After a comprehensive redesign and reconstruction, the new sales stand of the Zurich-based wholesaler Marinello was inaugurated on March 9th. The first feedback has been promising, according to a FreshPlaza interview.
Marinello & Co AG primarily markets specialties in the fruit and vegetable sector, as well as processed goods. The idea to restructure the existing location, in order to present the products better, slowly but surely grew over the years, explains owner Tiziano Marinello. "On the one hand, I wanted to set an example for the Zurich market hall, because we created the atmosphere of a restaurant, which is not necessarily functional. However, we hope that restaurateurs will visit the market hall and say 'Marinello does things a bit differently'. The new concept also makes it possible to organize customer events on site, such as tastings. Although customer frequency has not increased in recent years, I believe that you can continue to earn good money in the pick-up business when you stay active."
The new location has a restaurant atmosphere
Although the redesign does not necessarily have an immediate impact on sales, Marinello believes in the long-term success of his strategy. "I think it will win over new customers. In addition, it is still very important to me that we can cover all catering services -from community catering to high-end kitchens- with competitive prices. We want to be able to dance at every wedding, so to speak."
Parallel to the redesign, therefore, an extensive assortment extension was made. In addition to the optimization of the antipasti selection, a new product line was launched in the fresh section under the 'Farm' label. "Due to import restrictions, the regionality of goods is a significant factor in Switzerland. Within the season, about 75 percent of our range of vegetables includes local produce: that does not mean we get goods from growing regions all over Switzerland. As much as possible we procure goods in the immediate vicinity. "
Under the Farm label, the products of local farmers have been marketed since April, but there are no written contracts. "Basic criteria are simply that the products are cultivated in the Zurich area and the farmer works fair. The products are not marketed exclusively by us, but we provide the appropriate storytelling. Producers are happy though, that their way of doing things is communicated to outside people."
Left: The Marinello & Co management with owner Tiziano Marinello (far left). To the right: One of the company's vehicles
The Farm range includes a wide selection of Swiss vegetables, such as salads, outdoor products and some more exclusive tomatoes. The full range should be available on the market at the end of this month or the beginning of June. "We have to take into account new farming methods such as biodynamic cultivation and closed cycles. We also maintain good relationships with those who are running new projects: in collaboration with one of our producers and the Leaf to Root initiative, we recently added the Celtuce-Lattich culture to our range. I also see an increasing demand for aubergines, both from domestic and foreign lands. Wild herbs are becoming more and more of a specialty product to the standard range. That means that our own range is quite well-positioned."