Bergader continues to grow in Italy
Soft cheese market share in large-scale distribution exceeds 16%
2020 represented a year of rise in Italy for Bergader, a German company specializing in dairy products that arrived in Italy since 1902. Bergader, which literally means "mountain vein", continues to invest in our country and, also following a strong campaign of marketing and communication, in 2020 it continues to expand, despite the ongoing pandemic and the post-lockdown economic crisis. The company's market share in the fixed weight soft cheese segment exceeded 16%.
"We decided not to take steps backwards but to enhance our communication projects. During the lockdown period, for example, we launched a new advertising campaign on TV which featured some recipes made with our products, prepared by the chef starred Riccardo De Pra. The goal was to present the versatility of our products to the general public, offering moments of lightness in a difficult context such as that of confinement ", explains Luca Fontana , Sales Director of Bergader Italy. Although there were difficulties, such as the cancellation of CIBUS Fair, 2020 was a positive year for Bergader, so much so that, as Fontana states, "Cremosissimo and Edelpilz, have reached growth points of 20-30%".
A note from the Bavarian company explains that a new commercial created by Agostino Toscana is currently in the works and several collaborations with influencers from the food world are planned for the next few months. The new recipe contest "Did you like chef?" Will be available shortly on Bergader 's social channels, which will see chef De Pra himself as the referee. "We are definitely satisfied with this year' s performance so far and proud of how we managed to manage critical issues in a flexible and dynamic way. We have set ourselves important double-digit growth objectives and we are trying to achieve them through a simple, coherent and innovative communication strategy that combines the power and authority of TV and of the press to the freshness of social formats and languages ", explains Fontana.
EFA News - European Food Agency