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Organic products for everyone

Fior di Loto is an example of a typically Italian family business that owes its success to the passion for high-quality organic food. The company was established in 1972, when Riccardo Maschio started importing macrobiotic products from Japan. He then specialised in the production and distribution of organic products.

Fior di Loto was among the first in Italy to believe in the organic philosophy, well before organic agriculture was recognised by EEC Regulation 2092/91 on the organic production of agricultrual products and indications referring thereto on agricultural products and foodstuffs.


New products part of the Cent%Vegetale range! Two new organic, vegan, gluten-free products - Olivier salad, with many organic vegetables and delicate creamy soy-based sauce, and Buckwheat burgers, a delicious alternative source of protein with broccoli, olives, sundried tomatoes and capers. 

In 2012, the company headquarters moved from Grugliasco to the 7,000 sq. m. facility in Turin's Interporto. Nowadays, the company is managed by Roberto Maschio, son of Riccardo. The founder's niece Virginia Maschio is the Marketing and Communications Manager.

Fior di Loto is a leading company in its sector and supplies specialised stores, chemists and OTC stores. The constant research for the best quality and respect for tradition are combined with attention to innovation.

FreshPlaza interviewed Virginia (in the photo), for a comment on the 2015/16 campaign. 

"In a market that is increasingly growing, such as the organic one, an entirely Italian company like Fior di Loto can stand out by focusing on what makes it unique. Figures talk - in 2015, our turnover was €19.7 million, a 28.93% increas with respect to 2014, a 72% increase with respect to 2013 and a 90.63% increase with respect to 2012. We registered a strong growth during the first six months of 2016 too - +22.22%."

"Over the years, we have widened our range to adapt it to evolving market needs. We now produce over 2,000 products - from basic organic products, to those specific for food intolerances, macrobiotics and even organic cosmetics." 

"Fior di Loto has always aimed at selecting and selling natural, organic healthy food. We currently supply over 5,000 clients such as natural food stores, herbalist's shops, chemists, OTC stores etc. We have invested a lot in the development of our own brand. For example, we have introduced the Zer%Glutine (gluten-free) and Cent%Vegetale (products made with vegetable ingredients) so we can keep up with the times and meet market needs."


Fior di Loto's fresh products: Red quinoa and organic vegetable salad, Buckwheat and organic vegetable salad and Buckwheat and organic vegetable cous cous. Unique recipes made with the best organic ingredients to satisfy everyone. They are also vegan and gluten-free.

Main destinations and innovations
"Our main sales channels are natural food shops, chemists, OTD stores, hebalist's shops and stores specialsing in coeliac foods. Lately, single-serve products have also opened the doors to the H&R sector."


GoNuts: 3 new mixes for the lovers of dried fruit, nuts, seeds and super foods. 

"We are updating the packaging of all Fior di Loto products, starting with the 'Gluten-free raw material range'. We have chosen simple yet fun packets that, in some cases, even allow customers to see the product. It is a clear immediate message that shows only what is truly important."

What are the main challenges for this sector?
"Nowadays, demand is changing, as consumers are more informed, but supply is changing too as competition is fierce - there are a lot of brands, channels and price ranges."

Fior di Loto tackles all these changes by focusing on two elements - communication, intended as the consolidation of brand identity and values, and distribution, intended not only as a means for commercialisation, but also a tool to affirm skills and history.

For what concerns the first element, Fior di Loto has implemented a communications plan that inolves multiple media - classic advertising, press department activities and social media (Facebook, Instagram, Twitter, Youtube). The aim is to make people aware of the identity and history of the brand, involve interlocutors (consumers and stakeholders) and educate on healthy food. 


An idea for Christmas.

The situation is rather more complicated for what concerns distribution. Fior di Loto has always priviledged the specialised sales channel and does not intend to change its strategy. On the other hand, increasing demand and fierce competition call for a new distribution logic. In other words, new outlets are needed that do not enter into conflict with the specialised channel.

One of the projects recently activated by the brand is the development of a single-serve range (snacks, bars, dried fruit) to be sold to the H&R sector. This would widen the client base and improve visibility without damaging specialised stores."

Contacts:
Fior di Loto
Interporto S.I.TO – Strada Prima n° 1/A
10043 Orbassano (TO)
Tel.: (+39) 011 4018511
Email: info@fiordiloto.it
Web: www.fiordiloto.it

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