Innovation

Nowadays we think of the vegan community as a closed and elitist community, but the Dreamfarm team tries to only do inclusive and non-punitive communication. in fact, their product is also aimed at athletes who are attentive to nutritional values and people allergic to lactose.

Inspiration

Maddalena Zanoni, the founder of Dreamfarm, noticed that within the market most companies produce plant-based alternatives to meat and those who produce plant-based alternatives to cheese are not attentive to nutritional levels, so she wanted to create a healthy product.

Overall impact

The impact of Dreamfarm was immediately very positive. People started buying the products to try them out. The most absurd thing is that this product is becoming famous in Italy precisely because of the people who post it, and not the marketing managers of the company. People who try them, publish stories and posts on social media enticing other people to try it thus creating a chain. This is proof that product quality can make a difference.

Business benefit

Consumers responded very well to the product launch, allowing for a very competitive positioning of the product in the market.

The best result achieved is actually an unexpected result because the initial idea was to sell only in a small chain of stores. This is because the use of only plant-based ingredients raises the price, so the target of consumers is quite reduced. In fact, just before launching the product, they signed an agreement with Pizzium, a pizza chain that has 35 stores throughout Italy. This means that from the very beginning their product was not only in the stores, but was also on the pizza of thousands of Italians. Now, more than 60% of the turnover comes from this channel.

Social and environmental benefit

Overall, Dreamfarm has had a clear impact in improving the consumers' health, providing them with a high-quality and nutrient-rich product that is produced in a sustainable way using local ingredients, thus reducing CO2 emissions.

Interview

Costanza Mutti, Marketing Executive