There short supply chain for over 4 years in Capannori (Lucca) and for a few months in Milan, in via Faccio, it is called Effecorta and offers over 250 quality products on tap. No unnecessary and bulky packaging, no market-fixed doses: everyone can choose what they want to buy, knowing where it comes from. For a world that knows where it's going. Pietro says there is still a lot to do, but people are enthusiastic, there are no prejudices, quite the contrary!
1) When was the idea of Effecorta born?
Our first business selling products of short supply chain is on tap was born on 22 April 2009 in Capannori, after a year of work on the subject. In 2010 we also opened in Ferrara but unfortunately we had to close due to the emptying of the city after the earthquake that hit it. In 2013 we brought the short supply chain also in Milan, in May.
2) What difficulties did you encounter in starting your business, both bureaucratic and practical?
The difficulties are mainly related to the rules, extremely varied on the loose issue and reuse of containers, clearly designed for packaged products and with major inconsistencies. The law is careful to understand where beans or milk come from and accepts great indecisions about meat. This is demonstrated by the case of horse meat whose origin is not regulated.
In carrying out the activity we were targeted 5 times by ASL visits, twice the anti-fraud Ministry made itself heard and 3 times, finally, the Guardia di Finanza. We have "passed the exam" every time, but it is certainly bureaucracy and delays that sometimes make a "starting" activity difficult.
Another difficulty is the simultaneous management of ben 120 local producers: not everyone is used to respecting deadlines and deliveries. To overcome this obstacle we have developed our own management software for control.
3) How many stores do you have today and how many are you in?
We have two stores and seven of us work there.
4) What characteristics do your products have?
All our products are of good quality, are of predominantly local origin and are particular. We make proposals that try to go beyond banality. Furthermore, the people who buy from us know everything about our products: where they come from and how they are prepared.
5) What kinds of products do you sell? Which are the most popular?
In our two stores we keep over 150 different kinds of products, and the number of products for each of the two stores reaches 250. A wide range to choose from, and almost all of short supply chain. Among the most popular there are certainly foodstuffs, primarily oil, wine, legumes and all the various types of pasta.
6) Who are your customers?
We have customers of all ages and genders but I can say that the average age is usually around 25 years old. Our customers are people who work and who keep themselves well informed, especially through the internet. We see that they are aware people who love to know what they eat, what they consume, who keep up to date, who want to know and appreciate the products of short supply chain. Being able to buy them on tap is a peculiarity, still a novelty for many.
7) What prejudices are there, according to your point of view, in relation to the purchase of your products?
Honestly, I don't see any bias on either short supply chain nor on draft products, on the contrary, much interest. Of course, the time of purchase and return of containers slows down purchases, yes, but they are not mental barriers, it is only a question of improving logistics. In fact we are working in our small way to achieve slimmer and more modular containers. In this regard, we also requested and obtained that some undergraduates from the faculty of industrial design in Florence did studies and proposals.
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