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Sipo has changed the packaging of its fresh mushrooms

A strategy to encourage in-store stock rotation

By reducing the number of trays to provide more rotation for the product in stores, the Italian company Sipo has been able to downsize the packaging of mushrooms, a very delicate product, while providing maximum freshness to the consumer. It is a new, more compact cardboard tray, reducing the number of pieces to 4 per package unit. Previously there were 9 pieces for sliced mushrooms, and 6 for whole mushrooms.

"The Sapori del mio Orto line of fresh mushrooms," says Massimiliano Ceccarini, CEO of Sipo, "consists of different types of mushrooms, both single-ingredient and reconstituted in different ingredient mixes, in 300-gram trays, to be consumed either cooked or raw.”

In the 300-gram virgin paper tray format, each product is hand-picked every day and packaged to be then commercialized in large-scale retail and specialized food channels. The shelf-life is 7 days, at a suggested storage temperature less than 8°C.

"We have created," continues Ceccarini, "a smaller crate with only 4 packs inside, which allows smaller stores to manage the product without waste, with more product turnover and a more compact tray, which gives visibility to the product during the purchase phase. The lower number of pieces also allows larger stores a higher rotation, as well as ensuring greater daily freshness of the product."

The line consists of 14 references, of which 8 are single-ingredient and 6 are recipe products. The single-ingredient line includes whole and sliced white champignons, cream champignons, cardoncello, pleurotus, poplar, portobello, and shitake. The recipe line includes stuffed champignon mushrooms, seasoned mushrooms with vegetables, baked mushrooms, mushroom salad, mixed mushrooms, trifle mix.

"The renewal of the packaging," concludes the general manager, "represents for Sipo a further step in the proactive approach of the company and its continuous efforts to focus on the product and its freshness and to satisfy the consumer in the best possible way.”

For more information: 
Via Fermignano 20
47814 Bellaria Igea Marina (RN)
+39 0541 339711

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