Anuga Awards for innovation
The historical factory plant in Zanè expands and focuses on product innovation alongside Water Footprint and multimedia labelling technologies.
Brazzale S.p.A. responds to the growth in sales and market demand by expanding its historical plant in Zanè.
The company which originated on the Asiago plateau, has been operating in the dairy sector since the 18th century and is the oldest Italian company in the industry, boasting uninterrupted activity over seven generations. Roberto Brazzale, a lawyer, the current CEO of the company and one of the family members still working for the company, confirms that the expansion underway at the Zané factory involves the construction of cold storage for butter and the construction of the new cheese cutting, grating and packaging facilities: “These works were absolutely necessary given the over two-fold increase in volume in recent years to and from foreign countries, as was the case for employees. New spaces were also necessary for the commercial and administrative departments, as the original premises date back to the seventies and can no longer manage the workload. These were all works that we could no longer put off.”
The growing success of all the products of the company based in Zanè is the result of continuous market research, innovation and entrepreneurial “intuition” that has led the company to receive, for the second time in a row, the prestigious Italian Anuga Awards for Best Product Innovation, with the ‘Freshly grated Gran Moravia cheese’ pack with 20 x 5-gram sachets, at the recent 32nd edition of the event in Cologne.
The secret of this success, according to Brazzale, is “the fact that we have developed products under our own brand outside the PDO consortium regimes, because it has transformed our company, unleashing the creative energies and stimulating the imagination of our collaborators. Direct contact with consumers through our flagship stores has also been another exceptional source of ideas. Consumers lie, in fact, at the centre of our every thought and even an ancient tradition as old as that of Italian cheeses can evolve with major ongoing improvements.”
But the great results achieved so far are the result of hard work in the past and a broad outlook and clever strategy for the future. According to Roberto Brazzale “global demand for cheese will continue to grow at a remarkable pace and the world milk map is already undergoing profound changes. The art of Italian dairy produce is the best in the world and will be able to successfully partake in this extraordinary growth, as long as our production chains guarantee maximum quality and efficiency, enabling us to compete alongside the most aggressive competitors. The development potential for Italian produce is tremendous if it is not limited to just raw materials in this wonderful but limited and already overburdened territory. It is the quality of our manpower that makes good cheese. Italians know how to make great cheeses wherever the conditions are right, not just in the typical areas.”
In addition to the recent Anuga Awards 2013 for ‘Best Innovative Product’ in the Cheese category, Brazzale S.p.A. has introduced two absolute innovations to the world cheese scenario.
First of all, in 2012 Gran Moravia became the first cheese in the world to calculate its Water Footprint, i.e. the measuring of the amount of fresh water used in the production process, resulting from the total of: Green Water which is rain and transpired water from a natural cycle with low impact on the environmental balance; and Blue Water, surface water – rivers, lakes – or ground water used in the production cycle. Use of “blue water” has a considerable environmental impact, so reducing the consumption of “blue water” is the primary future objective of any agricultural industry enterprise and can be achieved by orienting the market toward less “water-intensive” products originating from climatically more suitable areas. Its extensive saving of “blue water” has allowed Gran Moravia to present a record-breaking Water Footprint. To conclude, you have Grey Water, that is the water needed to dilute pollutants generated during the production process.
The “Water Footprint” of Gran Moravia is just 2,067 l/kg of product, as certified by DNV Business Assurance, less than half of the water footprint of generic cheeses calculated by “waterfootprint.org”.
A record result achieved thanks to the favourable climatic conditions at Moravia and water savings achieved in the “Eco-Sustainable Supply Chain”. “Blue water” therefore amounts to just 87 litres of water per kg of Gran Moravia.
The use of Gran Moravia in a daily diet, without cutting out other proteins of animal origin but cleverly alternating them, can significantly reduce the individual water footprint while still enjoying a rich and complete diet.
The other major innovation in the field of consumer information and transparency is the Gran Moravia Multimedia Label of Origin..
The QR Code printed on every pack of Gran Moravia cheese can be used to connect your smartphone directly to a special section on the Gran Moravia website, where you can explore the eco-sustainable supply chain using four different types of media. This new labelling eliminates the physical limits of the pack and becomes a multimedia archive easily accessible by consumers as they stand in front of the shelf, when they are making their purchase. The Multimedia Label of Origin is another unmatched record of Gran Moravia, which allows consumers to actually watch the entire supply chain on an exciting journey among the green pastures of Moravia, inside the dairy farms, among grazing cows, alongside the dairymen, and inside the cheese aging warehouses.
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