interview: Yuliia Kirdoda
In the heart of Trieste, where the Adriatic meets the stunning Karst landscape, a delicious culinary revolution is underway. The captivating aroma of freshly made gelato fills the air, attracting locals and tourists to the timeless Italian tradition. We had the pleasure of catching up with Thomas Biondi to talk more about the story behind the gelato business in Trieste.
“The mission of a business owner is to be the oil in the machine” – a quote that perfectly sums up the determination and drive of Thomas, an ambitious entrepreneur from Udine. In 2016, he began to work with a partner in the ice cream business while at the same time being involved in projects related to the cosmetics industry. In April last year, however, he decided to focus fully on the ice cream business, and in just one year, the company has tripled its profits.
A truly motivating example for aspiring entrepreneurs whose visionary passion and determination have turned Trieste into a great place for gelato lovers.
So, grab your spoon and let’s dive into the world of gelato excellence, one scoop at a time!
Where did the idea to start making ice-cream come from?
There are two closely related reasons. The first is a friend of mine. He has worked in the ice cream industry, traveled around the world and has a lot of experience. I found his recipes to be super good, and now a lot of people I trust are enjoying them as well. The second reason is the market and its growth. In 2016, the market really expanded in Italy. There were about 72,000 stores worldwide and about 40,000 in Italy. As Italians, we have an invisible heritage, not in technology but in sectors like food, cosmetics and so on. So, I said to myself: “Okay, I probably have to develop what I already have, not what I want to have. And that is a common challenge for our generation – to try to chase after something that we want rather than to use what we already have. I believe that by looking at what we have and being inspired by that, we can transfer technology and knowledge from one sector to another and try to be innovative just by looking at things from a different perspective.
What are the most difficult challenges to deal with?
People are the most stimulating challenge of all! But that’s because everyone has their own expectations. The most difficult thing is to try to understand what the other person’s expectations are and to try to find a way to match up.
What lessons have you learned from failures?
Pay more attention to fewer things. Things do not run themselves; you have to control yourself. And do the best you can. It is the same as it was with the dishwasher when I first started to work in the restaurant: you have to control the machine; you have to control the whole process, and you have to do the right thing.
What would your advice be to people who are thinking of starting their own business?
Don’t trust perceptions. Research the market first. For example, I thought there was a lot of sun in Italy, plus the climate has changed, which can also help to make the season longer. But I also thought ice cream is eaten more by people in the south than in the north. And it wasn’t! When I studied the market, I discovered that the perception is different in terms of quantity: people in the south used to eat more ice cream but smaller portions. In the northern regions, people think of replacing lunch with ice cream. Most of the shops are also located in the northern part of the country. So, the market can be a surprise, you have to do research and invest in the market and people.
It’s not enough to start with just enough money for raw materials. Competitors can offer cheaper alternatives, so it’s hard to compete if you don’t plan well. I’ve found that a lot of people get discouraged and even depressed when things don’t go as planned. Training the right way and understanding what’s important can help you stay focused. You have to be calm in order to be able to make changes to your strategy.
Also, you have to consider having a partner who can save you even if the project does not go well. The risk is always around the corner, so having a person who can save your back is the investment.
What are the three qualities that make a successful entrepreneur?
First, the willingness to work hard and not to be afraid of having a job. You can be afraid of having no work. And do the work until the end. Second, your goals fixed the goal. Maybe for the moment, it seems as if it’s not what I want to do, but it is what I need to do to reach my goal. So again, fix your goals and be determined! Usually, people rely on how they perceive a situation to evaluate it, but if you start writing down, you can compare how close you perceive it to how real it is. And that’s a really important thing. Maybe it will take you one or two more years to reach your goal, but you know what you have to do to get there. If you didn’t have a goal, you’d get stuck waiting for something better to happen. That could happen. Or maybe not, for instance, the situation with Covid. A good company plans ahead to stay safe, even in risky situations. Many companies don’t, and they spend all their money just to survive. It’s important to save money and have a strategic view to be prepared for any challenges that come your way.
What do you think of the general business environment in Trieste?
Trieste is growing really fast. I think there are many opportunities for people to live and do business here, and I see changes! A lot of people talk about Italy being a high-tax country. I think that Italy is a good country to do business in, if you are moving money around, not if you are keeping it in the company! And Trieste offers good possibilities! Do a small SWOT analysis of the country, then the region and the city. After that, you can reflect and figure out what you can do!
What makes a good gelato?
The raw material, the flavors, the texture in the mouth, the feeling of ice or not. Also, the color. For example, take pistachio ice cream. If you roast the pistachio, it’s not light green, it’s light brown. Then, we try to explain to the consumer that the real color is a mixture of light green and brown rather than a green color. So, good gelato is a mix of the right flavors and good-quality raw materials. And remember, ice cream is healthy! The poison is in quantity!
If you are in the mood for one delicious gelato, Oggi Gelateria is located in via Cesare Battisti, 13/A
