It was enough to bring the "pure Italian ice cream”, as the slogan of the ice cream parlor says, in São Paulo to drive the Brazilians crazy. Edoardo Tonolli, a 29-year-old student of the Catholic University of Milan, within a year and a half he opened three Bacio di Latte ice cream parlors in São Paulo, Brazil. A real boom of one of the typical products of the Bel Paese, but also one of the least explored sectors by Italian entrepreneurs abroad. Young, enterprising and with clear ideas, Tonolli knows he has accomplished the feat: "At the weekend we even sell 400 kg of ice cream a day" and that he has driven the paulistanos crazy who queue up to try his ice cream.
The first ice cream parlor opened in January 2011, on Rua Oscar Freire, the fashion street and one of the most exclusive in the city. In a few weeks Tonolli, who in the green and gold adventure is supported by three partners, his brother Gigi, his father and his friend Nick, made a boom. “For our ice cream we only use Italian products imported from local distributors – he explains – We have 42 flavors that we rotate on the counter, as well as croissants, affogatos, milkshakes and the classic penguin”. The names of the flavors are strictly in Italian to give a touch of class, much appreciated by the middle-upper classes: from the traditional stracciatella to the characteristic pistachio of Bronte, up to the more particular spicy chocolate.
And to think that it all started between the university desks: “I was attending a master's degree in Milan and an economics professor always repeated that, apart from Grom's successful experience, no one had ever managed to export ice cream abroad” explains Tonolli. A simple idea then, but also an entrepreneurial bet. “I did a market research directly in Brazil – he says – Pvery many ice cream parlors and hot all year round”. The business plan is ready but there is no money: "Together with my brother Gigi we convince my father: we sell a vintage car and then embark on the adventure with a Scottish friend of ours Nicholas Johnson, a business expert in Brazil". But you don't improvise ice cream makers overnight: “I take a course to understand how the production of ice cream works and I get an explanation of how the market works from a friend who is an entrepreneur in the sector”.
Other than Rio de Janeiro or Salvador de Bahia, Tonolli goes against the tide and chooses St. Paul, the “Brazilian Milan” as we call it around here: “For a number of reasons: it's hot all year round, there are 20 million inhabitants, it is a cosmopolitan city and the Paulistano is the Brazilian with the highest purchasing power. Coastal cities, on the other hand, are false jewels: you work a couple of months a year during the holidays or on the weekend. In São Paulo you work every day, all year round”.
In July 2010 the landing in Brazil: six months of preparation of the ground supported "by a good accountant and a good lawyer, two key figures to avoid rip-offs in these parts". In August, a year and a half after the opening of the first ice cream shop, Bacio di Latte has already opened two other sales outlets in San Paolo: "We are constantly evolving and improving - specifies Tonolli - We will soon launch the Sicilian granita which is nowhere to be found here and the açaí branco flavour, a particular tropical fruit: we like to reconcile Italian tradition with exotic flavours”.
