Alessio Scalas

• Promoting food trade shows in accordance with the marketing strategy from exhibitor promotion through to visitor promotion in Amsterdam, Warsaw, Chicago, London and Mexico City

• Conceptualizing and spearheading large food trade events with celebrity chefs and top buyers

• Identifyng media partners and associations and negotiate deals to maximise event exposure

• Increasing the visitorship at large events by 20% to 30% by y-o-y

• Managing PR and other vendors agencies and internal team of three employees

• Executed specialised regional public events that focused on expanding SiS (Society Italian Seeds) brand &
product awareness
Impact: Increased sales by 26%

• Developed brand, communication & customer retention strategy for Billo Food, Italy
Impact: Increased customer retention by 8% among existing clients and 15% for new clients

• Designed event strategy for La Bottega Delicatessen, London

∞ Conceptualization of the All’Italiana format
∞ Lead the opening procedures
∞ Planned marketing strategies in store and PR activities

https://www.barillacfn.com/en/dissemination/milan_protocol/coldiretti/

• Developed concept, planned & coordinated televised counterfeit awareness event for over 10, 000 entrepreneur farmers. La Battaglia Di Natale create national awareness of the economic and nutritional impact of counterfeit food
Responsibilities: Organised local government and emergency service agencies; manage 70 direct reports;
hired event contractors / agencies; write speeches / press releases
Impact: Italian government / politicians began negotiating anti-counterfeit legislation

• Developed an integrated e-mail and SMS communication platform. It provided over 5000 entrepreneur farmers with international grant, business development and general interest information
Impact: Funding requests among framers increased 20% in first year

• Developed & executed public relations campaign to protect Italian farmers. It highlights effects of counterfeit cheese imports by Parmigiano Reggiano
Impact: Discover imports simulated Parmesan cheese from Hungary. Italian media, politicians & judiciary reference this case when discussing the necessity of agricultural regulations

• Implemented market research techniques designed to assess farmers’ recognition of Coldiretti’s brand. The studies collect supply chain and market trend data for various products.
Impact: The data was translated into actionable information which increased Coldiretti’s profitability by modifying the services and policies the company offered to farmers

• Backfilled for President at Inter-Professional Organization of Pears. The 35-member body was represented by farmers’ association presidents and fruit companies Chief Executive Offices
Impact: Successfully created the organisation to manage the pears production in Italy

• Successfully managed the board’s election to the Chamber of Commerce
Impact: Coldiretti’s director became member of the executive board for 5 years

https://www.barillacfn.com/en/dissemination/milan_protocol/coldiretti/

∞ Created, planned & organised every aspect of All’Italiana Event. National meeting of 3000 farmer entrepreneurs in Bologna host nationally famous Italian personalities who promoted Coldiretti’s four key agricultural development principals: Quality, Sustainability, Creativity & Proximity
Impact: The event raised Coldiretti’s profile; the format was adopted and applied to subsequent events

• Developed Food and Soul event in Bologna to promote local farming. Develop 7 agri-cocktails, made with Emilia Romagna products, hosted by restaurant Lab 16 and judged by journalists
Impact: Lab 16 began supporting local farmers exclusively using their products. National media coverage: Radio Citta’ Fujiko broadcast at event; attended by 6000 people & politicians, stakeholders & academics

• Conceptualized and implemented the summit Rinascimento E45 to revitalise a dangerously unmaintained tourist road. Public concerts & catered events attract conversations & planning sessions with community members and key stakeholders
Impact: Italian politicians planned repairs after media covering the event highlighted the economic benefits of safe roads. The event also solidified Coldiretti’s relationship with stakeholders & academics

• Developed Oscar Green Award (2009 - 2013). Organised all pre & post event aspects where innovative and sustainability conscious farmers are recognised. Promote by academics who published journal articles
Impact: National Italian media coverage. Most recipients spoke publicly about innovative farming success

∞ Conceptualised & implemented Coldiretti’s Earthquake Parmesan 2012 campaign designed to support earthquake victims and families. Managed staff of 5 direct reports
Impact: Sales proceeds from over 100, 000 kg of parmesan wheels donated to relief effort. Three-months of international media exposure

• Coldiretti liaison to local governments, agricultural ministries and members of parliament
Impact: Draft legislation written proposing to assign unused state land to youth farmers

• Media Relations Officer: Conduct over 200 interviews with major international (U.S & European) national media and journalist. Write approximately 100 press releases

• Conceptualised & managed project that develop & launch Campagna Amica. The first App to connect customers to Coldiretti’s services (agri-tourism, farmer’s markets & shops). Finance by advertising campaigns, the App enhance rural experiences and supported local economies
Impact: The App was downloaded over 2000 times in 6 months. Also, this idea was adopted by national Coldiretti offices; I consulted on these projects and helped them develop region specific Apps funded by Credit Agri

• Managed Coldiretti’s first T.V channel development project. Create channel brand identity, contribute programme ideas, important topics and format. Maintain corporate website, initiate & wrote monthly newsletter, Unci-Coldiretti News, and journal articles
Impact: Video content posted online & in over 80 Coldiretti offices. The newsletter reached over 100 farm cooperatives. Contributed video journal stories from around region

• Created partnerships with university professors & administrators (Bologna & Ferrara), high-quality eateries and media
Impact: Increased reputation and media coverage. Radio stations (Citta Fujiko) dedicated advertising that helped Coldiretti’s entrepreneur farmers generating new trade opportunities for members

• Campaigned for development of Botteghe di Campagna Amica, a store chain where farmers can sell products
Impact: 15 shops opened in Emilia Romagna region and over 100 farmers’ shops open all over Italy; where none existed before

∞ Associate organiser for Speciality Fine Food Fair 2008, London, U.K
∞ Associate organiser for LithExpò, Baltic Food and Beverage Exhibition, in Vilnius, Lithuania
∞ Event management: Developed communication & commercial strategies, brochures and layout for large groups and conferences
Impact: Companies that attended each event negotiated new commercial agreements and increased revenue

¥ Executed market research for the clients of the agency focused on Baltic markets
¥ Assisted the organization of Vivattur (tourism Lithuanian expo’)
¥ Lectured as Business communication tutor in the High School Mattei (Italy).