Packaging with inverted colors for "Clementine coltivate in Puglia" with respect to Clementine del Golfo di Taranto Igp was chosen by La Grande Bellezza Italiana (LGBI). The first quantities became available in big retail chains on February 22nd, 2024.
"Clementine del Golfo di Taranto Igp are extremely successful with thousands of quintals sold every week. But now later varieties are becoming available that are not part of the PGI specifications, or productions that, albeit from Puglia, are not grown on the specific territory comprised within the specifications. What to do with them?," explains Leonardo Odorizzi, member of the LGBI business network.
Well, La Grande Bellezza Italiana likes challenges so, thanks to its pool of consultants, it developed "Clementine coltivate in Puglia", identifying them with a white box with black wording. "We want consumers to understand that it is our produce and, although it is not the same that was available up until now, it still boasts the organoleptic qualities, traceability and territorial characteristics typical of our network. There are many high-quality productions that deserve to be promoted and we opted for 'differentiation' in continuity."
After all, many big retail chains got used to the high quality of LGBI, so losing the position gained would have been bad. "This way, we prolong our presence on the shelves and give consumers the option not to change the brand. The boxes contain produce we have sought and selected, that can be linked with a precise production territory - in this case, Puglia."
For further information
La Grande Bellezza Italiana
Rete di imprese
C.so Milano 36/A – 37138 Verona
[email protected]
www.lagrandebellezzaitaliana.it