èVita Armonia Gourmet potatoes were voted the best product in the new entry category 2024 in a poll by the magazine GDOWeek
Romagnoli F.lli Spa’s research, innovation and marketing were once again rewarded as part of one of the most important recognitions in the consumer goods sector. In fact, èVita Armonia Gourmet potatoes, launched by this company from Bologna at the start of this year, came out on top as the overall winners in the New Entry category in the poll which the well-known magazine GDOWeek opened, just like every year, on its website for the Brands Award voting. A wide-ranging panel of judges of about 5,000 managers and experts from large-scale retail and the brand industry were able to indicate their preferences, showing their approval for Romagnoli’s new product.
“Through our extensive research, we have selected a potato variety that can offer a higher level of flavour to the many people who love these tubers”, said Giulio Romagnoli, the CEO of Romagnoli. “The Melrose variety”, explained Mr Romagnoli, “is the main one used for èVita Armonia Gourmet and it features everything that consumers are looking for in potatoes: outstanding organoleptic qualities that can be enhanced in simple recipes such as crispy roast side dishes, or more elaborate ones such as mashed potatoes and gnocchi where the variety reveals all its goodness thanks to its excellent consistency when cooked. Consequently, this variety is also receiving growing plaudits in the industrial production sector for high-end fresh potato gnocchi, also partly thanks to its distinctive appearance, thin pink skin and bright yellow flesh; on top of all this, there is sustainability, with growing techniques that are increasingly efficient and respectful of people and the environment”.
Melrose’s success confirms the consumer’s attention and preference for assortment offers focused on specific varieties, selected as a distinctive feature that builds loyalty. In fact, according to Giulio Romagnoli, “a commercial offer unrelated to varieties and only segmented for its intended use, following strategies created in the early 2000s, would no longer suit new consumer trends”.
“Consumers are looking for guaranteed goodness and sustainability in fruit and vegetables”, added Francesca Russo, Romagnoli’s head of marketing, “and it is no coincidence that our product which won an award from GDOWeek is called Armonia Gourmet. In fact, both from the point of view of flavour as well as production and the environment, the Melrose potato represents perfect harmony, good on the palate and good for our planet”. “We also wanted to innovate with our packaging choices”, explained the manager, “marking the excellence of this product with a glamorous, distinctive and eye-catching pack with its stylish, modern lines, which can attract and spark the interest of all consumer target audiences, with a strong focus on new generations”. “We are very proud”, concluded Ms Russo, “because this award confirms that the market continues to appreciate and respond positively to the products we offer, which are created from analysis, study and plenty of passion”.
It is actually not the first time that a Romagnoli product has received the New Entry Brands Award from GDOWeek: this recognition was also given to èVita Residue-Free potatoes, created from a collaboration with Legambiente. Several years on, the market continues to reward this product for its quality and environmental value with a gradually and constantly growing market share.
Image: Romagnoli F.lli
