Italian milling equipment manufacturer Ocrim S.p.A. in October launched a new magazine that emphasizes the company's historical and cultural roots more than its milling technology.

Guido Santi, who heads up Ocrim's marketing and advertising, said his goal was to produce a marketing piece different from typical advertising channels.

"We think it is important that people know Ocrim not just on a technical level but also on a personal level," Mr. Santi told World Grain during a recent trip to Cremona and northern Italy. "We are proud of our deep roots and historical and cultural traditions."

The premier issue includes several pages of stunning photography of Cremona, a town best known for being the birthplace of the Stradivarius violin. The opening photo pages show the Town Hall square, Cathedral and Baptistery, Cremona's religious and civic center. Other articles highlight Libya ("a country looking ahead to modernization without denying its own rich traditions") and the state of Texas in the United States ("a frontier land that combines technology and tradition") — two regions in which Ocrim has installed milling plants — but again focusing on cultures instead of technology.

"Through the combination of beautiful pictures and words, we take pleasure and pride in showing you who we are and what we do," writes Giuseppe Ghizzoni, president, in the magazine's opening editorial.

"Continuous technological research and experience have allowed us improvements resulting in state-of-the-art milling plants. Our seriousness, care, and dedication to this task has had its rewards: our world expanded. Cremona became Italy, Europe, the world."

Ocrim plans to publish three issues a year. More than 10,000 copies have been sent to customers, banks, governmental agencies and other organizations. "We want to be on the desk of every potential customer," Mr. Santi added.

To receive a copy of magazine, write Ocrim at via Massarotti 76, P.O. Box 155, Cremona 26100, Italy, or telephone 39-0372-4011; fax 39-0372-412-692.