The Difference Between Beginners and Professionals in Business: The Crucial Role of Logistics

A quote attributed to the famous American World War II general, Omar Bradley, says: “Amateurs talk about strategy, but professionals talk about logistics.”

This aphorism, although from a military context, perfectly applies to the business world. Indeed, a company’s success often depends not only on its strategy, but primarily on its ability to effectively execute it through well-structured logistics.

The Boom of Frozen Fresh Pasta in Italy

A practical example of this dynamic can be seen in the recent boom of frozen fresh pasta in Italy. In a country known for its strong attachment to culinary traditions, an unexpected market is emerging: high-quality frozen pasta. We’re not talking about the classic lasagne ready to be reheated in the microwave, but gastronomic products used by restaurants, hotels and bars to replace dishes prepared on the premises.

Among the protagonists of this boom is the Italian company Surgital, which recorded revenues of 123 million euros in 2023, marking a 50% increase compared to 2021. Surgital’s commercial director, Massimiliano Bacchini, explains this success by noting that “the prejudice against frozen foods still exists, but certainly less than a few years ago. And the lack of manpower has favoured the growth of demand for ready-to-eat and semi-finished dishes.”

The Impact of Logistics on the Frozen Pasta Industry

The key to this growth lies partly in the response of food service companies to the shortage of skilled workers. With fewer staff available, restaurants and other operators are increasingly adopting semi-ready products, reducing the need for in-house preparation.

However, the success of high-quality frozen pasta is not based exclusively on growth in demand. A crucial element is represented by logistics. Without an efficient cold chain capable of ensuring safe and fast transportation that preserves product quality, the entire sector could not have prospered. This highlights how well-structured logistics, are fundamental to supporting and growing a market.

The Importance of Logistics in Business Strategy

Returning to the initial quote, it becomes clear that a market strategy, no matter how innovative or ambitious, cannot survive without proper logistical execution. Business opportunities can easily vanish if they are not supported by an efficient logistics network. This principle applies to any sector: from food production to retail, to delivery services.

Case Study: Surgital and Quality Logistics

Surgital has demonstrated that logistics is not just a component of the business but the foundation on which success is built. The company has heavily invested in an advanced cold chain to ensure that its products maintain quality from production to final delivery. This investment in logistics has allowed Surgital to respond quickly to market demands and maintain high-quality standards, although increasing demand.


In summary, the boom of frozen pasta in Italy is a clear example of how logistics can be the determining factor between a company’s success and failure. Companies must continuously assess whether their logistical capacity meets market challenges. Without effective logistics, even the best strategies risk failure.

For anyone looking to undertake a new project or expand an existing business, the fundamental question to ask is: ” Is my company’s logistical capabilities up to the challenge? The answer to this question can determine the fate of the business. Investing in logistics is not just a matter of operational efficiency but a crucial strategy to ensure long-term growth and sustainability.

  • Relevant Quote:

“Amateurs talk about strategy, but professionals talk about logistics” (Omar Bradley).

  • Business Context:

The importance of logistics in business success.

  • Practical Example:

Boom of frozen fresh pasta in Italy, an unexpected product in a country tied to culinary traditions.

  • Example Company: Surgital:

Revenues of 123 million euros in 2023, a 50% increase compared to 2021.

Labour shortage has increased the demand for ready-to-eat and semi-finished dishes.

  • Success Factors:

Efficient logistics, key to the sector’s growth.

Investments in an advanced cold chain to ensure product quality during transport.

  • Conclusion:

A good market strategy requires good logistical planning.

Companies must assess whether their logistical capabilities meet market challenges.

Logistics are fundamental to supporting and growing a business, regardless of the sector.

  • Crucial Question for Companies:

“Is my company’s logistical capabilities up to the challenge?”


The Cold Chain:

The cold chain is essential to ensure temperature-sensitive products reach consumers in optimal condition, ensuring safety and quality.

Key Aspects:

  • Production:

Foods and temperature-sensitive products are prepared and immediately chilled or frozen to prevent bacterial growth and preserve freshness.

  • Storage:

Products are stored in refrigerated or frozen warehouses until distribution.

  • Transport:

During transport, products are kept at controlled temperatures using refrigerated trucks, aircrafts with temperature-controlled compartments, and refrigerated shipping containers.

  • Distribution:

In retail outlets, such as supermarkets and restaurants, products are kept in refrigerators or freezers until they are purchased or consumed.

Importance of the Cold Chain:

  • Food Safety: Prevents bacterial growth, ensuring foods are safe to consume.
  • Product Quality: Maintains organoleptic properties (taste, aroma, texture) and nutritional value.
  • Waste prevention: Reducing product deterioration, minimising waste and economic losses.


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