Retail

Lidl: a new line of Italian food products

They will be soon available in over 600 points of sale, thanks to a joint project together with Filiera agricola italiana

An agreement between Filiera Agricola Italiana – a company that supports and promotes Italian agricultural entrepreneurs in Italy and around the world – and Lidl Italia – the leading company in the large-scale retail sector – has led to the creation of an unprecedented line of 100% Made in Italy products. The range, which bears the brand ‘FDAI – Firmato Dagli Agricoltori Italiani’ (signed by Italian agricultural manufacturers), will be distributed in limited edition in over 600 Lidl shops in Italy, starting from May 3rd. The project was born from the desire of Lidl Italia – which already offers more than 2,000 products, 80% of which are Made in Italy – to offer an assortment increasingly linked to sustainability and the territory. The result is a rich product range, including Carnaroli IGP rice, bronze drawn pasta with Lucanian wheat, Tuscan PGI oil, and fruit juice with citrus fruits of Calabria.

An innovative agreement

All products are marked bear the FDAI brand, which promotes a model of ethical management of the entire production chain. This brand, in addition to the complete traceability of the supply chain, guarantees the use of all-Italian raw materials. The FDAI specification also includes important social safeguards, such as fair distribution of the value chain, while respecting the rights of workers and consumers. Stefano Albertazzi, general manager of Filiera Agricola Italiana, explains: This is an important and innovative agreement that enhances the agri-food products of the Italian territories and favours all the components of the supply chain, from the field to the table: farmers, retailers, and consumers. We are very proud to offer the new product line, created in collaboration with Italian farmers, in all Lidl stores – says Eduardo Tursi, managing director of purchasing for Lidl Italia. We have been deeply committed to this project, that enriches our proposal of excellent Made in Italy products consolidating Lidl’s passion for the territory.