Coop Italia has unveiled a new brand Prodotti di Puglia ('Products of Puglia') which it says will help to promote sales of high-quality fruit from the south-eastern Italian region as well as ensuring traceability for consumers and fair returns for growers.
The launch follows an agreement between Modena-based Coop Estense, one of Coop Italia's nine major consumer cooperatives, and the regional authorities in Puglia, led by local agriculture minister Dario Stefàno (pictured).
'Prodotti di Puglia is a collective, community brand and a territorial indicator which guarantees the products' provenance from the region of Puglia using a system of information-based traceability, which means you can work your way back to the original producer,' commented Mr Stefàno.
The new brand, which will be used initially on tables grapes but will also be extended in due course to other Puglia-grown items like red onions, artichokes and clementines, is set to be promoted throughout the year.
As Mr Stefàno explains, a new system of distribution supporting the brand will 'allow the supply chain to be shortened, meaning the products' added value will not be lost through commercial channels but remain with our producers'.
'This is an open project,' he added, 'so other large retail chains who want to embrace this strategy of short supply chain promotion can join together and back this agreement.'
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