Francesca Zecca: In food today, it is not only the product that wins. The winner is the one who conquers the shelf.

With Francesca Zecca, Deputy Editorial Director of Gruppo Food, we analyzed how marketing is changing in the Italian food sector. In food, quality has become a prerequisite. Italian companies have reached very high standards in terms of safety, innovation, and sustainability. Today, the real difference is made by execution. Only 3% of new launches are successful. For this reason, having a good product is not enough: what is needed is strategy, the ability to read data, to understand the choices of an increasingly aware consumer, and to build an effective presence on the shelf. Storytelling matters, but what matters even more is transforming it into value perceived by the consumer.