Per destagionalizzare i gelati di Tonitto 1939 puntano sul Centro e Sud America

In 1939, Tonitto's gelato and sorbet brand kicked off a push to expand into Central and South America. Already, exports began heading to Peru, with commercialization set to launch soon in Mexico and Chile. Commercial agreements have already been signed, and over the next year, Brazil, Costa Rica, and Panama are expected to become new markets.

These moves came after several commercial tests and pilot projects to gauge local market reactions, a strategy aimed at destagionalizing Tonitto's production. In Peru, Tonitto's products are already on the shelves of one of the country's major retailers, with shipments to Chile and Mexico to follow soon. Brazil is seen as the next major target, with talks underway for a pilot project in late 2026, with plans to launch a continuous project around late 2027.

By 2027, Tonitto 1939 aims to introduce new projects in Costa Rica and Panama, gradually expanding its reach from South America to a broader Central and South American market. Currently, Central and South America represent about 3% of Tonitto's exports, primarily through a local subsidiary. The goal is to increase this to 15% of total exports within three years.

Simone Furlan, Tonitto 1939's export sales manager, explains that the region's importance lies in its complementarity with the European market. Since gelato is a seasonal product, aligning with markets that peak when Europe's demand declines offers significant advantages. By scheduling shipments in October and November to support the South American winter season, Tonitto aims to offset some of the natural slowdown in European markets and provide more consistent production.

To support the South American summer peak, shipments are primarily organized in the autumn, compensating for the natural dip in demand in Italy. This complementarity allows the company to distribute orders and production over a wider time frame, contributing to destaginalizing the business and ensuring continuity throughout the year.

Tonitto will export products under its own brand, emphasizing Italian heritage, quality, and tradition. Initially, the focus will be on core product lines like Family Cup, Sorbets, and Yo-Yo, aiming to build a distribution base with mainstream flavors and formats. Eventually, more innovative lines like high-protein and sugar-free gelatos will be introduced.

"In this journey, partnerships with companies like Bauli, Vicenzi, and Sperlari can accelerate entry into new markets and create significant synergies," Furlan adds. The long-term goal is to build strong partnerships and transform the presence in the region into a stable, continuous business. In 2023, Tonitto 1939 aims to reach a revenue of about 17 million euros, with exports accounting for approximately 35% of the total, expected to rise to around 38% by 2027.