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Italy: Distributor branded products increasingly popular

Marca, which took place in Bologna on 17th and 18th January 2018, is a fair whose popularity continues to grow, especially with those companies working in the fresh-cut and processed product sectors. Italians are buying more and more distributor branded products, which have reached a market share of 18.7%.

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Visitors during the first day of Marca

By focusing on innovation and growth, distributor brands have managed to meet the needs and sensitivity of consumers, who are increasingly adopting healthier eating habits.

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Nowadays, it is organic and fresh-cut products that make the real difference. In addition, distributor brands represent Italian products, as 91.5% of food retailer copackers are Italian.

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Daniele Criconia from Virosac showing a bag dispenser

We compared the companies that have presented the best innovative products. Over the past couple of weeks, everybody has been talking about biodegradable plastic bags. Virosac produces billions of bags a year and is now veering towards Mater B. Daniele Criconia explains that the material has over double the cost of normal plastic, so the company supplies retailers with a patented dispenser that avoids waste.

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Acti Lemon, single-dose recommended before breakfast 

"Lemon juice alone is not enough for consumers, this is why we have introduced single-doses perfect for those who are particularly healthy. A sachet contains the juice of half a lemon and we recommend drinking it before breakfast in a glass of warm water. A packet contains 8 sachets with a shelf-life of two months," explains Luca Bernardi from Polenghi Giancarlo.

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Zerbinati's organic products

New packaging and products (8 in total) for Zerbinati's organic salad mixes. The colours (radicchio, mixes salad and lettuce) are very appealing and bags are very practical thanks to the squared bottom.

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Fruit juice destined to Greece

"We export to Greece, where our products part of the 'kids' range are distributed in schools. I'm talking about 200 ml 100% fruit juice pouches with a packaging suitable for children," explains Matteo Teti from Trento Frutta.

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Davide Comozzi from Belgravia

Belgravia introduced its ready-to-cook fresh-cut vegetables. Davide Camozzi explains that they are "perfect for a main or as a side dish. They are sold alongside other popular products such as enriched salad mixes."

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EuroGida managers. Left to right: Rutam Fettahoglu, Serkan Gultekin, Aysu Hayat

Turkish Euro Gida specialises in dried tomatoes, but there's more. Rutam Fettahoglu explains that the company "processes all kinds of tomatoes as well as other products such as peppers and cucumbers. We export them all over the world, Italy included."

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Jentu products from Puglia

Leo Mastrogiacomo from Orti di Puglia presented its Jentu-branded fresh-cut products, which include the bowls particularly demanded by the tourist sector. The company owns 70 hectares and does everything from nursery activities to packaging." 

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President Francesco Barbieri at the centre

Cof stood out thanks to its extended shelf-life (9+1 instead of the usual 6+1). "Thanks to the research conducted by the universities of Reggio Calabria and Naples, we sterilise air before it enters our facility, almost as if we were in an operating room. Water is also filtered to reduce its microbial load. This way, shelf-life is three days longer."

Publication date: 1/22/2018



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