- The Casillo Group is a family-owned business.
Over the decades, they managed to transition
from traditional milling, wheat trading
in a largely commodity-based business,
all the way into food tech.
They recently developed
and launched a great innovation called Altograno,
which promises to deliver superior nutritional features,
a great environmental footprint,
and on top of all of that,
also to enable great food with great flavor.
Let's go inside and meet them
and see what their journey has been about.
- Altograno is an innovative wheat flour mix
that delivers more protein, more fiber, less carbs,
more minerals, more vitamins, and yet,
it tastes and it performs way better.
Besides nutrition, what really makes it stand out
is its production process,
its carbon footprint, and its versatility.
We had many strategic questions.
Do we go B2C? Do we actually manufacture products
with Altograno, or do we stay true to our core B2B?
Then, we actually had
to figure out our go-to-market strategy.
We wanted to serve both industrial customers,
mainly going to market via modern trade,
and professionals and artisans.
We needed to give an answer to our strategic questions
with a very wide and deep competence on many subjects
that only BCG could deliver.
- Supporting Casillo in this endeavor was a great task.
We understood from the get-go that they really had a vision
behind this innovation, so we pulled the best of BCG
from more than five countries to work side by side
with them to make sure that we cover the full breadth,
from crafting a robust strategy
all the way to creating with them a brand
that actually embodies what they want this to become
and bring the vision to life.
- Our ambition is to put Altograno in the plate of everyone.
We decided to build a brand because it was the best way
in order to convey the values behind this ingredient
both to our customers and to consumers
and actually answer the unmet demand
that customers have: better for you,
better for the planet, tastes great.
I was the one working side by side within Casillo
with the BCG team.
And not only I had the pleasure
to work with wonderful professionals,
but we spent a lot of time together
and I really value the personal side of the team
that was very involved in the project.
- Working at the frontier of innovation is fantastic.
Even more so when you do get the chance to do it
for a family of entrepreneurs
and for a company that has a vision behind it.
And such vision is about doing what's good for the planet
and what's good for consumer.
It's really an honor and a privilege
to support in such endeavors.