Italy: Sipo's new mushroom range

Mushrooms are popular, especially if they are promoted well. Sipo has drawn up an assessment regarding the new Sapori del mio Orto fresh mushroom range. Sliced and stuffed portobellos and the ready-to-cook mushroom mix are particularly popular.

"We are developing the fresh mushroom range and are currently negotiating with other Italian and foreign distributors. Sales volumes should increase by 20% in 2018 thanks to the acquisition of new clients and markets," explains marketing manager Elisa Monticelli.

The restyling and widening of the range carried out in October enabled the company to increase its customer base in Italy - the new products can now be found in supermarkets part of the Coop Alleanza and Coop Tirreno, Conad Romagna, Gruppo DIMAR in Piedmont and CE.DI. Marche chains.

To favour sell-outs and retain customers, Sipo has also launched a new prize contest (Jan 29th-Mar 11th 2018) paired with the "Do you know your mushrooms?" quiz, which will provide fun facts, nutritional information and recipes. By purchasing one product and taking part in the quiz, consumers can win a free supply of freshly-harvested Sipo vegetables every week.

The Sapori del mio Orto range is divided into two groups - simple mushrooms (king trumpet, sliced and whole white and cream portobello, oyster) and pre-prepared mushrooms (filled portobellos, mushroom ragu, mushroom mixes, vegetable and mushroom mixes and oven mushrooms) ready to make a variety of dishes.

They are sold in 300 gram trays and have been pre-sorted and cleaned, so they are ready to be cooked. Some are even pre-washed and are thus ready to eat (sliced portobellos, mushroom salad, filled portobellos). They can be found in the refrigerated sections of supermarkets near the ready-to-eat fresh produce section.

The range was developed to create a category management plan together with distributors. The packaging is common to the entire range, which has a fixed weight, a bronze-coloured tray to make the products stand out and a personalised label for each product reporting nutritional information and serving suggestions (illustrated by Giancarla Monticelli, nutritionist and Sipo consultant.

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