De-commodifying Durum Wheat

Unlike many processed grain-based food and beverages, pasta is made almost exclusively from one ingredient: durum wheat semolina.

People can be fussy about the quality of pasta, making it relatively simple to de-commodify. Offering new emotions and attribute to consumers could work to brand some pasta as ‘better.’

Supplying emotions in a brand is the basic work of storytelling and marketing. These days, selling attributes requires measurement, reporting, and validation – the fast-g…