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Massimo Bragotto

Italy: Stellate good opportunity to relaunch fresh-cut range

"DimmidiSì - Le Stellate", is a new exclusive line of ready-to-eat salads from "La Linea Verde".

The new range was presented at Macfrut 2014.

"We have three main objectives: first of all, we want to show our consumers we can be innovative," explains Massimo Bragotto, sales manager for the company.

Valerie Hoff (marketing manager), Domenico Battagliola (deputy chairman) and Massimo Bragotto (sales and logistics manager).

Carrot tops or mini-rockets are in fact much more difficult to manage, but they can help retain customers.

DimmidiSì - Le Stellate - Arancio Vivace: lettuce, carrots, wood sorrel and carrot tops. Companies part of La Linea Verde evaluated the various baby leaves so as to have them available 12 months a year.

"We also want to send a message to our clients: we put the maximum commitment and resources to provide a premium product, and we would like it to be positioned as such. For once, we hope we won't have to negotiate a lot to establish the price."

DimmidiSì - Le Stellate - Blu oltremare: corn salad, wood sorrel, dill and curly endive. Traditional unusual herbs were also used in the new mixed salads.

"Last but not least, we would like to address our competitors: if you do like us and introduce innovative products, we can make the whole category more credible." Innovation is not only a way to make more profits, but it can help the entire category. 

"In addition, by raising the value of the supply, we can also help fresh-cut and private label products remain good value, though at more dignified prices."

New varieties and unusual pairings in an elegant and original packaging - the three recipes were created by combining a classic base with special original ingredients.

Le Stellate are a precious ally for all those who want to be more creative in the kitchen! 

DimmidiSì - Le Stellate - Rosso purpureo: red beet, spinach, carrot tops, mini rocket. 

The new mixed salads are presented in a truly premium packaging starting from the photo of a chef and the shiny black colour - synonym of elegance and style.

The three products will be available starting from October.

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