Partnership between Massari Alta Pasticceria and Areas My Chef kicks off

A long, demanding and challenging path that of Debora and Nicola Massari alongside their father, the world-famous master pastry chef Iginio Massari who, together with his wife, created the historic Veneto pastry shop in Brescia in 1971. An education that has now led to other important initiatives, illustrated yesterday at a meeting at the Festival of Economics in Trento, where they explained the history of a brand that is constantly expanding and is a flagship of Italian-made products. After founding the Iginio Massari Alta Pasticceria brand, which now has six pastry shops (Brescia, Milan, Florence, Verona, Turin and Rome), several pop-up stores and e-commerce, the two brothers now manage the company's development.

And it is the launch of the Cardinale brand that sees them, together with three partners, as protagonists in the opening of a new restaurant in Milan. The aim is to export some fundamental principles of the Massari brothers' 'sweet' history to savoury cuisine and to offer a high gastronomic experience at a low cost with a focus on quality and tradition.

Not only. Yesterday saw the announcement of a further development of the company through the Iginio Massari Alta Pasticceria partnership with Areas My Chef, world leader in Travel Retail catering, with the aim of bringing the taste and refinement of great Italian pastry to the main hubs of contemporary travel. The collaboration was born with the vision of combining management, innovation and quality craftsmanship by offering travellers a recognisable food experience consistent with the values of Made in Italy. "We are enthusiastic about this partnership with Areas My Chef, a company that has demonstrated extraordinary ability, competence and a real passion for our haute patisserie products," explain Debora and Nicola Massari. "Travel Retail represents a fundamental strategic opportunity for us to increase the international visibility of the Iginio Massari Alta Pasticceria brand, respond to the strong demand of our customers and intercept important sales volumes. We are working with commitment and synergy to achieve an ambitious goal: to realise the first two significant openings by next spring".