Music
We roughly break through the place to be Boraya's signage,
which took over the city by ferry.
In our trip around Italy,
we get really into and believe different stories,
every one and every one of them,
We're here with Carmelo Basile, welcome Carmelo.
We're here in one of the smallest towns in Calabria.
It's called Candidone,
it's almost like the one in Rosarno,
it's not always about positive topics,
like me, the whole Calabria has often found
this location in the palaces of the ITG,
rather than in the newspapers.
And perhaps it's time that even the journalists' colleagues
have a bit of a healthy curiosity,
and they come to dig, as I have to say,
and start to do in this company,
where the great Riccardo Iacona has been present,
but others, curious and particular journalists,
have realized that the Calabria was not just black ink.
Well, this story begins with two important numbers,
five and three,
five million liters of milk produced in Calabria,
and three million, instead, are the ones
that this company uses, of these five.
From these two numbers alone,
they make us understand the success of this company,
the dimension, but they could bring us,
between the years, making us imagine
that this is an industrial company.
And, on the other hand, it's not exactly like that,
right, Carmelo?
It's definitely not an industrial company.
We're talking about teripecor in Calabria,
and so we're talking about an artisanal production.
Behind these three million liters
that Fattoria La Piana collects,
the work is valued,
there are 110 elevators
that have their church, their family,
their workers, and therefore there are 110 companies
that make a system with Fattoria La Piana
to then arrive a bit from all over the world.
So it's our land that is, in this way,
valued, I can say, at the global level,
also because exports are the biggest voice
of our factory.
Other numbers, a bit of geography,
but also key words of Italian excellence.
You used the term valued.
Here, what do you mean by Fattoria La Piana
to be valued?
To be valued, I say that it's about
creating an added value by putting ourselves together.
Today, as today, especially in the Latte-Ovino sector,
we're talking about handcraft and territory.
So all Fatturato in this sector
clearly falls on our territory, in Calabria,
creating wealth.
And it's a system that works,
and it works very well,
because there's really a lot of desire
to know certain products.
The only defect we had so far in the past
was the lack of professionalism.
Today, we're attracted and we're structured
to be able to be present in all the markets of the world
without losing our natural characteristics
and without losing, fundamentally,
the value of our land,
because we don't sell only cheese,
we sell a piece of our land, of Calabria.
So, Carmelo, you can do,
even a few kilometers from Rosarno,
we've seen this difficulty,
often in relationships between workers
and those who take over, between the entrepreneur and the worker.
Can you do it in Calabria?
Can you dialogue with the worker
and create a virtual process?
I think you can't do it alone.
There are a few advantages compared to other places,
because the resources here are not exploited,
there are a lot of unused resources,
and this is a remarkable competitive advantage.
In Northern Italy, maybe all the resources
are allocated and exploited well.
So, we have a lot of potential.
So, I say that it becomes an advantage,
and everything that can be seen as a problem
can become a resource,
and this is firmly convinced.
If you tell us, consumers,
that we don't understand well
what is behind a form of cheese,
rather than your other products,
who are the main actors of this line?
The men who move around all this,
you told me this morning,
while we were listening to this interview,
you said, Piero, here we start at 4
and on Monday we've already done a day of work.
Apart from this extraordinary image that you gave me,
do you tell me who are the actors of this structure?
A concept that describes very well
who is behind this is this.
Every piece of cheese is given by a piece of land,
an animal,
and a lot of work by men.
So, what is cheese?
So, there are all the elements,
including the animal part,
the land part and the human part.
And here, in fact, this is how cheese works.
There are 130 people who work in the cheese factory system,
because a system is not that you can no longer talk about the company,
because now all the elevators are part of the same company,
they are part of the same company who makes the milk collection,
they are part of the same company,
all the people who transform the cheese,
all those who take care of the packaging,
all those of the seasoning,
and all those who also take care of the commercial part.
Then you arrive in America, in Japan,
or in Australia,
bringing the Calabria and Italy into a virtual process.
And the system works, because there is a lot of will
and a lot of desire to know these products.
So, you told me about the land, the animal,
and then about the human work.
You know that in this last period
you have made a big hit.
As often happens in Italy,
certain themes become mediatic,
so if you have talked a lot about the human-animal relationship,
you know, vegans, vegetarians, and so on,
your thought, your reflection on what it really means,
a good relationship with the animal in this painting,
I have to ask you.
Well, I say something very simple.
The man has to learn to live in harmony.
Living in harmony means respecting all phases.
From the vegetal part, the animal part, the human part.
When a man is ill, he starts to lack respect for the system.
So, it is more a problem of approach.
I say that the system is natural.
The land is made in such a way that the man can stand us,
but he can stand us in the middle.
He must not be in a vertical position,
thinking he is absolute master.
He is part of the system,
but he cannot control the system he is part of.
Well, so far we have somehow understood
what the plan is.
We have started to hear the words of this entrepreneur
as a reason for some central elements of his company.
Well, I think this has stimulated a fair curiosity
with respect to the idea,
here, as Carmelo Basile has become Carmelo Basile
and has managed to give a strong contribution
to this result that we have seen,
it is really an excellence.
So, as we love to do in this project,
let's wrap our nose around,
let's go back and look in the Carmelo Basile
as a child, some element that already
prefigured, in some way,
what would have been your story
and what would have instilled
in some way this success.
When are your first memories of a child?
How was Carmelo Basile as a child?
Well, Carmelo Basile as a child was not a genius,
was not a very good school,
and you have not inherited this company.
So, if you have come,
you have come for a series of coincidences
and for a series of circumstances.
So, Carmelo Basile, as a child,
always wanted to do a lot of
entrepreneurial activities,
already as a child,
he had already created
small tennis circles,
always with clear goals,
he always gave me enough to do.
But, here, at school,
at some point,
I did not succeed,
that is, actually,
precisely,
it was not a great studio.
This is a classic of many stories,
of excellence,
moreover,
one day we will understand why,
but it calms us down.
Instead,
dad and mom,
what did they want you to become?
No, dad and mom,
I have to tell you the truth,
being a fourth child
did not have great expectations.
So much so, when I arrived,
after the diploma,
to say that I wanted to go to university,
my father told me,
no, leave it open,
find a job,
it is not a thing
that you go to university.
And there I launched the first bet
that then I won,
saying, keep me for a year,
if I do not get results,
I retire.
And there,
quickly,
I worked with Massimo De Votti
and Lode,
just to win this bet.
And I saw that I could do it.
Well, here,
this is a real element,
to give yourself some games
to play,
where maybe the post-game is high,
it seems to me one of the rules,
we have already heard it
in some other stories,
that are coming out
in the stories of success.
And we, on these words,
that we want to reflect on,
we also meet you
for this reason.
This is the deep nature
of this project.
And so,
is this bet
on the study plan
going well?
What is the first job,
instead?
I started working
in a commercialist studio.
But the numbers,
the accounts,
even if I did it,
I did not like it.
To be inside a desk,
to look out the sun,
it was something
that I did not like.
And then,
I accepted,
I thought of changing the job,
accepting the bet
that at the time
I was in place
to get out of the plane,
to go and manage
a very difficult job,
but without any other,
very interesting enthusiasm.
So, immediately,
the factory of the plane?
Yes.
The first experience,
that is, not the first,
the second,
because I always worked,
or when I was going to school,
I worked when I was going to university,
so I did a lot of
working experiences.
Then I started
to be a commercialist,
but at the same time
there was something
that I missed.
When this company
offered me,
which was difficult,
a family company
that had a series of problems,
it was done
before the possibility
to make accounts
of this company.
But after three months
I had already become
the administrator of the company.
And so,
even if this
relationship with the role
of a commercialist
as a professional
was not at the beginning
a role,
how to say,
that attracted you so much,
but then it served you
to approach you in the right way,
with the right mathematics
compared to this company?
Yes, this was basilar.
And anyway,
I say that in life,
all the experiences
that you make,
if you look,
they serve you to be
what you are.
So, I say,
there is no wrong choice
in life.
I was a doctor
and director,
instead,
of the factory of the plant.
The first thing I ask you
is,
how do you meet
the factory of the plant?
The first memory
and therefore also Carmelo Basile,
Maggio.
Obviously,
I come from a different experience
before arriving
in the factory of the plant.
And it was a meeting
of a strong personal type,
although with nature
to elements of professional nature.
The result,
on the whole sphere
of people
who have been professional
or have been
of a personal type,
they arrive
and arrive well
when you put the maximum
of what you can
and believe us.
And so,
I cross this experience
of factory of the plant
in my last activity,
which was an activity
of the type of director
in an organization
of representation.
And I have to say
that I began to see
the world
on the other side
and who produces it.
Maybe
we are
a few people of the ego,
we have to do the house
with the peasants
because if you make
too many words
then it will also
come,
maybe a level of frustration
because you do not see
concretized some things.
And I have to say that
today I certainly bring
back the battle
of professional nature.
But
I think that the quality
of these three and a half years
of history
are absolutely
in terms of intensity,
specific weight
and quality,
surely
and definitely
superior to the other years
of mine,
professionals
and I continue to say
also staff.
I think that it is a professional
type experience
within an organization
that really looks
at the market
from Calabria,
it is a totalizing experience
and it is an experience
that gives you great results
if you live it
with the seriousness
with which
an entrepreneurial activity is
being lived.
Sorry Fiero,
we are talking about
perhaps more emotional
questions than
of professional type
but
these things go
from step to step.
Absolutely.
In the end I always say
at the end of the economic account
that gives us reason
even though
we are capable
of doing that
with a different
port,
with a system type port,
with a port
that also has
social effects
compared to
what is
the fabric in which
an organization moves.
An organization is not
perimeter,
it is not closed,
an organization is a world
that is wide.
Listen,
tell me
that first factor
of the plan.
Today we see it
and then
we will tell it better
but
that first cell
how was it?
What was it like today?
There was nature
and there were
many problems.
There were many problems
because we are
in a difficult area.
We are between
Rosarno
and Nicotera.
We are in a area
where there were
many problems
and
under this point of view
that factor of the plan
having many problems
had many potential.
It is clear
that at the beginning
I had a lot of inexperience
and therefore
making a series of mistakes
one behind the other
you can create
an organization of success.
The important thing
is to seek excellence
not to try it immediately.
That is,
one must pursue
a path
and therefore
it is more important
a continuous search
that never ends.
And I always say
that the day
that I will see
that in this company
there are no inefficiencies
or problems
has ended
the growth
of this company.
So I always hope
to find margins
for improvement
in the future.
This is also
a beautiful photograph
and however
I will stop
for a moment
on the initial photograph
to understand
we saw before
5, 3,
5 million liters of milk
3 million liters
you tell me
at the beginning
how many liters of milk
for example worked
how many pieces
of cheese
come out of here
to understand
that an organization
that then
has these dimensions
actually
really begins
with small steps, right?
Yes, there were
really very few.
How much?
Just to give you an idea
how much milk
was worked
15,000 liters per year.
So really
very few?
Yes, very few.
Form of cheese
or how many?
Well,
it could be
2,000
forms.
Initial market?
Initial market
was only
the market
and clearly
there was a lot
of approximation.
Here
clearly however
there is
the potential
and begins to work
I imagine
so much that
today you are
a team
in what way
do you imagine
the team
and how
do you start to build it?
From us
there is no system culture
and we don't realize
that this is
the limit
of the day
and of the south
we can't
make a system
when I
started the plan
at the beginning
I got here
I was afraid
and I was a little
closed
and the company
went badly
to win
and started
to lose
markets and everything
to win
because we have
positive contamination
and therefore
benefits are
really superior
to any cost
The market
yes
they take
free trade
but the advantages
are
without a doubt
more than
any loss
due to
trust
in the people
Our flaw
is the lack
of trust
in the system
in the other
You
really identify
the cooperative
as a tool
for getting
but it represents a kind of taboo, that is, why what I think, why my idea must
also become of others, and if then they take it away from me, and if then someone
frees me from my abilities. How did you manage, instead, and explain to us how
instead the cooperative all this feeds it, because it is really a concept that
on the other hand continues to come with fatigue. It seems nice words, but then
instead the results really come? We have been educated on the logic of the
misery, isn't it? That for us to create wealth we must take away someone, and
this is the logic of the misery that does not bring any development.
Instead, the logic and the abundance, what does it say? It says that if you put
together with other people, maybe I will get 30 and that person will get 60, but
both of us will be better off first. So this is the logic that the system must
feed. It is a problem only division. The day that people
are concerned about making wealth, to create wealth, taking away from someone
another, that is a system that does not go anywhere. The real economy is based on
when, when today, like us, by making innovations, we can get more
results than before. The sum of results with the same resources must be
greater, if you are not doing any economy. And so when the system
works, the elevators that bring us milk must be earned,
the people who work in the factory of La Piana must be earned,
who sells the products of the factory of La Piana must be satisfied, the consumer
of the factory of La Piana must be satisfied. There cannot be a system where
someone earns and another loses. These are systems that last a little and that
have no sense in the economy. In the economy, the entrepreneur must create wealth,
that is, the product that starts with the product that arrives must have a
considerably lower value, because what arrives is an increase. So it was, for
example, with the innovation in the environmental sector that we did, where
we created an advantage for the whole system. That's why it goes forward.
Innovation in the energy and environmental business system that has
also determined the news, many of your awards have also arrived thanks to
this capacity. I have to say, when I am interested in this story, for a
moment I have asked myself a question, Carmelo, that perhaps many other
journalists have also done or other observers. But in short, this
company is the one that makes the most of the cheese or produces more energy,
or more cheese. So this company, like Fatturade and Corbissens,
has cheese, without a doubt. Perhaps, as useful, they make more energy.
But why did they go to exploit a very poor product, which were the
waste of our company, from milk syrup, from l'etame, liqueur,
pastazo d'agrumi, sanzi, and products that were before the refusals that
had to be smelted in some way and they transformed them into energy, so
the value reached was considerably higher. But in my heart, my passion,
our Corbissens, both in terms of Fatturade and all the rest, remain in
the cheese. Listen, there is an Italian famous song that says...
From the diamonds nothing is born, from the l'etame we are born.
Andre, you have made it yourself, this one, this one, your...
From the diamonds nothing is born, from l'etame the flowers are born.
And under this point of view, I am perfectly convinced that it is an
excellent idea. Here, the concept is this, any problem is a
resource, not used. Here, because there is a problem. If one
manages to value it, here is the wealth. Listen, this is so true, so strong,
so extraordinary of this story, that here we evoke other stories, other
images. You went to compete with great groups and you also managed to
beat them, precisely on the subject of sustainability. You are candidates,
maybe even at the beginning with a bit of shyness, very important prizes,
Italian and international, and not only you were selected in the first
phase, then you won in front of names. First I will show you this book of
great prestige, Bosch, talcimentos. Here, how did you do to
make this other performance? Well, I say one thing, that when one
follows excellence, it does not have an objective to participate in a competition,
or a project, as other companies have done. We simply went
in the valuation of our system. We have made a complete ecosystem that
starts from the ground and returns to the ground without even knowing it. I say it
with the utmost sincerity, there was no goal at all in this sense. And so, when
then I confront you with others, you discover that you are really ahead, but
the goal is not to compete or to be better than others. The goal is to be
excellent in your own performance, that is, if you are able to value everything
to the maximum, then maybe you turn and discover that you are alone. But this is
a accidental fact, it is not the goal, it is a result of a certain way of
working, as is important, for example, also the human aspect of this company. In
this company there are people from four different continents who work. There are
people who come from Asia, people from Africa, from America and from Europe.
We should find some New Zealand people to complete the world, but for the
moment there are people from four continents who work seriously, without any
problem, neither of religion, nor of skin color, nor of ideology. There is no
problem, because when people work and have a common goal, the problems
do not exist. The problems are created when, indeed, then
other things are missing, then there are the spiritual leaders.
It is really a joy for me to do this job, try to tell these stories,
because you have to learn every day. But you are realizing that
there is a lot of modernity, that there is a simple natural reasoning
of Carmelo Basile. Then success is a son, in some way, of
simplicity, that you express, but also the ability to make the complex
simpler. So in the answers of Carmelo, in particular, the last one, I see the
resolution of so many problems that agitate the thinkers of the whole
Europe, compared to the political schemes, rather than the same vision
of Europe. While we are talking about these issues,
when they are debated and suffered, what high prices are we paying,
letting everyone imagine that all this is complicated, and, on the other hand, when
you talk to someone who puts his hands in depth together with his team,
everything incredibly becomes simple. In short, Carmelo, this is also a
paradigm for the country, you have to be right next to people and
put your hands together to be able to understand also the high politics,
let's call it that. Yes, I have to tell the truth, many times people talk
without even knowing, without living the situations, then when you think too much
you also do big disasters. Instead, you have to think, if one is working all day
with other people, you create a team spirit, you don't create problems
with each other, you simply create problems that work with you, then
they come to eat together, I have the evening, many times when I stop here,
there are many of us, our supporters, who also stop at the evening,
those who live here, and there are people who come from different countries,
I realize how many times the TV, the mechanisms, create some things
that do not exist, that is, I have with the people of the East, who until now
was a Russian worker who did the exercise to invade Europe and
saw the West as the enemy, and we were educated to see the communists as an enemy,
but then if we are together at dinner and eat pizza, here, maybe we realize
that the problem is not us, and it is not the East, it is not the West, it is not the man,
it is the system that wants to, by force, create division, because creating division,
creating fear, it is possible to control people better. Listen, let's go back a little
on the staff, it is said, because then this project tries to show that there is
an alchemy between the personal and human dimension, and that of the
business professionals, and perhaps the balance that we should all find
is precisely in the value of this thing. You have a family, you have children,
two children, two children, here is the first thing that comes to mind
to a journalist with a reality like this, an company like this, your children
will already be in an advanced position in the business system, or not?
No, it's not like that, fortunately, my daughter works in London,
in Amazon, so...
You let her go?
Because someone can control the children.
Someone thinks he can control another, I ask.
It is a calabrese, a Southman who let his daughter go to
London, to work for Amazon. Exactly.
That is, only this would deserve...
She is happy, she is happy, and this is even me.
I say that a parent, when his children are happy, is happy even for him.
And then, if there is something that a parent should leave his children,
he should leave them the ability to live without them, so not leave them
absolutely nothing. If you have the ability, you leave
precisely the ability to realize yourself.
You have heard that something of what was born through you here,
your daughter was able to really be born from everywhere,
in a different dimension, and yet there is, and yet there is a moment of contact
between your success and your success.
My daughter has always frequented this company with love and passion,
but it is fair that she does her way.
And the most beautiful thing is that she...
after having received the first scholarship,
she sent me a message saying, Dad, I no longer need you.
Thank you, you did a good job.
Amazing. Carmelo, I ask you then to help me
to leave a message also to those who look at us as parents.
In short, it is a difficult moment where we do not know
from parents, even I have three children,
if I keep them, how much I keep them, if I let them go,
to what point I let them go.
Here, from a parent who has already made this test
in a slightly more advanced way, your advice seems to me to understand,
is to let them go.
Without a shadow of doubt, without a shadow of doubt,
giving them the opportunity to realize themselves.
And that is the only opportunity.
It is definitely better for a happy and distant daughter
than a spoiled daughter at home.
Fantastic. Listen, let's go back to the other family,
because from how you tell this to your company,
factory of the flat, it seems to me also a great family.
Today there are so many courses of leadership,
the courses in the company that teach how to be a leader, etc.
Here, as soon as I arrived, I also met some of the people
who are next to you. I have seen really excellence
also in the people who are next to you.
And I am convinced that once again,
they are not the courses that make you become a leader,
or that they make others choose to follow you.
Here, you help me to understand how here
the people who are next to you,
in some way, they have chosen you and why,
from your point of view, they have done it?
Well, I say that in the company,
the only real value of a company
is the people who work for us.
It is the only added value.
Because the capital is exposed,
it is not a single facility.
The technology is the same, the people,
but no.
And here, the most important resource
of this company is the people.
And there will never be too many people in a company.
Actually, the thing I am learning with time,
first of all, when someone arrives,
who I really think is in a hurry,
with a stimulus to be at the top,
I have never been afraid that someone
could overcome me, because it is not a problem.
They welcome people.
It is certainly in many sectors,
many people, much better than me,
than those who work here.
So there is no concept of competition
under this point of view.
I say that the people who work in factories
today, as today,
are the real added value
of the factory of the plant.
Today, as today, the only difference
between the factory of the plant and the other systems
is that, indeed,
the people who work here
do not make sacrifices,
but at least the ones closest to me
have fun a lot.
This is the real secret.
Some time ago we had a two-day course
on happiness,
where a woman,
an Australian lawyer,
started a course on happiness.
I have to say the truth.
I have seen all the people
of the factory of the plant.
In that course there are 50 people
who leave with a smile on their lips,
happy, and they say,
Capo, you guessed it,
you are in the center this time,
because indeed people have to be well.
Only the people who are well
can give great performances.
The people who are bad
will be pure and the more intelligent,
more prepared, more studied,
and they will never have great performances.
Claudia, Mara and Toni are only three
of the names that inspire me.
Every day I do the factory of the plant,
how did you meet the factory of the plant?
Why did you choose it as the job of your life?
I initially met the factory of the plant
from a food point of view,
coming from another food reality.
Then I became more and more passionate
and closer to the world,
a little more zootechnical
and to feed and renewable energy,
which I think is very fascinating,
innovative and stimulating
from a conceptual and intellectual point of view.
It is a commitment,
both from our part,
and from Carmelo's part,
which points and commits
to us daily.
I came here
as a simple dependent,
looking for work,
then instead I am very passionate
about this work,
I started to take care of the sales of cheese,
so I was fascinated by the world of cheese,
I started to discover it,
because I didn't know anything about cheese.
Then, at the same time,
I started to follow agriturism,
so the contact with people
that I always liked.
Carmelo believed in me a lot
and because I didn't have much trust in myself,
instead he encouraged me
to believe in myself,
I started this journey together with him.
He was right, he was right,
I have to say that he was right.
I was contacted by Carmelo
to start the path
of technological innovation of the company,
so to start making
the first plant of energy production
from renewable sources,
which was the first biogas plant
that we made.
From there I was involved,
also because I have always been passionate
about renewable energy,
and I was involved in this process
of great technological innovation
that has brought us today
to have a energy production park
of 2 megawatts.
How has your life changed
between those 8 hours before
and those that you spend here today?
I put my glasses on
because the view is back to normal,
I re-purchased the contact with agriturism
with the real production of value,
because the beautiful thing about this company
is that here you really generate value.
From the land, with the work of man,
you create value and you give value
to things, and here you really
increase value.
And the last of this group,
then the company is much bigger,
we have only heard this time
some voices and the air,
which from a young age, they said,
you have to study, you have to study,
you have taken a lot seriously.
This encouragement has taken a lot of courage,
no, no, I have taken two tears,
it is in chemistry, it is a research doctor,
then I have passed from the world
of research to the business world,
a little by chance,
and I found myself
in the right place,
because Carmelo gave me a good
opportunity to grow up,
I have to tell you the truth, I have been here for a year and...
And you lived here behind, right behind the corner?
I'm from Reggio Calabria, anyway,
a few kilometers we do every day,
but we do it without feeling the weight,
because anyway, the days fly,
it's a strange thing to work,
it didn't happen to me before, I have to tell you the truth.
Everyone has their attitudes, but I
discovered myself.
A feeling that Carmelo has,
also by crossing many entrepreneurs,
not all, but a part of these,
and this seems to me to see it
sometimes in politics, even in sports,
and how sometimes the leaders,
the leaders, the references,
do everything to surround themselves
in some way of nannies,
the people who stand next to them.
A feeling that I only have,
a little pessimistic, or it seems to you
to see it in this Italy,
that sometimes maybe just because of this
the effort to grow.
Yes, this is a limit of people,
but this also because many times
you have the desire
to transfer things without having created them.
I say that,
when I have to worry about
the great capabilities of my collaborator
at this point, serious problems.
I hope to have,
I have always tried to insert people
in legs capable, in fact, of the
plan, with an objective of reducing
my work. It doesn't work like that because
we increase the business, we don't reduce
the work, we increase the opportunity.
So the truth is that no one
ever steals a job.
In a system that works, it creates work
but it creates a lot more. So there is
no danger that someone steals
someone's work. If someone in legs
creates work for himself and for others.
Listen, now let's go straight
on the product, the cheese.
Italy is certainly a country
that produces a lot of cheese.
It is also different.
In every region there are
various types of cheese.
Some have become very strong brands.
I don't know if,
sometimes, like in the battle
linked to wine, with the French
we have played it,
we have already won on the cheese,
but here I ask you to bring us
this world to make us understand
how a good cheese is recognized.
Well, as I said before,
cheese has a whole story behind it.
There is a tradition in production.
It is linked a lot, especially
pecorini cheese
to the Easter.
And therefore to the land, to the territory,
to our herbs, to our conditions.
Here it is not easy
to imitate cheese. Every cheese
has its own story. The same cheese
made in different months
is a bit different, because the Easter
are different. So the spontaneous herbs
are different, the pecorini
eat different herbs and make a different milk.
Each type of cheese has a different flavor.
It is true that you pay
a little more
the pastures that bring
the Easter, the pecorini, and you
bring a milk with more nutrients.
We take milk
based on quality. The better the milk
the more fair it is to pay it.
Because, fundamentally, we are going to encourage
those farmers who make
sacrifices, who
do a good job.
It is clear that the better
the milk, the better the cheese will be.
The opportunities will be better.
Also because, honestly speaking,
we Italians can sell
products, but we have to sell a quality product.
We cannot make low-cost products.
And so, and today
as today, the consumer, at least on food,
has no doubt, always prefers
quality to low prices.
You have landed in America,
where often that Italian
sounding is very present,
and often there are
pieces of Italy that produce it.
How did you do it
and what kind of results
were you getting in the other continent?
In America
we got more results than
what we expected.
From September 4th
pecorino calabrese,
made exclusively with
Calabria,
will be present
in the Crocker company
with a chain of supermarkets
the largest in the food sector
of the United States,
2,800 selling points,
109 billion dollars
of façade.
All the American territory
on September 4th
there will be pecorino calabrese
made by the factory of the plant.
How did you do it?
I was working seriously,
the first time I met
in Fiera, at the Parma Chibus
the Americans
we sat down,
they already had the product,
they liked it and said,
let's start talking, we need
some containers per year.
I looked at the containers,
I didn't even know what they were.
I wasn't able to afford
even one.
I made my ugly figure,
I sold all the containers
and today,
we have a place of honor.
Today, like today,
as we said before,
we make more than 65% of all pecorino calabrese
we produce it.
So today, like today,
we are sincerely proud,
but everything has been passed
by an approach that we were not
structured to be present in that market.
That market is very interesting for our products.
We are the ones who have to understand
how to organize ourselves.
Listen, when you say, I came back,
I made the containers,
I also involved the others
in making these containers,
because often, on the other hand,
this does not come, we translate it
a little bit in sacrifice, time,
hours of work that you asked yourself
to your men, because sometimes it seems
that yes, you came back,
you made two accounts,
you changed things and then
you finally managed to be ready.
Investments are annual in this sector,
because tepecore is a seasonal production
and so
we came back home
to do the competitions, what does it mean?
It means that we adapt everything,
because it is not enough to make a single step,
you have to realize the efficient case that is appropriate,
you have to realize the season cells.
And every time I make the season cells,
I always make them too big,
everyone tells me that.
Exactly two years are too small
and this is a positive fact.
I hope that one day,
but I do not know, I hope to continue
always like this.
Many hours of work,
even beyond the normal,
to reach, to put yourself in line.
When you like what you do,
do not think at all.
I have fun in my company,
it is an excellent experience,
I can not speak of sacrifice.
I am a director of Fattoria della Piana,
we are rebuilding
its way of finding the company,
but to make you understand
the heights that then bring the success
of this company,
and therefore also the other voices
that are important here.
I have to ask you,
the quality of the man,
besides that of the professional
Carmelo Basile,
who has hit you more
and who has more
you have then encountered
also in time.
It is very essential,
direct, direct.
Without frowns,
absolutely not.
Today we have so much need of people
who tell you directly things
with which you can confront,
and above all, without prejudice.
When you talk to someone,
you can confront yourself
and you have to confront yourself freely.
The worst thing in a company
is the lack of those who are afraid to confront.
You can confront yourself,
you can consciously make mistakes,
the worst thing is to make mistakes
in an unconscious way,
because you will never be able to recover.
So, when it comes to human relationships,
you are not ready,
professional relationships were the clarity
on transparency
and on the sharing of a common goal,
you do not win alone,
you make mistakes together,
you win together and you make mistakes together.
But the victory is common.
So, when you confront yourself on this land,
you achieve certain goals.
Inevitably.
Carmelo, you talked about Pecorino Calabrese.
The world of food products
also from the food industry
lives of more or less well-known brands.
Well, I come to mind, for example,
the Pecorino Romano, I want to give you an analogy.
If I were two people,
the Pecorino Romano would be
about half an age,
how many years would Pecorino Calabrese
have?
Well, our Pecorino Calabrese
is quite young,
and it is precisely a product
that is growing with impressive rhythm.
And a child, a boy.
Exactly. We can consider him a boy,
and that he is actually
having a really bad success.
He is growing with a rhythm of 40% per year.
First he will have to stop, I think.
So, a young boy,
but already talented,
who immediately begins to be
taken from the markets,
not only local, but also international.
Yes, our cheese, from this point of view,
are having many successes.
They are having successes on the market,
which is the most important part,
and they are placed in the high-quality products.
Our
Canestrado La Spromonte
has been classified the first cheese
mixed in Italy
from the Cibus di Parma,
from the Almacasius,
the school of some markets.
So, it is a national competition,
and being the first in Italy,
we are really proud of it.
Listen, here I really want to bring you
to the field of marketing,
communication, and ask you
because we know that it is a problem,
above all, of the production
that is carried out in the south,
it is a bit Italian in general,
but in the south it often happens
from the market.
So, I think
that the first goal is
to have a strong reality,
to have a good product.
Then there is a communication problem.
Let's not get confused
that without anything with communication,
that is, you can still succeed,
but it does not believe in this kind of success.
I say that it lasts little,
and then everyone wants two things.
Maybe today I think
that we are better at doing good products
that communicate for certain aspects.
But we can always improve on that.
Of course, we do not want to get involved
in the quality of our products.
Well, there are still many things to do
with the factory of the plant,
which is already a case of success.
We have also explained along this path
why, but above all,
this path tries to explain excellence,
making you feel the live voice
of the protagonists,
leaving to you also the reflection.
This story comes to you,
if you convince yourself
that the person behind the product
is convincing,
is selling,
or is giving you something more,
which you will probably find in that product.
Well, if you convince yourself
you will probably taste that product
and you can understand
if the product, the man,
the people behind it
are in line, they are consistent.
This, for us, is really the true excellence.
Carmelo, goals for the next future,
what is important to do in the market?
Well,
it is not just a problem
of quantitative goals,
it is also a discourse
of qualitative goals.
I hope to be able to improve
not only the factory context,
but also the Calabria context,
where we operate.
So we value the Calabria system,
starting from the ground
and really reaching the consumer table.
I believe in this, so it is not just
the number of factories, of utilities, of margins.
It is also a problem of quality
of the things you do.
That is my objective.
That is, today the quality of life
of the people who work in the factory
of La Piana, the system that collaborates
with the factory of La Piana
is more important than the quantitative aspect.
We have presented
the factory of La Piana,
a story clearly of Italian excellence
that you can find, because this company
not only opened its own mentality,
its own mission, its own vision,
but also its own spaces.
So coherence at 360 degrees,
here you can come and live a day,
make it live to your children
in contact with the real daughter,
with the animals, rather than the production
and try to understand
why not also from the collaborators
of this company,
something really here inside,
in some way it comes,
it passes and makes it grow.
We will soon hear about other stories
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