3 billion euros in turnover and a market share of 30%: truly important figures those recorded by the Coop product and presented during Marca 2016. And in line with the scenarios outlined by IRI on private labels, the best performing lines are those with a high value-related content such as Fior Fiore (gastronomic excellence), Vivi Verde (organic) and Bene.sì (healthy products).
“Substantially– explains Roberto Nanni, Coop brand product strategy manager, – we have recorded stability in turnover and simultaneously, as a result of the value-for-money campaign “Low Prices… Always”, we have achieved a significant increase in volume without ever renouncing the indispensable element for us, i.e. the quality of our private label product”.
Commitments for 2016
On this front, Coop has declared its intention to extend the “Raw Material Origins” project that allows consumers in real time, through a simple link to the dedicated website, to find out where the main materials that comprise that product come from, going back up the supply chain, from the table to the field. The idea behind it is that we must go beyond the indication of the manufacturer and, unique in Italy and Europe, Coop activated this information project already two years ago. Next to “where it is produced” we must then always indicate “how”: the origin is useful information, but equally important are the guarantees on the production methods, the controls and the product safety and quality characteristics. All value-related fields to which Coop has always been strongly committed and which it will continue to constantly monitor.
