“For us, Marca has become an increasingly important event because at the beginning of the year it offers the opportunity to meet many of our customers, suppliers and partners”. This is what Simone Zerbinati, CEO of the historic company in the fourth-range salad and ready-to-eat soup sector, said from the Bologna fair. Precisely in the context of the fourth range, which has been Zerbinati's core business for over 40 years, the company presents itself as a fundamental partner for distribution. A market that is worth around 850 million euros and which, in recent times, has experienced significant growth.
“At the end of 2024, we conducted research that found an increase in families purchasing the fourth-range market, which rose to around 22 million. Even more significant,” Zerbinati highlights, “was the increase in penetration, which increased by one percentage point. These are positive and unexpected results, especially considering inflation and the growing attention to price.” Another important piece of data is the frequency of purchase: families are buying fourth-range products more regularly, a sign that shows how quality, variety and service can make a difference even in a period of general economic difficulty.
Quality and taste: the keys to the success of soups
Not just salads, though, because Zerbinati is also a protagonist in the world of ready-made soups, another sector that is recording significant numbers. Here the company stands out for the quality and taste of its proposals, with an assortment that places it among the main players in the sector in Italy. "Taste, variety and obviously quality are essential strengths of this product - says the CEO - we are among the first in Italy for number of references, an advantage that allows us to offer a wide and diversified offer, responding to the needs of consumers".
New challenges: industrial plan and innovation
Looking to the future, Zerbinati is not stopping and is preparing to launch a five-year industrial plan that includes significant investments. “We are defining it and it will be ready by the end of February, with the aim of strengthening our position on the market and further improving our production and distribution capacity. As for the new products – he concludes – at Marca we presented a gem like the microwaveable vegetables, an example of how we are trying to respond to the new needs of consumers, offering practical products, but which maintain our high quality standard”.
