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Private Label

Kaufland Romania Launches National Produce Range

Kaufland Romania has launched its first private-label range for products that are made exclusively in Romania.

K-Vreau din România (‘I Want from Romania’) offers products made exclusively by local producers and suppliers, including flour, semolina, bakery products, sausages, desserts, dairy products, and natural fruit juices.

At present, the assortment comprises over 80 products, but the retailer says that it is constantly expanding. It will soon be available in all of Kaufland’s stores in Romania.

Local Focus

“We encourage the consumption of local products, and we are among the few retailers with more than 50% of shelf products coming from Romania,” said Valer Hancas, Kaufland Romania’s corporate-affairs and communications manager.

“That's why creating this new brand with local specificity is a natural continuation of our efforts, and we are happy to support the development of local producers,” Hancas continued.

Last week, the retailer also launched the country's first national pork programme, Raftul Românesc, which aims to increase the amount of locally produced pork meat in Kaufland stores.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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