Fridocks is a leading operator in the cold chain logistics industry, based in Pozzolo Formigaro, in the heart of Italy’s bustling industrial golden triangle (Milano, Torino, and Genoa). Recently, it became a part of CubeCold, a rapidly expanding platform of cold storage facilities across Europe.

Founded 70 years ago, Fridocks has evolved from a modest ice-making operation into a leading name in cold storage and transport. Today, it offers a world-class end-to-end solution for its customers, including a dedicated 45,000 pallet positions cold store.

Fridocks specializes in the storage and distribution of a variety of prepackaged goods including frozen or deep-frozen products, chilled goods, confectionary products, raw materials for food and pharmaceutical industries, and foodstuffs in general.

Federico Marsi, the third (and with his two sons, the fourth) generation of Marsi family running Fridocks, shares the journey of this remarkable enterprise, offering insights into the challenges and triumphs of building a business that has weathered the test of time: “We’ve always served the customers who have turned to us even in more difficult market phases.”

“We have succeeded in making our customers’ needs our own and making our way of working increasingly loyal to their needs”

Federico Marsi, CEO of Fridocks

Ice Beginnings

The company’s origins date back to the 1950s when the Marsi family first ventured into food preservation by producing ice. As Federico Marsi notes, “I believe that 70 years ago my grandfather had a great intuition and started to develop the business of making ice for food preservation.” This initial venture laid the foundation for what would become a much bigger operation.

In the following decades under Federico’s father, the company expanded into larger warehouses and extended its services to meet the needs of Italy’s flourishing frozen food industry. A key development came in 1977 when Fridocks became a customs warehouse to accommodate the increasing imports of frozen products from outside Italy that local food processors utilized. This pivotal change marked the beginning of a new era for the company.

Navigating Growth

The expansion of Fridocks was far from accidental. It was a testament to strategic market positioning, robust relationships with business partners, and an unwavering commitment to customer service. Federico attributes this growth to “our knowledge of the market, our contacts with port freight forwarders, our expertise in being able to solve all our customers’ problems,” and the introduction of specialized working procedures that resonated with client needs. This customer-centric approach has allowed Fridocks to grow alongside its clients even during difficult economic periods.

The Pillars of Success

When asked about the key to running a successful cold storage business, Federico offers a dual focus: “One eye on professionalism, one eye on the budget.” And, indeed, running a thriving cold storage operation requires a balancing act across multiple fronts.

“Respecting set temperatures means respecting our customers’ goods. Thinking in good time about staff training, being attentive to market changes, knowing and evaluating competitors’ projects, being informed about new technologies,” explains Federico.

“On the other hand, is financial sustainability, given by a balance between tariffs and costs, maintenance of buildings and installations, and management of investments capable of giving you an economic and competitive advantage.”

Overcoming Adversity

The path to success is seldom without obstacles, and Fridocks has had its share. In an industry dependent on broader economic conditions and clients’ commercial needs, adapting to change is paramount. Over the years, Fridocks has navigated changing macroeconomic variables, significant industry changes, and crises like COVID-19 and electricity price hikes.

“Since 95% of our food products (raw materials or semi-finished products) are destined for industrial processing for the end consumer, we depend on the commercial strategies of our customers, the purchasing power of households, and their spending adjustments,” adds Federico. “Energy supply costs are also significant: you can do everything right, but if you cannot control the cost of energy, your company goes out of business.” Yet, it is the company’s solid financial structure, adaptability, and professionalism that have enabled it to navigate challenges successfully.

Celebrating triumphs

Federico takes pride in the company’s achievements, particularly in the relationships Fridocks has developed with its customers, viewing their trust as a cornerstone of the company’s success. “The greatest satisfaction comes from having grown together with our customers, from having developed our business, from having established important personal relationships with them,” underlines Federico.

“Success is being rewarded by your customers, gaining their confidence when they entrust you with millions of Euros worth of their goods and being able to meet their needs.” This sense of partnership, combined with a professional and dedicated crew, has been instrumental in Fridocks’ achievements. “Our organisation is made up of women and men who have developed a high sense of belonging to the company,” adds Federico, underscoring the value of a committed team.

But it was also the Marsi family’s dedication to the business and their readiness to step in whenever necessary that have shaped Fridocks into what it is today. “My family has always been directly involved in the company’s activities, organising the work, the customers, and the services offered. Always present and ready to intervene personally if necessary.”

Looking ahead

Joining the CubeCold group is the next strategic move for Fridocks in an industry where innovation and collaboration are key to staying ahead of the curve. “Fridocks has demonstrated its ability to grow and consolidate its market position over the years, but today to grow further it needs to plan for larger investments,” underlines Federico.

“Joining the CubeCold platform will, in my opinion, bring many advantages including being able to count on new financial strength for new investments, being able to create group synergies, and being able to increase business through the development of collaborations with other platform partners.”

In line with its growth strategy, Fridocks has recently begun the expansion of its cold storage facilities at the Pozzolo Formigaro site. This expansion project aims to meet the increasing demand for refrigerated storage solutions in the region and further solidify Fridocks’ position as a leading player in the Italian cold chain logistics market.