Metro launches Patrimonio, the collection of Italy’s food and wine excellence

Metro Italia presents “Patrimonio – Where tradition lives”, the collection of Italian regional food and wine specialities whose concept is inspired by the world of art.

The collection

Patrimonio brings together more than 2.000 local products from over 350 producers, selected for their quality, authenticity and connection with their region of origin. It is the result of a journey built over time together with dairy and wine producers, as well as cured-meat and pasta manufacturers, with whom the company works every day to keep the connection with regional traditions alive and to continue offering authentic, genuine products. An offering designed to meet the needs of foodservice professionals and to showcase products capable of telling stories, supply chains and local identities.

Patrimonio was created to help foodservice professionals make the most of local products, demand for which is constantly growing in the HoReCa sector. According to data held by Metro, local products are present in the shopping basket of as many as 2 customers out of 3. With the launch of Patrimonio, in fiscal year 2027 the company aims to increase sales revenue from local products by 10%.

Inspiration from the world of art

Patrimonio’s graphic platform draws inspiration from the world of art and classical architecture: the graphic style, the palette of warm, tactile colours and, above all, the “P” in the logo, designed as a classical column, evoke an imagery of value, tradition and cultural heritage. In stores, the products are showcased through communication materials featuring iconic elements such as pedestals, arches and display niches, highlighting the heritage of knowledge, regions and raw materials that they bring to the table.

The heart of Patrimonio is variety: the collection covers the entire peninsula with a selection spanning all the main supply chains of made in Italy, with 18 regions represented: Sardinia, Emilia-Romagna, Trentino-Alto Adige, Tuscany and Veneto are the main ones, along with certified products, including more than 500 Dop and Igp products representing the best of Italy’s food and wine tradition.

The comment

“The decision to give this project the name Patrimonio and to present it as a collection stems from the desire to recognise the great quality and exclusivity of our food and wine excellence, showcasing it as works of art,” explains Alessia Vanzulli, head of fresh, own brand & localism at Metro Italia. “The wealth of Italy’s regions and producers is such that localism has been a central element of Metro’s strategy for years. With Patrimonio, we want to give further dignity and recognition to the full value of the local products so highly appreciated by our HoReCa customers. It is a way of telling the story of Italy through the quality and authenticity of its supply chains.”

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.