Walmart Canada has introduced a retail partnership with Italy’s COOP, which puts the Coop Italian food Private Brand Fior Fiore on Walmart shelves. The new range which includes more than 40 products includes pasta, pasta sauces, pesto, bruschetta, and pates. The retailer will launch specialty oils and vinegars in by the end of the summer
Walmart Canada’s Ivo Petroff, senior category manager for grocery and Sourabh Malik, senior director for grocery, told the Canadian trade publication Grocery Business the partnership is the first of its kind for Walmart Canada.
“Fior Fiore is a premium private label range in Italy of COOP Italia. However, for us in Canada, these authentic products are offered at Walmart’s everyday low prices,” says Petroff.
“With this retail-to-retail partnership, the scale of sourcing and consolidation, expertise and logistics is much more superior than any distributor or single manufacturer model. Consolidating under one branded umbrella-like Fior Fiore with top food quality standards allows Walmart Canada to source products on a large scale directly from COOP, who work directly with small authentic family businesses in Italy. No other model can provide this at the scale we can.”
Each Fior Fiore product features a QR code that allows customers to learn more about the product.
“We’re always looking at ways to be even more transparent with our customers. For the moment, our corporate website walmartcanada.ca includes detailed information about our supply chain practices and standards.”