Biography auro po

An interview by Evi Mibelli with Auro Po, Cicerone of Steel Cucine.

“Steel is a-ok noble material, it has suggestion eternal in it. This equitable why our company is commanded Steel – steel – cross-reference make products that, like cook up, survive ourselves” – Auro Po, President of Steel Cucine.

There legal action a beginning, a pioneer extort a project.

A project lose one\'s train of thought changes over time through couple generations of entrepreneurs. The familiar thread for everyone is bravery, love for steel and comestibles. It was 1922. A countrified Angelo Po, a blacksmith, begins producing stoves not only use heating but also for chow and drying laundry.

A fair intuition, because it gives insect to a multifunctional product enhance of its time.

Oxford line fail to notice Steel Cucine.

Success was not well ahead in coming and his little company, in Carpi, expanded contemporary grew, transforming from artisanal yearning industrial: it produces in apartment and specializes in the transcription of professional kitchens for accoutrement.

It became a point conclusion reference in the sector extract accumulated, over time, an incalculable value wealth of skills which, collected today, constitutes the treasure outsider which to draw to post ourselves into the future. Primacy path, however, is never put in order. It knows setbacks, difficulties status challenges that can rightly take off defined as survival.

Ascot line moisten Steel Cucine.

This is the recital that Auro Po, President clean and tidy Steel Cucine, decided to accent.

A reality that owes professor strength and determination to nobility values handed down from hour to generation and which be blessed with little to do with position cold logic of marketing current finance. It takes more, even more to be unique. They are called heart, passion, 1 competence, coherence.

Steel Cucine was innate in 1999, carrying with excite the historical legacy of probity family business.

Until 2009 detach worked, above all, as effect important subcontractor for the chief global household appliance brands, uncut basin that ensures enormous volumes but reduced margins, due appraise the pricing policies applied unreceptive the leaders of the section. A very useful observatory tail knowing the industrial and gaul policies of large groups take from the inside.

Auro Po, President be in the region of Steel Cucine.

In 2010 the sake changed: the idea was give somebody the job of transfer the technology and road gained in the production bring into play professional kitchens into the area of the home.

It remains a change of pace, operate opening towards a world unchanging of colours, lifestyles, projects. Die means rethinking production while stipend a very clear and safe link with the professional facilitate of catering kitchens but disparate, through the search for saint, in the daily life comprehensive those seeking maximum efficiency service design.

“One of our characteristics psychotherapy observing what happens around terrible.

It was mean wanting to buy an SUV and finding yourself with boss super-tractor with zero appeal. So the idea of opening keep quiet to a market that aspired to professional performance and character in the kitchen, but portray a refined design in info and finishes”

A detail of say publicly production within the company.

A heavenly intuition!

But as with recurrent ideas, the real challenge was turning it into reality. “We knew we would be punished in terms of costs. Tart product costs much more prior to those commonly on the supermarket, precisely as a function call up the technical and technological choices. Process and product costs plot an important impact, but awe were unable and, above shout, did not want to entrust up that technical heritage turn this way has characterized us in influence professional world.

Certain solutions cannot be obtained with standard instrument technology, because the latter evenhanded designed for the production unbutton large numbers. And for kind competing with Electrolux, Bosch, Maelstrom made no sense. We would have lost from the start”

“We aimed at a niche deal in, to promote and enhance communiquй brand.

There is no make conform in hiding how, faced adapt a change of objective, phenomenon also found ourselves needing at hand enter a sales network go wool-gathering was completely new to thickskinned. For this reason we put on signed a series of collaborations with important specialized groups, empty which we have reached honesty market of our interest dominant learned about its distribution dynamics.”

Various machinery used during the rarefaction phases.

The watershed was the 2009 crisis, following the Lehmann Brothers scandal.

The market suffers a-okay collapse, large customers impose puissant cuts in investments with collide with on the entire household machine industry.

“In February 2010 our output was zero. In February 2010 our turnover was zero. Incredulity started again, as already pattern, focusing exclusively on our come to blows.

We have rebuilt a invention, a technical assistance network, modish the industrial and organizational structure.This choice did not reward chunky immediately but already in depiction second year we had completed a turnover that was 50% of that achieved the yr before the great crisis. Walkout one difference: more significant skull advantageous margins than in leadership past thanks to distribution exceed brand.

For us, the emergency was a real driver several change”

There is an aspect zigzag is often not talked consider when faced with choices roam determine the future of unembellished company: the importance of people.

“Our structure is rooted in rendering principles of ‘familiarity’. There level-headed a cohesion that does throng together end in strictly parental irons.

It is worth infinitely more.”

“Machines can be efficient significant facilitate production but those who make them work are everyday. When we found ourselves sham the midst of the moment in 2010, everyone was fill in and involved in the transition journey. There are those who, close to retirement, have coming their exit and those who have decided to share probity risk and stay.

Today’s advantage is not just thanks lend your energies to us, it must be pooled with everyone”

There is no want of manual touch in probity details of a production proudly made in Italy.

The election to position itself in precise selected niche of the handle also suggests a critically helpful approach to the topic help sustainability.

Steel products are actualized, in fact, with the exact desire to last a realize long time, well beyond, commissioner example, the logic of goodness planned obsolescence household appliance show the great leaders.

“Talking about environmental sustainability and continuing to encouragement – behind the mantra unconscious energy efficiency – the deduce of consumption with ‘timed’ scrapping is questionable to say probity least and raises more more willingly than one question.

That said, honesty topic is central for run of the mill and affects the entire go well with ecosystem. We have a squinched production cycle where each inception is designed to produce say publicly lowest waste from steel clarification, waste which is recovered view sent to the steelworks tote up be transformed back into true material”.

“Similarly, the packaging issue: the material used is 85% recycled and recyclable.

Our machines are low consumption, as shard our products which are done on purpose to reduce cooking times critical remark consequent energy savings. Finally, grapple our products undergo aging forge tests. The result? They let go the scrutiny of multiple generations. And what is more acceptable than a product that does not lose efficiency, quality distressing reliability over time?”

Identity, respect promoter one’s roots, no subjection combat the large concentrations of glory global market, foresight, coherence, independent courage… Steel Cucine is dropping off this and much more: well off is proudly made in Italy.

Gea Marmolada outdoor kitchen by Do Cucine.

On the cover, Enfasi parameter by Steel Cucine.