Press Release


By 19 January 2018 No Comments

On Friday 19 January 2018, at MART- contemporary art Museum of Rovereto, was held the workshop “Giving soul to industry”, where many companies discussed about how to foster the development of Italian companies. Several entrepreneurs and politicians attended the event.

It was the occasion to talk about the marriage of tradition-innovation and to reflect about the importance of marketing and brand identity, very important topics for who is willing to expand his business on a global market.


Riccardo Illy, belonging to the third entrepreneurial generation of Illy family and now President of the company – former president of Friuli Venezia Giulia region- discussed with Alessandro Olivi, vice-president and assessor of job and economic development , and with a few other entrepreneurs about the topic:” Giving soul to industry: how to keep one own identity and grow big. Communicating identity”.


The experience of Illy spa, a group with both a strong local root and a high projection on global markets, was the focus of a debate with local institutions and with Francesco Merlino, Owner of Vegea, who talked about the challenges that everyone who wants to start a business have to face.

The debate provided many insights about the Italian business and about how politics plays a decisive role  in the establishment and development of new businesses.

“Italian companies have many competitive advantages within international markets, where Italy is recognised for Its power to innovate” said Merlino during the discussion.

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