On the one hand, we have a popular organic brand wishing to work in multiple segments; on the other, a strong experience in packed unwashed, fresh-cut and ready-to-eat products. The protagonists of this partnership are three historic brands of the food sector.
We are talking about Alce Nero Fresco, a joint venture between Alce Nero (with a share of 60%), La Linea Verde (with a share of 35%) and Brio (with a share of 5%). The new company was officially established on 20th June 2017.
Alce Nero is a leading brand in the organic sector that has been producing nutritious healthy food since the 1970s thanks to its over 1,000 producers. La Linea Verde is the leading Italian company in the production and distribution of fresh-cut products (mainly salads) and ready-to-eat dishes with over 25 years of experience. Brio has been producing and commercialising organic produce for over 25 years and is the main supplier for the Apo Conerpo group.
The joint venture was officially presented on 6th July 2017 in Milan by Lucio Cavazzoni and Massimo Monti (President and CEO of Alce Nero Spa respectively), Andrea Battagliola (sales director for Linea Verde Spa) and Tom Fusato, (sales director for Brio Spa).
Moderated by FreshPlaza Italia director Rossella Gigli, the speakers not only illustrated the characteristics of the new company and the roles of each partner, but also analysed the market potential of future product lines.
The project
The range will initially include 6 ready-to-eat bagged salads, 3 mixed salads and 4 fresh soups. These are all new recipes in dedicated packaging and the new range will be presented at the next Sana in Bologna.
We are talking about Alce Nero Fresco, a joint venture between Alce Nero (with a share of 60%), La Linea Verde (with a share of 35%) and Brio (with a share of 5%). The new company was officially established on 20th June 2017.
Alce Nero is a leading brand in the organic sector that has been producing nutritious healthy food since the 1970s thanks to its over 1,000 producers. La Linea Verde is the leading Italian company in the production and distribution of fresh-cut products (mainly salads) and ready-to-eat dishes with over 25 years of experience. Brio has been producing and commercialising organic produce for over 25 years and is the main supplier for the Apo Conerpo group.
The joint venture was officially presented on 6th July 2017 in Milan by Lucio Cavazzoni and Massimo Monti (President and CEO of Alce Nero Spa respectively), Andrea Battagliola (sales director for Linea Verde Spa) and Tom Fusato, (sales director for Brio Spa).
Moderated by FreshPlaza Italia director Rossella Gigli, the speakers not only illustrated the characteristics of the new company and the roles of each partner, but also analysed the market potential of future product lines.
The project
The range will initially include 6 ready-to-eat bagged salads, 3 mixed salads and 4 fresh soups. These are all new recipes in dedicated packaging and the new range will be presented at the next Sana in Bologna.
From a commercial point of view, this segment (bagged salad, mixed salads, fresh soup and other veggie products such as veggie burgers or fresh drinks) is the only one that continued to grow despite the crisis. Alce Nero Fresco's creators believe there is still great potential for the future, especially for those products with high quality and safety standards.
In addition, it must be pointed out that the nutritional habits of Italians are evolving rapidly. Consumers are increasingly looking for healthy products that respect the environment and are sustainable. Not to mention that the "eating well-feeling good" equation is more and more identified with organic eco-friendly products. The time has come for Fresh Convenience Food in a wider sense, one that focuses on fresh produce.
Alce Nero Fresco aims at becoming a point of reference for vegetarians, vegans and flexitarians as well as for all those looking for healthy tasty products but who don't have a lot of time to cook.
In addition, it must be pointed out that the nutritional habits of Italians are evolving rapidly. Consumers are increasingly looking for healthy products that respect the environment and are sustainable. Not to mention that the "eating well-feeling good" equation is more and more identified with organic eco-friendly products. The time has come for Fresh Convenience Food in a wider sense, one that focuses on fresh produce.
Alce Nero Fresco aims at becoming a point of reference for vegetarians, vegans and flexitarians as well as for all those looking for healthy tasty products but who don't have a lot of time to cook.
To develop the products, the partners opted for "minimal processing" technologies, i.e. with a reduced alteration of organoleptic qualities or nutritional impoverishment.
The protagonists
Lucio Cavazzoni stressed that 13% of Italy's agricultural land is destined to organic production, with Lombardy being the leading producer region. The challenge is to raise this figure and introduce sustainable productions to urban areas. "So far, Alce Nero has focused on packaged products but, thanks to Alce Nero Fresco, we are entering a new world."
Above and below: Lucio Cavazzoni during his speech
Andrea Battagliola illustrated how Alce Nero Fresco will meet new consumer trends. "More and more people are choosing to focus on vegetables. We are supplying fresh products made using fresh raw materials processed in a way that maintains their nutritional properties. What is more, they are practical and tasty."
Andrea Battagliola also mentioned some figures from two of the segments La Linea Verde operates in: ready-to-eat salads (35%) and fresh soups (50%).
"We could have developed our own organic brand, but we chose differently. We instead decided to opt for Alce Nero's brand due to its high-quality and popularity."
The protagonists
Lucio Cavazzoni stressed that 13% of Italy's agricultural land is destined to organic production, with Lombardy being the leading producer region. The challenge is to raise this figure and introduce sustainable productions to urban areas. "So far, Alce Nero has focused on packaged products but, thanks to Alce Nero Fresco, we are entering a new world."
Above and below: Lucio Cavazzoni during his speech
Andrea Battagliola illustrated how Alce Nero Fresco will meet new consumer trends. "More and more people are choosing to focus on vegetables. We are supplying fresh products made using fresh raw materials processed in a way that maintains their nutritional properties. What is more, they are practical and tasty."
Andrea Battagliola also mentioned some figures from two of the segments La Linea Verde operates in: ready-to-eat salads (35%) and fresh soups (50%).
"We could have developed our own organic brand, but we chose differently. We instead decided to opt for Alce Nero's brand due to its high-quality and popularity."
Cavazzoni, Battagliola, Monti
"We are happy to share multiple values with our new partners: we love tradition and the Italian spirit and, at the same time, we have a strong innovative approach to meet the demands of consumers looking for genuine food. We want to supply high-quality products that have been controlled along the entire chain and made with good raw materials and with the lowest technological impact possible. We are proud of putting our know-how at the service of Alce Nero Fresco, because we are sure we are contributing to a success story."
Massimo Monti, future CEO of Alce Nero Fresco, illustrated the essential elements of Alce Nero Fresco's agreements and governance as well as of its structure and objectives. "It's relatively easy to think about working together. It's the details that are difficult - we worked on them for two years. This joint venture is the evolution of an original business model that will lead to a diversified growth in line with the company's values. We believe the fresh segment will become one of the most representative of our assortment."
"It's a new chapter and we are really happy that La Linea Verde is our new partner, we are very proud of working with the Battagliola family. La Linea Verde will also take care of logistics. We have established an exceptional partnership with a great potential."
Tom Fusato, who will be Alce Nero Fresco's sales director, illustrated the starting range and future developments. The products will be sold mainly on the Italian market, but they will also be destined to Europe and abroad, where the market share of organic products is much bigger."
"It's a big challenge. Thirty years ago, when we opted for organic products, their market share was insignificant. Now things are changing, so we firmly believe this partnership will be beneficial for the fresh segment as well as for our producers. Brio will create, structure and monitor the entire production base and products will be fully traceable down to single producers."
"We are confident that the fact that our products will be available in the ready-to-eat segment will contribute to the fact that more companies will convert to organic production, which is actually our mission."
"We are together in this, it's a new company and we share duties and credits, clients and suppliers, everything. We all have to do our best."
"We didn't choose the easiest route, but one that had the greatest potential in the medium-long term." And it's usually the toughest route that leads to the bigger success. Good luck!