The reluctance of Lidl to provide figures relating to its activities is well-known. An (appreciable) exception to the rule is when it comes to Italiamo, a line of Italian gastronomic references distributed in more than 10 thousand Lidl stores in 26 European countries during the promotional week dedicated to Italian products. The themed weeks Italiamo, which were started with an intent to present the new food and wine products from the Italian regions, that are not part of the set range.
The chain has pointed out that this promotional initiative is aimed, on the one hand, to help millions of customers throughout Europe appreciate the culinary Made in Italy heritage, and on the other hand, it is an instrument of exploitation and development for Lidl suppliers who have therefore increased turnover, volume of goods exported and the visibility of their product.
“This year there are about 300 products exported to more than 10 thousand Lidl stores in Europe, while in 2014 there were 195 references. An increase of 54%, equivalent to an economic value of 150 million euro, almost doubled compared to 2014 – says Ignazio Paterno, Italy Purchasing CEO Lidl. In fact, the Italiamo week is the most important in Europe for sales volumes, references and turnover. This also translates into a major opportunity for growth and development for the Italian suppliers who work with us and who, thanks to our network of retail outlets, can export their products in 26 European countries.”
Italiamo is enriched every year with new references which are increasingly representative of the culinary variety of the Italian regions: the carasau bread, the Piedmont Tomino cheese, the quartirolo lombardo cheese, the tigella from Romagna salami ‘nduja, the Taggiasche olives, the cassata, the Sicilian cannoli and crema Florentina ice cream flavour. It must be said that in Italy the line generates, along with theme weeks, a total annual turnover exceeding €50 million.
As evidence of the statements, Lidl has presented two of its historical suppliers, the baker De Angelis and the meat supplier Fratelli Beretta. The former, located in Villafranca di Verona, has been collaborating with Lidl since 2009 and in 2014 produced 9 Italiamo references, which have turned into 15 this year, with an increased turnover from that 4 million to 5 million in 2014. The collaboration between Lidl and Fratelli Beretta however dates back to 1996 and produces 8 references, for a value of 2.8 million euro in 2014, rising to 4.2 million this year.