The health emergency and the need to stay at home have led many companies to push the online channel to promote their products. The internet retail is not a break from traditional commercial channels, but the continued need for a different kind of contact between the manufacturer and the consumer.
We spoke about this with Severino and Felice Caporaso, owners of the company of the same name, which produces dried fruit (hazelnuts, almonds, pistachios, walnuts, peanuts), exotic dehydrated fruit (ginger, papaya, mango, dehydrated blueberries, goji berries), semi-finished products and spreadable nut creams.
Felice and Severino Caporaso
"Our e-commerce was launched in 2020. With the closures due to the pandemic, we made sure we weren't unprepared to meet the needs of customers who considered it risky to leave their homes to shop. This is why we launched a new product line called Caporaso Box. It consists of a wide range of dried and dehydrated fruit and spreadable nut creams packed in boxes.
The Healthy Box is ideal for sports lovers who are committed to a health agenda. The Aperi Box, instead, includes everything you need to host an exclusive aperitif in your own living room. The Cooking Box is for creative cooks, and the Bakery Box is for those who enjoy making delicious desserts.
The company's entire product line consists of around 80 items. One of the company's flagship products is the Giffoni hazelnut, an excellent local product from Campania and the only one, together with the Piedmont hazelnut, to bear the PGI mark. It differs from other hazelnuts because of its persistent taste and high peelability, known as 'Tonda di Giffoni'.
"Of course, the Giffoni hazelnut is our flagship product that enriches the Made in Italy landscape, especially abroad. The latest addition is the hazelnut cream of the Caporaso 45 line (where 45 indicates the percentage of raw ingredients), produced with just one ingredient, that is, nuts. The selection is available in three flavors, hazelnut, Argentinian peanut and Mediterranean pistachio. This is a niche product with a high content of raw materials (45%), manufactured according to the artisan method with roasting processes at low temperatures suited to the type of fruit, without the use of preservatives, coloring agents or stabilizers.
The nut market is booming and has excellent growth margins, considering that only 30% of consumers make daily use of them, Unlike in the past, nuts are perceived as a healthy product, in which varietal and product research and innovation are invested.
"Our Caporaso 45 nut creams can be found in specialized and delicatessen shops at a good quality/price ratio. There are very few brands on the market that offer hazelnut, pistachio and peanut spreads with a high nut content, precisely because of the high costs. We trust the consumer, who considers food fundamental to health, and this is why we are not worried about competition," concluded Felice Caporaso.