TAMAR KALADZE, Head of the Marketing Department at BMS
TAMAR KALADZE, Head of the Marketing Department at BMS

Italy’s Pasta Reggia Brings Nutri Bio, La Ruvida Italiana Lines to Georgian Customers

June 25, 2023
2 mins read

Pasta Reggia, an Italian pasta manufacturer on the market for a decade, has rolled out its new Nutri Bio and La Ruvida Italiana lines, intertwining Mediterranean tradition and conscious health decisions.

Reggia pasta is a dinnertime favorite for many around the world, including in Georgia. In a survey conducted by Golden Brand, over 2,000 customers and 100 experts named Pasta Reggia as their favorite.

Tamar Kaladze, Head of the Marketing Department at BMS – the Georgian company which imports and distributes Pasta Reggia in Georgia –  shared her impressions of winning the Golden Brand.

Q. Pasta Reggia has been declared Georgian customers’ favorite pasta, winning its first Golden Brand award. How has the brand achieved this recognition in Georgia, in your opinion?

A. I think the success and recognition of the brand are determined by several factors ⁠— the first and main factor is high quality, which is always unchanged, high penetration of the brand in the market, which determines its availability, and continuous and stable supply.

We all probably remember the products that disappeared from the shelves during the COVID-19 pandemic. With the support and help of the supplier, Pasta Reggia did not have this problem.

Pasta Reggia’s success lies in the high-quality durum wheat from which it is made, preventing it from sticking together during cooking.

Sales of Pasta Reggia are increasing every year. For us 2022 was more successful than 2021, and 2021 was more successful than 2020, and so on. Last year, for example, sales increased by 30% compared to 2021.

The brand is always developing and actively communicates with its customers, providing information about news and promotions both at retail outlets and through digital media. Of course, we continue to work on developing the brand and increasing awareness throughout Georgia.

Q. Please summarize how Pasta Reggia has grown since its first appearance on the Georgian market?

A. Pasta Reggia has been produced in Italy in the small town of Capodrice near Naples since 1949. The company belongs to the fourth generation of the Pallante family. The factory is not large, and the company has a total of five production lines. The family’s motto is not to sacrifice quality for volume. So the quality of Pasta Reggia is always guaranteed.

Pasta Reggia has been in Georgia for more than ten years. The pasta market is quite diverse here, but Reggia is an outstanding brand among many.

Q. How many products are found in Reggia’s portfolio in Georgia?

A. Pasta Reggia has about 54 products here  ⁠— pasta, ready-made sauces, and canned tomatoes. The best seller is, of course, pasta, in particular spaghetti and fusilli.

Q. How saturated is the Georgian market with pasta and what is Pasta Reggia’s advantage?

A. There are about sixty brands from various countries in Georgia, so the competition is quite stiff, increasing the challenge for us to supply high-quality pasta.

Pasta Reggia has many advantages ⁠—  we provide geographical and financial availability. We all remember that during and after the pandemic the price of cereals increased quite a bit, and so did the price of pasta. We have tried our best to raise prices minimally and maintain existing prices for as long as possible. Of course, the supplier helped us with this.

Due to rapid development and busy lifestyles, consumers often prepare dishes requiring little time and skill. Pasta is a particularly suitable product. The advantage of Pasta Reggia lies in its high quality and manufacturing technology. As I mentioned before, the pasta is produced with pure durum wheat semolina, water, and without any preservatives, because it is the drying of the product that allows it to be kept naturally.

The grains used in production are carefully selected, always wheat varieties of Italian and European origin. And modern production technologies ensure product safety. That is why Pasta Reggia is a company committed to tradition and quality.

The Washington Inquirer Editor

20 years in media business

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