In September 1995 was created the DI.VA. distribution. His first, and most important purpose was the diffusion and the commercialize popcorn in Italy, witch was considerate a poor product whit a low consumption at our market.

The great merit of DI.VA. after a thorough analysis, was to conjugate popcorn with entertainment, with a great advance on the Italian market.

The DI.VA. straight away found two sectors certainly sensitive to this combination, and well the big amusement-arcade and the cinemas.

In the beginning when DI.VA. went to the cinemas to suggest them to buy popcorn, they were only interested in pellicle, we were surely pioneers in this.

After a couple of years, also thanks to the bigger growing cinemas, the market of “food and beverage”, with in the first place popcorn became the driving sector inside all the market of cinemas and amusement-arcade, following after them the other market of entertainment, like pubs, circus, etc. etc.

The cinema indeed with his big visibility, and his prevalently young public, was like a showcase for giving popularity ad a product already famous in the U.S.A. and in the rest of the world but in Italy a very slow growing required.
Today DI.VA. is the head-leader in promoting and the commerce of popcorn in Italy.