New brand secures deal with Coop Italia for its northern Italian production as volumes return to historical level
A new brand that celebrates the unique qualities of chestnuts grown by more than 200 producers in the Italian provinces of Bologna, Modena and Reggio Emilia has gone on sale in branches of Coop Italia.
The inaugural marketing campaign for the Marrone dell’Appennino Emiliano – Sapore di Montagna (‘Mountain Flavour’) trademark coincides with a return to normal production, following a 65 per cent increase in availability compared with 2023.
The brand was introduced on behalf of grower associations based around the three northern cities, in commercial partnership with Bologna-based supplier Mitica and Faenza-based fresh produce marketer Alegra Group.
For Coop Italia, which holds exclusive distribution rights, the product represents a good opportunity to add another local speciality to its offer.
“We enthusiastically accepted the proposal to include this new territorial reference in our range,” says Fabio Ferrari, the retailer’s fruit and import manager. ““For us, territorial identity and the promotion of excellence are strengths that consumers recognise and appreciate.”
This year’s crop marks a return to historical averages. Since 2009, an invasive pest known as the chestnut gall wasp has limited yields, but despite heavy rainfall during the harvest period and some labour shortages, yields remain encouraging this time around.
“This project was born in Emilia-Romagna, a region that understands the value of collaboration and how it can succeed with quality,” says Renzo Panzacchi, coordinator of the regional chestnut growers’ association. “We are convinced that unity is strength.”
Higher volumes
Together with Gianfranco Tanari of the Modena consortium and Marco Picciati of the Reggio Emilia consortium, Panzacchi has led the development of their collective brand. “The significantly higher volumes this year make us optimistic about the campaign’s potential,” he adds.
The group has also introduced 100 per cent compostable packaging for the coming season. Giancarlo Elmi who runs Mitica with his sons Gionatan and Tommaso, says the new brand represents a unique source of chestnuts that is renowned for its quality. “It’s the result of a tradition and experience spanning over a century,” he explains.
Enrico Bucchi, Alegra’s Italy sales manager, agrees that the product has the right commercial mass and supply chain organisation to deal effectively with the supermarkets, in this case with Coop.
“Today, consumers are increasingly attentive to the origin of the products they buy and the Marrone dell’Appennino Emiliano responds perfectly to these expectations thanks to its virtuous supply chain, which guarantees high levels of quality and traceability.”
