On the shelves

New general manager at Lidl España

Claus Grande is the new general manager of the German chain in Spain, replacing Michael Aranda, who is leaving the job that he has held for over 17 years.

Lidl explains that Grande, 46 years of age, is a graduate in Business Administration and Management. He joined Lidl in 2001 and to date he has formed part of the general management of Lidl España as the person in charge of Sales and Logistics.

With Aranda at the helm of the company, Lidl España has grown to become the fifth food distribution chain in Spain, with a market share of over 4%. It is also company in the sector that has grown most in our country for the past three years running.

Eroski and Consum are opening up supermarkets

Eroski has opened its first franchised supermarket, under the name of Eroski City, in the province of Badajoz. The supermarket has a surface area of 800 m² and it stocks 3,500 products.
The establishment responds to the ‘contigo’ (with you) business model, based on a more personalised treatment of customers, an important commitment to local produce and fresh seasonal goods, the promotion of healthy food and new ways to save in the daily shop.
In the same way, the company has opened the supermarket in Marratxi (Mallorca) that has been changed over to this business model.
Consum has also opened two new eco-efficient supermarkets in the towns of Loja (Granada) and El Prat de Llobregat (Barcelona). These openings bring the total to ten centres opened this year. The company has now reached 14 establishments in Andalusia and 177 in Catalonia.

Aldi is promoting the consumption of fruit and vegetables

Aldi is launching the campaign ‘Sí nos importan’ (‘Yes, they matter’) aimed at motivating fruit and vegetable consumption. To do this, it is opting to change certain colloquial Spanish sayings that discredit these products, such as ‘Me importa un pepino’ (‘I don’t give a cucumber’, meaning “I don’t give a fig”), ‘Vete a freír espárragos’ (‘Go fry asparagus’, meaning ‘Get lost’) or ‘Eres un melón’ (‘You are a melon head’).
The chain has created a micro-site where users can add their proposals, vote for their favourite sayings and share them on social networks.
On this point, Aldi wants to move from ‘I don’t give a cucumber’ to ‘Yes, they matter’, the slogan being used for the campaign.
Jerónimo Martins is renewing its image

The Portuguese distribution company presented its new corporate identity, coinciding with its 225 anniversary celebrations.
“The previous image was designed in 2003, when the group’s reality was very different to what it is today. 14 years later, we are a multinational focused on the food business and with clear growth targets”, the company’s Communication and Corporate Responsibility Manager, Sara Miranda, states.


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