Oscar Farinetti's advice for exporting to the U.S.: "Choose poetry"

Sep 24, 2022 416

Just hours after the official announcement of the sale of 52 percent of Eataly that myfruit.it reported on, Oscar Farinetti took part last night in the first American Culture Festival organized by the Centro Studi Americani in Rome from September 21-23. Eloquent was the title Farinetti chose for his speech: Eataly in the U.S., exporting true excellence and knowing how to tell about it.

Italians in America is the theme of the first edition of the festival held in Rome in collaboration with leading Italian and American universities and with We the Italians. The founder of Eataly, opening his speech, recalled the well-established relations between the two countries. Asked what his advice is for exporting to the U.S., Farinetti said, "To be successful in America and the world, I recommend investing in poetry. I recommend reading as many poets as possible. Poetry will be the future of marketing."

So no business suggestions, but the advice to young students at the American University of Rome is to learn to dream: "Poetic verses are the first engine to start dreaming and growing in any business."

Farinetti then answered some questions centered on the sale of the majority stake in Eataly: "A necessary operation to raise fresh energy and capital," he explained.

But he also reported that he had bought 100 percent of Eataly New York: "I am very attached to this city, where I have had a home for years," he recounted, "And then it is from the Big Apple that everything starts and arrives.

"We are not abandoning the company," he concluded, "because for the Farinetti family Eataly is very important. We believe so much in this project that we have chosen to bring in someone who will bring new vigor and determination. Investindustrial has expertise in food and the same worldview as we do."

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