La Linea Verde have introduced new ready-to-eat products, which were showcased at the Marca fair, in Bologna. These products are almost 10 different vegetables cooked in three different manners and packaged with the ‘skin’ technique.
Andrea Battagliola, a member of the marketing management board of La Linea Verde, explained, “The vegetables are steam-cooked, grilled and baked. These products are arousing much curiosity and they are also very appreciated, considering the tests we conducted. We wanted to keep the same qualitative standards we have for the fresh produce”.
The idea is to offer ready-to-eat vegetables not provided with dressing or seasoning as the customers themselves will decide how to have them: either as a side or main dish. Our biggest challenge was to achieve a product that would be similar to the one the customers would cook at home themselves, especially from an organoleptic standpoint.
Battagliola specified, “We believe that the success of these products lies in the fact that we process the produce the least possible. It is crucial to promote the quality of the vegetables. The vacuum packaging guarantees the preservability of all the aforementioned characteristics”.
These products are destined to the Italian MMR. However, new opportunities could open up regarding international marketing as branded Italian products are very appreciated, and customers have been used to ready-to-eat products for many years already.
Andrea Battagliola concluded, “What is my favourite? I love them all because we processed them without taking away the incredible quality of the starting produce. However, if I must pick one, then I would say that I prefer the steam-cooked pumpkin”.
La Linea Verde soc. agr. Spa
Via Artigianale, 49