Belgian vegetable brand Flandria will roll out a new promotional campaign for its Groenteman (Greengrocer) label in independent greengrocers across the country during the last weekend of September.
On Saturday 25 September, UNIZO (Belgium's Union of Independent Entrepreneurs) is teaming up with the country's independent shopkeepers' association Buurt Super to hold a major festival for shoppers.
Under the slogan, 'The Flandria Greengrocer is selecting the pick of the crop for you!', Flandria plans to make it clear that the local supermarket operator, referred to during the campaign as the 'Groenteman', is indeed the perfect greengrocery outlet for its branded vegetables.
Backed by another message, 'Day in, day out, in shape for you', independent shopkeepers will take the opportunity to celebrate customer focus, personal contact, expertise and trust in their day-to-day contact with shoppers.
Via the outlets' in-house publication Supermagazine, Flandria will also highlight the role of the local supermarket operator in providing fresh vegetables.
'Customers of a local supermarket love having the choice of the best quality, even when they are buying fruit and vegetables,' said a spokesperson. 'That is exactly what makes the local supermarket the best point of sale.'
'The role of the local supermarket operator is of key importance here,' the spokesperson added. 'He or she can advise customers about the best way to store, prepare and eat fruit and vegetables, meaning that the consumer can get the very best out of the quality available.'
Flandria's Groenteman quality label has been developed to raise customers' awareness of the expertise and advice available from the local supermarket operator.
'The greengrocer is a professional who knows what quality is and is happy to recommend the top products carrying the Flandria label, because Flandria stands for local products grown with the environment in mind.'
The label is set to become even more prominent in Belgium's local supermarkets this autumn.
'The point is that the label is so much more than simple evidence of the local supermarket operator's quality and advisory role in the greengrocery department. A local supermarket only gets the label after additional quality training by the training body PMO. In addition, the local supermarket’s greengrocery department is critically inspected and analysed.'
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