Carrefour has joined forces with Italian farmers association Coldiretti to promote Italian food both domestically and abroad.
The move will enable authentic 'Made in Italy' specialities to find their place on the shelves of the Carrefour stores, which operates more than 1,000 stores in 18 Italian regions.
As part of the collaboration, Carrefour Italia has introduced a new line of products, branded as Terre d'Italia, from the Italian agricultural chain.
The products feature the FDAI label, signed by Italian farmers, which guarantees that the raw materials used therein are of Italian origin.
The range includes products such as pasta, oil, vegetables, cold cuts, and fruit juices.
Terre d'Italia products are traced throughout the supply chain to protect the rights of workers and consumers, and offer a sustainable alternative of local origin.
Highlighting the importance of such a partnership in Italy, the president of Coldiretti, Ettore Prandini, said, "It is necessary to ensure an increasingly widespread presence of 100% Italian products on the shelves, which must be supported by the transparency of information to consumers on the real origin of the food they buy, and through the collaboration of the most important players in the commercial distribution segment".
Equally important, according to Prandini, is the goal set by Carrefour Italia to export Italian products to other markets, where "foreign foods are often sold as 'Italian'."
Every year, Carrefour Italia exports more than 570 private-label ranges, worth €180 million.
© 2019 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.