Preserves & Sauces

Cirio aims to expand in Germany beyond Rewe

Conserve Italia has signed an agreement with the German retailer. Sales in the country exceed 30 million euros with good prospects for growth

Having entered into sales agreements with Tesco in the United Kingdom and Nippon in Japan, up next is Rewe in Germany, where Conserve Italia has just stipulated a supply contract for Cirio products in 3000 stores of the retailer.

“The German market is not new to us in terms of sales of course” explained Cesare Concilio, international sales director for the cooperative group, “Conserve Italia has operated on the German retail market for some time now and has conquered a sizable share of the market as supplier of private label products. On the basis of this presence, we have now decided to concentration on further market penetration, mainly of the Cirio brand, one of the most illustrious Made in Italy food brands, which celebrates its 160 year anniversary next year.” Today Conserve Italia’s turnover in Germany exceeds 30 million euros, a “remarkable result” comments Concilio, “considering that it is a very mature segment and a market where private label products still have a very strong presence. Our estimates forecast a growth trend of +20% over a year.”

“Germany is a country where discount goods have historically always been very deeply rooted and consumer choice remains fundamentally price-oriented” continues Concilio, who is very familiar with the German market having recently taken on the role of managing director of Conserve Italia Deutschland. “However, the appeal of Made in Italy products and knowledge of the regional area of origin are both strong factors, as demonstrated by the fact that Oro di Parma is the best-selling brand in the tomato-based product category in Germany and has topped the rankings for over 20 years.”

“As confirmation of the strategic value of Germany for Conserve Italia’s export policies, we have finalised various investments in this country, from the opening of new offices in the centre of Frankfurt (previously in Warburg, Westphalia, Ed.) and hiring of new staff to strengthen the sales department” announced the Group’s general manager Angel Sanchez.

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