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.

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