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Italy: Canova launches Almaverde Bio islands

Two Conad hypermarkets in Forlì and Rimini have launched a trial, an innovative project for the development of organic produce consumption.

We are talking about islands entirely dedicated to Almaverde Bio organic produce that are entirely managed by Società Canova, part of Gruppo Apofruit.

The islands occupy 20 square metres and customers will also be able to find advice, special offers and tastings of seasonal produce.

"We are really satisfied with the first results - sales are increasing and customers appreciate the wide range of products available. Almaverde Bio islands, in fact, include over 100 products from exotic fruit to local produce, pumpkins, ginger, packed unwashed and fresh-cut products, dried fruit, pulses and cereals," explains Ernesto Fornari, director of Canova.

"We chose to sell the produce loose in order to meet the customers need to avoid waste and also so we can contain sales prices."

People seem to appreciate of the wide range of products, as they can choose from many varieties offering a large mix of colours and flavours. This makes shopping more pleasant and also contributes to making customers discover some niche products. 

"Consumers are increasingly aware of the fact that organic produce is not only tastier but healthier, and that is why we opted for a wide range of products - we want them to find everything they are looking for."

The islands are now being tested in two hypermarkets, but could soon expand to the entire national territory to provide organic produce at a contained cost.

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