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METRO Group introduces new private label 'Cali' for fruits and vegetables

10.02.2005

METRO Group introduces new private label 'Cali' for fruits and vegetables

From now on, "Cali" stands for fresh and high-quality fruits and vegetables in all 28 countries, in which food-offering sales lines of METRO Group do operate. The brand replaces the private labels used on the national level, giving all products in the fresh produce range a single name. "China, Russia, France or Morocco – wherever our customers purchase fruits and vegetables sold under the Cali brand, they know they are getting absolute freshness and top quality," explained Uwe Heller, Division Manager at METRO Group’s central purchasing entity MGB and also in charge for private labels.

In addition, MGB developed a color-coding system to help customers quickly and easily identify which segment each Cali product belongs to. While the packaging of Cali vegetables, for instance, is immediately recognizable by its green marking, exotic fruit is marked red and mushrooms purple. "This way, we can offer our customers a clearly structured system that supports an easy and effective purchase management," stated Heller.

At an annual volume of around 3 million tons, Metro Cash & Carry self-service wholesale, Real hypermarkets and Extra supermarkets together belong to the largest international companies in fruit and vegetable trading. More than half of the turnover is achieved with private labels, i.e. produce grown exclusive under contract. The quality of these food products is guaranteed seamlessly throughout the supply chain – from the farmer to the store shelf – by means of "EKS," the company’s specially developed quality assurance system.

Fruit Logistica as a central platform for communication Quality

assurance concepts along with the special demands placed on freshness in the food sector are focal points of METRO Group’s fair presentation at Fruit Logistica. The fair is a key platform for communication where international buyers and suppliers can share their know-how and experience to make new business connections and to intensify existing contacts.

Fruit Logistica is considered the most important trade event for the international fruits and vegetable business sector. Experts from all levels of trade and retail specialized in "green goods" – from producers and logistics companies to marketing specialists – present their services and innovations. Due to the great demand, the organizers have increased the exhibition area to 48,000 square meters. This year, Messe Berlin management is expecting more than 1,000 exhibitors from all over the world and around 22,000 trade visitors.

At Fruit Logistica, you can find Metro Cash & Carry, Real, Extra and MGB in hall 01.1, stand C10.

With sales of € 56.4 billion (2004) METRO Group ranges among the Top 3 retailing companies worldwide. The company has a headcount of about 250,000 in 30 countries and operates around 2,400 locations. The operating business is performed by the six sales divisions which operate independently in the market: Metro/Makro Cash & Carry – world market leader in cash & carry wholesale, Real hypermarkets, Extra supermarkets, Media Markt and Saturn – market leader in consumer electronics centers in Europe, Praktiker home improvement and DIY centers, and Galeria Kaufhof department stores.

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