Longo’s: the best of Italy in private label brand Curato

Longo's has been operating in the Canadian market since 1956. Under the Curato brand the retailer offers a selection of fresh, shelf-stable, high-end foods
Longo’s: the best of Italy in private label brand Curato

The story of Longo’s began in 1956, when the three brothers Tommy, Joe and Gus Longo opened their first store in Castlefield on Yonge Street. From that small neighborhood market to present, the company has come a long way, becoming a thriving business with 36 stores and an e-commerce store. The company still remains a family business, founded on the same values that led to its founding nearly 70 years ago: “We will only serve others what we can confidently serve our own families“.


Within Longo’s offerings, made in Italy plays an important role: top sellers include pasta, sauces, and condiments, but the range varies from bakery and fresh produce to desserts, such as gelato, cannoli, and tiramisu. The range of Italian food and beverage products also includes a dedicated private label under the Curato brand. This is a line of carefully selected imported products that represent the best of Italy.


Jenny Longo, Senior Director Private Brands, Culinary Innovation and Central Kitchen at Longo’s

Why Italian food is appreciated in Canada?
I believe the characteristics of Italian food that the Canadian public appreciates most is the authenticity and singular source ingredient type Italian foods.

What are the most sold types of Italian products in Canada?
The best-selling Italian products in Canada are oil, pasta and cheese. Best known brands include Nutella, Kinder, Baci Perugina and Lavazza.

Have you recently added new made in Italy products?
We have an exclusive private label line from Italy under the Curato label. This offer includes a wide range of fresh and shelf stable food and beverage. Lately we are introducing two new vinegar from Italy, a Prosecco and a rosé wine vinegar, a deli meat and cheese single serve snack pack a yellowfin light tuna and two handmade focaccia strips with rosemary and olives.

Curato’s Focaccia strips
Curato’s Uno Spuntino – Prosciutto Dry Ham & Provolone Cheese snack
Curato’s Yellowfin light Tuna in olive oil

What requirements must the Italian vendors meet to become part of your assortment?
To deal with us, manufacturers must have distribution into Canada, handle compliant packaging and have quality control programs in place.

Are there any critical issues in importing Italian products into Canada?
We are still challenged with logistic delays and higher transportation costs, but we promote food from Italy and we are also looking for new and innovative products.

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