Farine Molino Filippini: the development of a path to corporate social responsibility thanks to Business Design Marketing
Molino Filippini has, based on buckwheat, thanks to the Business Design marketing path, defined its concept of social responsibility by creating a project involving 2,000 children in 42 schools spread across the country to spread the knowledge of a fabulous seed, rich in properties and low impact
Molino Filippini is a company that has been working with gluten-free flour for three generations and has the industry as its main SDCs, using semi-finished products (B2B), private label market (B2B) and the final consumer (B2C): a complete path , which includes all types of marketing. After years of constant growth – financially and humanly – Molino Filippini needed to find a positioning that started from internal values and translated into all marketing and communication activities and decided to embrace a new rebranding methodology that has proven successful in their sector: Business Design Marketing: a methodological innovation in strategic marketing that guides companies to develop co-created strategies thanks to the use of tools, partly already existing and newly interpreted, supported by others studied and developed for the first time.
The creators of this method are Chiara Palamà and Elena Tavelli, two marketers with decades of experience, who had a strong intuition about how much the human capital of the company could be the winning element in building an identity of
authentic, original and solid company working on co-creation of value.
Molino Filippini thus relied on the two facilitators who followed the company in its rebranding. The path has made all members of the various business teams feel part of the creative project, which has enabled them to become real ambassadors to defend it, communicate it externally and improve it with new inputs.
The work done with Business Design Marketing
Among the customer segments relevant to the company, during the brainstorming, people were identified who love to cook, care about health and the environment, who will not give up the taste, along with the team. The real business value that came out of the brainstorm was: Molino Filippini helps people who love to cook, who are aware of health and the environment, who want to have products that are easy to use and know how to mix innovative ingredients through an orientation on the use of products and its simplification, and they will feel amazed (at how easy it is to cook with flavor).
All the work has been translated into the concept of education for grain, an expression that for the people of Molino Filippini is full of meanings that have developed into a new logo, new packaging, new communication concept and a social responsibility project. .
The project on social responsibility
Molino Filippini, based on the company’s and the territory’s original raw material, buckwheat, has defined its concept of social responsibility by creating a project involving 2,000 children in 42 schools spread across the country.
spread the knowledge of a fabulous seed, rich in properties and with low environmental impact.
The project involves schools, citizens and the company and is led by an orthotherapist, Nicoletta Caccia, and by Gianni Manfredini, author of nature communication shows, who accompany children on a journey exploring buckwheat, the importance of seeds and their names, biodiversity and nutrition. Each month, the children receive a video addressing one of the five suggested themes, and the teachers, constantly coordinated by the team, elaborate in an experiential way through support materials and challenges that encourage children to become aware of the topics and learn by doing. The schools are constantly monitored and supported by Nicoletta and Gianni, who have made connections and helped to spread a new concept of education.
The choices we make now can have far-reaching consequences for our world and its structure. Everyone is focused on change in relation to people – with colleagues, brands, communities, places or loved ones, explains Chiara Palamà and Elena Tavelli, creators of Business Design marketing. Humans have also begun to take control of the influence they have on the planet, and are finally beginning to accept that they cannot continue to behave as if they are not part of nature. It is a trend that is now underway, but it must be supported: companies are made up of people and they
change starts from this consciousness. Resource scarcity and sustainability lead to the need for brands to move through indigenous, real and truly sustainable marketing strategies according to four pillars: social, environmental, economic and managerial sustainability, which become qualitative growth drivers.
A challenge that requires a new mindset and a strategic approach based on real trust to achieve a real competitive advantage, this is achieved with co-creation of value. Through Business Design Marketing, we accompany companies not only to read these needs, but also to implement them in a sustainable and unique way to
Chiara Palamà and Elena Tavelli have put their method on paper in the “Business Design Marketing Manual. The Human-Based Method of Creating Shared and Effective Marketing Strategies” (LSWR Editions): a tool for applying Business Design marketing in any business context, increasing its universality and practical approach.The volume is divided into theoretical and practical parts with the aim of arriving at the definition of a new strategic marketing model.