In a strategic move that underscores the evolving landscape of the food and beverage industry, Italy's prestigious Cantina Valpolicella Negrar has appointed Francesca Marastoni as its new Sales Manager. This appointment represents more than just an internal promotion: it signals the winery's commitment to leveraging homegrown talent and deep industry expertise to navigate an increasingly competitive global beverage industry market.
A Strategic Internal Appointment
The Board of Directors at Cantina Valpolicella Negrar announced Marastoni's appointment following a comprehensive selection process that evaluated both internal and external candidates. This decision reflects a broader trend in food and beverage management where companies are recognizing the value of promoting from within, particularly for roles requiring intimate knowledge of brand heritage and market dynamics.
"The appointment of Francesca Marastoni as Sales Manager confirms the winery's commitment to enhancing strong expertise and strategic vision," stated President Giampaolo Brunelli. "We are confident that her experience and her sensitivity to market dynamics will be an asset in facing future challenges with determination."
From Key Account Manager to Sales Leadership
Marastoni's journey at Cantina Valpolicella Negrar began in 2014 when she joined as a Key Account Manager. Over the past decade, she has systematically built her expertise in international wine trade, managing crucial markets including Northern Europe and the UK while overseeing the winery's direct sales outlets.
Her educational foundation is equally impressive. A graduate in Political Science from the University of Padua, Marastoni enhanced her food and beverage services knowledge through specialized training with the Wine and Spirit Educational Trust (WSET) and earned an AIS sommelier diploma. This combination of academic rigor and industry-specific certification exemplifies the kind of professional development that food and beverage companies increasingly seek in their leadership ranks.
International Expertise in a Global Market
What sets Marastoni apart in the competitive food and beverage industry is her hands-on experience with international markets. Throughout her tenure, she has managed relationships with global clients, overseen new product development initiatives, and coordinated the company's participation in leading trade fairs including Prowein and Vinitaly: two of the industry's most significant networking and business development platforms.
This international perspective is crucial as food and beverage trends increasingly favor Italian wines, particularly premium offerings like Amarone Classico. Her deep understanding of both company operations and global wine sector dynamics positions her ideally to capitalize on emerging opportunities in international markets.
General Director Daniele Accordini emphasized this continuity, noting, "Francesca has been part of the Cantina Valpolicella Negrar team since 2014, and over the years we have worked closely together. I am confident that Francesca, with her professionalism, in-depth knowledge of the market and the industry, and her strong personality, will be able to interpret and embrace the new dynamics of the commercial sector at their best."
Heritage Meets Innovation
Founded in 1933 by seven winegrowers seeking to protect their craft during uncertain times, Cantina Valpolicella Negrar has remained steadfast in its mission: safeguarding the land, enhancing its identity, and preserving excellence. Today, this food and beverage company produces approximately 10% of the entire Amarone Classico denomination, underscoring its central role in Valpolicella's story.
The numbers speak to the company's impressive scale within the food service industry:
- More than 140 hectares of certified organic vineyards
- Annual production exceeding 8 million bottles
- Global presence across 62 countries
- 245 dedicated growers contributing to the collective mission
This combination of heritage and scale provides Marastoni with a robust foundation for implementing her vision. The company's commitment to organic farming aligns with current food and beverage sustainability trends, while its global reach offers numerous opportunities for market expansion under her leadership.
Acknowledging Transitions in Leadership
The appointment also marks the end of Eva Maria Vanajas' tenure with the company. Cantina Valpolicella Negrar expressed "sincere gratitude to Eva Maria Vanajas for the commitment, dedication, and professionalism she has shown throughout her time with the company," extending best wishes for her future endeavors. This gracious transition demonstrates the company's commitment to maintaining positive relationships even during leadership changes: a hallmark of effective food and beverage management.
Strategic Implications for the Wine Industry
Marastoni's appointment comes at a pivotal moment for the beverage industry, particularly in the wine segment. Consumer preferences are evolving rapidly, with increased focus on sustainability, authenticity, and premium experiences. Her background in organic wine production and international market development positions Cantina Valpolicella Negrar to capitalize on these trends.
The decision to promote from within also reflects broader food and beverage industry recognition that deep institutional knowledge, combined with fresh perspectives, often yields better results than external hires in specialized markets like premium wine production.
Innovation in Traditional Markets
Under Marastoni's leadership, the company is well-positioned to bridge traditional winemaking with contemporary market demands. Her experience with trade fairs and international client relationships provides crucial insights into emerging food and beverage trends that could influence product development and market positioning strategies.
The organic certification of the company's vineyards particularly aligns with current consumer preferences for sustainable food brands and environmentally conscious production methods. This positioning becomes increasingly important as hospitality industry professionals seek suppliers that align with their sustainability commitments.
Looking Forward
As Marastoni assumes her new role, the food and beverage management community will be watching to see how she leverages Cantina Valpolicella Negrar's substantial market position. With the company producing such a significant percentage of Amarone Classico, her strategic decisions will likely influence broader market trends in premium Italian wines.
The appointment represents more than just a personnel change: it signals the evolution of a nearly century-old company adapting to modern market realities while maintaining its commitment to excellence and tradition. For food and beverage companies worldwide, this balance between heritage preservation and strategic innovation offers valuable lessons in sustainable growth and market development.
This strategic appointment at Cantina Valpolicella Negrar demonstrates how the food and beverage industry continues to evolve, with companies recognizing that the most effective leadership often comes from within their own ranks. As Marastoni takes on her expanded responsibilities, her success will likely serve as a model for other food and beverage services organizations seeking to balance tradition with innovation in an increasingly competitive global market.
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Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
