Leading Italian organics brand Almaverde Bio has started selling its produce via specially designed market-style stalls located in branches of Italian supermarket chain Conad.
With two such concessions already established, one in Forlì and a second in Rimini, the company believes it can generate good returns for growers while creating something new, exciting and profitable for a valued customer in terms of merchandising within its fresh produce department.
Styled along the lines of a traditional market stall, the stand has an unmistakable artisanal look and feel. It consists of waist-level units carrying a broad array of mainly loose product in wooden trays, behind which a single member of staff stands ready to serve customers, offering them a wealth of knowledge about varieties and provenance, as well as the opportunity to sample items should they wish.
“It was actually Conad who came to us with the idea,” explains Almaverde Bio director Paolo Pari. “For them, it’s a very practical formula. Yes, they take a risk because they’re handing over valuable store space, but they recognise that we are the experts. Also, we’re taking care of the whole thing, including replenishment, and we cover all the costs while they get a share of the takings.”
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