Carrefour Italia has seen a 10% growth in sales over the past year for its local milk promotion initiative.
Launched one year ago, the 'Piemunto' project is a joint initiative between the Piedmont Region and Carrefour Italia that aims to promote local milk and its derivatives.
Sales of the Piemunto milk product range (consisting of 170 references) in the 100 Carrefour Italia stores in the Piedmont region have seen sales peaks of up to 46%.
The retailer was the first to adopt the initiative, followed later by Coop, Crai and Bennet.
Although the figures may not seem very high, according to regional agriculture advisor Giorgio Ferrero, they represent a turning point for a sector in crisis for years. He added that the plan is to adopt the same system for rice, another sector that is facing challenges.
© 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
