Alessandro Sita, CEO Sita Cheese, tells us his story of entrepreneurial success that is inextricably linked with that of his family, from which everything originated. Work and quality. These are the two main values that the entrepreneurial family has passed on to Alesandro Sita since he was a child. They immigrated abroad but always brought with them, in their souls, everything they missed about Italy.
When did you arrive in the United States?
I am part of the third generation, I arrived here in the United States in 2007, first as a representative of Italian companies to help them take their first steps in this American market that is so important and strategic; then I took courage and founded our company in collaboration with many Italian producers to bring here many excellences of our land. It was an impulse choice but one that turned out to be positive because it gave us so much satisfaction.
Americans like Made in Italy, demand, despite duties and concerns, increases…
Yes we must have the courage to export excellence-which is what we eat at home, without shortcuts that then even the American understands that Italian food at a premium Duties are a matter of passage.
What are the new things that Sita has brought here to Fancy Food?
Here at Fancy we started from our roots, from Calabria. Our first product that we exported abroad, which later became a commercial reality, was ricotta, and here we are proud to present for the first time fresh sheep’s milk ricotta that comes from Italy. We also presented a regional summary of all the excellence of Italian cheeses from north to south, together with our collaborators. But not only that, in this edition of the fair we also decided to launch our whole line of cured meats. We did a home production with Italian ingredients of a salami wrapped with Parmesan cheese. For reasons of ease and expiration we decided to produce it here but the know how he ingredients are all Italian. We think it is a modern evolution of the domestic product.
What plans are there for the future?
The drawing of the assortment is complete, now we want to focus on promoting what we do and grow it slowly, expanding out of the beaten areas and into the heartland of America.