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Tuš Introduces Premium Brand

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Tuš Introduces Premium Brand

Slovenian supermarket chain Tuš has started selling local food products of domestic manufacturers under the premium brand Slovenske Dobrote ('Slovenian Goodness').

The high-quality products are produced in traditional or innovative ways from locally sourced materials and ingredients. The line includes whole cow's milk from Gori?ko Regional Park, authentic Slovenian dumplings from Tatar buckwheat, traditionally milled grain, Trdinova buckwheat porridge, juices from selected apple varieties from the Gr?in Homestead in the Savinja Valley, hemp seed and tea from the Styrian fields, produced by Shintler Farm, and organic pickled vegetables from the Zel family's farmyard.

The line is rounded off by Slovenian ceramics, manufactured in a factory in Liboje, which has a centuries-old tradition. Good Slovenian food was always served in natural clay containers, and the ceramics line bears the Slovenian lace symbol, which is also used on the Slovenske Dobrote logo.

Instead of professional actors, the promotional campaign for Slovenske Dobrote features the Hawlina family from the Lipica Pr'Štefan farm in Škofja Loka. The Hawlinas are known in Slovenia and outside its borders for the preservation of the Slovenian tradition, healthy lifestyles and volunteering. The ads include music from renowned Slovenian musicians, brother and sister Galu and Severi Gjurin.

According to the head of corporate communications of Tuš, Anja Marjeti?, Slovenske Dobrote is the result of joint efforts of all stakeholders in the process, based on the development and integration 'from seed to product'. Suppliers include farmers and small local producers who would otherwise find it difficult to develop a product and place it on the market. Tuš provides them with a 'short supply chain', in that the products come directly from the manufacturer or supplier to the shelves of the retailer.

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Tuš, which claims that more than 70 per cent of the products its sells are of local origin, plans to continually expand the line of branded Slovenian delicacies.

By Branislav Pekic for European Supermarket Magazine

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