Happy Mama makes jams and mustards according to tradition - polka dots and a 1950s lady on the label, fabic covers with a lovely ribbon and the natural colours of fruit and vegetables. Inside, after a strict check carried out using modern technologies, there are local raw materials processed and stored immediately after harvesting with no preservatives, thickeners, pectine or additives.
Cardamom seeds, cumin, pink peppercorn, vanilla and chilli peppers are used in marmalades, jams, mustards, preserves and chutneys. Sauces made with a mix of fruit, fresh vegetables and spices cooked with apple or wine vinegar and cane sugar.
Giorgia Rinaldi (in the photo), founder of Happy Mama, said that "the idea did not derive from a specific commercial or marketing strategy, but rather from my passion for healthy products."
"My core values are genuineness, creativity and checks. Freshly-harvested fruit and vegetables are taken to the lab immediately to be processed. It is the only way to capture their colour, aroma and flavour. We do not use pectine or gelling agents as they clash with our desire to make completely natural and healthy products."
Giorgia Rinaldi, who lives in the Reggio Emilia province, worked hard for the Happy Mama laboratory. Her passion was initially just a hobby but four years ago, despite being happy with her job, she decided to pursue another career.
The adventure started two years ago. The first sales happened through her website and the first commercial contacts were made during trade fairs. At the Summer Fancy Food in New York, Happy Mama jams were selected among the best Italian products. This experience opened the doors to exports overseas.
"Happy Mama is dedicated to my daughter, I hope I can leave what I'm doing to her one day. It is just a small business based on simple genuine values. Not only for the raw material used, which is local fresh produce with no additives, but also because I follow traditional home-made recipes."
Commercialisation
"Happy Mama is a young dynamic business that believes in the new means of communication and in the work of an excellent press department. Communication and efficient commercial network managed to improve production volumes over the years - a 38% increase was registered between 2014 and 2015, already exceeded in 2016."
"Exports are becoming very important. At the moment, our products are shipped to the US and France and we are also working with Sweden and Denmark."
"Sales channels are different in Italy and abroad. In Italy, sales are made though a network of commercial agents, we do not supply retailersm while they are directional abroad."
"We have created a 'relaxing' packaging. Our aim is to make people feel as if they were looking into their grandma's cupboard when they see one of our jars."
Weather anomalies
"It may seem a cliché, but it is true that seasons are not what they used to be. Every year is different. Summer 2016 was hot and dry, so our melons and pumpkins were excellent while figs suffered."
"We work throughout the year. Our production peak is definitely during summer months, when fruit ripens."
Challenges
"Our sector is full with companies producing marmalades/jams/preserves. We try to make them stand out by using unusual ingredients or combining fruit and vegetables. We are always trying to provide our clients with new flavours."
"I like the idea that this job is art, amazing art that helps me find something new everyday. A steak is just a steak, it can be seasoned or cooked perfectly, but it remains a steak. My products are instead created with a combination of fruit, vegetables, spices and sugar.
"Jams and preserves are not eaten because one is hungy, they are a treat. Knowing to have donated a moment of happiness or satisfaction to someone is a great feeling."
