To counter seasonal fluctuations in sales, Tonitto 1939 is focusing on Central and South America

Tonitto 1939 ice creams and sorbets are heading for Central and South America. Exports to Peru have already begun, and sales in Mexico and Chile are set to begin shortly. Commercial agreements have already been signed, and over the course of the coming year, the company will turn its attention to the markets in Brazil, Costa Rica and Panama. These are the next steps for the SME, decided following a series of commercial trials and pilot projects to gauge the reactions of local markets, which have a seasonal pattern opposite to that of Europe, with a business plan aimed at deseasonalising the SME’s production.

In Peru, the products from the Ligurian SME can be found on the shelves of one of the country’s leading retailers, whilst the first shipments to Chile and Mexico are due to take place shortly. Brazil, meanwhile, is one of the next target markets: negotiations are underway with a retailer for a pilot project scheduled for late 2026, with the aim of testing a range of products and assessing the launch of an ongoing project from the second half of 2027. In 2027, Tonitto 1939 also aims to launch new projects in Costa Rica and Panama, thereby gradually expanding its presence from South America to the wider market of Central and South America. Currently, Central and South America account for around 3 per cent of Tonitto’s exports, with a presence developed mainly through local large-scale retailers. The aim is to increase the share of Central and South America to 15 per cent of total exports over a three-year period.

“For us, Central and South America are not just a new geographical area in which to seek growth,” explains Simone Furlan, Export Sales Manager at Tonitto 1939. “Their strategic importance also lies in the way they complement the European market. Ice cream is, by its very nature, a seasonal product, and working with markets where consumption peaks when demand tends to fall here represents a significant opportunity. Scheduling shipments in October and November to support the South American season in December, January and February allows us to offset, at least in part, the slowdown in European markets and to ensure greater continuity in production. Exports thus also become a means of building a more balanced business throughout the year.’ Indeed, to support the South American summer peak, shipments must be organised mainly in autumn, thereby offsetting part of the natural slowdown in demand on the Italian market. The complementarity between the two hemispheres thus enables the company to spread orders and production over a wider timeframe, contributing to the deseasonalisation of the business and the continuity of trade flows throughout the twelve months of the year.

The company will export its own-brand products, emphasising Italian character, quality and tradition. In the initial phase, the focus will be on product ranges such as Coppa Famiglia, Sorbetti and Yo-Yo, with the aim of establishing a distribution base through a range of mainstream flavours and formats, before gradually introducing more innovative ranges, such as high-protein and no-added-sugar ice creams. “In this process, the project with partners such as Bauli, Vicenzi and Sperlari can accelerate our entry into new markets and create significant synergies,” adds Furlan. “We want to grow gradually, starting with the markets and products with the greatest potential and building partnerships capable of supporting our development in the long term. The objective is a long-term one: to build solid partnerships and transform our presence in the region into a stable and sustainable business.” This year, Tonitto 1939 expects to achieve a turnover of around 17 million euros, with exports accounting for approximately 35 per cent of the total, a figure set to rise to around 38 per cent by 2027.