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A test in the MMR with Abate pears

New luxurious packaging for precious fruits

Two months have passed since the official launch. Now, the network of companies La Grande Bellezza Italiana can make a first, partial assessment. But mostly, it can look forward to further initiatives. And there are already some novelties on the table.

The presidents Antonio Cipriani and Leonardo Odorizzi explain, “We are about to start a 15-days test in the MMR in order to sell three-pears packages. Not the usual foiled tray, but an actual package. Then, we are going to dare: we will sell boxes with 4 random fruits that customers cannot see at first. We know it is quite risky, but there is a philosophy behind this”.

Antonio Cipriani and Leonardo Odorizzi

The idea is to target those consumers that consider fruits as something precious. Also, they will be put in a very captivating package. Fruits are precious because their quality is guaranteed, they are tasty, to the point that you cannot say no to them ever again.

Cipriani adds, “Our chocolates are packaged in very captivating boxes and no one can see them at first. Customers trust the producers who guarantee the quality. Then, if the consumer will be disappointed, the producer will suffer from that. But it will not be like this for us. We will guarantee both the durability and the quality of our products”.

The company chose the black colour for its packages because it highlights the colours of fruit such as the red of the apples or the green of the pears.

Odorizzi claims, “Every package will be hand-filled thus representing a further added value. All the materials are recyclable. We want to ban plastics – also because foreign supermarkets do not accept that any more". The president concludes, “Our network of companies was born to promote part of the products produced by the six companies involved. Our storage cells are not full, we do not have to sell or get rid of anything. On the contrary, we want to create a desire, we want customers to look for our packages as satisfying a necessity, a craving, a desire for something unique”.


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