Adding to Cento’s line of over 150 Italian products is the premium specialty food of organically grown canned tomatoes. Pronounced “chen-to”, for 100, they were one of the first major brands to introduce high quality organic items. Using strong type identity with appetizing photography, illustrations and menu suggestions, each can depicts the fresh flavor consumers can expect. But it wasn’t always that way.

Many specialty food brands develop a quality product and invest much of their energy into selling it to buyers. Branding, packaging design and marketing plans often take a back seat to advertising, stocking fees and sales commissions. Packers and importers are often more concerned about getting the product into the stores than how it looks on the shelves.  This often affects the brand design integrity of the line as each new printer or pre-press house tweaks the graphics to meet their personal needs or output preferences.

But the Ciccotelli family has always been proactive in finding competitive advantage and took the initiative in the early 90′s to upscale their entire line. Led by the saavy and talented marketing mind of Alfred Ciccotelli, Cento looked at the new nutrition laws signed by Bill Clinton as an opportunity to refine the brand and compete directly on a  national level.

During those days all packaging had to be updated to conform to the new regulations or face severe fines, have products rot on shipping docks or be pulled from the shelves. This was a daunting task and a costly expense that many specialty food companies viewed as a negative. But not Mr. Ciccotelli and his brothers.

During an Association of Food Industries convention, Alfred approached Robert and Steven Frissora, princials at the brand marketing agency, Arcanna, Inc. and specialists in N.L.E.A. with a dilema: How to improve the appetite appeal of the line and incorporate the new nutrition regulations without alienating or confusing their loyal consumer base.

With over 150 items at the time it was a creative and logistical challenge. Not only to ensure compliance accuracy, but to supervise the design integrity throughout the production and printing of every new label, can, jar, box and bottle across a global network of packers and suppliers.

It took almost three years to improve Cento’s base line but sales started to grow almost as immediately as the new items hit the shelves. Big box stores took notice and brokers and buyers alike started to fight for distribution channels. Sales teams were energized and the bottom line showed their increased vigor.

Today the company is still growing strong under the leadership of Rick Ciccotelli, adding a new facility in Glouchester County with about 130 employees worldwide. They are currently implementing a new web marketing campaign with the hopes of reaching their target audience using social media and inspiring a new generation of American’s to trust their family’s home cooked meals with the same traditional quality enjoyed by previous generations.

The Cento family of products, now that’s 100% pure Salad Bowl Branding at work.