APR.MAG 2014
IV
AT PAGE 10
A streamlined
structure bar
serving
The flexible structure allows
Milfa to serve small catering
business with punctuality and
efficiency
The adventure of Milfa in the Genoese
territory began in a somewhat ‘
incredible 32 years ago. The young
Giuseppe and Aldo Milfa, along with
his father Pietro turned with a van
for restaurants in the area to sell the
Sardinian cheese. “My mother was
Sardinian - remember Aldo Milfa - and
it seemed like a good idea to put us on
their own. But we were not quite as
skilled traders: the price at which we
purchased the cheese was higher than
what the Genoese restaurateurs could
find at their usual suppliers! The start
was uphill, but fortunately we have
been able to grasp a new trend, the
evolution of the bar.”
We are in the eighties people eat
more often outside the home at lunch
for work. The cafe bar alongside the
activity of the fast food and Milfa begin
to turn strictly to these activities, still
the company’s core business. “We
started with a stock of 8 square meters
- Aldo continues - then we gradually
expanded and now measure 2,000
paintings, we have a range of 1,600
references and cover Liguria, Savona to
Sestri Levante. However, we remain a
family business.”
The geography of Liguria, on the
one hand complicates the logistics, is
also an element of protection against
competition. It takes a small and agile
to serve on time even small local
centers and resorts, juggling time
limits, closed roads, streets unknown
to navigators. “Being rooted in the
territory - he said - it allows us to
respond more quickly to customer
requests. For example, if the order
is made before 12.00 we guarantee
delivery in the afternoon. It is a service
much appreciated, especially by bars
and small venues that do not have
large stocks and we use them almost
like warehouses. The large structures
cannot always be as flexible and serve
this client may not be profitable for
them. On the other hand we cannot be
competitive against the catering trade.”
It takes passion
Although we are no longer in the
roaring eighties, Milfa not complain
too much about the economic situation.
“Surely it takes more time for caution
before making certain steps - supports
- but not so bad. The collection of
receivables today is more difficult and
not always there insurance cover in
respect of overdrafts under certain
deductibles. In addition, Article 62, that
our suppliers are getting very strict in
wanting to see respected, it is not as
expected by our customers. Yet I still
believe that people who want to start
work an hour earlier in the morning or
close later in the evening, always has to
gain. It takes passion.”
Milfa Ltd.
Registered office
Piazzetta U. Giordano Milan
Operational headquarters
Via S. Soliman 28
Genoa
Tel 010808088
Area served: Liguria
Turnover: € 7million of
Employees: 22 employees + 8 agents
AT PAGE 12
Smartness in the
plate
In the tenth edition, Identità
Golose highlights the
combination of good food and
health. Since customers of the
restaurant are not containers to
be filled or plucking chickens.
And the pleasure that a dish
gives, continues with a good
digestion.
By Mariella Boni
Milan, February. For Professionals
has become an annual event to mark
in your diary. Greedy identity, the
Congress of haute cuisine created
by Paolo Marchi, arrived at the tenth
edition this year, with very respectable
numbers. Subscribers up 40 %, a record
number of visitors (over 15 thousand),
arrived to follow the lessons of the 90
speakers.
This year’s theme: “A voracious
intelligence” and this statement is
the entire future of a restaurant that
should continue to win his clientele, but
conscious, Marchi says: ‘... the physical
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