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- The Casillo Group is
a family-owned business.

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Over the decades, they
managed to transition

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from traditional milling, wheat trading

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in a largely commodity-based business,

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all the way into food tech.

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They recently developed

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and launched a great
innovation called Altograno,

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which promises to deliver
superior nutritional features,

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a great environmental footprint,

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and on top of all of that,

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also to enable great
food with great flavor.

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Let's go inside and meet them

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and see what their journey has been about.

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- Altograno is an
innovative wheat flour mix

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that delivers more protein,
more fiber, less carbs,

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more minerals, more vitamins, and yet,

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it tastes and it performs way better.

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Besides nutrition, what
really makes it stand out

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is its production process,

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its carbon footprint, and its versatility.

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We had many strategic questions.

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Do we go B2C? Do we actually
manufacture products

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with Altograno, or do we
stay true to our core B2B?

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Then, we actually had

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to figure out our go-to-market strategy.

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We wanted to serve both
industrial customers,

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mainly going to market via modern trade,

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and professionals and artisans.

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We needed to give an answer
to our strategic questions

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with a very wide and deep
competence on many subjects

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that only BCG could deliver.

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- Supporting Casillo in this
endeavor was a great task.

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We understood from the get-go
that they really had a vision

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behind this innovation, so
we pulled the best of BCG

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from more than five countries
to work side by side

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with them to make sure that
we cover the full breadth,

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from crafting a robust strategy

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all the way to creating with them a brand

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that actually embodies what
they want this to become

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and bring the vision to life.

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- Our ambition is to put Altograno
in the plate of everyone.

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We decided to build a brand
because it was the best way

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in order to convey the
values behind this ingredient

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both to our customers and to consumers

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and actually answer the unmet demand

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that customers have: better for you,

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better for the planet, tastes great.

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I was the one working side
by side within Casillo

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with the BCG team.

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And not only I had the pleasure

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to work with wonderful professionals,

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but we spent a lot of time together

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and I really value the
personal side of the team

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that was very involved in the project.

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- Working at the frontier
of innovation is fantastic.

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Even more so when you do
get the chance to do it

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for a family of entrepreneurs

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and for a company that
has a vision behind it.

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And such vision is about doing
what's good for the planet

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and what's good for consumer.

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It's really an honor and a privilege

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to support in such endeavors.