After the departure of the Pepsico products from Carrefour and Bimbo de Día, Mercadona is now the supermarket chain that has announced to the Pascual Group the withdrawal of its milk from the shelves, retaining for the moment the brand of Bezoya mineral water and Bifrutas juices. .
Now, the Valencian entity will continue selling Pascual milk in Burgos and Segovia due to its special impact in the area. From the dairy company, however, they fear that their products might also end up being withdrawn in supermarkets in these two provinces.
The big challenge
“I am worried regarding not being on all the shelves, but if someone doesn’t want me to be there, I can’t do anything, I will try to be on the rest,” Tomás Pascual, the company’s president, told the media. Yes, downplaying the importance of Juan Roig’s measure in the midst of a price war with the white label.
In parallel, he has highlighted the need to “make consumers ask for our product and go somewhere else to buy it.” Furthermore, he has expressed his interest in offering a “value proposition that is better” to others and in listening more to the consumer, giving “faster responses” to their requirements and demands.
The impact of white labels
In his opinion, the industry “needs large-scale distribution to reach the consumer,” so all links in its chain – regardless of the work to be performed – should “work together” in order to achieve greater “collaboration.” .
In this context, Pascual has highlighted the importance and impact of private or distributor brands in the market, highlighting that they represent a “reality” with a notable “competitive advantage” over other traditional brands, which find it difficult to compete. in equal conditions.
“It is a great supplier”
Despite this open war between manufacturers and supermarkets over the white label, Pascual has pointed out that the industry’s relationship with distribution is one of “collaboration” and has recalled that this type of decision to temporarily withdraw certain products by the Supermarket chains are common.
Related news
Mercadona sources have indicated to ‘EFE‘ that Pascual is “a great supplier” and that they work with many of their products, such as water, bi-fruits, smoothies, vegetable drinks and, in the assortment of basic milks, they include their references in those areas where it adds value to the customer and they asks.
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