Italian pasta price war in Japan - Brief Article

Eurofood, Feb 17, 2000

According to reports in the Italian press, major pasta producers such as Barilla, Buitoni and De Cecco are slashing their prices to capture Japanese consumers in a market said to have grown 25% last year to 250 000 tons. Imports account for a full 40% of consumption, with Pezzullo (from Nestle-owned Buitoni) controlling 45% of this lucrative import market. Pasta imports are put at 85 000 tons and growing fast. Buitoni is also pushing other Italian products in Japan, such as olive oil, while Barilla hopes to increase its catering activities.

Meanwhile, another pasta producer, Spigadoro, has been quoted on the US Nasdaq stock market after the purchase of its majority shares by US venture capital fund Vertical Capital.