Introduction to the Series on Small Business Post-Katrina

The New Orleans region has been coming back in significant ways.  Tourism and the port have generally returned to pre-Katrina levels.  Not so for the small business base of the region.  It’s erosion can be seen by just strolling down streets, in malls, and in neighborhoods affected by the Hurricane.  The following series on small businesses’ efforts emphasizes the importance of services delivered by the Small Business Development Centers of the region.  Such services are in conjunction with area universities and focus on practical needs, planning and action steps.   In addition, these services are free of charge.    

La Divina Gelateria & Caffé

So, have you had a gelato, yet?  You don’t know what you’re missing.  This taste-packed frozen alternative to ice cream is lighter and better for you.  Italian gelato artisans, Carmelo and Katrina Turillo, co-owners of La Divina Gelateria & Caffé, know that and have spent years mastering their art in Europe, only to bring it back to New Orleans, the City they love.  Along with their specialized equipment, and a totally health-conscious way of life, that is.  Despite delays of post-Hurricane Katrina, La Divina opened February 2007. 

When you walk into La Divina at 3005 Magazine St., you will find yourself in a smart, contemporary, inviting eatery.  But that’s not all you’ll experience.

The Turillo’s health consciousness philosophy has taken them to another level.  “Did you know that La Divina is the only gelateria in Louisiana that makes its products from scratch? …Everything you eat here is home-made, using only fresh, natural ingredients – organic whenever possible, as well as hormone-free and chemical-free,” confirms Katrina (no relation to the Storm!).  It’s also on La Divina’s promotional pieces, such as the table tents. 

La Divina products, for the most part, come from local sources.  Fruits, eggs, nuts, and other perishables come from the farmers’ markets.  They have a baker that produces fresh breads for them daily.  The same goes for coffee and milk.  We’re talking local plus environmentally sound choices – no hormones or chemicals. 

The Turillos are definitely tuned in to the environment. “When we decided to open La Divina in post-Katrina New Orleans, we felt we had a special obligation not only to authenticity but to using the best environmental practices as well,” notes Katrina.  They are careful to use recycled materials, like their cups that are made from corn and fully compost-friendly.  They also compost unused parts of fruits and vegetables, and even coffee grinds. 

The Gelato Trend

The Turillos are riding a trend that has recently been gaining popularity in New Orleans.  The added features of local provisioning, made from scratch, and environmentally safe ingredients add a twist that puts La Divina in a category by itself. 

The concept of the gelateria is perfect for New Orleans.  Why?  Well, imagine tasting (Pontchatoula) strawberry gelato or sorbetto, which is now in season, in the company of family, friends, or business associates, or by yourself as you read or people watch.  The foot traffic, the shops, and the architecture of Uptown/Carrolton are reminiscent of Europe and other international cities with that European charm.  That is precisely the social context in which the gelateria & caffé fits well.  As Katrina says, “We wanted to locate where families gather, there are young and old, and people enjoy being out in their community.  They are connecting with each other, and shopping and eating as well.”

So, what is gelato?  Is it Italian ice cream?  It’s Italian, but not ice cream, technically speaking.  According to the National Association for Specialty Food Trade, Inc. (NASFT), the lower fat content in the gelato (5 – 8 percent) takes it out of the realm of ice cream (over 14 percent).  That’s because ice cream is made from cream and gelato from milk.  Those who sell gelato also sell sorbetto, the water-based version.  So, for those of us who voluntarily want to, or involuntarily need to, watch our diets, gelato or sorbetto is a great alternative.  After all, who doesn’t like frozen treats, especially in the warm climates of the Southern states?  In fact, no matter where you live, frozen treats tend to be one of consumers’ favorite indulgences, says NASFT.   

Knowing that gelato or sorbetto are acceptable diet alternatives doesn’t make either one tastier than ice cream, right?  The taste comes from the preparation.  There are two ways gelato makers create their product line:  using a base bought from out-of-state wholesalers and then adding ingredients; or, making everything from scratch with local inputs.  The advantage of making from scratch is that the artisan can bring out the taste of the fruit and nuts better.  As Carmelo explains it, gelato- or sorbetto-making is like chemistry: there are solids, liquids, sugar and temperature to be mixed optimally.  The result is a gelato or sorbetto with great texture, one that freezes well, and enhances the flavors of the seasonal fruits and nuts. 

Carmelo learned authentic gelato-making where else but in Italy, his family’s home country.  Part of the artistry is also due to new technology.  The Italian equipment the Turillos imported can create a mousse texture without the bad ingredients.  In other words, in today’s world you don’t need fat to make a frozen treat taste exquisite. 

A different gelato and sorbetto, and a different gelateria. too.  This also holds true for the café side of the business.  Remember the full name of this enterprise is La Divina Gelateria & Caffé.  So, aside from gelato and sorbetto, Katrina and Carmelo serve up pastries, salads, Italian coffees, and a fuller menu of panini than you might normally encounter.  This includes breakfast, lunch or later-in-the-day items.  Panini (singular panino) are basically toasted or pressed sandwiches made from ciabatta bread, an Italian wheat and yeast bread, which is baked fresh daily for La Divina.  The panini are prepared at La Divina with the same dedication as the gelato and sorbetto. 

SBDC Support

Just about now you might be asking how in the world could a fresh startup business possibly survive the post-Katrina era in New Orleans.  For all the bad rap the City has gotten about poor business climate and business supports, there are some tried and true programs out there that have been making their mark one business at a time.  Just one small business at a time might not sound very sexy, but it surely adds up after decades of such efforts. 

In this case, the Loyola SBDC (Small Business Development Center at Loyola University) in conjunction with a senior marketing class at the School of Business is helping out.  Professor Tom Hickman’s final marketing course for graduating seniors, called the Capstone Course, is at work for La Divina.  The students prepared marketing strategy proposals presented to the Turillos at end of semester, December 2007.  The class was divided into three student teams that developed three different plans.  The plans  included analyses of the marketplace and competition, marketing mix, and budget and all that they involve.  Can you imagine the value of this experience for a small business person? 

Thanks to these kinds of programs – some combination of universities, foundations and government agencies, generally speaking – the Turillos are able to test their vision of growth and expansion.  Their plans include expansion of their production facility at their present location, 3005 Magazine St., and, thus, satisfy wholesale clients as well as retail, and also open a second retail storefront in the French Market early 2008. 

So, the next time you’re out, in that delightful part of town, visit La Divina Gelateria & Caffé.  Taste the home-made gelato, sorbetto, panino or café.  You are helping the extended local economy, aside from getting a delicious treat and social enjoyment.  Keeping small businesses, like La Divina, humming here in New Orleans is of utmost  importance.  That’s the sound we all ought to be hearing: the humming of innovation, of activity, and of true revival. 

Some gelato favorites now in season:

Azteca = chocolate with cayenne, cinnamon and honey

Bacio = chocolate and hazelnut

Crème Brulée = gelato made with custard and crystallized sugar

Crema al Rhum = Egg Nogg

Fragola = strawberry

Cocco = coconut

Stracciatella = chocolate chip

Sweet Potato Pie 

Some sorbetto favorites now in season:

Pompelmo Campari – Grapefruit and Campari (a type of bitters)

Limone Sorbetto

Pineapple Mint

Strawberry Balsamic

Satsuma Fennel

Turbo Dog Chocolate – Abita Beer Co.’s dark ale using chocolate malt as one of its ingredients

Some panini favorites:

La Bomba – Prosciutto di Parma and tangy chevre cheese with a spicy pepper sauce on thinly sliced focaccia bread 

Tonno – Italian wild caught tuna and artichoke salad with homemade purple tapenade mayonnaise and diced, farmer’s market tomatoes on ciabatta bread

Verdura – Roasted farm fresh vegetables – zucchini, eggplant, and red pepper – with fresh Italian buffalo mozzarella, basil infused in extra virgin olive oil on ciabatta bread

By

Gina Nádas, M.A., M.B.A.

Consultant, Economic Development

     & International Trade Projects

New Orleans, LA

(504) 858-0903  fax (504) 831-6969

gnadas@cox.net 

If you would like your small business featured, contact Gina at gnadas@cox.net

 

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