Ask Italian businessman Enzo Peroni to define the most enriching aspect of his life and there's no hesitation in his reply."Café Buongiorno," he says with a smile.

Patrons of his popular Italian restaurant on Sukhumvit Soi 33 would no doubt agree, but this is only one part of Peroni's business interests, which include an industrial machinery firm in Hong Kong and a line of biscotti specialities that have become firm favourites of Bangkok's coffee drinkers since he introduced them 10 years ago.

He says the restaurant and the crunchy Italian cookies link him to his family and hometown in Tuscany. Now he's planning to take his biscotti to the world.

"This idea is going to stun my family," Peroni says with a big grin.

Now in his 50s, Peroni moved to Asia at the age of 29 and has a deep affection for his adopted land. His business and restaurant interests aside, he also gives lectures about Leonardo da Vinci at Chulalongkorn University, holds emotional-intelligence classes at Assumption University and regularly practises tai chi.

He says he is able to maintain several interests by training his brain.

"It's not enough to learn the basics; you have to study the details. You need to be really

motivated in everything you do," he explains. Flexibility is also essential, as is trust.

"I was one of the few people not to be affected by the 1997 economic crash. I switched from importing from Europe to Asia, to exporting from Asia.

"But I also had to expend a lot of energy in working with new people in a different role. It meant dealing with countries in different time zones, like the US, Saudi Arabia and Sweden, and understanding different cultures.

"I had to develop my knowledge of psychology and anthropology to build up my customers and become a good buyer. Then I had to build up trust."

Peroni finds running Café Buongiorno easier than his other businesses because he has more time to think about it.

"I started the cafe because I missed Italy. It brings the family together and means we see each other more often. I brought with me the biscotti recipes that have been in our family for generations."

His wife of 25 years makes sure that the recipes are translated and baked true to their origin by their many bakers, while Peroni trains and directs his management team - many of whom have been with him for several years - to care for his overseas franchises.

"We're currently producing 30,000 biscotti a month, which includes our supply to Starbucks. We're aiming to increase to 100,000 pieces monthly when we move to our new 800-square-metre production centre in the Sarasin area later this year, with our new joint-venture partners for the Thailand market. Our partners have a strong background in production facilities, banking and property. New facilities, from which we intend to export to the US and other areas, are also under consideration.

"From there, we will supply our local market in Samui, Chiang Mai and Phuket and begin exporting. We are also aiming to set up 50-sq-m 'Biscottificios' - or kiosks - in all major department stores."

Peroni has already found a franchise partner in Singapore and a new production centre in the city-state is slated to open in July.

He's also received offers from potential franchisers in Dubai, Hong Kong and China and will pursue plans for production facilities when the time is right.

"In the past, I spent maybe 10 per cent of my time at Buongiorno. That will have to change with the expansion of the production centres," he says wistfully.

He has an extraordinary vision for marketing, and his solid experience gives him confidence.

"I have a gift. I know how to shape up a business and build it up from zero. You cannot remain at a certain level. With the right marketing, people will follow you."

He even ships the traditional jars for biscotti from Italy to add authenticity to his product.

"To succeed in business, your network must be good and, above all, you must be professional."

And Peroni is certainly professional, as evidenced by the manual he has prepared to introduce his biscotti to the world.

"Paperwork is very important, so I have prepared everything in advance. All the laws have been researched and included with the lists of ingredients, the training required and the employment terms, in a master manual for the production centres."

Peroni, who usually works between 10 and 12 hours a day, is planning to gradually slow down.

"The franchise business should help me to take it a little easier," he says. He has already cut back on travelling.

"A decade ago, I was away 300 days a year, visiting 20 countries in 40 days. I've promised myself never to do that again," says Peroni, who these days limits himself to trips between Hong Kong, Singapore and Bangkok, along with occasional visits to his family in Italy and his wife's relatives in the United Kingdom.

Yet he still has the ability to infuse those around him with his boundless energy.

"My mother always tells me that I make everyone jump," he says with a laugh.

Vipasai Niyamabha

The Nation