While food trucks are certainly not uncommon these days, Italian food trucks run by real Italian princes are less common.
Emanuele Filiberto is the grandson and only male heir of Umberto II, Italy's last King who was exiled after World War II. Filiberto spent most of his life in Switzerland and returned to Italy in 2002 when a constitutional change allowed him to do so. When the Prince moved to Los Angeles and saw that the countless food trucks in the city generally sold Mexican and Asian cuisines, he decided to run an Italian food truck. Filiberto called the truck 'The Prince of Venice,' which would be his official title if the royal family was still recognized by the Italian government. The truck sells fresh Italian food that mostly uses locally sourced ingredients -- but imports olive oil and flour from his home country.
By recognizing a gap in the market and using his own unusual history to market this food truck, the Prince of Venice has tapped into an interesting business idea.
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