Bonduelle Italia presents Out of Home, the new commercial organisation for the out-of-home sector

Bonduelle Italia announces an evolution of its commercial structure dedicated to the out-of-home sector: the Food Service organisation is evolving, becoming Out of Home and being integrated into the sales and marketing structures.

At the heart of the new organisation is a single, integrated management of sales, marketing and trade marketing, designed to respond ever more quickly and consistently to the needs of customers and consumers.

The new structure

The new Out of Home sales organisation comes under the responsibility of Francesco Berri, Bonduelle Italia’s sales sell-in director, within a single unit that brings brand strategy, commercial development and market activation into dialogue, moving beyond channel-based approaches in favour of an overall perspective.

At the head of the new structure, reporting to Berri, Salvatore Principato takes on the role of head of Out of Home, with responsibility for leading the channel’s strategy and development, promoting profitable growth, consolidating relationships with commercial partners and strengthening collaboration with the Marketing, Trade Marketing and Category functions.

The activities

The new Out of Home sales team will cover the entire national territory and all out-of-home channels extensively – from independent national customers to vending, from contract catering to food-service chains – to ensure continuity in relationships and rapid responses. The integration also extends to marketing and trade marketing: Laura Bettazzoli, marketing director at Bonduelle Italia, incorporates Out of Home marketing activities into her remit; likewise, Giacomo Focante, sales sell-out director, takes on responsibility for Out of Home trade marketing within his remit.

The new organisational structure has also created new opportunities for internal growth for several people in the teams involved, an opportunity for professional growth and the development of new responsibilities. A tangible sign of Bonduelle’s commitment to nurturing internal talent and building development paths, confirming that it is a company where people learn and grow together.

The comments

“With this evolution, we are taking another step forward in our One Bonduelle journey: the single, integrated management of sales, marketing, trade marketing and category enables us to offer customers and consumers an ever faster and more consistent response, whatever the technology or channel through which they choose to engage with Bonduelle. Our people are the true driving force behind this change: that is why we continue to invest in internal talent, in a company where people learn and grow together,” says Federico Odella, CEO of Bonduelle Italia.

“With Out of Home, we are placing our expertise in vegetables at the centre of every out-of-home consumption occasion. This new approach enables us to be closer to customers and quicker in our responses, building ever stronger relationships with our partners. It is how we leverage our know-how, putting it at the service of our customers’ growth,” adds Francesco Berri, Bonduelle Italia’s sales sell-in director.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.