Mariano’s has a new partnership with the Italian Trade Agency to bring products from southern Italy to its stores, a move it could replicate with other countries as the growing grocer hopes such specialty fare will help it stand out from rivals.
Bob Mariano, the chairman and CEO of Roundy’s who started the Mariano’s chain, has personal ties to the country. His father’s parents moved from Italy to the United States.
“This will serve as a template for us to work with other countries,” Mariano said in an interview, suggesting that countries such as Canada, France and Germany could be next. “It’s not just Italy. We will begin this effort with other countries as well.”
Mariano’s already promotes specialty international foods in its stores. Aisles filled with foods from Italy, Mexico and other countries typically feature flags and other decorations. Now, the chain is taking the effort a step further, starting with the Italian partnership, as it tries to procure products that shoppers might not be able to find at other grocery stores.
So far, Mariano’s has started to sell products such as Agromonte tomato sauce from Sicily and Lauretana water, which it said are exclusive to the chain. The flavoring for the chain’s gelato also comes from Italy, Mariano said.
The partnership with the Italian Trade Agency is being called La Tavola Italiana, or “the Italian table.” The government organization aims to promote Italian companies internationally. Its Chicago office works on getting authentic Italian food and wines into grocery stores, among other projects. It also has worked on promotions with the Texas chain H-E-B and Wakefern Food, a co-operative that runs the ShopRite and Price Rite chains on the East Coast.
Mariano’s emphasis on imported goods could help it stand out from the Italian offerings at other supermarkets in the Chicago area. Still, its Italian selection is much smaller than the one at Eataly, which opened an Italian-focused market in Chicago in 2013. The Italian Trade Agency has a relationship with Eataly as well, according to Patrick Capriati, a senior trade promotions officer at the agency.
Mariano’s has sent executives to Italy and has hosted Italian companies in Chicago as it tries to build relationships with Italian producers. The process also can cut out the need to work with middlemen and help the chain keep a lid on costs.
Mariano estimated that his company now receives several containers of products from Italy each month, up from perhaps fewer than one every other month a year ago.
Some of the products, such as Panettone and bottled water, are also being sold at Roundy’s stores in Wisconsin, Mariano said. Mariano declined to give specific examples of lower prices that resulted from the pact, but said that the company is “able to be more affordably priced.”
On Thursday, Mariano and Capriati are set to officially kick off the pact with the cutting of a 10 kilogram Panettone, or sweet Italian bread, at the Mariano’s store at 1800 W. Lawrence Ave. in Chicago.
Twitter @jessicawohl
