The Venice-based Italian food distribution business, Panorama, has embarked on a new thrust to attract discerning customers who care about the environment and their health.

As part of a new hypermarket layout, it has created a defined area of about 100m² dedicated to a selection of products that fall into the categories: “organic”, “natural” and “free from”.

Panorama, which also operates smaller supermarkets (PAM), discount stores (iN’s Mercato) and restaurants (BREK), chose a Rome hypermarket to try the concept and the results are appealing. It has positioned the department along the back wall of the store in such a way that it separates the food section from the non-food section in a high-traffic area.

The range of products, consisting of 1 400 stock-keeping units (SKUs), includes:

• Gluten-free ranges such as pasta, biscuits and breads;
• Soy products such as burgers;
• Natural juices without additives such as fresh apple juice;
• Lactose-free products such as milk, yoghurts and creams;
• Organic products such as coffee, jams, honey and yoghurt;
• Fresh Goodness branded products that are primarily foods with original fresh ingredients that are quick and convenient to prepare;
• The Tesori range (Treasure range) of products are high-quality speciality Italian products; and
• The Arkalia range of health and beauty products enriched with natural oils and plant extracts.

The pricing of these products is at a premium, but this has not stopped the Roman shopper from participating in the experience. As the concept proves itself, it will be rolled out to other locations.