E’ Buono: un gelato, tante ragioni is the name of Italy’s first social franchise. Based on an idea suggested by the Consulta Diocesana of Genoa, the project involved the setting-up of a productive site to make ice cream using quality wholesome ingredients, fruit and other foodstuffs cultivated by direct production. The social purpose is to offer employment opportunities to hundreds of young people from difficult family situations by opening a substantial number of social franchising sales outlets: initial funding for each enterprise will be provided not by the young franchisee but by the cooperative. A similar initiative is being launched in Bologna thanks to the association called Agevolando.
This project, one of a number comprising Costa’s employee volunteering program, was participated in directly by some of our colleagues from the Finance and Sales&Marketing Departments, who lent their professional expertise to assist in the development, launch and business strategy. To date some 40 youths from the Consulta have taken part in the first training course in Genoa arranged partly with our support. The first gelateria is run by three young women trained in sales and management techniques. The other local companies involved in the start-up phase are AMIU and Tigullio.
The inaugural ice cream tasting was actually a special preview held at our Head Office: 24 tempting flavors enabling young people to build a future – it was a great success and among the highlights were two new exclusive flavors: milk cream with basil & lemon zest and “seafarer’s cream” with a dash of port.
The first ice cream shop opened its doors for business on September 10 and a second sales outlet will be opening soon on the Genova Nervi promenade.