Supermarket Perimeter - May 2022 - 35

ADVERTORIAL
Volpi Foods also understands the role sustainability plays in consumer
preference and in 2020, the company transitioned its entire line of presliced
meats to an Eco-Pack™ paper-based material that reduces the amount of
single-use plastic by more than 70% - a first in the industry.
In 2021, the company furthered its promise to deliver its products in
better-for-the-earth packaging by converting its bagged items to fully
recyclable materials and debuted their Raised Responsibly™ promise to
source meat exclusively from farmers who put animal welfare first. As
demand for more convenient formats grows, the dedication to delivering
the highest quality meats in sustainable packaging is growing along with it.
VOLPI
FOODS:
120 YEARS OF EXCELLENCE
W
hen John Volpi set up shop 120 years ago at the intersection of
two dirt roads in The Hill section of St. Louis, he brought with
him little more than a craft and a dream.
A dream to take the centuries-old Italian tradition of dry-curing meats
and bring it to the heart of America.
That dream, combined with Volpi's skill and determination led to the
creation of Volpi Foods. And the values he instilled in generations of
employees have kept it flourishing up to the present day - and focused on a
future that's just as bright.
To this day, the company applies those values to the products it produces
and to its employees and consumers, said Deanna Depke, marketing manager.
" Being a family owned and operated business, our values are evident
throughout each product, process and delivery made, " she said. " We've
learned that by continuously upholding and staying true to our core values,
we can consistently provide a superior product our customers love. "
In practice, that means handcrafting fine cured meats with care, using
the traditional recipes and methods passed down from John Volpi. It also
means using all-natural ingredients, from hogs that are Raised Responsibly™
sourced from local family farms.
Tradition and evolution
While Volpi Foods' values and practices have remained largely unchanged
over the past 120 years, the specialty meats industry has evolved
tremendously.
Charcuterie started to gain popularity in the early 2000s, but it's been
the category's growth over the past five years that have catapulted it to the
front of consumers' minds, Depke said.
One of the driving factors behind that surge has been the easier
accessibility of charcuterie products, and the company has played a central
role in that transformation.
" Not too long ago, it simply wasn't as easy to find quality charcuterie
at a supermarket or a ready-to-eat prosciutto snack at your local corner
store, " Depke said. " We've invested a lot in innovating how we deliver our
charcuterie, so it's convenient for shoppers looking to spruce up their
weeknight dinner or grab a snack on the way to the office. "
Honoring a legacy
In honor of its 120th Anniversary, Volpi
Foods has a full lineup of in-store and digital
activations planned.
The in-store activations will include updated
merchandising POP as well as shopper
giveaways. Across digital they will feature paid
media campaigns to ensure consumers can
participate in the anniversary celebration at
each stage of the shopper journey.
The company will also tap into
its network of culinary
ambassadors to spark
excitement around some of
the company's flagship items,
including Traditional Prosciutto,
Genoa Salame and Pancetta.
Looking to the future, Volpi Foods
is excited to expand its distribution
to continue to meet consumers
where they're shopping with products
that inspire discovery, Depke said.
" We'll continue to see growth in
at-home cooking occasions where
shoppers are gravitating to new flavors in convenient formats as they cook
up new dishes in the kitchen. From Spicy Coppa to Chorizo, flavors with a
bit of kick will help consumers shake up either everyday recipe routine, and
convenience is critical. Whether that looks like easy-to-use ingredient packs
or small format, affordable snacks, we're focused on creating items that
easily fit into consumers' lives. "
Volpi Foods believes in the idea of a " food culture " - in being one link in a
chain connecting grower, farmer, crafter, packer, and consumer.
Those links have remained strong over the past 120 years through an
unwavering commitment to the values established by John Volpi in 1902.
" Our family continues to run the company the same way he did - with
respect for craftsmanship and with an eye on our customers and the
future, " Depke said.
For more information contact sales@volpifoods.com | 314.772.8550
Supermarket Perimeter - May 2022

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