The Green Giant brand will be rolled out in fresh produce across Europe from December, it has been revealed.
Enrique de los Rios, general manager of the Unica Group, predicted the brand could be worth some €300 million continent-wide “within the next five to eight years”. The brand is already valued at some $600m in the US.
Green Giant will initially be launched in Spain, Germany and the UK, where Produce World is the supplier.
Meanwhile Unica has also launched a production chain initiative called ‘Yes, we care’, which aims to show customers the wide range of social and environmental work that its growers are putting in, as well as allaying food safety concerns. The pledge covers integrated crop management, low water consumption, environmental protection, 100 per cent solar energy grown crops, traceability, logistics efficiency, food safety, social commitments and quality certifications.
The strategy is part of Unica’s ‘produce partner’ concept, which means that the organisation pledges to “align ourselves with the vision and the strategic thinking of our clients, offering an exceptional service and unique flexibility”.
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