Walmart Canada Partners With Coop Italy For Private Brand

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

Ivo Petroff, senior category manager for grocery, Walmart

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.”

Sourabh Malik, senior director for grocery, Walmart

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 includes detailed information about our supply chain practices and standards.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.