China falls in love with Fabbri

The symbolic product of the historic Italian company Fabbri 1905 has been launched in the Chinese retail market

Shanghai, 9 June 2011. With an exclusive Aperitivo Cocktail Party at Prego Restaurant in the Westin Hotel featuring a special Amarena Fabbri-based menu, the symbolic product of the historic Italian company Fabbri 1905 has made its debut in the Chinese retail market.

Amarena Fabbri is already well-known and well-loved in China, where lots of places (ice-cream parlors, pastry shops and restaurants) offer this delicious product. Having won the hearts of the Chinese when they are eating out, now Amarena Fabbri can be found in the homes of Chinese people. It combines perfectly with local habits and customs, with reinterpretations of traditional Chinese recipes such as the famous Moon Cake, the Amarena version of which looks set to become a new must-have dessert!

The Italian company is targeting the new Chinese middle class, with young, curious people who are ready to try new things. This target market includes more than 300 million people.

China, moreover, is in Fabbri’s DNA, as we can see from the white and blue decorations of the famous Amarena vase, created by the potter Gatti of Faenza who was inspired by Chinese decorations at the beginning of the 20th century.

Fabbri also has a branch in China, Fabbri 1905 Food Trading Corporation. Its president is Nicola Fabbri, who lives in China for much of the year, where he is constantly inspired by the traditions, culture, energy and enthusiasm for innovation, and has chosen to entrust the management of the branch to exclusively Chinese staff.

This distinctive characteristic has earned Fabbri the Chinese definition of a so-called “egg-company”: ( white outside, yellow inside ) namely a company which is western on the outside, but with a Chinese heart inside.

Amarena Fabbri’s penetration of the Chinese retail market will be supported by various activities over the course of three years. These activities will focus on the internet and in the stores, with in-store promotions involving tastings, high-impact events and initiatives, co-marketing operations, on-line sales, an interactive website featuring Chinese and Italian recipes by bloggers of both countries , and much more.

Amarena Fabbri have played a starring role in another important event in recent weeks.

The event took place on 5 May at the Italian Pavilion of the Shanghai Expo, which was reopened specially for the occasion. The event was a massive party for nearly one thousand people hosted by the Italian Consulate in Shanghai. In honor of the elite of the Italian community, the chef of Da Marco, the most famous Italian restaurant in Shanghai, prepared a huge DolceItalia (The enormous cake was conceived by three master pastry chefs from Fabbri 1905 for the occasion of the 150th anniversary of the unification of Italy, and made of three concentric parfaits in green, white and red) , as well as more than seven hundred green, white and red verrines. Naturally all the delicious desserts were created using Fabbri products. The first slice of the Fabbri DolceItalia was cut by the Italian Consul in China, Vincenzo de Luca.

To celebrate the launch of Amarena Fabbri in the Chinese retail market, Fabbri throws a very much Italian cocktail party ( Aperitivo ) on June 9 at the prestigious Hotel Westin in Shanghai, one of the symbolic locations of the city. The party will take place in the hotel’s most famous restaurant, Prego, which serves Italian cuisine and has been rated as one of China’s top 50 restaurants. The Amarena Fabbri-based menu for the evening will be enjoyed by over four hundred selected guests. These guests will include officials, journalists, Italian representatives from the ICE, the Consulate, the Italian Chamber of Commerce in China, executive chefs, Chinese large-scale retail buyers (Carrefour, Metro, Wal-Mart...) as well as Italian entrepreneurs, including representatives from companies who have joined Fabbri in this initiative such as Lavazza, Acqua San Benedetto and Valdo Prosecco.