In Italy, the phrase “Made in Italy” is often synonymous with quality, craftsmanship and tradition. Less frequently, however, do we acknowledge that today a growing part of this excellence stems from another crucial factor: the ability to integrate innovation and technology into real industrial processes.It is not simply about “doing innovation”, but about making it tangible, applicable and genuinely useful.
It is within this less visible but decisive space that certain Italian companies operate, quietly strengthening the competitiveness of the country’s productive system. This is precisely where Clay Audino’s entrepreneurial journey fits.
“Things must work”
Speaking with Audino is to get straight to the point.
No grand theories, no unnecessary flourishes.
“In the end, it’s simple,” he says. “Things must work. If they don’t, you fix them. Everything else comes afterwards.”
It is a direct, pragmatic approach that perfectly reflects his way of doing business: building results before crafting the story.
This philosophy has gradually shaped a coherent and solid project over the years.
A Company Built Over Time
From this mindset was born Betacom, founded more than twenty-five years ago in Turin. Today it stands as a well-established player in Italian innovation, employing over 650 professionals, with eight offices (six in Italy and two abroad) and an increasingly structured presence across Europe.
The group delivers digital transformation projects in AgriTech, Industry, Insurance, and Cybersecurity & AI, always with a practical, process-oriented approach focused on real business needs.
A central part of its work involves developing bespoke software solutions designed to integrate seamlessly into existing systems and improve their performance.
“There is no one-size-fits-all solution,” observes Audino.
“Every company has its own dynamics. You have to get inside them and work from there.”
Inside the Processes, Not Above Them
What distinguishes Betacom’s work is precisely this: going deep into the actual mechanisms that create value.
“If you remain outside the processes, you never truly understand what is happening,” he explains, “and therefore you cannot improve them.”
In the context of Made in Italy, this means intervening on concrete elements such as quality and traceability.
One notable example is their projects with the Parmigiano Reggiano supply chain, where technology serves as a tool to ensure control, continuity and reliability throughout the entire production process.
An Italian Idea with a European Outlook
The journey began in Italy and remains deeply rooted in the national productive fabric. Over time, however, it has extended beyond borders, with international offices and projects that bring Italian-developed expertise into European contexts.
“It’s not just about expanding,” says Audino.
“It’s about taking what we do well and offering it abroad, while at the same time helping Italian companies compete more effectively.”
A form of growth that values solidity and substance over mere size.
Less Storytelling, More Substance
One theme recurs frequently in conversation with him: a clear distance from anything that is purely narrative.
“Technology is only good if it serves a purpose,” he says. “When it becomes just theory, it stops being useful.”
This stance runs counter to much of today’s business communication, yet it accurately captures his profile: an entrepreneur who prefers to build rather than to boast.
And perhaps this is one of the most interesting traits of a certain kind of Italian entrepreneurship – those who work quietly behind the scenes, yet make a very real contribution to the evolution of the country’s productive system.
