Valbona, whose private label accounts for 80% of its production, considers its participation in the Italian Private Label Trade Fair Marca 2016 an important strategic move, as the industry’s health-concerned segment is on the rise. According to figures released by the exhibition, last year, the organic segment grew by 16% while gluten-free and low-fat grew by 31% and 10%, respectively.
Valbona is a specialist in the manufacture and transformation of vegetables for over 50 large-scale distributors both in Italy and abroad.
“The strength of Valbona is the ability to adapt to different markets, new consumer trends and needs,” says Federico Masella, marketing manager at Valbona.
“We can customize our products to the tastes of the countries where we export. We are able to customize our offer to the needs of overseas retailers.”
As for foreign markets, Valbona has a strong presence in France and is expanding to Germany, the UK, Austria, Poland, and Eastern Europe, while North and South America, Southeast Asia, Australia, and the Scandinavian countries are the new frontiers for Valbona’s products.
“In such markets (overseas), pesto sauces are among the most successful products, perhaps because they better represent our food tradition,” says Masella, “after all, Italian-ness continues to be a driver even for retail chains, which choose to market Italian products as an added value”.
Keeping in line with the latest consumer trends, Valbona has strengthened its organic range with the leccine olives, dried tomatoes, baby artichokes, ‘genovese’ and red pesto . Light Genovese Pesto (with 30% less fat) has been added to the range of pesto sauces. The latest introductions to the premium range are Sun-Dried Calabrian Tomatoes, Artichokes of Sardinia, and the Taggiasca Olives. The sauce and pâté ranges have witnessed the addition of gourmet and regional recipes as well as the use of traditional and certified raw materials.