Miller Magazine Issue: 119 November 2019

68 MILLER / NOVEMBER 2019 Howdo the producer will “design” the durumwheat required? The input from the pastamakers and from themillers of durum wheat is not only fundamental for the design of the durum wheat needed, but it will also be fundamental and extremely useful as a marketing tool. The agricultural producer will be taylors making a product required by the industry, and thus will have the absolute certainty that this product will find a place in the good price range if the market. Designing durum wheat for the pasta industry Alex Bignoli Seward Project and Business Designer When the world talks about Italy, two things come up the mind: Food, ( the love of food and the quality of food), and Design, Italian de- sign throughout the world….Now what brings together these two special characteristics? Amongst others, the most prominent certain- ly is pasta. Italian pasta and pasta produced around the world has become and will be even more a design product, a product that sells on design and especially in the high end markets of the world. But how is pasta made, and what of? The answer brings us to the durum world. Pasta is made out of durum wheat, and only high quality durum wheat can be used for the pro- duction of high quality pasta. High class designers as Giugiaro, Pininfari- na and Bertone have designed pasta, cooking utensils and other related items to the food industry, and when high class design comes into the production of a food product this means that the consumer market segmenti s at the high end of the range….thus justifying the design of the raw material... This paper will explain the actual durum Alex Bignoli Seward is an economist by education, dedicated to the analysis of market trends and market preferences, active on the design approach to business and to the applied design of the agribusiness industry. Alex Bignoli was awarded the Strategic Design of the new Hamad Port Project terminal in Mesaieed, Qatar.