Italian hypermarket chain Bennet has launched a new line of private-label fish and meat products under the 'Filiera Valore' brand.
The Filiera Valore assortment is available online and in all Bennet outlets in the country.
The products are classified by specific colour labels, where red stands for the meat products and light blue for fish.
The packaging features dedicated pictograms to communicate information about the journey of the products from the farm to the store shelves. Meat items display pictograms about animal welfare standards, while fish SKUs have the 'Friend of the Sea' label, which guarantees that the products are sustainable.
Over the coming months, the retailer plans to add more product categories to the brand.
An Extension Of Value Chain Project
The new brand is an extension of its Filiera Valore value chain project, which focuses on implementing measures for the welfare of animals at all stages in the supply chain.
As part of the project, Bennet rears calves, pigs, chickens, turkeys, guinea fowl, capons and quails in facilities with adequate space to avoid overcrowding.
Seafood offered under the Filiera Valore banner is sourced from fisheries that follow sustainable aquaculture practices.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
