Manifesto on Food and Wine Gifts
Every business grows thanks to its relationships with staff, suppliers and customers. Within this network, a gift is much more than a simple gesture: it is a tangible way of expressing gratitude and care, and of conveying the company’s values. A food and wine gift adds something extra: it speaks of conviviality, local heritage and Italian excellence. It is not merely an object, but an experience to be shared and cherished.
Why a Manifesto?
For over sixty years, like Longo, we have been helping companies select and create food and wine gifts. Over this time, we have seen just how much a thoughtful and genuine gesture can make a difference, strengthening relationships, opening up dialogue and building trust. We have decided to bring this experience together in this Manifesto: ten principles transformed into a more comprehensive and accessible guide. These are not rules, but an invitation to experience the gift as a moment of genuine gratitude and a means of positive communication.
The 10 principles
01
A corporate gift is a token of appreciation
It is a genuine way of recognising all those who contribute to the company’s success. Not doing so means missing out on an important opportunity to build relationships.
CASE HISTORY
After years without giving gifts, a manufacturing company introduced a regional food and wine hamper accompanied by a card signed by the CEO. The result: enthusiastic staff who proudly shared the gift on social media, fostering a genuine sense of belonging.
02
Choosing carefully is a form of respect
Every product selected, every detail of the packaging, speaks volumes about how well the company understands and respects the people with whom it shares its journey.
CASE HISTORY
A financial consultancy firm switched from standardised gifts to thoughtfully presented hampers with a personalised message for each client. Many expressed their gratitude not only for the gifts themselves, but also for the feeling of being recognised.
03
A tangible gift leaves a mark
A gift voucher is impersonal; it doesn’t stir any emotions. A thoughtful, original and beautifully presented gift conveys attention, care and respect.
CASE HISTORY
Neuroscience shows that tangible objects play a key role in memory: multisensory input, emotional context and symbolic value all reinforce the memory of the action.
04
It’s a decision that comes from the top
A corporate gift must also be endorsed by senior management. Only then does it become a genuine expression of the company’s vision.
CASE HISTORY
A technology company has given its Christmas gifts a new twist with locally sourced products and greeting cards signed by the CEO. Customers have responded with spontaneous messages of thanks.
05
It is an opportunity to communicate
It may contain a message of good wishes or a note signed by the management: simple ways of conveying values, vision and a shared direction.
06
Packaging is part of the message
It must neither be trivialised nor overemphasised: it must be reusable, consistent with the corporate identity and sustainable. Because form, too, conveys a message.
CASE HISTORY
A fashion company opted for sturdy, elegant boxes that can be reused as document holders. Many recipients have kept them, extending the life of the gift beyond the moment it was opened.
07
Quality, not quantity
It’s better to offer a small selection of carefully chosen, original products with a story behind them. A gift that surprises, tells a story and is remembered.
CASE HISTORY
A pharmaceutical company has replaced lavish but cluttered gift sets with a minimalist, high-quality selection, accompanied by a personalised note. The partners appreciated the understated style.
08
Solidarity and gratitude: two distinct moments
Solidarity is a value worth upholding, but it must not take resources away from an initiative designed to reward those who work for the company. It is time set aside for employees, suppliers or customers.
CASE HISTORY
A pharmaceutical company has replaced lavish but cluttered gift sets with a minimalist, high-quality selection, accompanied by a personalised note. The partners appreciated the understated style.
09
Not buying a present is a false economy
To go without this gesture means missing an opportunity to strengthen the relationship. A tangible gift fosters connection, creates lasting memories and inspires gratitude.
CASE HISTORY
57% of recipients still remember the company that gave them a gift, even two years later; 76% of managers regard it as an effective tool for strengthening professional relationships; companies that maintain this tradition record higher customer retention rates (+15% on average). Source: Longo internal analysis.
10
Every gift says something about the company
The recipient senses the spirit of the gift: whether it is cold or generous, whether it is hasty or well thought-out. This is where the true significance of a company’s gesture is measured.
CASE HISTORY
An industrial group committed to sustainability has produced a gift set made from recycled materials and containing organic products sourced from local suppliers, thereby reinforcing its image as a responsible organisation.
The current context and market trends
Food and wine corporate gifts are now taking centre stage, driven by four trends that are redefining the way in which companies choose to thank the people they work with:
Post-pandemic
There is a growing desire for concrete gestures that convey closeness and genuine connection.
Made in Italy
Products linked to the local area and craftsmanship are perceived as being more valuable and distinctive.
Sustainability
Demand is growing for reusable packaging, low-impact materials and short supply chains.
Experientiality
Companies are looking for gifts that combine taste, storytelling and memories – not just a product.