H-E-B Brings Italy to Texas

While many grocers are turning their focus to local products, H-E-B is working with the Italian Trade Agency to bring more authentic Italian items to its stores.The Texas grocer added hundreds of new SKUs to its shelves, increasing its stock of Italian-made products including pastas, olive oils, cheeses and preserves to close to 3,000. The imports are both private label and from brands such as Saor Italia’s Orti di Calabria.“We are honored to partner with the Italian Trade Agency to expand our unique offerings to customers across the state,” said H-E-B director of global sourcing Jody Hall, according to reports. Hall indicated that demand for foreign foods is increasing in Texas because the state's residents are traveling more and watching more travel food shows. “With these specialty products, customers will be able to make that memorable dish they had on vacation, or prepare an authentic Italian recipe with affordable ingredients, straight from the source.” An in-store campaign running Sept. 30 through Oct. 13 spotlighted the new products with stanchion signs and side panels affixed to ceiling signs and cooler headers bearing a “Ciao Italia” message. The program also included meal deals and cooking demonstrations.The retailer continues to drum up support for its Italian assortment with a “Ciao Italia” sweepstakes. The sweeps will award a grand-prize 2016 Fiat 500X, a first-prize trip for two to Rome, Italy, and a second-prize 2016 Vespa Primavera. Fifty third-prize winners will also receive a $100 store gift card. Pleasant Ridge, MI-based HelloWorld administers.Consumers enter daily on a promotional web page (heb.com/italy) from Sept. 30 through Oct. 31. Participants can earn up to 20 bonus entries through various methods including reviewing a product on the retailer’s website and posting an image of an Italian dish or favorite food to Instagram or Twitter using the #ciaosweepstakes hashtag. In-store spectaculars spotlight the sweeps and Italian imports. Facebook and Twitter updates, and an heb.com carousel ad support. H-E-B is one of multiple grocers partnering with the Italian Trade Agency on its recently launched campaign to educate U.S. consumers about the higher quality of authentic Italian products. The agency's effort spans TV, print and web advertising as well as promotions with retailers including Roundy's Supermarkets' Mariano's and Price Chopper.

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