Nova Coop launches “Products in Piedmont”, the campaign dedicated to local produce

Nova Coop presents the 2026 edition of “Products in Piedmont”, the campaign that once a year puts the regional agri-food products and Piedmontese companies that form part of the Cooperative’s offering in the spotlight.

The offer figures

Until 21 October there will be 93 Piedmontese suppliers involved in the initiative, with a total offering of around 1.400 products, covering all the outstanding sectors of Piedmont’s agri-food industry: from cured meats to cheeses, from pasta to rice, from baked goods to wines, and also fruit and vegetables and the other specialities characteristic of the region’s different areas. Throughout the initiative, participating products will be offered with a discount of 20%.

The regional specialities corners

The campaign, however, is just one of the tools through which Nova Coop is developing its relationship with local producers. Alongside the seasonal promotion, the Cooperative is working to make the presence of Piedmontese products in its sales network more stable and recognisable, through the ongoing selection of new producers, attention to local specialities when expanding the range, and the creation of dedicated spaces.

This development includes the expansion of the “Il Buono del Piemonte” corners, dedicated spaces for regional specialities that are gradually being introduced in Nova Coop stores. By the end of the year, they will be present in 37 supermarkets and 12 hypermarkets, for a total of 49 stores. During 2027, the project aims to extend the presence of the corners to all Nova Coop stores in Piedmont.

The aim is to ensure continuity in the promotion of local produce, making it easy to recognise even outside individual promotional campaigns. The corners make products and companies from the different areas of the region more prominent and provide consumers with a stable point of reference for finding Piedmontese specialities while shopping.

“Open Doors”

The relationship between local companies and consumers also involves the opportunity to go beyond the shelf and get to know directly the places and people behind the products. Also in 2026, Nova Coop is therefore offering the “Open Doors” initiatives, which enable members and customers to visit 13 companies from various sectors of the regional agri-food industry represented in the Cooperative’s range and discover their production operations at first hand. The schedule involves .

This year, as a new element, the direct relationship between companies and consumers will also be strengthened through initiatives organised inside stores. On 15 October, from 17.30 to 19.00, two “Discover and taste with Piedmontese suppliers” events are scheduled: Tenuta Roletto will be the featured producer at the Superstore in Ivrea, while Cantina Clavesana will be present at the Ipercoop in Cuneo, at the Fiorfiore Café. Two tasting opportunities designed to bring producers directly to the place where consumers encounter their products and create an opportunity to get to know them that goes beyond the purchase.

The comment

«This campaign is the most visible moment of work that we carry out all year round: selecting and promoting Piedmont’s outstanding products, making them easy to recognise in our stores and encouraging direct contact between producers and consumers,” declares Fabio Lischetti, Nova Coop’s sales director. “With 93 companies taking part, the growing corners and the “Open Doors” and “Discover and taste” initiatives, we want to offer customers not only quality products, but also the opportunity to get to know the people and places behind every speciality.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.