Italian retail group Crai has entered into a strategic partnership with distributor Cortelazzi to expand the footprint of its private-label brands—Cuore dell’Isola, La Rosa dei Gusti, Crai, and Piaceri Italiani—in the Czech Republic, Slovakia, and Hungary.
With more than three decades of experience in distributing premium Italian food products across Eastern Europe, Cortelazzi brings a well-established network and deep market expertise to the collaboration. The tie-up is expected to provide Crai with a broader distribution reach and a stronger position in key urban centres.
CRAI PROMOTES ITALIAN CULINARY HERITAGE
Beyond distribution, the partnership will include a multi-channel marketing push aimed at reinforcing the appeal of authentic Italian gastronomy. The campaign will feature billboard and outdoor advertising, radio promotions, leaflet distribution, and a targeted digital strategy in key cities.
The Italian retailer will also open exclusive temporary shops in Prague and Bratislava during the Christmas season, offering consumers an immersive brand experience. Additionally, select Crai products will be integrated into Cortelazzi’s loyalty programme, incentivising consumers to engage with the brand.
Giangiacomo Ibba, chief executive of Crai, said the partnership would bring the “authentic flavours and excellence” of its private-label brands to new markets.
Ernando Cortelazzi, president of Max Food – Cortelazzi – SE, described the agreement as a “milestone” for his company. “Crai’s private-label products embody the tradition, research, and excellence of Italian food culture, which we have long been committed to promoting in Eastern Europe,” he said.