Regionality seems to be a growing trend in private label produce. Last week REWE announced the launch of REWE REGIONAL in its home country of Germany for fresh fruit and vegetables, while competitor HIT is also to introduce a regional brand for the category which may grow to include dairy products and seafood.
In Belgium, Delhaize is to add 40 regional products to its product offering. While the initiative will not strictly focus on private label, a ‘Products from our region’ label will denote shelves carrying Belgian products. The offering in-store will vary depending on its location and seasonality. (8 Aug)
© 2012 - ESM: European Supermarket Magazine
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