L'Italo-Americano

THURSDAY, AUGUST 10, 2017 www.italoamericano.org 28 L'Italo-Americano A n idea of Livio Bisterzo, Hippeas has now launched in America as a combination of two English words: Hippies and chickpeas - designed to push the strength of a movement and the resulting change. Livio Bisterzo, originally from Busto Arsizio, left Italy at 18 and moved to London where, after completing his studies, built up his career by working for some of the world's leading dis- tribution companies. The most recent experience before Hippeas has been the development of a luxury men's grooming range with a friend in London called Kyoku, targeting the premium end of the market. After selling his interest in that business, Livio decided to back a new enterprise: a drinks brand called Little Miracle, which he co-managed. It was a success and, over three years, he learnt a lot. After becoming an expert in marketing and product branding in 2015, he has launched this brand that is , already distributed to over 20,000 points of the most important American and British food-related businesses. Product packaging has received addition- al awards and is one of the strong points of these natural snacks. Hippeas are Healty and Good! Good is also the spirit that links the company's social mis- sion with DiCaprio and his desire to do good works in the world. The internationally-acclaimed actor joins his career with his commitment to the environment and all causes (including political ones) for the salvation of the planet. The mission is to create a business that expresses a cultural change, structured on eco-sus- tainable food production, in full respect of those involved in it and nature. With Hippeas Leonardo DiCaprio is also com- mitted to the Farm Africa pro- ject, an innovative charity that wants to reduce poverty by help- ing East Africa farmers grow more, sell more and at a better price. Bisterzo's products therefore respect not only the environment, but also people. People are more careful today about what they eat and what they drink. Information has helped to raise awareness of the food we consume in a new era of food-revolution. It is a revolution that starts from the bottom and is able to give smaller farms and enterprises power in the market- place. The millennial consumer no longer trusts in the big multi- nationals and increasingly choos- es the quality of those who are honest. "Honesty is fundamental," says Livio Bisterzo, founder of Hippeas, at L'Italo Americano, "behind every product there must be a story. The description of the products must tell the truth. It must be an honest story. " The food industry has to con- sider several very important fac- tors today: first of all product ethics. Livio Bisterzo does not hide the satisfaction of this earned success. You can win with a good idea, but nothing comes out of the case, especially when you have to struggle with the rules and tricks of the market. "My company today has 40 employ- GABRIELLA FERRERO Leonardo DiCaprio invests in an italian company: Hippeas, a new startup with offices in Los Angeles ees, but before building it, and before producing our product, there have been years of intense work. Additionally, when you build something new you must also be prepared for failures. I started out in business during university, I felt invincible. But I really wasn't. I had a couple of tough years, but that's a part of any entrepreneur's journey and part of the learning process. You must show real determination and resilience, also making per- sonal sacrifices." He tells it by browsing a beautiful yellow book that col- lects the prototypes of the pack- ages that are now on sale: on every page, graphically perfect, you can already see what the idea would become. A Carthusian job that does not miss the detail: indeed, it is the details in the marketing industry that make a difference. Timing is then what allows you to win. The talent is recognizing and devel- oping it before anyone else. Passion and drive for your idea is essential. Bisterzo travels at least three days a week and responds to the phone 24 hours a day: he considers work and pas- sion as important values in his life, but he still puts his family first. During our meeting, Livio thanked his wife for her support and continuous presence. He emphasized the impor- tance of reconciling time between business and family, and said he tries to spend the week- end with his three children and his life companion as often as possible. A life far, far away from what is perceived as Italian. But there is always a feeling, typical of we Italians, that makes you look back and wonder how it would have all gone, should you have stayed in Italy: "despite the pride of being born into a country that is home to culture and tradition, that pioneered many innovations, despite the pride of being born into the excellence of the best food in the world, I'm feeling lucky because I am here, with all my opportunities." This is the story of Livio Bisterzo, an italian guy who is winning America. And we're sure now: Leonardo DiCaprio is ready to surprise all of us, again, with his new, extraordinary ven- ture. Livio Bisterzo the founder and CEO of the snack brand Hippeas LOS ANGELES ITALIAN COMMUNITY

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