Gelato Day, March 24, 2024: Rocco Naviglio’s Project


Gelato Day, also known as the European Artisanal Gelato Day, celebrates one of Italy and the world’s most beloved treats. This day is not only a tribute to gustatory pleasure but also recognizes gelato as a symbol of Italian culture and innovation. In Italy, gelato is more than just a sweetness; it’s a cultural artifact, a tradition that blends history, creativity, and passion. Gelato Day offers the opportunity to reflect on how this cold delight has become an integral part of Italian identity, while simultaneously celebrating the evolution and diversity of tastes and production techniques, a reflection we make together with master gelatiere Rocco Naviglio.

Rocco Naviglio and his #artisanalgelatoeducation
Rocco Naviglio, a pioneer of sustainable gelato in Foggia, promotes what he calls #artisanalgelatoeducation. His initiative focuses on teaching consumers to recognize and appreciate true artisanal gelato, made with natural, local, and seasonal ingredients. His mission goes beyond selling gelato; it’s a genuine cultural campaign to raise awareness about quality, the importance of sustainability, and the value of artisanal food while respecting the environment.

The birth of an idea: Rocco Naviglio’s Gelato Truck
From his desire to spread the culture of sustainable artisanal gelato, the idea of the Gelato Truck was born. It became the perfect vehicle to blend his love for gelato with an innovative and sustainable business model, allowing him to directly reach his customers and offer them a unique and personalized experience. As he recounts: “It’s an idea that has been swirling in my head for a long time. I have been following the world of Food Trucks for years and I know almost all the companies that operate in this sector. Every year at Sigep, I head straight to the StreetFoody stand. Even before opening my shop, I wanted my business to be mobile: I love to travel a lot, and I feel a bit like a nomad. And StreetFoody has something unique, tailored products and services that you can’t find anywhere else. They have managed to create exactly what I wanted.”

New forms for Gelato
Rocco also tells us how his Gelato Truck perfectly integrates with his business model: “The Gelato Truck project is a novelty that fits into the ‘New Forms for Gelato’ concept. The goal is to explore new ways to introduce artisanal gelato in all its variations. My truck has been designed and equipped to be used primarily at ceremonies and private events. Being able to go directly to my customers and tailor a service for them based on the characteristics of their events is something incomparable for me. With the Gelato Truck, we can completely customize the experience offered and provide different forms of gelato to suit everyone’s tastes.”

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Project financed within the framework of POR FESR Toscana 2014/2020 aimed to:
1. sales and promotion of Made in ltaly food trucks abroad
2. improve the digital, organizational and promotional efficiency of the company
3. digitize production processes by streamlining them, sharing them, modifying the perception of the brand on the network and on social networks, also implementing the tools in terms of big data analysis