Carrefour Italia has joined a project that aims to promote quality rice from Italy’s northern Piedmont region.
The 'Piemondina' project is an initiative of Giorgio Ferrero, the Piedmont Regional Councillor for Agriculture, Hunting and Fisheries, according to the Radiocor news agency.
Targeted Campaign
Products developed from 100% Piedmontese rice will be promoted through a targeted marketing campaign aimed at facilitating consumer choice for responsible purchasing of local quality producers.
According to Ferrero, with its 117,000 hectares cultivated, Piedmont represents over half of the rice produced in Italy. The region is home to some 1,800 manufacturers.
Two years ago, Carrefour Italia joined the 'Piemunto' project, also promoted by Ferrero, which aimed to promote Piedmontese 100% milk products. Excellent results have been achieved so far, the retailer said, with a 10% increase sales over the past year.
Carrefour Italia's membership of the Piemondina project is in line with the retailer’s commitment to the 'Riso 100% Italiano' project, which it joined in July 2017, which aims to highlight the origin of genuine Italian rice products.
© 2017 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
