Radicchio, clementines and kiwifruit - when a brand makes the difference

A new formula to present radicchio, with a single-product package made of sustainable material and bearing a sticker guaranteeing its origin, to make it recognizable among 'thousands' of other types. Winter production at the La Grande Bellezza Italiana (LGBI) business network is in full swing. Despite the difficulties, the alliance seems to be working well.

"A lot of people have high-quality fruits and vegetables, but not everyone is able to promote them with the right packaging and content, especially to convey their work. We are managing this thanks to our business network, which is making us a reliable player for big retail chains."

Demand from abroad has also been increasing over the past few months. "Kiwifruits, for example, are placed on trays with a sticker. They make a lasting impression in the minds of consumers, who then go back to purchase them." 

"But why do they look for them? Is it only the packaging? Of course not - that only works the first time, then consumers go back only if they liked the product. This is our challenge, day after day: managing to reach the homes of consumers with a product that is so good that people go for it again." 

Clementines are very popular during these winter months. "Starting with the right producers, with an accurate selection and an efficient logistic chain, we can supply big retail chains and markets with produce that stands out."