La Linea Verde, the Brescia based company renewed among the Italian leading players in the prepared meals, grows in developing markets such as Eastern European countries, with a turnover of Eur 195 million last years and total export sales of 30% of revenues. Valérie Hoff, head of marketing and communication, says the success is due to the company expanding routes to strong emerging markets such as Poland and enhancing supply chain innovation for products offering. “For our fresh products – stated Hoff – the shelf life is a critical factor combined with the need to reach worldwide market: the goal is efficiency in supply chain model which has to respond in very quick time.”
La Linea Verde sells products in the retail channel. “We are present in numerous supermarket chain: Spar and Billa in Austria, Delhaize in Belgium and Biebronka in Poland – added Valérie Hoof -. We have also a branch in Spain in order to serve the domestic market. Coming to our offer we have two lines: ready prepared fresh salads/vegetables range of products and the line of ready-to-eat and fresh meals. We are market leader in Europe with a particular reference: the baby leaf item. We sell it all over Northern European countries all year long”. In spite of a general economic malaise of the past years, La Linea Verde range of products set up high levels of consumers confidence in Austria, Switzerland, Belgium, Poland, Croatia, Slovenia, Lithuania, Lettonia, Estonia. Now The company is targeting UK and France markets where they plan to enter next year.
