ITALY'S BARILLA COMES TO U.S. PASTA MARKET

NORWALK, Conn. -- Barilla, Europe's largest brand of pasta, is mounting a frontal assault on America's fragmented pasta market.The U.S. marketing arm of the Parma, Italy-based company is switching over from a prior go-to-market system that was based on specialty importers to an aggressive marketing approach using food brokers, said Gianluigi Zenti, managing director for North America at Barilla America,

NORWALK, Conn. -- Barilla, Europe's largest brand of pasta, is mounting a frontal assault on America's fragmented pasta market.

The U.S. marketing arm of the Parma, Italy-based company is switching over from a prior go-to-market system that was based on specialty importers to an aggressive marketing approach using food brokers, said Gianluigi Zenti, managing director for North America at Barilla America, based here.

In an interview, Zenti said Barilla is positioning the brand

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