Valfrutta Fresco has entered into a partnership with San Lidano which has been the new copacker for the fourth range since 2022. Since February, a renewed line of ready-to-eat salads has been available on the refrigerated shelves of large-scale distribution, which we previewed in Berlin. There are about ten references and also include the Wellness Line with seeds and enrichers, previously launched together with the ex Copacker Cultiva. “This new partnership marks an important meeting point between a leading cooperative reality in the production world and the industrial brand and will allow us to guarantee the consumer a complete range of high quality and 100% made in Italy proposals, the result of total control supply chain “, tells us the general manager of Valfrutta Fresco Stefano Soli, revealing that the line will develop with innovations that will intercept emerging trends
by Carlotta Benini
Fresh Valfrutta returns as a protagonist in the refrigerated shelves of the fruit and vegetable departments with a renewed line of ready-to-eat salads which seals a new partnership, the one with San Lidanonew copacker for the fourth range. The OP based in Sezze, in the province of Latina, boasts decades of experience in the sector: born in 1997 in the heart of the Agro Pontino, today it has over 60 members in the main national production areas, from North to South, which cultivate the own raw materials on about one thousand hectares of surface, of which over 200 covered by modern multi-span greenhouses, guaranteeing supply all year round.
“A partnership that marks an important meeting point between a cooperative leader in the production world and the industrial brand – begins Stefano Soligeneral manager of Valfrutta Fresco -. A meeting that will make it possible to guarantee the consumer one complete range of proposals, of high quality and 100% made in Italythe result of total control of the supply chain “.
The new fourth range proposal by Valfrutta Fresco is available on the shelves since February. This is a renewed line, not a complete novelty: the first line of ready-to-eat salads by Valfrutta was in fact the one launched in 2016 in collaboration with cultivateprevious copacker, with which the Wellness Line was born consisting of six references of salads with seeds and enrichers (read here https://www.fruitbookmagazine.it/cultiva-e-valfrutta-ampliano-la-linea-benessere-con-una -new-reference /).
The new range, the result of the agreement between Valfrutta Fresco and San Lidano, is distinguished by a packaging slightly revisited, that gives more prominence to the Valfrutta brand, accompanied by the claim “Cultivated in Italy from sustainable agriculture”, to underline the commitment of the two companies to always guarantee certified quality and a short and controlled supply chain, attention to the environment and biodiversity and fair remuneration for the entire supply chain.
A Fruit logistics in Berlin, at the Apo Conerpo stand where Valfrutta was also present, we previewed the new salads, now available in large-scale distribution with a ten referencesranging from Classical at the Festive, from the Iceberg to the Fennel with carrots, from the Valerian at the Rocketincluding a ready-to-cook proposal: gli Spinach in a bag. Back there too Wellness Line, with seeds and enrichers, also in a slightly revised graphic format: the references we have seen in Berlin are three, namely the salad mix with Almonds, the one with Cashews and Hemp Seeds and the one with Sunflower seeds.
The line, explains the commercial director of Valfrutta Fresco, è developing. “The goal is to develop new product lines over time, together with San Lidano – underlines Soli -. Being able to count on a partner-producer, in fact, will allow us to develop and test new productions, new varieties and new mixes to respond in an increasingly timely manner to market developments and anticipate emerging trends“.” A plus that will allow us to face a very difficult marketwho has lived in constant emergency for two years – he continues -, and who, with the dramatic situation in Ukraineis undergoing further important blows (there are those who estimate possible decreases in turnover up to 20%), between the increase in the prices of raw materials, fertilizers and energy and difficulties in finding materials for the green transition “.
“The goal, therefore, is to return as protagonists to a certainly crowded and competitive shelf, where Valfrutta Fresco intends to emerge thanks to product quality and of ability to innovate and respond to the tastes of an increasingly demanding consumer – concludes Stefano Soli -. A challenge that also sees us supported by a new packaging: new bags, redesigned in the graphics in order to make the brand more visible on the shelf, with a more evident logo and protagonist of the package together with all the information (from the origin to the nutritional values, without forgetting the Italian nature of the supply chain) that the consumer is looking for more and more “.
Copyright: Fruitbook magazine