aldo Zilli has teamed up with an Exeter food company to launch a new range of Italian cheeses.
Italia Formaggi was established two years ago by Luc Logan and Ian Hopkins. Based at the Regus centre on Exeter Business Park, the specialist importer supplies Sainsbury's and Waitrose with own- brand cheeses, as well as other re-tailers, wholesalers, restaurants and catering businesses. National account manager Martin Loader, who joined the company 18 months ago to help with sales and marketing, believed there was a gap in the market for a new cheese brand. I looked at supermarket shelves and saw that twothirds of the cheese on sale was own-label, which is unusually high compared with other types of food and drink, he said.
He approached Aldo, who was quick to see the potential of a new range. After several months of planning, the Divo Italiano brand is set to be launched in September. Its range of five Italian cheeses will initially be stocked by Ocado and selected Morrisons stores, and Martin hopes more retailers will soon follow.
Divo Italiano is targeting sales of Pounds 1 million in its first year, rising to Pounds 2 to 3 million as more retailers come on board. Its website, designed by Exeter-based Toucan Design, will feature recipes from Aldo. Italia Formaggi expects to grow its six- strong team as the brand takes off.
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