In this book I tried to answer the questions of those who are thinking about getting into the gelato business for the first time, but there is also much of value for those who want to improve the management of an existing business in a market that is in constant evolution. For this reason the book is divided into two parts.

The first part deals with becoming an entrepreneur artisan from the start. The second part takes a more in-depth look at subjects like marketing and communication, which had already been presented in a basic manner in my previous book il Gelato, come venderlo meglio. These subjects have become fundamental for the modern management of any business. This second part is useful for those who already have experience in the gelato business and who want to learn more about a subject that is evolving rapidly and considered critical to compete successfully in the market.

Roberto Lobrano
A second-generation gelato artisan with a degree in languages and master in international marketing, Lobrano has had years of practical and theoretical experience in the field of artisanal gelato. He has been consulting on the opening of new gelato shop concepts since 2001, and he is an instructor of marketing and gelato at a number of professional training schools, including Carpigiani Gelato University in Bologna and the Università dei Sapori in Perugia. He is a member of the Masters of Italian Gelato and of the movement Gelato Artisans for Gelato. His first book on marketing in the gelato shop was il Gelato, come venderlo meglio (Finedit 2005). He has published many articles in the most important gelato trade magazines and has his own blog on gelato and marketing in the gelato shop: icerockblog.wordpress.com.