Barilla makes 'wet pasta' for the wok

Guido Barilla, chairman of Barilla Group, the world's largest pasta company, emphasizes the importance of "made for the people" when he talks about the company's global strategy.

At a recent event in New York where Barilla, 54, the family business's fourth generation, launched a biography of his late father, he revealed the company's ambitious plan to tap into emerging markets, with Brazil and China topping the list.

"China is by definition an extremely important market for every food producer, and China is an immense market for us" among the emerging markets, he said, adding that Barilla is focusing on developing its business in emerging economies.