finest italian food

...Eating can be a necessity,

but eating well, healthy and Italian: that is an art!

Michele Sotero

fo
od
n
ia
al
It
st
ne
fi

1. Company Profile
1.1 Values

1.2 Our Mission

1.3 Projects
1.4 Where we are

2. The Idea

2.1 What we do
2.2 How we do it

3. Sales Channels
4. Our producers
5. Our products
6. Our Services

Info and Contacts

COMPANY
PROFILE

Lar was born out of desire from

three friends, Giovanni, Francesco
and Davide who cultivated, from
the very start, that same passion:
the search for the excellences of Italian
cuisine and the love for good food. Knowing
that food represents one of the hallmarks of
living and being Italian the famous Italian
Style that includes fashion, furnishing, design
but also a set of habits and attitudes, of which
the eating well constitutes a substantial part.
While Giovanni, Francesco and Davide have
shared professional experiences in the first years
of the 2000s, they have followed different paths:
Giovanni Pugliese, after a brief experience in the
applied economic research sector, specialised in
Business and Strategy Administration; Francesco
Ferraro begun his professional career dealing
in Training, later specialising in Corporate and
Project Financing; Davide Milone has always
moved in the field of Informatics and specialised
in Web Marketing and in everything that is 2.0. In
2013 Giovanni, Francesco and Davide decided to
get together and found an international trading
company whose objective is to commercialise,
under a single brand, the best of the Italian Food
and Wine production. After years of recounting
and, especially, tasting excellent products
worked with ancient wisdom in the outskirts
of the beautiful villages of the Italian province,
Lar was born, a perfect marriage of Tradition
and Innovation, Made in Italy and Typicality,
Refinement and Craftsmanship, Quality as well
as Reliability.

1.1
Our Values
Lar products are the result of a
long selection process in which our
principal objective is to bring to the
table a product prepared with wisdom,
craftsmanship and tradition, respectful
for man and the environment. We,
at Lar, have a vision: to make sure
that the many culinary excellences,
typical of the Italian territories, are
known and consumed even outside
our national borders; served on every
table as a distinguished product,
accompanied
by
personalized
services tailored to the individual
client. We want to bring to your table
and into your life an important piece
of Italian craftsmanship and quality
at an affordable price because, we
believe that the quality of food and
the accessibility of an ever growing
audience to wholesome food products
is a fundamental value to cultural
growth and an improvement on the
quality of life.

Our
Mission

1.2

Our mission is: contribute to the

diffusion of the eating well Italian
culture in the world, so that in a few years
Lar can become a point of reference for
whoever loves good Italian food.

Our Vision:
to bring to
your table
and into your
life the Italian
culture of
eating well

We wish to bring our products directly to your

table thanks to a: a user-friendly web platform
available through PC, Table and Smartphone a
call centre dedicated to both promoting and selling
our products, as well after sales assistance.
You can also acquire our products through special
fairs dedicated directly to the final consumer or,
by entering our stores, refined gastronomically,
where you can taste our recipes directly even
before buying our products.
On our e-commerce portal you will be a click
away from accessing all the information regarding
our products, their origins and techniques, as
well as tips on how to combine, use and in what
occasions.
Our Motto? The client has access to all the
information. Our suppliers work in symphony with
our staff, they share the values and objectives,
primarily to bring to your table and in your life,
the Italian culture of eating well.

Our
Projects

1.3
Lar has many projects in the works between
2015 2018.

The geographic diffusion and the brands

position within many countries in the
European Union, starting from Germany,
England and France, countries where a high
inclination to online purchases is combined
with a great attention to the Made in Italy.

The opening of deluxe stores outside of Italy,

dedicated to the presentation, sales and
administration of recipes and prepared foods,
able to represent a major share of traditional
Italian cuisine. We are planning a welcoming
and refined space where it will be possible to
purchase single products after having tasted
them in the tasting rooms, as well as receiving
all the information regarding their origins,
mode of production and usage; benefit from
the home delivery service; and in general
live a culinary experience typical of Made in
Italy, made with passion.

territory

1200
mq

Where
we are

1.4

Lar is based in Crotone; we are housed in a

building of 1,200 square meters with a garden,
and inside are held all our business functions:
General Management, Administration, Finance
and Control, Marketing and Communications,
Planning and Management Information Systems,
Logistics, Quality, Production and Sales.
The working atmosphere is friendly and the
relationships between people is important for the
collaboration and sharing of different ideas more
than the classical hierarchy that has characterized
for years an already outdated business model.
The average age of the people working with us is
under 36 years of age.
The staff involved in the companys activities
shares the companys management model,
placing firstly clienteles satisfaction and the
respect of the values expressed in the brand, as
well as our business philosophy, which are at the
base of the project Lar.

The Idea

The birth of Lar has its origins

rooted in the desire to bring to the outside
world that which is best in the Food and
Beverage sector of Southern Italy. Our end is
the diffusion, outside of the Italian Style, of the
culture of eating well. The underlying idea is
based on the modern vision of what Europe is
today a combination of centuries of peoples
histories who have shared experiences, cultures
and traditions and the opportunity which it
represents as a market but also, as a stage. The
understanding of the enormous potential so as to
bring abroad, with great pride, the best from our
land, serving and satisfying with method, culture,
professionalism and creativity our curious
customers.
As such, Lar is born from:
a) dalla passione dei fondatori per le eccellenze
cuthe passion of its founders for the culinary
excellence of their land and its Made in Italy;
b) past experiences in the making of a brand
in the Food sector and offer of a culinary niche
(unofferta enogastronomica di nicchia), active in
the Italian market;
c) a clear vision of a potential, not yet fully
exploited, regarding the possibility of exporting
quality products from Southern Italy;
d) the knowledge that networking (la Rete) can
promote the Made in Italy and local products
better than any other medium.

passion
tradition
innovation
culture
flavour
refinement
craft

quality
reliability
atmosphere
gusto
territories
design
made in Italy

Lars objectives are therefore:

To look, with care and skill, selected areas from

where local producers, with their high quality
products, can be integrated with the highexcellence products from the rest of the country;

To package the product under its own brand, for

costumer warranty (a garanzia per il Cliente);

To develop, propose and sell the product on

international markets, alongside its history, its
traditions and its land, delivering in a few days
and directly at the clients door step.

What
we do

2.1

Our job is to select for customers,

sharp and attentive to the eat
well attitude, the best of the Italian
culinary excellence with a focus on the
techniques and the crops from southern
Italy. The Lar products are the result of an
almost obsessive attention to the raw material
and its origin, combined with techniques rooted in
past centuries, creating a unique and unmatched
product. He who consumes products from Lar
assigns a positive value to its lifestyle, to those
who produce it, to the respect for the work and the
dignity of man and the environment: in general,
who consumes Lar products knows how to
attribute the right value to things that become
part of their lives.
Each product embodies the respect for tradition
and for its crafting technique whilst still
addressing the pleasure of beauty, innovation and
complexity that are required for modern living.
The products are certified as well as recognized
and represent a significant portion of the already
excellent Italian produce. We selected with
attention and care, as well as some special
techniques for chili, cedar, bergamot and figs, the
following FAMILIES of products: PASTA, MEATS,
CHEESE, WINE, OIL, SPICES, SAUCES AND
PATES (CONSERVE), JAMS, SWEETS AND DRY
FRUIT, SPIRITS AND LIQUORS. Browse our site
and enter a world where attention to quality and
the savoir vivre will conquer you...

How we
serve you
We have attentively selected
for you:
Suppliers
Products
Raw materials
To offer you the best in Italian
culinary excellence.

2.2

Our suppliers, associated between them (costituiti

in rete), are our first and most important contributors.
They work in harmony with the values expressed in the
Lar brand, pursuing our own goals, having at heart the
achievement of a single result: to bring to your table and in your
life the culture of eating well.
To achieve this goal, we first constructed an easy to use web platform.
It offers you a chance to live the full shopping experience through an
emotional journey rich in informative elements, both culturally and
technical, linked to the origin and safety of our products. On our website
you will find typical food products that are difficult to find otherwise
as well as all the information about such products, their origins and
techniques, recipes and tips on how to use and combine them in the
most appropriate way we believe.
You can purchase a single product or a combination of your choice.
We like to give some suggestions: for example, if you are interested in
purchasing fig nectarine, you may want to combine it with a pecorino of
medium age... try these two products together and then let us know ...
and send us your thoughts.
The mode of acquisition is quick and easy: with just a few clicks you
will enter the world of Lar and you will have at your disposal all the
information in an easy-to-understand way as well as a call centre at
your service for any further information ... we only ask you to try it
and let us know, every suggestion from you is an opportunity for us to
improve. Quality is a tangible product that Lar is committed to pursue,
from its conception to the commercialization of products. We value
quality preparation and production, in our relations with customers,
suppliers, and especially with the consumers.
We listen and take our cue from your ideas to offer you every day with
an answer and, it is through your ideas, that Lar develops, grows and
offers its consumers products of real value.

Sales
Channels

We have though out multiple Sales Channels to

serve you in different ways, all according to your
needs:
a) An e-commerce platform and Social Sales;
b) Telemarketing with 50 call centre operators
dedicated to you, to collect your suggestions
and to be sure that our service is up to your
expectations, where you can purchase products
or simply ask for information and insights;
c) National and International Market Fairs;
e) Single brand stores where you can live the
Lar experience.

We de

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the M

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ere in

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rld

Our
Producers

Love for the land, respect for nature, protection

for the environment and human welfare: these
are the values that accompany the daily work of
our producers whom, with their knowledge give
us a unique tasting experience.
Manufacturers, who have embraced organic
agriculture as well as biodynamic with
commitment and dedication, work the land,
respecting the natural cycles, leading organic
farms, and ensuring a natural and healthy
standard of living for animals.
Farms that reflect the identity of Lar and,
together with us, have said Yes to nature.
Men and women working together to guarantee
consumers the best products in terms of quality
and food safety in all the steps from the field, to
our table.

5.1
Our
products

The history of the food sector, as it is understood

today, can be simply rewritten by travelling
back more than two thousand years ago when
the first Greek settlers, in search of unknown
lands, brought with them, in their saddlebags,
the three basic seeds for creating what will be
the Mediterranean diet: wheat, olive and grapes,
in other words: bread, oil and wine. From these
simple raw materials we have developed our idea,
to give back to each Lar customer that ancestral
pleasure that leads him to retrace the history of
food. We have searched in every town, in every
village, in every farm, even in the remotest and
rural parts; we have muddied our boots to get into
the most remote farms; we have had to push the
low gears of our campagnole (off road vehicles)
to reach the finest of places, the finest of products.
It is from our travels that our products were
born, products that you will have the pleasure of
tasting but unable to find anywhere else in the
world unless you follow the same tracks and the
same paths that we took. Alongside the pleasure
of tasting a unique product we offer you the
opportunity to retrace with us, that initial journey
towards the pleasure of food, through ancient
taste and knowledge, in a whirlwind of feelings
and memories you thought had been forever lost.

PASTA
Wheat and water: a recipe apparently
so simple that even Cicero and Horace,
100 years before Christ, were already
enjoying its creation. And if history
does not define a clear date about
the birth of spaghetti, continuously
bouncing between Italy and China, we
know today with certainty and without
any doubt, who holds the primacy of
quality. In this field the Made in Italy is
synonymous with absolute primacy in
production and at the same time does
not fear any competition, in terms of
quality, of the most consumed food
throughout the world. Spaghetti,
macaroni, orecchiette, fusilli and
tagliatelle, gnocchetti and paccheri,
strozzapreti and scialatelli: dozens
and dozens of different formats that
each region has been handing down
for hundreds of years, making Italy
a place of extraordinarily sought out
for discovering flavours of sauces
and gravies that, combined with the
right kind of pasta, give life to unique
and inimitable dishes. Pasta: a small
object with a unique design, made with
flour and water, cleverly worked and
dried, almost like a jewel. Lar has
selected some of these pastas, also
bronze drawn, making every moment
devoted to the passion for good food,
extra special.

5.2

5.3

Cheeses

Cold Cuts

If there was a time machine, if we

could go back to the early human
settlements, we would certainly find
some attempt at producing cheese.
The Mediterranean basin is the
cradle of this amazing product, with
three thousand years of history and
thousands of varieties. Even the name
retains a common root throughout the
world, as if to indicate that caseus
(cheese) was born long before any
language.
Even those who are less interested in
gastronomy are certainly able to list
at least ten different types cheese and
as many different ways to enjoy. Fresh
cheese, semi-harden or seasoned;
whatever the preference of the
consumer, there is a type of cheese to
appease it.
Lar has made a great effort to offer
amongst the best known cheeses,
selected from unique dairy centres
(caseifici di nicchia), sometimes
accidentally found, after months of
careful research.
To taste our cheeses is to use that time
machine for a journey like no other
in the cradle of the Mediterranean
gastronomy.

In Southern Italy, pork production

techniques are so old they say its
origins have been lost in the midst
of time. Yet production techniques
and modern technology have never
cancelled that traditional preparation
with methods and systems that have
their roots in the past, very appreciated
both in Italy and abroad. Today
observant consumer put a renewed
focus on the environment in which
pigs are reared: the correct space
for a proper muscle development,
very high levels of hygiene and strict
sanitary and veterinary controls, all to
guarantee the quality of the product.
Lar has identified small productions
of salami with Area of Origin
Guaranteed, bringing onto your table
Bacon, Sorpressata, Sausages, Nduja
and Capocollo like youve never tasted
... an intoxicating scent and a decisive
taste, seasoned with peperoncino.
But our meats are not only spicy; our
selection of cold cuts are capable
of finding your trip to the South, or
prepare one for the future, just as you
imagine: earth, fire and sea.

5.4
Wines
It seems that saying something
curious about wine has remained
stuff for anthropologists. As Italians,
we have become a people of tasters;
therefore speaking of tannins, gloss,
fruity and floral perfumes or of a red
ruby more or less full-bodied, will
have the sole result of increasing your
curiosity to taste our wines. We have
selected a number of bottles that you
will not find in any other wine shop
because Lar proposes refinement
for its customers. In the cradle of the
famous Enotria, where more than
two thousand years ago it was the
birthplace of the history of European
wine, we patiently tried wines that
could represent excellence. We have
involved in this project a historic
Sicilian winery strongly linked to
the territory and, in Calabria, one of
the most interesting wineries of the
territory of Ciro, the PDO (Protected
Designation of Origin) for excellence;
Today we have the privilege of offering
these series of unique bottles and
representatives of a way of making
strong and ancient wine which at the
same time respond to the demands
and expectations of the most
challenging taster. By tasting our
selection you can make a judgment
that for us it becomes unique and
unquestionable, so that it can arrive
on your table and stay there, through
time...

4.15.5
LA PASTA
OIL
Grano e acqua:
una ricetta
apparentemente
Carolea,
Dolce
di Rossano, Ottobratica,
semplicissima,
tanto che gi
Cicerone ed
Sinopolese,
Tondina,
Grossa di
Orazio, 100Cassano...
anni prima diif Cristo,
ne erano
you are
thinking that
ghiotti.
these are fancy names, you would do
E se la storia
nontochiarisce
definitivamente
well
continue
reading. On the other
tutti i dubbi
sullaif you
realethought
data diofnascita
hand
the extra virgin
degli spaghetti,
a rimbalzare
olive continuando
oil production
of mezzo giorno
tra Italia e Cina
questa
anticathe
invenzione,
dItalia
(from
south of Italy),
ai giorni nostri
noninvithe
sono
dubbi
su chi
youre
right
place.
abbia il reale
della olive
qualit.
The primato
extra virgin
oil Inis strongly
questo campo
il made in
influenced
byItaly
the sinonimo
variety of olives
di assolutowhich
primato innellaturn
produzione
e
determine
the
nello stesso
tempo non teme
characteristics
of thealcuna
fruit; its size,
concorrenza
nella qualit
del cibo
piand stone,
relationship
between
pulp
consumatomaturation,
al mondo. and the olive components.
Spaghetti, Even
maccheroni
ed orecchiette,
the substances
present in the
fusilli e tagliatelle,
gnocchetti,
olives paccheri
are quitee different
among the
strozzapretivarious
e scialatelli:
decine
e decine
farms,
with
each territory
di formati or
diversi,
ogniitsregione
si
area che
having
own varieties.
For
tramanda da
anni,selected
facendo different
thiscentinaia
reasondi we
dellItalia un
luogo
straordinariamente
types
of Extra
Virgin Olive Oil to give
ricercato in you
cui scoprire
i sapori delletosalse
the opportunity
begin a trip
e dei sughibetween
che, abbinati
al giusto tipothat
di a simple
the sensations
pasta, danno
vita aancient
piatti unici
ed strong,
inimitabili. gives you
fruit,
and
La Pasta: un
piccolo oggetto
dal disegno
whenever
you smell
its perfume,
unico, realizzato
con
e farina
observe
its acqua
colour and
tasteeits flavour.
sapientemente
lavorato
essiccato,
In every
bottleedthere
is only the juice
quasi fossefrom
un gioiello.
cold pressed olives, allowing you
Lar ha selezionato
alcune
questeunique to
to appreciate
thatdifeeling
paste, anche
trafilate a bronzo, che
nature.
renderanno speciale ogni momento che
tu vorrai dedicare alla tua passione per la
buona cucina e per il buon cibo.

5.6

5.7

The Cellar

Jams

Who has not heard of our olive oiled

packed products, probably a fast food
frequenter.
These precious elaborations from the
southern Italian tradition are still kept
in the homes of the older citizens,
locked up as if they were antic
jewels hidden from existence, so as to
avoid temptations.
In glass jars of all shapes and sizes,
rows of small pieces of vegetables
or pepperoncini in olive oil, carefully
selected one by one, or small pieces
of mushroom gathered exclusively
in the ancient woods of Sila Calabria
from which they get the scent and
flavour. And the same ingredients can
change colour and flavour through
wise grilling, wilting in the sun,
marinating, they can even assume the
connotations of pesto or be filled with
products from land or sea.
The sottoli Calabresi (olive oil
packed products from Calabria), just
as historical recipes impose, are
packed with typical ingredients in a
complete respect of tradition.
The raw materials are carefully
selected and carefully chosen by
farmers - strictly local - in order to
keep the original and unique taste of
their birthplace.

At the origin of the two most famous

words for the sweet-tooth, candy and
jam, is the apple. In fact, adding apple
extract whilst cooking can thicken any
other fruit jam until it is spreadable or
hard.
Lar searched for small jam
producers of traditional craft to allow
you to enjoy nature and its yields, with
no added preservatives or substances
that are not extracted from the fruits
themselves.
Less sweeter than other products on
the market, but for a more refined
taste, you will have the certainty of
tasting true natural delights produced
by the same companies that also
provide catering at Buckingham
Palace ... for a breakfast worthy of
royalty.

5.8
I FORMAGGI
Sweets
and
dry fruit
If you are waiting for the end of the
meal to treat yourself, even with a
simple chocolate or a piece of cake,
here is our selection of exquisitely
crafted delicacies.
Simple sweets that deserve to be
enjoyed in company, to remain
chatting a little bit more, or even
alone, to give yourself a small prize at
the end of the day.
Lar has identified rare bakeries,
scattered across the south of Italy,
which exclusively provide us with the
sweets that we offer, to create, even
in your home, the pleasure of an
unforgettable moment of sinfulness.

4.14.3
5.9
I PASTA
FORMAGGI
LASpirits
and
Liquors

Grano
e acqua:
una ricetta apparentemente
Grano e acqua:
una
ricetta apparentemente
semplicissima,
tanto
che gied
Cicerone ed
semplicissima,
tanto che gi
Cicerone
100 di
anni
primanedierano
Cristo, ne erano
Orazio, 100Orazio,
anni prima
Cristo,
We know well that advising you on
ghiotti.
ghiotti.
may be
harmful
your health.
Espirits
se
storia
nondefinitivamente
chiariscetodefinitivamente
E se la storia
nonla chiarisce
So
we
will
limit
ourselves
you
tuttisulla
i dubbi
data todi tell
nascita
tutti i dubbi
reale sulla
data reale
di nascita
that
for
our
spirits
use
only
raw
degli continuando
spaghetti, continuando
degli spaghetti,
a rimbalzarea rimbalzare
materials
of questa
extraordinary
quality.
tra
Italia
e Cina
antica invenzione,
tra Italia e Cina
questa
antica
invenzione,
Obviously
in
this
category
we
ai giorni
non
vi sono
dubbi suhave
chi
ai giorni nostri
non nostri
vi sono
dubbi
su chi
liquors
in
which
we
always
use the
abbiaprimato
il realedella
primato
dellaIn qualit.
In
abbia il reale
qualit.
mostil made
noble
elements,
heart,
questo
campo
il made
in Italy the
sinonimo
questo campo
in of
Italy
sinonimo
which,
any
connoisseur
assoluto
primato
nella produzione
e
di assolutodi
primato
nella
produzione
eknows, is
the
one
most
charged
with
soft
nellotempo
stessonontempo
temethe
alcuna
nello stesso
teme non
alcuna
organoleptic
sensors,
andpi
of
concorrenza
nella
del cibo
concorrenza
nella qualit
del qualit
cibopleasant
pi
great
pleasure.
consumatoconsumato
al mondo. al mondo.
For
this reason
Lar ed
hasorecchiette,
identified
maccheroni
Spaghetti, Spaghetti,
maccheroni
ed orecchiette,
small
companies
who
make
ancient
fusilli e paccheri
tagliatelle,epaccheri
e gnocchetti,
fusilli e tagliatelle,
gnocchetti,
liquors
which
are
followed
from
the
scialatelli:
decine e decine
strozzapretistrozzapreti
e scialatelli:e decine
e decine
distillery
to
the
aging
cellars,
unique
formatichediversi,
ognisi regione si
di formati didiversi,
ogni che
regione
in centinaia
their da
way
offering
tramanda
di the
anni, pleasant
facendo
tramanda da
dicentinaia
anni,
facendo
sensation
of
a
warm
hug,
of closing a
dellItalia
luogo straordinariamente
dellItalia un
luogo unstraordinariamente
meal
... in
to cui
be
able delle
to stay
a little
scoprire
i sapori
delle while
salse
ricercato in ricercato
cui scoprire
i sapori
salse
longer
with
the
glass
in
hand.
dei sughi
che,
al giusto
tipo di
e dei sughieche,
abbinati
al abbinati
giusto tipo
di
pasta,
vita aed
piatti
unici ed inimitabili.
pasta, danno
vita adanno
piatti unici
inimitabili.
La piccolo
Pasta: un
piccolo
La Pasta: un
oggetto
daloggetto
disegnodal disegno
unico, con
realizzato
acquae e farina e
unico, realizzato
acquacon
e farina
sapientemente
lavorato
ed essiccato,
sapientemente
lavorato ed
essiccato,
fosse un gioiello.
quasi fossequasi
un gioiello.
Lar ha selezionato
Lar ha selezionato
alcune di alcune
queste di queste
paste,trafilate
anchea trafilate
bronzo, che
paste, anche
bronzo, a che
speciale
ogni che
momento che
renderannorenderanno
speciale ogni
momento
tu vorraialla
dedicare
alla tuaper
passione
per la
tu vorrai dedicare
tua passione
la
buona
cucina
e per
buona cucina
e per
il buon
cibo.il buon cibo.

... lITALIA

WEB

Our
Services
To ensure the highest quality of our products, we provide
you with services of high technological profile, sales and
after-sales support. Thus was born Laroplus.com: a
computer system accessible from QR CODE or through
our website. In other words, each Lar product has a QR
CODE which allows the customer to:

Access all the information regarding that product

including combinations and user recommendations
from our food experts.
Get Video Recipes in Multiple Languages.
Reorder the product in 3 easy steps
Receive detailed information on the entire production
chain of the product, including its origin.
Leave a comment / feedback on the quality,
timing of delivery, packaging, etc.

FREEPHONE NUMBER
Lar provides you with a Freephone number
always active, to keep in contact with our company
and receive information by phone or otherwise
admissible by QR CODE.
LARO EXPERIENCE
Lar Customers can buy one of our KIT to relive moments
of excellent Italian cuisine. Our kit includes everything
needed to create a complete and quality Italian dish.

US
L
P
O
R
+LA

Larofood Srl
Via G. Mercalli, 10 88900 Crotone (KR) Italy
P. Iva 03322780796
Call Center: + 39 800 926 194
General Informaion: info@larofood.com
Customer Care: customercare@larofood.com

finest italian food