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Loacker, naturally: dedicated to producing only the highest-quality wafer products, Loacker AG-SPA has combined environmental awareness with visionary technology and astute marketing to reach the top of the mountain.

Article Excerpt
When Armin Loacker began looking for a new site for his headquarters and manufacturing center in the early 1970s, he did so with one prerequisite in mind: the place had to be conducive to ensuring product quality.

Founded in Bolzano, Italy, by his father, Alfons in 1925, A. Loacker AG-SPA had evolved from its small pastry shop roots to being a major supplier of premium wafers throughout Italy. With the development of the first fin-sealed, stay-fresh packaging in 1967, the company was able to quickly expand its distribution, which in turn fueled sales for the portable, tasty snack.

Such growth led to a need for additional manufacturing capacity, and thus the decision to seek larger quarters. The quest for space had prompted many within the business community to assume that co-owners Armin and his sister, Christine Zuenelli-Loacker, would find another facility in Bolzano.

But as Armin explains, "Our strategy focused on ensuring demand for our products, not on facilitating logistics. Moreover, it's very humid in Bolzano [the northeastern city lies in the valley of the Dolomite mountain range], which isn't very conducive to baking. Also, I wanted--in addition to good water--clean air for my products."

The decision to locate his headquarters in Auna di Sotto (also known as Unterinn in German), a small village two-thirds of the way up toward the Rittnerhorn plateau that basks in a glorious view of the Sciliar Mountain, had many of the local businessmen questioning Armin's judgment.

"Many of them thought I was mad, certainly crazy," he says. "They pointed out to me that I needed to have my manufacturing center near a road in or leading to the city for easy access. But because I had driven from Bolzano to Unterinn several times making deliveries and visits, I knew that the trip didn't really take any longer than 15 minutes. Moreover, I'd rather have the right quality product that people want than proximity to a major thoroughfare. Besides, I wanted my employees to work in an area where people go on holiday."

With the towering Sciliar Mountain providing an unparalleled backdrop for both production and office workers [the plant incorporates as much natural light into the facility as possible], the sheer natural beauty surrounding the 15,000-sq.-ft. facility has provided the underpinning for the company's philosophy; a philosophy that stresses being completely in tune with the environment while simultaneously remaining several steps ahead of conventional thinking.

It is, in fact, that slightly unconventional tact that permeates the Loacker organization, one that's focused on not only producing the highest quality wafers possible, but also committed to leading and expanding the category through innovative confectionery permutations, such as its Gran Pasticceria line that debuted...

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