La Linea Verde sales top €200m

The international marketing magazine for fresh produce buyers in Europe
Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

La Linea Verde sales top €200m

Italian firm continues to build strong domestic and foreign markets for branded and private label convenience items

La Linea Verde sales top €200m

La Linea Verde recently launched a range of festive packs as part of its DimmidiSì bagged salad range

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Italian fresh convenience specialist La Linea Verde is expected to post impressive results for 2015, having revealed that its annual turnover is poised to exceed €200m for the first time.

The improved sales figure was in line with a general recovery in the Italian market, a positive trend that had benefited both its branded and private label ranges, the group said.

According to the company, the record result has been possible thanks to “continued investments” in development processes, product innovation and efforts to guarantee a broader assortment of high-quality products including bagged salads, fresh-cut produce, prepared meals and soups.

It has also spent a significant sum on maintaining its market-leading DimmidiSì brand, including a promotional campaign in major food retail stores during the spring and a television and radio advertising promotion for soups in the autumn.

The company said that during the latter campaign, which is still in progress, it registered a 50 per cent increase in the volume of soups sold compared with the same period of 2014.

Despite no longer being able to sell its products to Russia, La Linea Verde has still apparently managed to generate 40 per cent of its total sales in export markets, an area overseen by Andrea Battagliola, who took up a new role as commercial director six months ago.

Giuseppe Battagliola, presidente of La Linea Verde, commented: “The combined results achieved in 2015 confirm that we have hit the strategic objective we set ourselves in recent years: to strengthen our business and our presence primarily in Italy, our main market, and subsequently also abroad.”

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