LA ROSE BLANCHE

The secret of performance

In order to better grasp the foundations and secrets of the performance of La Rose Blanche, one needs to appreciate, first of all, the values on which the Group rests. This means, in other words, knowing the historical process of this success-story, then appreciating the integration and the structuring of the Group, as well as the chief assets that have contributed in the remarkable rise of the brand name.

Account of a success-story: La Rose Blanche Group is heir to a milling trade dating back to 1901, that is, over a century ago. Its know-how has accumulated over several generations of millers who knew how to combine traditional processes with state-of-the-art equipment. Today, the Group is a leader in food processing in Tunisia, with a staff-body of 460 employees distributed over 9 compagnies. The latter operate in a perfect synergy that allows them to have control over the chain of selection, processing and commercialisation of wheat and its noble derivatives.

Established in 1997, the Pâtes Warda compagny has specialised in the manufacture of pasta and couscous. By integrating the highly competitive branch of pasta, the Group has managed to ensure sustainability of its semolina making activity by supplying 70% of the raw material. The success of La Rose Blanche pasta was not late to come, since—as from from the first year—it cut itself over 10% of market share in a sector that was, already, almost saturated. That was, indeed, thanks to the qualitative superiority of its products which attracted the consumers.

Since then, the Société Pâtes Warda has almost trebled its sales, with a production capacity of about 230 tons/ day.

This rests on Noble Values. Indeed, the three values on which the success of the brand name La Rose Blanche rest are: Purity, Generosity and Conviviality.

Above all, purity of the raw material: the pasta is made from 100% of durum semolina, carefully selected according to very strict criteria. Then, generosity of the senses: both firm and soft texture, a rich and refined taste which gives you a good feeling of well-being and great moments of pleasure. And finally conviviality of the moment: a magic moment when we relish a good dish of pasta in the family or amongst friends.

Pasta: all benefits, at all ages = intelligent energy. The benefits of pasta, in terms of nutrition, are so many at all ages of life.

Indeed, in view of their composition, pasta distill their benefits throughout the episodes of life. For children, pasta is a source of energy necessary for good growth. Vitamin B, contained in pasta, is necessary for the overall metabolism, as well as the balance of the nervous system, while magnesium and the basic nutrients boost the body resistance during long schooldays.

Elderly persons, who often experience nutritional misbalances, find in pasta the slow-acting sugars necessary to their balance. Active adult persons, who spend a lot of energy, need pasta « to manage » throughout hectic days. Pasta has a soothing character which efficiently combats stress and boosts intellectual stamina. No more « whacking » with pasta. Pasta is also the athletes’ partner:

The slow-acting sugars keep on diffusing energy throughout the effort exerted, without a drop in momentum. A good mineral balance of the body is maintained thanks to a rehydratation of the body system. A large number of sportsmen consume pasta before sports events, since pasta allows best control over the physical effort – mental concentration ratio.

Pasta-cooking = A Mediterranean ritual!!

Succeeding to have high quality cuisine in matter of pasta is not only a science that is taught in tourism schools, but also an art, a calling, an alchemy that are acquired by experience. This depends at once on the ingredients that we use, namely olive oil, the spices and the tomato paste . . . ; yet, if you use pasta that has taste and quality, it is already a key asset. Think, then, of La Rose Blanche pasta. Enjoy it! Do you know a dish as succulent as a dish of spaghettis with seafood, perfumed with laurel leaf, for instance? And think of spaghettis Bolognese: can you resist the temptation long, even when you did already eat lunch one or two hours ago? Now perfumed with basil? I, for my part, cannot! For it is simply succulent. Al dente, of course! And, what about pasta with tomato sauce, with a mere seasoning of grated « Sicily cheese », or else noodles with butter, how soft to the taste! It’s really a treat, especially when the pasta is La Rose Blanche!!

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