Crai To Export Private-Label Brands To Eastern Europe

Cortelazzi’s experience and established network in the region will provide Crai with strong market access for its own brand and others, including Cuore dell’Isola, La Rosa dei gusti, and Piaceri Italiani.

Crai products will be showcased in dedicated areas within Cortelazzi stores, highlighting the brand with unique displays and promotions, tailored to each product line.

Furthermore, selected Crai products will be integrated into Cortelazzi’s loyalty programme.

Comprehensive Strategy

Beyond distribution, the collaboration includes a comprehensive marketing strategy, encompassing outdoor advertising, radio spots, flyers, and digital campaigns.

Additionally, temporary pop-up shops will open in Prague and Bratislava during the Christmas period, to promote authentic Italian cuisine.

Foodweb.it quoted Giangiacomo Ibba, CEO of Crai, as saying, “The partnership with Cortelazzi is a natural step in the group’s expansion strategy.

“Thanks to this collaboration, we bring the authentic flavours and [the] excellence of our private-label brands to new markets, strengthening the bond with consumers who already appreciate the tradition and art of good Italian food.”

Ernando Cortelazzi, president of Max Food – Cortelazzi – SE, added, “This partnership is an important moment in the history of our company.

“Crai-brand products perfectly represent that essence of research, tradition, and Italian excellence that we have been committed to promoting in Eastern Europe for decades.”

Private Label

Crai’s private-label brands comprise over 3,000 products, currently accounting for 22% of its total sales.

The company aims to increase this to 50% in the coming years. Crai is increasingly focused on minimising the environmental footprint of its private-label packaging by prioritising recycled and recyclable materials.

With around 1,500 supermarkets, convenience stores and food shops, Crai operates in over 800 municipalities across Italy.

ESM