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Barilla defies crisis with new Italian investment
October 8, 2012, Monday
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WORLD leading pasta-maker Barilla is defying Italy's recession by opening a 40-million-euro ($52 million) plant near its Parma home base, just as other big industrial names are pulling out of the country or freezing investments.
Barilla, which already owns 13 plants in Italy, is starting production on Monday at the new factory for ready-made pasta sauces, a fast-developing market that complements the group's trademark business of spaghetti and penne.
The new plant in Italy's northern Emilia Romagna region, to be opened by Prime Minister Mario Monti, reflects a drive by the 135-year-old company to keep up with cultural changes at home and abroad, or even lead them.
At home Barilla aims to sell more ready foods to ever busier Italians, who have traditionally made their own pasta sauces. Abroad it wants to expand in fast-growing economies such as Brazil, where consumers are open to the delights of Italian cuisine, and China which may be a tougher market to crack.
Barilla, which already owns 13 plants in Italy, is starting production on Monday at the new factory for ready-made pasta sauces, a fast-developing market that complements the group's trademark business of spaghetti and penne.
The new plant in Italy's northern Emilia Romagna region, to be opened by Prime Minister Mario Monti, reflects a drive by the 135-year-old company to keep up with cultural changes at home and abroad, or even lead them.
At home Barilla aims to sell more ready foods to ever busier Italians, who have traditionally made their own pasta sauces. Abroad it wants to expand in fast-growing economies such as Brazil, where consumers are open to the delights of Italian cuisine, and China which may be a tougher market to crack.
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