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The Atlante Integrated Model: Strategic Vision, Evolving Consumer Needs and Market Challenges
30 July 2025
From changing consumer behaviours to the evolving role of private label, and the need for integrated collaboration between procurement and sales functions.
In this interview with Distribuzione Moderna, Giovanna Chiarini, Business Unit Commercial Director Italy at Atlante, shares the approach with which the company tackles today’s retail challenges—starting from the shelf, engaging closely with retailers, and leveraging a multidisciplinary team to build relevant, high-performing solutions.
Interview with Giovanna Chiarini for Distribuzione Moderna
Published on 29 July 2025
Your current role combines responsibilities across multiple functions. How has your past experience shaped your current strategic approach?
Over the years, I’ve had the opportunity to work across different areas—from trade marketing to sales, and now procurement.
Each step taught me something: how to interpret data, how to listen to the market, and how to understand the operational dynamics at shelf level.
This cross-functional experience allows me to connect strategic vision with operational clarity. Every project starts from a real need and is built through integrated teamwork.
The consumer has changed: what does it mean today to truly respond to their needs?
It’s increasingly difficult to define a “single” consumer. Today’s market reflects a range of behaviours: some seek health-conscious options, others explore ethnic flavours, while many lean towards plant-based or sustainability-led choices.
Today’s consumer is multifaceted, informed and demanding. They come to the shelf with very specific expectations.
Our job is to translate these signals into relevant, coherent and accessible product solutions. That’s the core of Atlante’s strategy: always start from the consumer.
What does an integrated approach mean for Atlante?
It means starting from the consumer and working backwards across the value chain—linking product development, procurement and sales.
At Atlante, I have the privilege of overseeing both the commercial and procurement areas. This integration enables us to be more responsive, better aligned with retailer needs, and faster in building tailored solutions.
The proximity between functions helps us make quicker decisions and act more decisively—an essential advantage in today’s fast-paced market.
Our strength lies in international sourcing combined with flexible logistics, allowing us to deliver targeted, high-performing proposals across diverse categories.
How do you build a successful shelf proposition?
It starts with two key pillars: understanding the consumer and maintaining direct, effective relationships with manufacturers worldwide.
We identify the right product with the right specifications and bring it to market quickly.
This is possible because Atlante certifies and pre-screens its production partners, ensuring high standards of quality and compliance aligned with our clients’ requirements.
It’s a constant coordination effort that allows us to deliver reliable and competitive solutions.
Private label is playing a central role. How do you see it evolving?
Private label is no longer a low-cost alternative—it’s become a true positioning tool for retailers.
In some categories, private label is now the market leader, not just in pricing but in quality, innovation and brand identity.
Today’s private label lines bring new formats, new flavours, and new ideas. They speak to consumers and express the values of the retailer.
As I often say: private label is the mirror of the retailer. Through it, the retailer communicates their identity.
Atlante works closely with retailers to develop distinctive, credible products aligned with current trends and shopper expectations.
Looking ahead, what is Atlante focusing on?
At Atlante we often say that we don’t believe in limits—creativity and flexibility are at the core of what we do.
Thanks to our R&D team, our marketing expertise, and our global sourcing capabilities, we can create tailored solutions in any category.
We’re focusing on the healthy segment—clean label, short ingredient lists, streamlined formulations—but also on the ethnic segment, where cultural and geographic boundaries are increasingly blurred and consumption is becoming more domestic.
Then there’s the experiential side: sometimes consumers simply want to indulge. That’s why products like Dubai Chocolate perform well.
The key is to listen and respond with consistency.
Any advice for those entering the industry today?
This is a complex but rewarding sector. My advice is: stay curious and learn from every experience, including the most operational ones.
Don’t look for excuses—look for solutions. The right mindset will always set you apart.
