Latini (Coop): “2022 marked the end of many certainties, we are playing a decisive game”

“It is a decisive game that we are about to play in a year that has marked the end of many certainties and the appearance of more than one occasion of anxiety that we deal with both personally and as cooperative managers. I believe none of us at the beginning of 2022 could have foreseen a situation of this complexity which is not only destined to last, but with a good chance of accentuating “. This is stated by Maura Latini, managing director of Coop Italia, commenting on the 2022 Report.” this – continues Latini – is also the time of responsibility that as Coop we have towards our employees, the families of shareholders and consumers with whom we interact on a daily basis. We at Coop made a positioning choice precisely in 2020 in the year of the pandemic, we announced it last May and we are implementing it, we think it is an important and winning choice based on our brand product: the best integration between Coop’s values, sustainability and convenience. According to some, it may have been a reckless choice, but born from objective data that the Coop 2022 Report confirms starting from the advance of discount stores, the loss of attractiveness and sales shares of brands and the needs of families both for concreteness and innovation. “.” The Coop Report also tells us that perhaps for the first time in many years Italians have assigned a fundamental and non-expendable role to food even in times of economic difficulty and we who are among the largest distributors and producers of food do not we can only answer this question by further expanding our offer in terms of extensiveness and depth also in terms of price positioning, so as to cover all needs, even the simplest ones! To date we are only at the first phase of our project that I remember once fully operational (by 2024) it will include about 5000 new Coop products that will innovate the offer by 50%, The first data not only give us reason ion but reconfirm the extraordinary strength of our product; in the breakfast segment, the first to be renewed, in the first two months of launch (June / July) we recorded an increase in the market share of the branded product in quantities of 8.3%, therefore passing from 23.6% to 31, 9%. The savings potential for households is considerable. First results in a difficult situation that we claim with a fair dose of pride ”, concludes Latini.