Leader Price debuts in Italy with Friend of the Sea canned tuna on the shelves
French retail chain Leader Price, part of Groupe Casino, entered the Italian market in 2018 in tight collaboration with CRAI, a major national retailer. Leader Price chose to showcase Friend of the Sea’s private label canned tuna on its shelves.
The canned yellowfin tuna originates only from stocks which are not overfished and only by Friend of the Sea approved purse seiners. The fishing method is selective and it does not impact the seabed. On-board observers verify compliance with sustainable fishing practices and live release of endangered species if any is accidentally bycaught.
Etienne Monségur, Director of Marketing of Leader Price Italia, declares: “Leader Price is proud to engage with Friend of the Sea. We share the same values and commitment towards sustainability”.
“We appreciate Leader Price trust in Friend of the Sea certification”, comments Paolo Bray, Founder and Director of Friend of the Sea, “Italian consumers will now have an even wider availability of certified sustainable products, affordable and of high quality”.
Leader Price new stores have just opened in Northern Italy and they will be supported by Milan based distribution platform and offices.