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Aldi introduces new private brand for fresh produce in Poland

The retail chain ALDI has introduced a new private label in Poland: ŚwieżeJesz, which will be used for fruits and vegetables, more than half of which are supplied by Polish growers.

The brand brings a new approach to the marketing of fruit and vegetables. It will ultimately cover all packaged vegetables and fruits, as well as selected products from this category sold by piece. Products like American blueberries, raspberries, mushrooms, celery, parsley and oyster mushrooms are already marketed under the new label.

Apart from the logo of the ŚwieżeJesz brand, the new labels contain an EAN code or PLU code and information about the supplier and the country of origin of the product. Products of Polish origin are additionally marked with the words "Polish Product".

ALDI is focused on cooperating with domestic suppliers. Of the range available in this category, more than half of the products come from Polish producers.

The introduction of the ŚwieżeJesz brand is another step by ALDI in emphasizing the care for freshness. Since June 15, the chain has been implementing the "Fresh with ALDI" campaign, the leitmotif of which is freshness.



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