Innovation and quality are the two main ingredients in Fileni’s recipe for success. The company from the Marche region, leader in sustainable chicken, continues to focus on ready-made dishes, studied to blend well-being, taste, and convenience. It also relies heavily on the web, inventing solutions to contrast the crisis, following a path in the niche market of sustainable production.
Marketing Director Roberta Fileni described the strategy of the company which also owns the brands Club dei Galli, Magic, and Almaverde Bio in the magazine Distribuzione Moderna highlighting the successful actions which have allowed growth despite the downward economic trend.
Attention to the environment is at the centre, saving resources and choosing values, such as those present in the organic product line, unique to this sector in Italy. Together with its products, Fileni also proposes promotional initiatives for families who have been hit by the downturn. The distance between the firm and consumers is also shortened by social networks and blogs, from which the market’s expectations emerge. There is also room for creativity, such as video recipes Due cuori e una cucina uploaded on Youtube.