The USA is a rich, competitive and dynamic market.
MRA cna help your Company succeed in its move to the USA.
In business since 1986, Management Resources of America (MRA) is a link between your Company and the American market.
Our services are designed to help you build a winning organization and launch your products in the USA.
Management Resources of America is exclusive partner for the US market of The European House - Ambrosetti.
§ SERVICES
Our services
MRA offers a breadth of professional services designed to facilitate your move to the United States. Based on your company’s mission, our professional team will define your best entry - or growth - strategy in the US market and will help you find the right people for managing your business.
We can introduce your brand to the best trade organizations in the USA; or, in some cases we can take the brand and sell your products through our own sales organization.
In addition, MRA offers the opportunity of creating your branch within our own structures. We will manage each one of your Company divisions, according to your directives. Acting this way, we place ourselves as guarantor that your goals and strategies will be properly implemented by your US branch.
Entry strategy
What does the american consumer want?
MRA consulting services are aimed at optimizing the sale of goods your company plans to export to U.S. markets. By using the results of desk researches and on-field surveys, MRA is able to ascertain critical information that allows us to gain a detailed understanding of your products' potential in the US market.
Can your products fill the niche?
Our methodology is based on submitting your products directly to distributors' and consumers' opinions and reactions. Our experience proves that this direct approach, together with desk research and our own expertise, provides us with sufficient data so that we offer a reasonable approximation of your future sales in the U.S. market.
Can they be sold at a reasonable profit?
As specialists in comprehensive and customized feasibility studies or in specific, focused reports, MRA can guide you each step of the way – from product development or customization, to the launch; from sales/marketing action plans/executions straight through to product distribution. In many cases, MRA is able to provide you with detailed help regarding any legal issues related to the importing of goods to the U.S. market.
Marketing growth strategy
Does your company have a strategy for the US market?
MRA can help your company understand if its current positioning in the US market is correct and profitable. How do we do this? By sending our marketing professionals on an outright brand check of your product in the US market. After we assess the data accumulated in these checks, we are able to first discover – and then, to resolve - any problems – regardless of which step in the distribution process needs to be corrected.
Are your planned actions compatible with your goals?
We are expert in evaluating, through customized one-to-one interviews, the professional skills and the motivations of your current business personnel.
Is making a profitable acquisition possibile for you?
MRA has the ability to spot - and approach - U.S. companies that might be a perfect match for a profitable acquisition. In such instances, we stipulate that our clients take a vow of confidentiality. If requested, we also provide guidance and assistance though any subsequent steps related to this possible acquisition.
Recruiting
Are you looking for the person that can manage your business in the USA?
Based on our professional experience, we understand beyond a doubt that hiring the "right" company employee/executive is one of the major factors in a company’s success. The reason is that employees who understand the business goals and possess the proper skills and dedication to achieve those goals, help generate revenues faster and more profitably for the company. While this is a true business axiom everywhere, it is especially true in the highly competitive and mature U.S. market.
Are you truly satisfied with your existing personnel?
Though we are not executive recruiters in the traditional sense, nonetheless our ability to include this unique "bridge" aspect with our strategic and operational business model allows us to assist our clients by recruiting key employees for them. Our success in this area comes from several distinct sources: our Direct Marketing experience, our unique database and, the vast network of contacts that we have accrued in our almost 30 years of activities in many different industries.
Are you looking for a financial or industrial partener?
Our extensive experience also enables us to engage in researching an industrial or financial partner for you, should you make such a request of us.
Distribution and selling
Because of the unique way we have positioned our company, we have been able to work for 30 years with leading companies in many different industries. As a result, we have reached a level of expertise on distribution processes that is likely to be unmatched among all the other private organizations in the U.S.A.
In addition, MRA can directly and personally help your company by first creating and then managing the business model that will provide the best means of commercializing your products in the U.S market. Of course, the selected business model will take its basis from your own needs and exigencies.
Here is an example: MRA can act as an importer that sells to a group of independent distributors; or we can act as an agent/rep that creates a link between your company and the customer/consumers in the U.S. Generally speaking, we are experienced and skilled enough to recognize and create a hybrid form of distribution, when this represents the best "customized" solution for your distributing your products in the U.S.
Your US branch
US subsidiary and ongoing management
MRA provides you with the opportunity to use our expertise to exploit services and structures that are already effectively operative on field, to provide practical help and immediate support as you organize your U.S. branch. And this support is not temporary. Instead, it includes implementing management activities in an on-going basis.
In our MRA offices, the combination of an expert staff, along with the various resources and services that are already activated, delivers an immediate economic advantage for your company…an advantage that will clearly point your company to the road to success.
MRA also offers a host of additional services in many critical areas:
- Executive, Sales & Marketing Planning and Management
- Negotiation of Distribution Agreements
- Ongoing Sales and Customer Service
- Comprehensive Financial Management Including Monthly/Quarterly Reports
- Legal and Tax Assistance
- Staffing and Shared Resources
- Office Space, Reception and Office Equipment
- Logistics and Warehousing
- ...
§ EXPERIENCE
Clients and Industries
From Specialty Foods to Bath and Kitchen; Wines and Liquors to Fashion, MRA has a direct and specialized knowledge in several different industries. It is a deep-seated knowledge, gained from closely working within those markets; indeed, in many cases, we personally "live" in them each and every day.
FASHION
Thanks to our expertise in this industry, MRA has helped many fashion companies enter the United States. We have guided our clients from defining their best positioning in the market to opening their own point of sales.
Clients: Miroglio SpA, Luisa Spagnoli SpA
Case history
WHO: An important Group in the clothing/textile/apparel industries.
OUR SERVICE: The Group asked MRA for help in finding a National Sales Manager for the U.S. market. In addition, the Group needed our expertise to serve as its strategy advisor when it planned to enter the U.S. market with a dedicated women’s wear brand.
THE RESULT: Today, the brand is readily-recognized and very well-known in the U.S. market.
WHO: A top Italian fashion company.
OUR SERVICE: The Company asked MRA to create a preliminary market study that focused on demand trends, market segmentations, pricing, positioning and characteristics of the distribution channels. Additionally, the company sought MRA’s help in recruiting a distributor/partner who could best fit their needs, which required extensive knowledge about, and experience with the U.S. distribution system.
THE RESULT: The Company has entered a direct negotiation phase with the best candidate found.
SPORT
Our Management Team has hands on, personal experience in the sporting goods industry, in both winter and summer sports, in Europe and in the USA.
Clients: Head N.V, Mares/Dacor Diving Division, Dolomite SpA
Case history
WHO: An Italian company that is currently part of an International Group that specializes in the manufacturing of water sports products.
OUR SERVICE: MRA created the U.S. branch of the Italian company, and structured it in every corporate area: sales, marketing, logistics, administration, personnel and financial management. MRA personally developed the company’s commercialization strategies. Finally, MRA assisted the Italian headquarters in the acquisition of a U.S. company.
THE RESULT: Sales at the company grew from $2M to $22M in only five years!
WHO: A primary Italian company that manufactures winter sport products.
OUR SERVICE: The Company decided to get structured in the North American market making use of the structures and sales organization already operating in MRA.
THE RESULT: In just a few years, the U.S. revenue increased from $1M to $12M.
WINE & LIQUORS
The wine and liquor industry in the United States is extremely complex and always changing. MRA boasts an in-depth market knowledge, as well as a valuable network of professionals that operate in this market every day.
Clients: Cartine Giorgio Lungarotti, Ilva Saronno SpA
Case history
WHO: A well-known brand of high quality Italian wines.
OUR SERVICE:Dissatisfied with the lack of attention it was receiving from it U.S. distributor, the company requested our assistance. To improve its situation, the company agreed with our preliminary suggestion, that our engagement focus its attention on recruiting a new National Sales Manager, who would be able to collaborate with - and monitor - the distributor.
THE RESULT: The company has begun a profitable relationship with the new Sales Manager, which has directly led to major changes in the old distribution organization – and also led to a significant increase of sales.
WHO: An historic brand of Italian liquor.
OUR SERVICE: MRA was approached to verify the market potential (from both a consumer and distribution/sales organization standpoint) for a brand new product before the company launched it in the U.S.
THE RESULT: After we presented our feasibility study, the company moved ahead, and its new product was successfully launched in the U.S. market.
DESIGN FURNITURE
MRA has a strong presence in the residential furniture industry and represents leading Italian companies, acting both as an importer/distributor and as an agent/representative.
The extensive network of shops and show-rooms we currently sell to includes some of the most exclusive names in the market: Moss, M2L (New York), Montage (Boston), Luminaire (Miami), Anima Domus, Scott+Cooner (Dallas), Retromodern (Atlanta), Dzine (San Francisco) and many others.
In the contract segment, MRA acts mainly through a widespread network of more than 15 groups of independent representatives, who are able to cover all the U.S. territory and work with the most influential architecture/design agencies in America. Thus far, we have successfully introduced our clients to such prestigious and diverse chains as Morgan’s Hotel Group and others.
Clients: Fiam Italia SpA, Serralunga srl, Steelmobil
Case history
WHO: An Italian furniture company specializing in crystal design.
OUR SERVICE: The Company asked MRA to create and hold within our corporate structure, an affiliate company that imports its contemporary European furniture products (for both the residential and the contract segments). MRA is currently taking an active role in overall management of the company, as well as in running its day-to-day activities.
THE RESULT: La società oggi è leader nel mercato USAToday, the company is market leader in the U.S.
WHO: A leading Italian company specialized in furniture accessories.
OUR SERVICE: The company asked MRA to use the sales organization that is already present in our office as a “springboard” for its products, in the prospect of building its own US branch.
THE RESULT: In a few months, the Company reached a leading position in its market segment.
SPECIALTY FOODS
We are expert in the specialty food industry in the USA. For more detailed information regarding our experience and our services, please click on the "Specialty Food" link on the left of the page.
Case history
WHO: The leading pasta company in Italy.
OUR SERVICE: MRA was approached to help the company define its entry strategy in the U.S. market, and then to help in the operation of its start-up activities. MRA launched the brand here in America; and by complying with the directives issuing from the brand’s headquarters in Italy, managed every strategy and marketing decision, in addition to overseeing the day-to-day management activities.
THE RESULT: Today, the company is the pasta market leader in the U.S. market, as well.
WHO: A significant player in the Italian truffle industry.
OUR SERVICE: The Company entered the U.S. market by creating a branch within the MRA structures. The company also relocated its National Sales Manager into our offices, which provided the company with the unique – and successful – advantage of having our management services available on an ongoing basis.
THE RESULT: Within a very short time span, the company has become the indisputable U.S. market leader in truffle sales.
BACTH & KITCHEN
MRA is a strong presence in the bath furniture industry, with our own sales organization, which is able to cover the two main distribution channels:
- Retail
- Contract (mainly HoReCa)
Clients: Cesana SpA, Aquaware America Inc.
Case history
WHO: A high-profile Italian company that operates in the bath furniture industry.
OUR SERVICE: The client built a company for the U.S. market through the use of MRA’s existing structures, plus the ongoing management services of MRA.
THE RESULT: Within a few years, the company’s U.S. revenues quintupled.
WHO: An important Italian manufacturer of kitchen cabinets.
OUR SERVICE: The Company has asked MRA to develop a feasibility study aimed at defining the company’s entry strategy in the U.S. market. The company has also requested MRA to find the best General Agent/National Sales Manager for the U.S. market.
THE RESULT: The Company is realizing its full potential in the U.S. market; plus it has entered in direct negotiations with our recommended candidate for General Agent/National Sales Manager.
PUBLIC INSTITUTIONS
MRA has been actively cooperating for years with Public Institutions for both projecting and implementing plans aimed at attracting foreign investors as well as in research studies on relevant and emerging topics and issues on a national and international scale.
For a deeper insight of the research study "Authenticity and Imitation of the Italian food Products in North America", please follow the link "Authentic Italian" in the homepage.
Clients: ICE Istituto di Commercio Estero, Regione Toscana, Comune di Parma
Case history
WHO: An important city in the Center-North of Italy
OUR SERVICE: The city asked our contribution in defining a plan for attracting foreign direct investments from the USA. This project was aimed at defining the best attracting strategy for the city (including the set up of a proper fiscal policy) and at concretely researching business partners potentially interested and interesting in the USA.
THE RESULT: The city, following our indications, defined its investment target and consequently activated the creation of a center of excellence in the food R&D. MRA introduced the city to some of the most important US universities, interested to locate in Italy.
WHO: One of the most advanced Regions of Italy
OUR SERVICE: The Agency in charge of the attraction of FDI in Tuscany asked MRA's contribution in defining and implementing a plan for attracting investments from the US and Canada in six priority industries.
THE RESULT: The project is still ongoing and will last till June 2008.
OTHER INDUSTRIES
MRA has carried out projects in a variety of industries, with an emphasis on durable goods.
Clients: Nice SpA, Cristalleria Artistica La Piana, Zoppas Industries
Case history
WHO: An emerging company in the home automation products industry.
OUR SERVICE: MRA was asked to help evaluate the company’s potential in the U.S., and also to define the competitive arena of this market. MRA served as advisor regarding the company’s entry strategy, and for selecting the U.S. companies that might be a target for a profitable acquisition.
THE RESULT: The Company entered into a direct negotiation phase with the specific U.S. companies that MRA pinpointed for it.
WHO: An Italian company that produces bottling machinery.
OUR SERVICE: The Company requested that MRA analyze and evaluate the company’s potential in the U.S., and to check the operational and managing procedures of particular pieces of machinery already present in this country. MRA was also asked to evaluate the effectiveness of the Executive Team that was in charge of running the U.S. operations from Italy.
THE RESULT: Although MRA verified the great potential for this industry in the U.S. market, nevertheless, we suggested that the company postpone its U.S. entry until after the Executive Team’s structure was reorganized in Italy.
§ WHO WE ARE
MRA's senior management comes from Fortune 500 companies, and brings broad international and domestic experience to your brands. Focused on building long-term relationships of trust and mutual benefit within the world business community, MRA is dedicated to always serving your best interests. MRA offers an innovative, fully committed team of experienced individuals with consistent, collective energy directed at a limited, select group of products. Unique and vital to the MRA process, this concentrated strength can bring uncommon growth and vitality to your business.
Carlo Alberto Bertozzi
President of Management Resources of America.
He has more than 30 years of marketing and general management experience, gained both in Italy and in the U.S. Worked with prestigious companies such as Cirio, Levissima, General Electric and AMF.
He moved to the U.S. in 1984, and with other partners, founded MRA.
Served as consultant and manager for the U.S. subsidiaries of internationally-renown Italian and international package goods companies (Barilla, Parmacotto, Nestlé and Illy, among others) and durable consumer goods companies in sport, furniture, kitchen and bath industries. Developed reputation as expert in solving most problems related to the start-up and management of Italian and European companies in the United States.
Serves on Boards of several corporations in Italy and in the U.S. A contributor to various international business publications. Has a graduate degree in economics from Bocconi University, Milan, Italy. Completed the IMI and AMP programs at Harvard Business School.
Resides in Westport, CT with his wife, Paola.
Luca Bertozzi
Luca Bertozzi is Vice President Marketing in MRA since 2006.
Arrived with more than ten years of expertise in marketing, gained in primary multinational companies like L’Oreal and M&M/Mars.
His career began in 1997 at L’Oreal, where he planned the highly successful re-launch of an "old" hair care brand, to a new and very fashionable positioning.
In 2000, he was hired by M&M/Mars, where he led the Innovation Group, which was in charge of defining the company’s brand policies.
He was also responsible for the introduction of the online store, "My M&M's".
Promoted to head all Marketing, Advertising and Product Development activities on the M&M/Mars Starburst brand.
In 1992 received a Bachelor of Arts and history degree from Hampshire College.
Also received a master’s degree in business administration. (marketing/finance) at New York University - Leonard N. Stern School of Business.
He lives in Manhattan, NY.
Robert W. DePouli
Vice President and General Manager of MRA.
He has extensive experience in business planning and development, financial analysis and market research.
His background includes planning and development positions at the corporate level, as well as financial analysis and market research responsibilities at the divisional level.
For MRA, he has managed strategic planning, finance, accounting and human resources for companies in sporting goods and recreation, leisure durables, food and beverage products, kitchen/bath and home furnishings.
He is a magna cum laude graduate of Manhattan College with a bachelor of science in business administration. Received a masters degree in economics from Fordham University.
Resides in Stormville, NY.
Giorgio Ferrantino
Giorgio Ferrantino began his career with roles of increasing responsibility in the Marketing divisions of leading Italian companies in the sporting goods and fashion design industries. In these roles, Mr. Ferrantino was in charge and personally responsible for the re-organization and management of sales network structures, active in Italy and Europe.
Endowed with strong entrepreneurial skills and with a natural talent for connecting with clients, Giorgio founded his own marketing agency in 2001, where he has worked for eight years. Under his management, the agency flourished, managing the sales for several first line companies in the fashion and design industries, among others. Specialized in sales and marketing projects as well as in the management of sales networks and in the creation/commercialization of new products, the agency opened its first showroom in Rapallo (Genoa) in 2003, and today counts among its clients the prestigious brand Alfa Romeo.
Mr. Ferrantino completed his secondary education in the United States (Pottstown High School, PA) and attended the University of Genoa in Italy, studying Business Administration.
He lives and works in Norwalk, CT.
Tom Evegelista
Senior Consultant for MRA.
His experience is focused on strategic planning, particularly in the launch or re-construction of companies (mainly of European origin) who currently operate in the U.S. market.
Formerel Vice President at the Norelco Consumer Division of Philips Electronics, managing a budget of more than $50M. Has a strong expertise in food-focused American companies with many years’ experience working for General Foods and PepsiCo, in the strategic/corporate division areas.
He received an MBA in marketing and finance from Columbia University.
Resides in Simsbury, CT.
Giovanni Grimaldi
Has been serving as Project Manager at MRA since 2006.
His career started in 2002 in Milan, Italy at Ambrosetti S.p.A., the business consulting firm market leader in Italy.
He developed his skills in the management of complex projects.
Additionally, since 2004, he has been Vice President of the Research Division, with key roles in the operation and management of MRA research projects.
Possesses a solid knowledge of the authenticity and imitation of Italian food products in North America.
Began working for Ambrosetti in the USA in 2006, where he was able to gain invaluable experience in business consulting projects aimed at helping Italian companies successfully enter the U.S. market.
He received his degree in 2001 in economics and business administration at the Bocconi University in Milan, Italy.
Currently lives in Stamford, CT.
§ CONTACT US
Contact us directly
Management Resources of America, Inc.
Shore Pointe, One Selleck Street
Norwalk, CT 06855 U.S.A.
Tel: 203-855-1356
Fax: 203-855-1360
E-mail: ursula@groupmra.com
Careers at MRA
MRA offers management and staff employment opportunities in a wide variety of industries with positions in sales, marketing, advertising/new media, accounting, customer service, trade show management, consulting support and others.
Junior level employees are often quickly exposed to all aspects of MRA's or a client's functional operations - a rare but invaluable opportunity for broadening exposure and building experience. If you join MRA, you will likely be surprised (and pleased) at the level of responsibility you are entrusted with early in your career.
Management opportunities generally require specific industry experience. But MRA excels in a variety of industries and is always adding new ones to our growing roster.
If you have an interest, please send your resume and a cover letter to: ursula@groupmra.com
Be sure to list any international experience or bilingual skills you have. If your experience or aptitude seems to be a comfortable for one of our positions, we will contact you to discuss particular employment opportunities.
Open position
Advertising Manager to confer with company’s Italian business clients and conceptualize, undertake and oversee all branding, logo design and other graphics work in order to promote customer-focused product line, sales and marketing strategies; Prepare budgets & program cost estimates; Inspect design layouts as well as advertising copy and edit scripts, including audio, video and web site presentations to verify adherence to specifications; Identify and develop contacts for promotional campaigns and industry programs that meet identified buyer targets such as dealers, distributors and consumers.
Prepare and negotiate advertising and sales contracts; Work with customers, company officials, sales and marketing departments and advertising agencies and oversee the preparation of advertising and promotional materials; Gather and organize information to plan advertising campaigns and coordinate and monitor marketing and public relations services. Req: Master’s Degree in Industrial Design plus 2 years experience as Graphic Designer or Marketing Coordinator. Resume: Management Resources of America, Inc. One Selleck Street, Norwalk, CT 06855
§ MRA SPECIALTY FOOD
MRA Specialty Food is the Division of our Company specifically created for companies that operate in the U.S. food industry.
We have almost 20 years of market expertise in marketing, distribution and every other activity related to food products in the U.S.
We have led our client companies to success in both main distribution channels: HoReCa and supermarket/specialty stores.
We know how to bring your products into their best sales points – and we know how to get them out into the market!
Our services
MRA can act as an advisor for the selection, the optimization and/or the development of products to be launched in the U.S. market.
MRA can provide consulting services for determining your best entry or consolidation strategy in the U.S. market. Our help included creating an up-to-date marketing plan for your company, and/or researching new business opportunities in this market.
MRA can establish recruiting activities (and/or evaluating existing personnel) and help with/or instigate research relating to locating financial or industrial partners. Using the experience we gained by working almost 30 years in the U.S. food industry, we can introduce you to the best persons for running and managing your business in the United States.
MRA offers concrete help for distributing your products. We can bring your brand to the best trade organizations in the U.S.; or, if requested, we can provide that service ourselves, and sell your products through our own sales organization.
MRA can create your branch within our own structure, and manage it, following your directives, including each logistics/administration/tax management divisions. Acting this way, we place ourselves as guarantor and sole responsibility that your goals and the strategies will be correctly and effectively not just understood but fully implemented by your U.S. branch.
Product definition
WHAT DOES THE AMERICAN CONSUMER WANT?
CAN YOUR PRODUCTS FILL THE NICHE?
CAN YOUR PRODUCTS MEET THE AMERICAN TASTE?
The decision on whether or not to enter the U.S. market with a food product is a critical one, since the wrong decision can lead to a calamitous and definite disaster. In our experience, the possibility for failure is greater when a company lacks an understanding of the real potential of its product, and when the company has the presumptuous idea that what is liked in Europe must also be liked in the U.S,A. At MRA, we believe that the best way to successfully approach the U.S. market is to be fully knowledgeable of the paMRA Consulting will offer you specific and proven help in this very difficult and almost tricky step; and by doing so, we will optimize your chance to successfully enter this vast and profitable market. We have years of direct experience in the food market, and so we can critically evaluate the potential of your product by conducting one-to-one interviews with potential consumers through targeted focus groups.
Furthermore, MRA can guide you each step of the way through your entry in the U.S. market, and provide you with expert advice in the following areas: product development or (when necessary) customization. launch, sales/marketing action plans/executions, and product distribution.
Entry strategy
WHICH STRATEGY FOR ENTERING THE US MARKET?
HOW CAN YOU ELABORATE A CORRECT MARKETING CAMPAIGN?
WHICH IS THE TARGET OF YOUR PRODUCT?
Having the right product is not enough. To succeed in the U.S market, it is also necessary to be able to select and approach a consumer target, through a strategy that has a coherent offer, and that avoids useless (and costly!) diversions. MRA can help you find the most effective ways to reach U.S. consumers, based on the fact that we are experts in understanding these consumers’ habits, especially those consumers who are looking for high quality products!
In fact, a correct marketing campaign must stay focused on the right channels. Because we work with upscale chains such as Trader Joe’s, Whole Foods or Safeway every day, MRA can offer the most effective and reliable advice. We also believe that we are an invaluable source for developing an effective marketing plan for launching your products in the U.S. And it will be a plan that will lead to achieving your precise quantitative goals.
As marketing strategies in the USA often call for a strategic alliance with other companies whose products are compatible with - and synergistic – to yours, we can help you in evaluating (and approaching) the companies that best fit your specific needs.
Market consolidation
DOES YOUR COMPANY HAVE A STRATEGY FOR THE US MARKET?
ARE YOUR PLANNED ACTIONS COMPATIBLE WITH YOUR GOALS?
IS MAKING A PROFITABLE ACQUISITION POSSIBILE FOR YOUR?
MRA can help your company determine whether or not its current positioning in the US market is correct and profitable. Our methodology includes an outright and complete brand check-up of your product in the U.S/ market, aimed at assessing (and resolving) any problems that are evident as we examine each step of the distribution process.
MRA is expert at evaluating the professional skills and motivations of your current personnel through our customized, one-to-one interviews.
MRA also specializing in approaching U.S. companies that may possibly be the object of a profitable acquisition. In such instances, we stipulate that our clients agree to a confidentiality agreement, that remains in effect throughout the entire process that might lead to an actual acquisition.
Recruiting
ARE YOU LOOKING FOR THE PERSON THAT CAN MANAGE YOUR BUSINESS IN THE USA?
ARE YOU TRULY SATISFIED WITH YOUR EXISTING US PERSONNEL?
ARE YOU LOOKING FOR A FINANCIAL OR INDUSTRIAL PARTNER?
Based on our long-term experience, we understand beyond a doubt that hiring the "right" company employee/executive is one of the major factors in a company’s success. The reason is that employees who understand the business goals and possess the proper skills and dedication to achieve those goals, help generate revenues faster and more profitably for the company. While this is true business axiom everywhere, it is especially true in the highly competitive and mature U.S. market.
Though we are not executive recruiters in the traditional sense, nonetheless our ability to include this unique "bridge" aspect with our strategic and operational business model allows us to assist our clients by recruiting key employees for them. Our success in this area comes from several distinct sources: our Direct Marketing experience, our unique database and, the vast network of contacts that we have accrued in our almost 30 years of activities in many different industries.
Our experience also enables us to engage in researching an industrial or financial partner for you, should you make such a request of us.
Distribution
Because of the unique way we have positioned our company, we have been able to work for 30 years with leading companies in many different industries. As a result, we have reached a level of expertise on distribution processes that is likely to be unmatched among all the other private organizations in the U.S.A.
In fact, the products we take care of are today in tables of the most prestigious restaurant in the States, and distributed by the most significant retail chains, from Costco to BJ’s, from Whole Foods to Safeway, and by specialty store of excellence such as King’s, Citarella, D’Agostino, The Food Emporium and many others.
MRA's Specialty Foods Group can sell your product in a variety of ways:
- As an exclusive U.S. importer, sales are made to an established proprietary network of distributors.
- As an exclusive national broker, MRA can build and maintain a network of direct importers when a product is positioned against large volume channels such as food service & supermarkets.
- As your exclusive national agent where products are sold in a "basket" format along with other products. This approach allows smaller brands good representation without dedicating what may be unaffordable levels of resources.
Your US branch
MRA provides you with the opportunity to use our expertise to exploit services and structures that are already effectively operative on field, to provide practical help and immediate support as you organize your U.S. branch. And this support is not temporary. Instead, it includes implementing management activities in an on-going basis.
In our MRA offices, the combination of an expert staff, along with the various resources and services that are already activated, delivers an immediate economic advantage for your company…an advantage that will clearly point your company to the road to success.
MRA also offers a host of additional services in many critical areas:
- Executive, Sales & Marketing Planning and Management
- Negotiation of Distribution Agreements
- Ongoing Sales and Customer Service
- Comprehensive Financial Management Including Monthly/Quarterly Reports
- Legal and Tax Assistance
- Staffing and Shared Resources
- Office Space, Reception and Office Equipment
- Logistics and Warehousing
- ...
Brand portfolio
MRA works successfully with specialty food brands in each different market segment.
This allows us to maximize any possible synergy, and thus, to offer a better service for every brand hoping to enter the U.S. market.
An exahustive list of clients and projects in the US food industry is available in the general section of the website.
- DRY FOODS: Garofalo, Ferrarelle
- PERISHABLE: Bertozzi, Parmacotto, Urbani Tartufi, Amalattea
Sales organization
MRA Specialty Food can provide your company with an effective sales organization that is already active and able to “cover” all the US markets.
We present and negotiate our products with the most prestigious and performing national and local chains, with the most effective broker and generic/specialty distributors.
We can offer to your products a complete range of services that include:
- Sales and marketing support
- Customer service
- Warehousing and logistic
- Legal assistence
- Offices and secretariat
- Accounting and finance
The Mid-West and West
Joseph A. DiMattina (Territory Sales Director)
Joe DiMattina operates as a professional, with keen communication skills and the ability to “uncover” and understand customer needs, in the US food industry since 1976. In his career, Joe DiMattina has specialized in the activities of sales managing and marketing of specialty foods. He begun his professional experience at Purity Cheese Company, as Regional Sales Manager.
After that, he founded and personally managed, for almost 15 years, his own brokerage Company for specialty foods (the Food Broker Inc.). Prior to joining MRA, Joe DiMattina also worked at Merkts Cheese Company (as General Manager), Kronos Products (as Vice President), Triad Foods Group (as Sales Manager).
Main clients (food service): Il Fornaio, Carabbas, Dairyland, Euromid, Italco, Gordon Food Service
The North East
Luca Bertozzi (Vice President)
Luca Bertozzi has more than ten years of expertise in marketing, gained in primary multinational companies like l'Oreal and M&M's/Mars. His career began in 1997 in l'Oreal. In 2000, he was hired by M&M/Mars, where he led the Innovation Group, which was in charge of defining the company’s brand policies. He was also responsible for the introduction of the online store, "My M&M's" and, after that, promoted to head all Marketing, Advertising and Product Development activities on the M&M/Mars Starburst brand. Luca Bertozzi is President of MRA Specialty Food since 2006.
Alan Green (Territory Sales Director)
Alan Green, a result oriented manager with a true passion for the food industry, has over 30 years of sales and sales management experience specializing in Meat and Deli Products. Prior to working at Management Resources of America in 2004, Alan was a Regional Sales Manager with the Sara Lee Meat Group for 10 years & National Sales Manager with Blue Ridge Farms for 10 years, His expertise includes product placement & category management with Supermarket Chains, Restaurant Chains, Specialty Markets, & Distributors & Wholesalers.
Main clients (retail): A&P, BJ’s, Costco, Wegman’s, Whole Foods, Trader Joe’s, Gourmet Garage, Harris Teeter
Main clients (food service): Sysco, AFI, Belcanto, D’Artagnan, Ace Endico, DiCarlo, Belcanto
The Center and the South east
Esteban Giugovaz (Territory Sales Director)
Consumer packaged goods professional with over fifteen years in marketing, business development, and international business (US, Latin America, Caribbean and Europe). Entrepreneurial MBA with a pragmatic problem solving approach, a bias for action, and a direct and assertive management style. Commitment to building strong customers’ relationships and the successful development and implementation of customers' solutions with keen attitude towards business profitability and cost controls. Analytical and focused in understanding internal and external needs, cultural diversity and business practices. Committed to growth. Fluent in Spanish and Italian. Previously worked at Parmalat USA and Somecap USA, his own trading and gluten free distributing company.
Main clients (retail): Whole Foods, Central Market, Costco, Publix, The Fresh Market
Main clients (food service): Sysco, US Food Service, Primeline
§ AUTHENTIC ITALIAN
Over the last years MRA has conducted various research studies about the situation of authentic Italian food products in North America. All these studies were commissioned by top Italian Public Institutions.
More in detail, we realized the study "Authenticity and imitation of Italian food products in North America" aimed at quantifying the phenomenon of the imitation of Italian foods (see also the page "Research Study 2006"); and the research study "Demand and supply of Italian food in the USA", aimed at defining a promotional strategy addressed to both consumers and suppliers of Italian food in the USA (see also the page "Research Study 2008").
It is thanks to these research studies that MRA is viewed today as an important and recognized reference, for private companies and public institutions, on all subjects related with the defense and the promotion of authentic Italian food products in North America.
Research 2006
MRA has created the research study, "Authenticity and Imitation of Italian Food Products in North America" for the Italian Trade Commission. The Final Report was presented to the public on March 27, 2006. This project enabled us, for the first time, to quantify the phenomenon of the fake Italian products in the U.S., and to understand its impact on each category of Italian goods. Most importantly, however, the report created the basis for a re-launch of authentic Italian production in the U.S.
The research study led to four main conclusions:
- The market of fake Italian products today is controlled by the most important food multinationals, and also by the private label brands of top retail chains operating in the U.S.
- The market for fake products in the categories mentioned in the Report (excluding pizzas and wines) is worth more than $4 billion! It is evident that Italian companies could, and should, take over at least a part of this huge revenue.
- In order to do that, we believe the most urgent priority is first recognizing and then intelligently managing the differences that exist among the various product categories. It seems to be a particular necessity to guard actively (and "physically") the U.S. distributive channels.
- Identifying the right target for a promotional campaign (aimed at the so-called Foodies), and using the most effective media to reach that audience is, in this case, extraordinarily easy.
In conclusion, we believe that Italian food companies face a major opportunity for increasing their U.S. market share, while seriously reducing the proliferation of fake Italian products. However, this will be possible only on the critical condition that everyone, private companies and public organizations, act together, right now, without delay, toward that direction.
For downloading the Final Report
(in Italian), please click here:
Authentic Italian 2006
Research 2008
The research study "Demand and Supply of Italian food products in the United States" was commissioned by Buonitalia SpA in cooperation with the Italian Trade Commission and presented on May 2008. The project is based on the evidence that there is a huge opportunity, today, for authentic Italian food in North America. Our study, which follows a concentrated practical and operational approach, is aimed at creating an essential source of fresh information for immediate use by Italian food exporters to obtain additional market share in the US market.
More specifically, the research is focused on studying the demand and the supply of Italian food in the USA, showing in both cases where the opportunity are and how it is possible to exploit them.
Concerning the demand, in fact today in the USA exists a category of consumers (the foodies) that is curious, interested and greatly inclined towards Italian products. At the same time, from a supply standpoint, in the USA today are growing retailers (the trend setting retailers) that are potentially exceptional promoters of Italian foods.
More in detail, in the USA today a new, rapidly growing generation of retailers brings to the market a new mentality, more inclined to offer high quality products and to constantly propose new tastes to its customers. It is within this category that it is possible to find the chains that have the best potential for carrying Italian specialties. The research study, for the first time ever, was built with the purpose of listing such retail chains, by defining which are the key factors that make a chain a "high potential" one for Italian products and measuring them through innovative "in field" analysis and interviews with industry experts.
Also thanks to our study, we believe it is possible today for Italian exporters to avoid a general and ineffective approach to the US market, and stay focused on retailers that offer the best potential for their products. It is our belief that such chains will have to be approached following a category management perspective.
For downloading the Final Report
(in Italian), please click here:
Authentic Italian 2008
The Foodies
As the findings from the research study, "Authenticity and Imitation of Italian Food Products in North America" showed, there are tens of millions consumers in the U.S. who have a great passion for Italian food products and keep themselves up-to-date about the benefits of these products. This burgeoning category even has its own name: the Foodies… and they devour anything and everything relating to the food they love – from books to TV shows to visits to Italy.
Demographically, foodies are mainly women between 25 and 65 years old, with an annual personal income slightly more than $50,000. These foodies live in areas that are the main markets for Italian food products: Metro New York, Boston, Philadelphia, Washington, Miami, Chicago, San Francisco, and Los Angeles. They keep direct contact with Italy through actual visits there (they recently traveled there), or indirectly through family or social relationships.
A foodie regularly surfs the internet looking for gastronomic Web sites; reads new recipes in the newspaper Food sections; and, above all, consistently watches the Food Channel on television.
The Trend Setting Retailers
| RETAILERS | PURCHASING EXPERIENCE (1=min; 5=max) AVERAGE |
|---|---|
| Central Market | 5,0 |
| Wegmans | 5,0 |
| Whole Foods/Wild Oats | 4,8 |
| Trader Joe’s | 4,7 |
| Lund’s and Byerly’s | 4,7 |
| Citarella Fine Foods | 4,6 |
| Costco | 4,5 |
| Heinen’s | 4,3 |
| Balducci's | 4,2 |
| Kings | 4,0 |
| Andronico's | 4,0 |
| Bristol Farms | 4,0 |
| Fox and Obel | 4,0 |
| Gourmet Garage | 4,0 |
| Harris Teeter | 4,0 |
| The Fresh Market | 3,9 |
| Treasure Island | 3,8 |
| Lunardi's | 3,7 |
| The Food Emporium | 3,6 |
| Mollie Stone | 3,5 |
| BJ's | 3,4 |
| Dean and DeLuca | 3,3 |
| D’Agostino | 3,3 |
| Genuardi’s | 3,3 |
| Epicure Market | 3,3 |
| Gelson's | 3,0 |
| Metropolitan Market | 3,0 |
| PCC Natural Market | 3,0 |
| Publix | 3,0 |
| Rice Epicurean | 3,0 |
| Roche Brothers | 3,0 |
| Demoula's Market Basket | 2,6 |
| Giant Eagle | 2,4 |
| Pavillion by Safeway | 2,4 |
| Ralph's | 2,4 |
| Jewel/Osco | 2,1 |
| Winn Dixie | 2,1 |
| Cala Food | 2,0 |
| Cub Foods | 2,0 |
| Randalls | 2,0 |
| Stop & Shop | 1,9 |
| Safeway/Dominick's | 1,7 |
| Albertsons | 1,5 |
| Kroger | 1,3 |
| ACME Savon | 1,1 |
| Gerland's Food Fair | 1,0 |
| IGA | 1,0 |
Region of Tuscany
Since August 2009, MRA has collaborated with the Public Agency "Toscana Promozione" (Tuscany Promotion). Located in Florence, Italy, Toscana Promozione was established in 2001 to support the internationalization of Tuscan businesses. The Agency was created through an agreement among the Region of Tuscany, Unioncamere Toscana (the local network of Chambers of Commerce), the National Institute for the Foreign Commerce (ICE) and the National Body for Tourism Promotion (ENIT).
In the US, MRA supports the Agency’s activities and offers strategic advice to Tuscan businesses, already present in America or simply interested in exploring their potential in this market. More specifically, our cooperation with the Agency is inclusive of a broad range of primary and specialist services (from market research to normative information, legal aid, and support in the process of business plans generation, and more), all aimed at helping Tuscan companies to succeed in the US competitive arena.The agreement between MRA and the Agency will help Tuscan businesses in different industries (from food to wine and spirits, from furniture to fashion…), that represent the excellence of the "made in Tuscany" tradition.
© Coppyright 2008-2009 MANAGEMENT RESOURCES OF AMERICA, INC. - Graphic project and website by f-o-r-m-e. Opening photo by Ulrik De Wachter. Other photos all royalty free.