A Conversation with Fiore Napolitano
O’Sole Mio Inc., a Boisbriand, Québec-based supplier of fresh filled pasta, fresh non-filled pasta and fresh sauces, was founded in 1994 after Alfredo Napolitano, a chef, decided he wanted to market his pasta products. In 1998, O’Sole Mio opened its first factory and by 1999, O’Sole Mio brand products could be found in several major grocery chains throughout Québec.
As sales began to increase, the company decided to branch out into the restaurant service and private label markets. In 2000, Fiore Napolitano, Alfredo’s brother, joined the company as vice president, sales and marketing for the retail, foodservice and private label channels for Canada, the United States and Mexico. By 2004, the company was exporting its products to the United States and Mexico, and by 2014, O’Sole Mio had opened a new 185,000-square-foot LEED-certified factory.
Store Brands asked Fiore Napolitano to discuss his company and some key trends he is seeing in the retail food industry today.
Store Brands: How do you differentiate yourself from other private brand manufacturers?
Fiore Napolitano: Our company’s sole objective is to provide its customers with the freshest flavors of Italy. We strive to create ready-to-serve products that are 100 percent fresh and made from the best ingredients, without any additives or preservatives. For example, we only use the best semolina, made from durum wheat, Amber No. 1. Plus, we use Italian tomatoes imported from Naples.
Store Brands: How do you bring new innovations to the market?
Napolitano: Before we went into manufacturing, our family owned an Italian restaurant named Casa Napoli in Montreal’s Little Italy. For 40 years, it was considered one of the best Italian restaurants in Montreal. It was so famous for its quality and the authenticity of its cuisine that Hollywood stars such as Clint Eastwood, Robert De Niro, Christopher Reeve, Danny DeVito and Al Pacino often ate there.
When my brother Alfredo decided to market his pasta products, he had not only his formal education to rely on, but also the decades of experience from our family’s restaurant. Now we work in collaboration with our R&D team to bring the restaurant experience and ambiance to the home for families and friends.
Store Brands: What are some trends you are seeing right now in pasta? In prepared meals?
Napolitano: Fresh and frozen home meal-replacement ready meals are in growth mode. Consumers are looking for better foods to serve their family and friends. For example, they want products that are more filling, natural and organic. We are also seeing vegetables such as Portobello, rapini and kale beginning to trend.
Store Brands: What is one piece of advice you would give to retailers on the private brand side?
Napolitano: I would suggest retailers focus on offering the best-quality products to their consumers to drive repeat purchases. We want consumers to say “Wow!” after every bite.
Store Brands: How would you sum up your work philosophy?
Napolitano: Listen to customers’ demands, set daily goals and objectives, identify your plan “A” and do not deviate from it. Work hard, respect others and have fun every day.
Store Brands: Describe an experience where you had to “take a leap of faith.” How did it turn out? What did you learn from it?
Napolitano: In 2014 we committed to a significant investment — $70,000,000 — in building a new state-of-the art manufacturing facility. It offers cutting-edge technologies and unprecedented innovation. We recently completed one year of operation in our new facility, and we are very happy. I learned [to] never rush a project; think it through, challenge your people and do it right from the start.