Transgourmet, Coop Switzerland's wholesale business, will launch its own organic brand Transgourmet Natura this month.
The wholesaler is aiming to set new standards in the organic sector for consumers in the wholesale and gastronomic sector.
The new brand has been conceived as a line of organic products in large packaging, at affordable prices, and of professional quality for restaurants, large-scale catering, and the foodservice sector.
Products in the range will adhere to EU regulations on organic farming as well as national organic standards. The new brand will be available in Austria, France, Germany, and Switzerland.
Hansueli Loosli, chairman of the board of directors of Transgourmet, said, "Public expectations have increased when it comes to the quality of food, and that requires the right offer.
"Values such as sustainability and organic products will always be in the spotlight in the future of the gastronomic sector."
The Future Of Out-Of-Home Catering
With Natura, the wholesaler aims to set itself up as an example for the future of out-of-home catering and the gastronomic sector.
To date, the lion's share of sales of organic products is generated by the retail trade, with the brand hoping that fact is about to change.
By 2030, the EU wants to increase the area dedicated to organic farming from 8% to 25% and the proportion of organic products in community catering.
In this context, the certified organic assortment of the Natura brand is timely. Natura will be used wherever guaranteed organic quality is required.
Natura will start with around a hundred items, including around thirty with fruit and vegetables and a wide range of products from the dry assortment, such as pasta, nuts and mueslis, coffee, and various tomato preparations.
In the next phase, Natura will add dairy products, meat and delicatessen items, with hopes that by the end of the year, the product line will be expanded to more than 200 items and, in the long term, a full organic line will emerge.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.