Controlled, certified, guaranteed, short: the supply chain is the theme of the moment in the world of food

The Imagine Nielsen GS1 Italy Observatory reveals the emergence of this phenomenon through the analysis of the labels of 72,100 consumer food products sold in Italy, estimating that the only 613 products that bear on the packaging a reference to the supply chain generated, in 2018 , over 259 million euros in sales (+ 14.1% compared to the previous year).

The communication of supply chain values on product labels is concentrated on four sectors: the most important is packaged fruit and vegetables (41.8% of the turnover generated by the basket), followed by dairy (29.0%), the aggregate of meat and eggs (17% share, +69, 0% of sell-out) and from that of wheat and other cereal based products (12.2% of share and + 14.8% of sales).
The best performance was registered by the products with “controlled supply chain” (+ 12.3% annual sales) and “certified supply chain” (+ 5.4%) on the label, including those with the claim “short supply chain” and “km 0 “(+ 3.1%), while “guaranteed supply chain” registered a downturn (-11.8%).