Retailers Coop and Carrefour Italia are both stepping up their efforts to support Italy’s struggling dairy sector by promoting the consumption of milk from local producers.
Coop has launched a promotion for its Italian-sourced private-label milk line, offering discounts until mid-May.
Coop routinely sells 80,000 tonnes of fresh milk every year, of which approximately 50 per cent is from its private-label brand.
The retailer pays a 20-per-cent higher price to producers compared to the current market prices. However, in exchange, it requests that certain specifications are met, such as the milk coming from cows that aren’t fed any GMO ingredients or animal proteins.
For its part, Carrefour Italia has signed an agreement with the Piedmont Region to promote dairy products made exclusively with milk from Piedmont, which will be sold under the Piemunto brand.
The project, which will be implemented over the coming weeks, involves more than 100 Carrefour stores in the Piedmont region.
Customers will find more than 150 products, ranging from milk and butter to yoghurt and cheeses, made with 100-per-cent Piedmontese milk and featuring the Piemunto logo.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
