Operating 15 Directly Imported Products Including Processed Tomato Goods and Olive Oil
Strengthening Channel-Specific Product Strategies Across Hypermarkets and Online Distribution
On December 15, CJ Freshway announced plans to expand the distribution of the Italian premium brand "Fratelli Longobardi." The company aims to strengthen its competitiveness in premium food ingredient distribution by leveraging its multi-channel capabilities across both online and offline platforms.
Longobardi, established in 1988, is an Italian processed tomato food brand that has earned recognition for its quality and safety based on advanced production facilities and a distribution traceability system. In Korea, CJ Freshway is responsible for importing and distributing the brand.
In the first to third quarters of this year, the cumulative distribution volume of Longobardi products handled by CJ Freshway increased by 234% compared to the same period last year, and as of November, the number of customers grew approximately fivefold year-on-year. Since securing the domestic distribution rights for Longobardi in February last year, CJ Freshway has expanded distribution primarily to restaurant franchises and eateries. More recently, the company has broadened its channels to include retail and online, establishing a structure that covers both B2B and B2C markets.
In November, CJ Freshway began supplying Longobardi products to Costco, and since October, sales have also started at GS Retail. The company supplies bundled packs of four 800g products and single 400g items to actively respond to household food ingredient demand. CJ Freshway is also expanding its range of household products through its own Naver Smart Store, while supplying 2.55kg bulk products to foodservice establishments. The company operates a variety of channel-specific product specifications and manages procurement, inventory, and logistics in an integrated manner to ensure both quality and supply stability.
The product lineup is also expanding rapidly, with 15 items currently available. CJ Freshway continues to broaden Longobardi's premium food ingredient range, including tomato whole, olive oil, processed soy products, and pasta sauces. In particular, the "Longobardi Extra Virgin Olive Oil," produced at a specialized olive oil factory in Italy, has received a strong response from consumers.
A CJ Freshway representative stated, "Longobardi is an attractive brand for both foodservice operators and general consumers. We will continue to strengthen our product competitiveness based on our distribution and logistics capabilities, and expand global partnerships so that Korean customers can experience the taste and quality of authentic Italian brands through a variety of channels."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
