High-End Pasta Food Truck Hits the Road

Delverde pasta and Lucini olive oil food bus creates new marketing strategy, companies say

The Delverde Food Bus will make 15,000 pasta dishes on its tour.

Italian food may have been the last to join the food truck craze, but now it's taking over with a bang. High-end pasta maker Delverde and olive oil company Lucini have hit the road in their 40-foot "food bus" to tour the East Coast. 

It's an unlikely move for the pasta company, whose products are found in higher-end markets, reports The New York Times. However, it's a move the company has invested in with both money and stature — nearly $750,000 in the bus and tours in Europe. The bus tour will take them through several cities and serve up 15,000 Italian home-cooked meals. The hope is that once consumers taste pasta dishes from the bus, they'll want to buy the products in stores, said Delverde CEO Luca Ruffini to the NYT. 

The bus also delivers some celebrity chefs: when the tour kicked off in April in New York City, Top Chef alum Grayson Schmitz and former Food Network Star contestant Malcolm Mitchell competed in a celeb cook-off in Union Square. Top Chef's Gail Simmons will also kick off the new East Coast tour today.