Italy: NaturaSì opens store with new concept in Vicenza

NaturaSì, Italy's largest organic supermarket chain, has introduced a new store concept. It was presented in Vicenza with the opening of a store measuring 800 m² on 20 and 21 January 2012. The size of their other stores is usually between 200 m² and 250 m². A different arrangement for fruit and vegetables has been chosen as the heart of the new store. Organic clothes and accessories are also part of the product range at via Divisione Acqui 15 in Vicenza, and soon a new bio bar offering snacks, freshly pressed juices and more will follow. Further store openings followed in Descenzano from 27 to 29 January 2012 and in Solaro on 3 and 4 February 2012.

NaturaSì is Italy’s most important supermarket chain specialised in organic and natural products. The chain was founded in 1992. With the latest openings, the chain runs 97 stores now in Italy and a further two in Spain.
The new presentation of fruit and vegetables plays a very important role at the Vicenza store. You can choose between imported produce like fair-trade bananas and oranges from Sicily, and from red potatoes, salad and a wide range of seasonal products. Throughout the year, information on the products will be displayed and workshops and other initiatives will ensure that consumers know all about the characteristics and benefits of organic fruit and vegetables. (Picture: Italian products also play an important role. The sign advertises the products of Di Vaira - we reported earlier) 
 

Around the island with fruit and vegetables, different areas are dedicated to various categories of product (see picture). Consumers have a lot of space to feel comfortable during shopping and, thanks to the design of the new areas, people are able to move around in an orderly way. In total, more than 4,000 certified organic and natural products are offered. In the various sections you can buy: fresh food like bread, dairy products, meat and fish; frozen food like ice cream, vegetables and fish; packaged breakfast products like sweet and savoury baked goods, jams, spreads, cereals, and snacks; and items for lunch and dinner like pasta, condiments, cereals and legumes, flour and macrobiotic food.

Gluten-free products and other items for people with the most common food allergies are available, as well as beverages ranging from fruit juices and vegetable drinks to wine and beers. A space is dedicated to products for small children, including baby food, diapers and biodegradable wipes. The area for body care and beauty offers natural products that are made exclusively from vegetable emulsifying agents or contain natural active ingredients and surfactants of natural origin. The space for detergents displays “classically” packaged natural cleaners, and there is a corner dedicated to ecological detergents in bulk, which are favourably priced and environmentally friendly, since they save packaging. (Picture: counter for sausage and cheese)

Edoardo Freddi, who is in charge of marketing, comments: "The new organic supermarket in Vicenza has many new features – it is fresher and more modern. However, the values of the company and organic farming have been retained. The new produce section is a very important place where we invite the consumer to pause in order to discover the true quality of NaturaSì organics that come from selected producers. To enable consumers to enjoy organic products directly and take a short break, the bio bar will soon be offering all manner of tempting food and refreshments. (Picture: Detergents, also available on tab)

Naturasì also introduced its new logo when the store in Vicenza was opened. The inauguration of the store featured free cocktails and juices, and special entertainment was laid on for children. Following the opening of this new concept store, a supermarket (200 m²) was launched in via Marconi 133 in Descenzano in the province of Brescia. The inauguration took place from 27 to 29 January 2012. Over the weekend of 3 to 4 February 2012 a further store was opened at via Varese 177 B in Solaro in the province of Milano. It has 250 m² of retail space.

The newly designed fruit and vegetable island is also the heart of the other two new stores. The inauguration festival continues at the stores for the next few weeks with special programmes like courses on ancient grains, beauty products, soy-based desserts and Bach flowers. Each of the stores embodies the same values: freshness, convenience, love and respect for nature. All the new supermarkets were designed and built with particular attention to environmental sustainability. Inside the stores, there are panels in natural beech wood, walls and ceiling are painted with colored dyes with natural components, the lighting uses energy saving lamps, and the shopping baskets are made from recycled PET. Organic, fair trade cotton bags are available and organic nets and the staff's uniforms are made from organic cotton too.
(Picture: NaturaSì's new logo)