It is a given fact that the Covid emergency has affected the sales of fresh-cut and ready-to-eat products. This is why companies like La Linea Verde, owner of the Dimmidisì brand, have had to put in place specific strategies. FreshPlaza talked about it with general director Andrea Battagliola (in the photo).
FreshPlaza (FP): How have things been for the fresh-cut segment?
Andrea Battagliola (AB): There has been a 30% drop in the fresh-cut segment and the fact that people are not going shopping as frequently as they used to has affected the sales of ready-to-eat products. Soup sales are also slower, but we managed to do a little better than the others. However, fresh-cut sales have not picked up yet. We are trusting in the fact that our products are packed and therefore "protected" against contamination.
FP: What strategies have you implemented during the most difficult moments?
AB: The impact was very strong. We immediately set up a crisis unit in order to comply with all new requirements and regulations. In addition, we implemented social distancing with people working from home and started sanitizing not only the production environments (which we were used to doing anyway as we produce food) but also the offices. What is more, we tried to guarantee the continuity of supplies. It was tough, but we managed not to close our facilities one single day. We all did our best, so we are optimistic about the future.
FP: Are there products that were not affected by the crisis?
AB: Unlike the rest of the products, the turnover generated by fresh sides grew constantly since they were launched last fall, despite being niche products.
FP: How did you re-organize productions?
AB: First of all, we re-organized fresh-cut orders and supplies together with traders. Then we thought about summer launches, as we are expecting a peculiar summer because shopping for groceries will remain more complex. We launched two new DimmidiSì juices (RED Strawberry & Lemon and GREEN TONIC_Mint & Lemon) and a new Profumi dell'Orto red pepper soup.