This year, the wheat harvest in the Daunia area (which produces wheat for the Dedicato pasta - Granoro’s top range) was broadcast live on Snapchat. It became the first brand in the industry to engage in such an activity.
Followers found themselves catapulted into a "brand experience" and were able to see for themselves what goes on behind the scenes at a unique and romantic time of year, full of emotions that take us back to the past, to an authentic "ritual" of the cereal-producing supply chain.
A virtual story told from fields filled with ears of wheat displaying intense colours, enhanced with pictures from food-bloggers and Instagrammers witnessed moment by moment.
Then we come to Dedicato. An innovative range launched a few years ago that set out to create a strong link between the producer and the consumer. How? A short supply chain, with wheat sourced exclusively from Puglia through a cooperative in Apricena named Fra’ Coltivatori and an agreement with Molino De Vita in Casalnuovo Monterotaro.
This results in all round innovation: of the brand, the process and our intentions in relation to the consumer, who will always be able to enjoy a unique and simple product. The “Prodotti di Qualità di Puglia” quality certification provides added value.