Attractive packaging and products are not only of a high quality (a prerequisite that should be taken for granted by now) but also capable of being recognizable to facilitate repeat purchases. The Grande Bellezza Italiana business network takes stock of the current situation.
Fiera Marca 2025 in Bologna (archive photo)
"The promotion of Piana del Sele PGI cauliflowers which began on 6 December continues," explains Leonardo Odorizzi, one of the network's founders. "To date, six chains have included the product, whose strengths include protected identification, a new label that features nutritional values (certified by the SSICA, according to reg 432/2012), and revolutionary packaging. It was the winner of two awards, Best&Veg Box 2025 in Berlin and ADI Packaging Design Award 2025 at the Marca fair in Bologna. Promotional activities are coordinated with the president of the Consortium, Raffaele Scarano."
Clementino di Taranto Igp has instead already been part of the range for six years. "Here too, the packaging is of great impact: 1.5 kg of product placed in a box made entirely of paper, which pleases customers thanks to the practical handle. The black color of the box has become an element of recognition."
"This year, we revised the graphic designs in cooperation with the Consorzio di Tutela led by President Daniela Barreca, in order to give the PGI mark even more strength. The product followed a strategy based on a fixed price, with exponential results over six years."
A promotional activity based on strong point-of-sale communication for radicchio is underway, based on Radicchio di Verona Igp, and flanked by radicchio variegato and pink radicchio. "The aim is to bring the Veneto region to all consumers in central and southern Italy. The signs displayed at the points of sale illustrate the taste characteristics of the 3 products. The activity will continue throughout the month of March."
Leonardo Odorizzi with a small selection of La Grande Bellezza Italiana brand products behind him
Odorizzi concludes: "Territory, packaging innovation, service, information: these are the points on which the network is working to push consumption and spread the fruits of Italian supply chains, even in regions other than producer ones."
For more information
La Grande Bellezza Italiana
Business network
C.so Milano 36/A
37138 Verona - Italy
[email protected]
www.lagrandebellezzaitaliana.it
