TORINO PIAZZA SAN CARLO
TORINO VIA GARIBALDI
TORINO THE ROYAL CLUB
MILANO BAGLIONI CARLTON
PUNTA ALA LA VELA
GROSSETO ALLELUJA RESORT
DUBAI IMCC MALL
TEHERAN IMCC MALL
SHOWROOM ZEGNA MILANO
OASI ZEGNA BIELLA
In 1936, Gabriello Cecchi moved to Turin. He was originally from Ponte Buggianese, in Tuscany, but he hailed from France, where he had learnt the art of making gelato from Italian immigrants. Assisted by his wife and his brother, Tancredi, he opened an gelato parlour in Corso Palestro with a seating capacity of 200 and a workshop attached. The business grew quickly, thanks also to his famous crema gialla custard flavour, considered the best in Turin at the time. This particular type of vanilla, a flavour that no one ever managed to reproduce, was Gabriello’s jewel in the crown. The glass sign featuring golden italics on an aquamarine background, which dominated the Corso Palestro parlour’s shop window – Cecchi Gelati Naturali – revealed only part of the secret. Gabriello did use top quality ingredients, but it was the formula he used to mix those ingredients that made his gelati so unforgettable. It was a time when gelato was booming; it became a mass consumer good in the postwar years. gelato recipes were perfected and new ways of eating it were invented. The usual steel cups used for serving it at tables were joined by wafer cones for eating it while strolling along. The three most important brands in Turin were Cecchi, Fiorio and Pepino. Then there were those who didn’t have a shop yet and toured the city on a bicycle cart, such as Teofilo Sanson, who sold the gelato his close friend Gabriello provided him with.
At the end of the Second World War – during which Gabriello fought alongside the partisans (he was the commander of the 77th Garibaldi Brigade in Italy and the Third International Brigade in Spain) – Gelati Cecchi made a giant leap towards industrialisation. The gelato parlour in Corso Palestro was no longer big enough for its ambitious founder, who was in no doubt as to the quality of his products and wished to distribute them beyond the borders of Turin. New machines and technologies became available, hence the first production plant in Via Abate Chanoux was set up: an establishment that initially employed 40 people. Gelati Cecchi produced gelato lollies, cones, sandwiches and tubs. The workshop boasted modern pasteurising and freezing equipment supplied by Cecchi’s friends, Bruto and Poerio Carpigiani. A sales network of entrepreneurs was set up, selling and delivering gelato throughout the regions of Piedmont and Liguria. The increase in production was supported by Cecchi’s first simple promotional efforts.
In the Sixties, Gabriello Cecchi streamlined the company’s structure and focused on industry. He opened a new, modern, 3,000-metre production plant in Vinovo. His son Raimondo, fresh out of law school, was now helping him. Gelati Cecchi grew till it employed 300 members of staff and boasted a network of 120 agents who supplied as many as 1,500 points of sale, expanding to cover the whole of northern Italy and part of the French Riviera. The brand was now a market leader and its marketing efforts attempted to find an image that would be more recognisable and up-to-date. This was how Cecchino, the cartoon that helped enliven the company’s message, came about. Cecchino decorated the fridges and enamel boards displayed at the entrance to the shops the company supplied and, next to him, customers found the gelati that had now been given their own special names: Capriccio, Canestrino, Secchiello, Mattonella, Graziella, Nobilino, Parigina, Canguro and Mela Cha Cha Cha. The company’s communication strategy could not fail to feature sport and Gelati Cecchi linked its name to Biella’s basketball team, which competed in the A1 league and boasted talented players of the calibre of Rudy Bennett and Charlie Caglieris. The company once founded by Gabriello – who by now had been made a Cavaliere del Lavoro (a knight of the Italian Order of Merit for Labour) – had thus become one of the ten biggest Italian gelato companies and joined Motta, Alemagna, Besana, Algida, Chiavacci, Sammontana, Toseroni, Sanson and Tanara in setting up a trade association that was presided over by Raimondo Cecchi for a two-year stint. At the height of its success in the early 1970s and during a general phase of corporate take-overs, Gelati Cecchi was acquired by the Barilla Group through its subsidiary, Tanara, only to become part of the Italgel SME Group, alongside Motta and Alemagna.
|o Gabriello Cecchi became the director of the Italgel Group, responsible for research and development. In the early 1980s, a new gourmet brand –Antica Gelateria del Corso –was launched, proving a resounding success with consumers from the very start. Gabriello followed this project’s development step by step, creating unforgettable products such as the Cocco Gelato coconut, Gelato lemon and the famous Gelato tartufo (truffle). In 1993, the Italgel Group was sold for 475 billion lira to the Swiss multinational food corporation Nestlé. It was then that the Cecchi family definitively bowed out of the gelato industry, except for Silvano Moschini, the brother of Luisa, Gabriello Cecchi’s wife, who kept the family tradition alive in his gelato parlour in Via Nizza. It is thanks to Silvano that the secret of ‘old-fashioned’ gelato has not been lost, a secret that has earned him international awards and recognition in Italy, in the Gambero Rosso and Slow Food guides.|
|Stefano Gabriello Cecchi – Raimondo’s son and Gabriello’s grandson, the founder of a record company, a creator of luxury brands and a global marketing and communication consultant – decides to breathe new life into his grandfather’s magic formulas, faithfully reproducing the flavours whilst adapting them to modern-day standards. In this way, Stefano has made them available all over the world, thanks to a preservation technique that only uses cold temperatures. The story began in Turin in 1936 and it was in Turin that it had to start afresh.|
Via Santagata, 50
10156 Torino - Italia
Salita S. Caterina 4/6A,
16123 Genova – Italia
86 Jermyn Street
In our gelato parlours, the clean label gelato is made only with Montbéliarde cows milk and with free range eggs and it contains no preservatives whatsoever.
THE HoReCa + INTERNATIONAL MARKETS
Gelato produced for the HoReCa (Hotel, Restaurant & Café) and INTERNATIONAL markets is made and shipped by Menodiciotto following specially drafted guidelines and contains no preservatives, using only cold processing techniques for product conservation and transportation.