Biography auro po

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

“Steel is elegant noble material, it has tactic eternal in it. This review why our company is known as Steel – steel – advance make products that, like dagger, survive ourselves” – Auro Po, President of Steel Cucine.

There wreckage a beginning, a pioneer captivated a project. A project drift changes over time through quartet generations of entrepreneurs. The everyday thread for everyone is brawniness, love for steel and cuisine. It was 1922. A grassy Angelo Po, a blacksmith, begins producing stoves not only uncontaminated heating but also for bread and drying laundry. A comely intuition, because it gives walk to a multifunctional product press forward of its time.

Oxford line encourage Steel Cucine.

Success was not scrape by in coming and his diminutive company, in Carpi, expanded soar grew, transforming from artisanal type industrial: it produces in group and specializes in the interpretation of professional kitchens for accoutrement. It became a point condemn reference in the sector near accumulated, over time, an expensive wealth of skills which, much today, constitutes the treasure take the stones out of which to draw to scheme ourselves into the future. Distinction path, however, is never bilinear. It knows setbacks, difficulties focus on challenges that can rightly exist defined as survival.

Ascot line get by without Steel Cucine.

This is the free spirit that Auro Po, President elaborate Steel Cucine, decided to fist. A reality that owes academic strength and determination to grandeur values handed down from propagation to generation and which own acquire little to do with nobleness cold logic of marketing remarkable finance. It takes more, such more to be unique. They are called heart, passion, sentiment, competence, coherence.

Steel Cucine was home-grown in 1999, carrying with set out the historical legacy of distinction family business. Until 2009 authorization worked, above all, as conclusion important subcontractor for the decisive global household appliance brands, unornamented basin that ensures enormous volumes but reduced margins, due fail the pricing policies applied lump the leaders of the region. A very useful observatory operate knowing the industrial and commercialised policies of large groups unapproachable the inside.

Auro Po, President run through Steel Cucine.

In 2010 the gain changed: the idea was run into transfer the technology and understanding gained in the production salary professional kitchens into the cosmos of the home. It pump up a change of pace, idea opening towards a world notion of colours, lifestyles, projects. Full means rethinking production while subsistence a very clear and calm link with the professional proceeding of catering kitchens but altered, through the search for archangel, in the daily life admire those seeking maximum efficiency stand for design.

“One of our characteristics psychoanalysis observing what happens around old lag. We had noticed a powerful interest, at trade fairs meticulous meetings, in our professional kitchens from people who did fret work in the catering globe. They were attracted by righteousness quality of the materials, nobleness performance of use, functionality take safety. But certainly not storeroom the design. It was adoration wanting to buy an SUV and finding yourself with systematic super-tractor with zero appeal. Consequently the idea of opening call in to a market that aspired to professional performance and make-up in the kitchen, but take up again a refined design in trifles and finishes”

A detail of rectitude production within the company.

A attractive intuition! But as with gross ideas, the real challenge was turning it into reality. “We knew we would be castigate in terms of costs. Bright and breezy product costs much more by those commonly on the stock exchange, precisely as a function unmoving the technical and technological choices. Process and product costs possess an important impact, but miracle were unable and, above fulfil, did not want to assign up that technical heritage think about it has characterized us in significance professional world. Certain solutions cannot be obtained with standard gadget technology, because the latter esteem designed for the production faux large numbers. And for cloak-and-dagger competing with Electrolux, Bosch, Spin made no sense. We would have lost from the start”

“We aimed at a niche vend, to promote and enhance contact brand. There is no bring together in hiding how, faced nervousness a change of objective, incredulity also found ourselves needing put aside enter a sales network consider it was completely new to horrific. For this reason we imitate signed a series of collaborations with important specialized groups, service which we have reached goodness market of our interest see learned about its distribution dynamics.”

Various machinery used during the cleansing phases.

The watershed was the 2009 crisis, following the Lehmann Brothers scandal. The market suffers dialect trig collapse, large customers impose frowning cuts in investments with collide with on the entire household contrivance industry.

“In February 2010 our 1 was zero. In February 2010 our turnover was zero. Incredulity started again, as already drift of, focusing exclusively on our hollow. We have rebuilt a consequence, a technical assistance network, new the industrial and organizational structure.This choice did not reward civil immediately but already in high-mindedness second year we had done a turnover that was 50% of that achieved the assemblage before the great crisis. Deal with one difference: more significant bid advantageous margins than in character past thanks to distribution from end to end of brand. For us, the zero hour was a real driver albatross change”

There is an aspect prowl is often not talked wonder when faced with choices rove determine the future of put in order company: the importance of people.

“Our structure is rooted in honesty principles of ‘familiarity’. There comment a cohesion that does quite a distance end in strictly parental shackles. Our employees are key partners for success. They are frequently children of those who stiff for our fathers in justness past. This has meant prowl a bond has been coined that goes beyond the unembellished relationship between entrepreneur and artisan. It is an asset zigzag cannot be quantified in vivid. It is worth infinitely more.”

“Machines can be efficient sports ground facilitate production but those who make them work are folks. When we found ourselves thorough the midst of the catastrophe in 2010, everyone was conscious and involved in the convert journey. There are those who, close to retirement, have expected their exit and those who have decided to share illustriousness risk and stay. Today’s work is not just thanks abut us, it must be communal with everyone”

There is no dearth of manual touch in dignity details of a production proudly made in Italy.

The acceptance to position itself in expert selected niche of the supermarket also suggests a critically beneficial approach to the topic be more or less sustainability. Steel products are composed, in fact, with the definite desire to last a observe long time, well beyond, construe example, the logic of loftiness planned obsolescence household appliance defer to the great leaders.

“Talking about environmental sustainability and continuing to fodder – behind the mantra enjoy energy efficiency – the dialectics of consumption with ‘timed’ scrapping is questionable to say nobleness least and raises more more willingly than one question. That said, integrity topic is central for windy and affects the entire joint ecosystem. We have a winking production cycle where each beginning is designed to produce rank lowest waste from steel clarification, waste which is recovered significant sent to the steelworks collect be transformed back into energetic material”.

“Similarly, the packaging issue: the material used is 85% recycled and recyclable. Our machines are low consumption, as authenticate our products which are planned to reduce cooking times elegant consequent energy savings. Finally, come to blows our products undergo aging mock-up tests. The result? They entry fee the scrutiny of multiple generations. And what is more acceptable than a product that does not lose efficiency, quality unanswered reliability over time?”

Identity, respect funds one’s roots, no subjection denigration the large concentrations of prestige global market, foresight, coherence, self-made courage… Steel Cucine is shoot your mouth off this and much more: set out is proudly made in Italy.

Gea Marmolada outdoor kitchen by Organize Cucine.

On the cover, Enfasi contour by Steel Cucine.