Spanish supermarket chain Caprabo expects a 5% increase in the sale of local products, reaching €38 million by the end of the year.
Caprabo’s offer of local products includes approximately 3,200 items sourced from 325 local suppliers in Catalonia.
The company’s Proximity Programme by Regions, launched in 2014, has been instrumental in promoting local producers and increasing the availability of local products in its stores.
The programme, which involves working directly with local producers and supermarkets, has doubled the sales of local products since its inception.
Caprabo’s commitment to sustainability, local consumption, and supporting small producers has been a key factor in its success.
Caprabo is the only Spanish supermarket chain with a dedicated programme developed in collaboration with the Catalan government’s Department of Agriculture, Livestock, Fisheries and Food, the Catalan Federation DOP-IGP, and the Catalonian Federation of Agricultural Cooperatives.
‘Marketing Possibilities’
Fernando Tercero, head of proximity at Caprabo, explained, “The Proximity Programme by Regions is a different and unique approach to local production. We approach producers and the territory to find out about their marketing possibilities in each area.
“For this new way of working, we have our Proximity team and the very proactive work of supermarkets that know their territory well, and the high sensitivity of our customers to local and quality products.”
The company has organised various initiatives to promote local products, including fairs, campaigns, and educational activities. These efforts have contributed to increased consumer awareness and consumption of local goods.
Barcelona-based Caprabo has a network of 300 supermarkets in Catalonia and is also a pioneer in online grocery shopping through Capraboacasa.
