Tuscan authenticity to conquer the American market
Mi Garba is a Tuscan brand that brings traditional Italian cuisine directly into consumers’ homes with gourmet ready meals, sauces, gravies and accompanying creams.
Featuring fresh, high-quality ingredients, Mi Garba products reflect the authenticity of Tuscan cuisine, made up of genuine flavors and artisanal preparations.
The company set itself an ambitious challenge: to bring a piece of Tuscany directly into the homes of Americans.
Project Goals
Mi Garba’s path to expansion in the United States had well-defined goals:
- Differentiation: positioning itself as a premium brand, a symbol of Tuscan tradition, without sacrificing modernity.
- Cultural adaptation: interpreting the preferences of American consumers to ensure a positive reception for products.
- Winning business strategy: identifying the most suitable distribution channels and ensuring compliance with all local regulations.
Our solution
To help Mi Garba achieve its goals, we organized a Scouting Trip to the United States. This scouting trip was key to fully understanding the U.S. market and building a tailored strategy.
During the Learning Trip, we focused on four key areas:
- Competitor analysis: we studied the positioning, packaging and prices of similar products already on the market, identifying how Mi Garba could stand out.
- Consumer knowledge: we understood the preferences of the American consumer, from product formats to the packaging features most valued.
- Market trends: we identified emerging trends in the food industry.
- Distribution: we defined the ideal distribution channels, including gourmet supermarkets and specialized boutiques.
Extraordinary results
The project has led to significant milestones for Mi Garba:
- Opening a flagship store in New York, a strategic showcase for the brand in the heart of the American market.
- Establishment of a company in the United States to facilitate logistics and dollar billing, an essential element in working with large retailers.
- Launching optimized packaging and a brand identity that combines Tuscan tradition and modernity, positioning Mi Garba as a premium product in the U.S. market.
Project details
- Market Analysis
- Scouting trip
- Brand development
- Positioning strategy
- Packaging design
- Flagship store
