Metro Cash and Carry features a broad range of its own brands like “Horeca Select” and “Aro” which are tailor-made to serve the needs of professional customers. Their own brand, “Cascina Verdesole”, distinctly communicates the Italian heritage of its products like Mozzarella di Bufala Campana, Prosciutto di Parma, or Aceto Balsamico di Modena. As described on the website of METRO Cash and Carry Italy: “It’s the brand that identifies typical Italian products. A wide range of products selected attentively, made with raw materials of excellent quality. The products are distinguished by the PDO and PGI logos which offer guarantee of origin, origin of raw materials, location, and their typical nature.” Italian restaurant owners frequently buy known Italian brands in the METRO wholesale stores. Important Italian products these customers look for are typically pasta, canned and jarred foods, dairy products, meat, water, and coffee.
HOW METRO C&C PROMOTES ITALIAN FOOD – To promote these products a dedicated target group management company publishes a monthly flyer with special offers and a bimonthly magazine called “Viva Italia” especially for Italian restaurants. “Products from Italy play a crucial role in the product range of METRO Cash and Carry in Germany,” says Paul Schulze, head of Italian restaurant businesses at METRO Cash and Carry Germany, “These products help provide an authentic Italian experience. By this we are following the vision of METRO Cash and Carry: to help our customers to successfully run their businesses.”
