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Iced

three days) and the major competition in Shanghai at the
Shanghai Hotel Supplies Fair in March or April (it will last
Cindy Chen
Carpigiani Gelato University for four days) . There are different criterions on each stage
China Training Master of the competition, the preliminary asks for Gelato, the
intermediary asks for Sorbetto, and in the final contestants
are free to create. Audience can see every step of the pro-
cess through the competition from material selecting to
Welling Zhang
Carpigiani China Marketing the final product. The competition is a perfect opportu-
Manager nity to show the real process of Gelato making, and people
get to taste the works made by contestants. It is believed
to strike people in a deeper way and thus a better way to
expand Gelato’s appeals gradually.
What efforts have you made to make people know
better Gelato culture? In participating/sponsoring fairs the last few years, what
Fabbri: in 2002, we started to tap the Chinese mar- changes have you noticed in the Chinese Gelato market?
ket through importers/dealers by giving presentation and Fabbri: The last few years fairs have struck us that
teaching people how to use our products and make high Gelato has gained more attention and practitioners skills
quality Gelato. In 2009, we saw clear market potential in have improved remarkably.
China, so we set up a branch in Shanghai and started to Carpigiani: We are having an increasingly expanded
introduce and spread professional knowledge about Gelato. customer group from hotels, international restaurant
Meanwhile, we have brought from our Italy headquarter the chains, Gelato exclusive shops and local fast food chains
professional Gelato Master Class to China, and it is further in the past to today’s chains of coffee shops, bakeries, and
modified to meet the Chinese market’s needs. Each class tea and beverage parlors. When it comes to competitions,
we enroll 10 students. They will learn how to make Gelato contestants used to use paste provided by the organizers and
with their own hands, experiencing the Gelato culture from could only make ordinary flavors, but they are more creative
the the origin. Each year, Gelato Master Class will train 50- in flavors now with home made paste and featured material,
100 students. In addition, as a initiator and title sponsor, we which in a way shows improved overall Gelato skills.
are also very proactive in promoting Gelato competitions,
constantly transfusing new blood to the industry. How do you see the prospect of Gelato in China?
Carpigiani: we have set up Gelato University, and, Fabbri: With the 1980s, 1990s and 2000s becoming
through various courses and by explaining details, we tell the mainstream customers, eating habit and market rules
people the difference between Gelato and regular ice cream. are altering. They are more adaptable and willing to accept
In our Italian headquarter, there are Gelato museum and new things. We are still convinced that Gelato has a bright
DIY workshops to let people learn more about Gelato. Since future in China. More and more excellent mainstream
2003, Carpigiani has been working with Sigep ice cream fair businesses are entering the market with clearer rules,
sponsor to organize the Gelato World Tour (GWT), promoting providing a standard for people to follow and to improve
Gelato culture around the world. In the summer of 2016, we their business. At the same time, “survival of the fittest”
were invited to prepare for the G20 banquet, providing fresh, makes sure that inferior suppliers and Gelato shops will be
healthy and delicious Italian Gelato to the world leaders. knocked out. A purified market will develop its own virtu-
ous cycle.
Could you please tell us about the Gelato World Tour Carpigiani: we believe Gelato will be better and
and why you initiated the competition? better in China. now people have a higher demand on food
Fabbri: It’s the fourth year since the first Gelato World safety, freshness, and variety. Gelato meets their expecta-
Tour in 2013. As an initiator, rule and marking criterion tions perfectly and it will enjoy a nationwide popularity
maker of the competition, Fabbri has intended to let people as long as it is fully recognized by people.
know more about Gelato. In the past, the culture and knowledge
were limited to a small amount of people within the industry.
Therefore we have to reach the mass to expand Gelato’s appeal,
and competition is a good way to include every foodie to join us.
High quality Gelato pleases your heart. Despite its
What is the Gelato World Tour like? As the biggest low popularity and a long way to go, we are still confident
professional competition in China, how does it promote that Gelato, with its beauty of being natural, original, fresh
Gelato’s appeal in this market? and healthy, will capture your heart one day.
Carpigiani: There are regional sub-competitions
and the major competition. We have sub-competitions in
Beijing, Chengdu and Guangzhou (each one will last for www.hotelex.cn.

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