PLM - RETAIL BRAND INTERNATIONAL
Penny Market:
a solidarity chain for suppliers The retailer ’s response to the crisis, caused by Covid-19 pandemic, helped the economic recovery of those small local producers that made history in the Italian agri-food specialties.
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reated in 2020, ‘Abbracciamo l’ impresa italiana’ (‘Let’s embrace the Italian companies’) campaign was the concrete response given by Penny Market Italia, Group Rewe food discount, to react to the difficult situation caused by Covid-19 pandemic and the related economic consequences in Italy. The main goal was to help the restart of the Italian agri-food industry, which includes the main Pls of the brand, such as Natura è, Vicino, Cuor di Terra, My BIO, Free, etc. The first concrete result immediately recorded by the initiative was the widening of its offer of Italian local products, and, also, the promotion of food and wine products that before ‘Penny’s embrace’ were often not sold in the mass consumption segment. Thanks to this initiative, hundreds of producers were able to restart, with the support of the retailer, especially because of the privileged access to about 400 stores all over Italy. Local and regional high quality products that will be added to the Made in Italy specialties that already account for 70% of national stores’ assortment. We interviewed Paola Monica Dimaggio, PL Manager & Sustainability Coordinator, and Marcello Caldarella, Communication Manager to talk about these topics.
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