Progressive Grocer

JUN 2016

Issue link: http://magazine.progressivegrocer.com/i/689994

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I n November 2015, customers shopping at any of Wakefern's 260 ShopRite stores in Connecticut, Delaware, Maryland, New Jersey and New York had the chance to sample authentic Italian foods and beverages including imported pastas, tomatoes and sodas. In addition to in-store demos, the company's Tutto Italiano campaign—launched with assistance from the Italian Trade Agency (ITA)—included an in-store recipe booklet, coupons, a digital coupon component, and a microsite on the ShopRite From Home platform. "Tis was a full 360 marketing program and the stores really got behind it," reports William Magistrelli, procurement manager for specialty grocery at Wakefern Food Corp. "With our stores centered here in the northeast, there's already a strong consumer base for authentic Italian products. We saw an opportunity to increase consumer awareness of our already strong Imported Italian private label brand by building a sales event centered on our imported line and trial for additional authentic imported Italian brands." Wakefern is just one of several retailers saying "Ciao!" to authentic Italian products, and profting in the process. Golub Corporation's Price Chopper Supermarkets and Market 32 stores launched an Extraordinary Italian Taste promotion last October to spotlight new varieties of authentic Italian cheese, cured meats, crackers, pastry, beverages, pastas, sauces, pesto, tomatoes, vegetables, fsh, oils, vinegars, wood-fred pizza and gelato. It was the frst event planned as part of Golub's partnership with ITA to increase the breadth and variety of its authentic Italian products. Mariano's La Tavola Italiana Due, H-E-B's Ciao Italia, and Schnucks' Taste of Italy are examples of other retailer promotions created in conjunction with ITA to promote authentic Italian products. A Love AffaIr with Italian Fare Americans have had a love afair with Italian cuisine for years, and that afair shows no signs of waning. According to the Specialty Food Association (SFA), 57 percent of specialty food consumers purchase Italian food at supermarkets and retail stores, while 52 percent order it at restaurants. New research from the National Restaurant Association (NRA) reveals even more impressive numbers. Americans embrace global cuisine, with most favoring food from Italy, the NRA's "Global Palates: Ethnic Cuisines and Flavors in America" study shows. Overall, 80 percent of consumers eat at least one ethnic cuisine per month, and dine on SAY"CIAO!" to Authentic Italian Products ADVERTISEMENT

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