Since 1877, family-owned Barilla Group has been striving to provide its consumers with Italian cuisine that is healthy, eco-friendly and helps to build a strong community. For Jean-Pierre Comte, President Region Americas, engaging consumers on an individual level is the key to breaking down any barriers that may prevent them from buying Barilla products. According to a recent study done by IBM, a growing number of CEOs believe that customer influence should extend beyond traditional activities such as developing new products. In an industry in which pasta can be perceived as boring or inconvenient, it’s up to Barilla to find creative and innovative ways to break down consumer barriers. Find out more about Jean-Pierre Comte’s efforts with Barilla in this interesting BizCastHQ interview.