From Turin, born in 1964, Franco Rollè has been Sales Manager and a member of the Research & Development department of Euroverde Società Agricola since 2014. His beginnings in the agri-food sector date back to 1984, the year in which he opened a 400-square-meter supermarket in Settimo Torinese, which proved to be a leader in its area from the outset, first under the Crai group signs, then SMA, and finally UNES.
From the beginning with a definite imprint: "Maximum vocation for cool with a percentage that in the short term rose from the classic 50% to 75%. We also immediately began work with ready-made salads, cooked vegetables, and fruit salads. These were, at that historical stage, absolute novelties in perfect assonance with the attention we wanted to devote to the world of IV and V gamma and its evolutions." It dates back to 1990 the birth of a company from its beginnings of reference in the sector of product processing, with outlets in the Ortomattino effigy in central Turin (Via San Secondo and Piazza Santa Rita) and clearly in the reality of Settimo Torinese, complete with in-house kitchens and realizations of recipes capable of capturing more and more of the attentions of customers.
A man of the field, Franco Rollè, capable of always being on the "piece" as they say in the jargon and directly controlling, for more than 30 years, the purchases of raw materials with daily and constant presence at the fruit and vegetable market in Turin. As well as personally taking care of sales and the relationship with the end customer: "An added value that has allowed me to gain experience in consumer relations and often understand in advance the needs, of the market and before that his own.“
A wealth of acquisition and professionalism that Franco Rollè has put at the total disposal of the Euroverde company: "In these three years we have tripled the volumes, increased the references, the type of products in the soups and V range processing, trying to differentiate the offer also and above all by seasonality, an aspect that connotes us compared to the competition. In the last period we are also focusing a lot on the single-portion discourse, capable of satisfying a broad spectrum of end customers, from young people to professionals, from families to retirees." A job, that of Sales Manager, which regularly leads Franco Rollè on a tour of Italy and abroad: "It is fundamental," he confirms, "to place the product on the most diversified platforms and to understand in advance the involutions of the markets, an operation to be done in perfect synergy with the Company's Research & Development department.
"The most exhilarating aspect of this job is staying abreast of a constantly dynamic industry, particularly the ready-made meals part. An area in which there is still great room for expansion and in which meeting the needs and therefore the tastes of our customers is crucial. The more difficult and delicate one in terms of "commercial" activity, on the other hand, is to try to have interlocutors who express trust and open-mindedness towards our proposals and the values we want to be put on the market through them. In our opinion, for example, it is useless to continue to present on the shelves an onion soup in summer, better to focus on seasonality and other recipes that can satisfy the consumer's palate more, even if this may involve a plus of work for everyone. Quality as a whole will be rewarded in any case.
The goal for the future is to consolidate what has been done so far, see since 2016 the presence of 20 single-portion recipes thinking also of the utmost attention to basic and traditional ones. In January 2018, we will bring three new recipes to the market, including a leek and potato velouté with brown rice, which is absolutely top notch."
Dynamism and quality are the core words of Franco Rollé and Euroverde Società Agricola. In both cases they are innate in those who make them a reality today. Values that the Sales Director has also acquired from his family members' long and professional presence in the food industry: "I grew up with the cult of paying the utmost attention to the quality of the raw material that makes a difference in the supply chain and allows for an extra step in sales, an area that has allowed me to grow day by day by following the tastes and immediate reactions of customers". A professional who makes the same operational dynamism the 24-hour personal credo, combined with a passion for sports, mountains and being together. An extra strength that he has brought with great enthusiasm to our Euroverde society.
