Spreafico floats exotic islands idea

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

BY MIKE KNOWLES

@mikefruitnet

Spreafico floats exotic islands idea

The company recently trialled a new merchandising approach for its èSquisita exotic fruit brand in Coop Italia supermarkets

Spreafico floats exotic islands idea

The yellow È Squisita colour scheme was designed to stand out from the fresh produce department crowd

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Italian fresh produce company Spreafico is embarking on a new campaign to bring its expertise in category management to bear on exotic fruit, with the aim of generating much greater interest and demand among consumers as well as better results for retailers.

The group recently installed dedicated, bright yellow islands in 12 stores operated by supermarket chain Coop Italiato market its new exotics range èSquisita (It’s Exquisite).

Exotic fruit sales in Italy have reportedly grown significantly in the past year, up 15 per cent to €49m and 10 per cent higher in volume terms according to Nielsen.

Spreafico’s marketing manager Luca Del Toso told those attending the opening conference at Macfrut 2017 in Rimini: “These figures show us that modern customers appreciate exotic fruit, and yet this category doesn’t exist at the point of sale. Exotic products are spread out across different areas of the [fresh produce] department.”

By creating a branded range of products that features convenient, open-close packaging as well as advice on ripening, storing and how to cut and use the products, Spreafico believes it can boost sales further.

Even the colourful, eye-catching labels that adorn each fruit offer a visual clue as to the type of fruit – flesh, seeds etc – contained within.

IT E Squisita pomegranates

"We have tackled the problem with a category project, starting with an analysis of the consumer that led us to create a new brand, èSquisita, and to install an island at the point of sale,” commented Del Toso.

“We’ve chosen a colour code that breaks the habits of traditional stores: green usually dominates in the fresh produce department, so we have opted for yellow.”

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