How Barilla Has Been Breaking Down Consumer Barriers For 140 Years

Today, the company has to convince customers that pasta is healthy and convenient.

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Since 1877, family-owned Barilla Group has been striving to provide its consumers with Italian cuisine that is healthy, eco-friendly and helps to build a strong community. For Jean Pierre Comte, president, Americas region, engaging consumers on an individual level is the key to breaking down any barriers that may prevent them from buying Barilla products. According to a recent study done by IBM, "a growing number of CEOs believe that customer influence should extend beyond traditional activities such as developing new products." Pasta can be perceived as boring or inconvenient, so it’s up to Barilla to find creative and innovative ways to break down consumer barriers. Click play to find out more about Comte’s efforts with Barilla.

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