In the increasingly competitive scenario of the fruit and vegetable sector, the ability to stand out and attract consumers has become an absolute priority. Annamaria Medici, Director of the Fruit and Vegetable Chain and Distribution at Multicedi, stresses the importance of "breaking the routine and stimulating consumer curiosity" through innovative strategies. "An effective differentiation strategy is to attract attention through distinctive packaging, effective communication, innovative products and limited editions. The introduction of special references that go beyond the common imagination not only arouses curiosity but also creates added value, reinforcing the uniqueness of the assortment and making it more attractive to the customer," says Medici.
© Maria Luigia Brusco | FP.com
An example of this strategy is the introduction of specialty references that break the mold. Products such as white strawberries, Kissabel apples with their red flesh, chocolate oranges with their brown peel, and red kiwis have been very well received. "These products are generally appreciated, especially by those who are looking for quality, originality and new taste experiences," explains Medici.
In addition to these innovations, Multicedi is also focusing on local excellence to enrich its offering. "Products such as Caroselli, an Apulian specialty that has been successfully introduced in the Campania and Lazio regions' assortments, as well as Marzanino cherry tomatoes and Piennolo, a typical product of the Campania region, are gaining popularity even outside their regions of origin. These choices enrich the offer and encourage the discovery of unique flavors and products," adds Medici.
© Multicedi
Increased consumer awareness regarding health and product quality is another trend that Multicedi is embracing. "Consumers are more aware, informed and mindful of consumer and market trends," points out Medici. Despite reduced demand in terms of quantity, customers are looking for high-quality products and are willing to experiment with novelties that convey distinctive values. "Capturing these consumption drivers is crucial to increasing sales and customer loyalty," concludes Medici, underlining the importance of an assortment that meets the needs and expectations of modern consumers.
In short, Multicedi is pursuing a strategy that combines innovation with the promotion of local traditions, a formula that promises to meet the expectations of an increasingly demanding public in search of unique consumption experiences.
For more information: www.multicedi.com