Penny Italia becomes the pioneering company to introduce its own brand of vertical farming
Penny Italia, a discount retailer in Italy, has become the first major grocery chain in the country to introduce its own brand of products sourced from vertical farming. The newly launched private label range, called ‘pianetiamo,’ is produced using aeroponic technology, a type of vertical farming that utilizes minimal water (95% less), avoids pesticides entirely, and requires very little land usage. Notably, all the products in the range are 100% sourced from Italy.
The initial phase of the launch focuses on three salad options: a lettuce SKU and two salad mixes named Balsamic and Piccantina. The latter two will be marketed under the recently introduced ‘Natura è’ brand, which emphasizes sustainable production and features fruits and vegetables sourced exclusively from Italy.
Penny Italia claims that its salads offer a unique taste compared to other products in the same category, making them stand out from a sensory perspective. The new product line is now available in all 435 Penny Italia stores across 18 regions of Italy.
In terms of overall performance, the discount retailer, owned by Germany’s REWE Group, recorded a turnover of nearly €1.5 billion in 2022, marking a year-on-year growth of 9.3%. They anticipate further growth of 8.7% in 2023 and have plans to open 23 new stores. Last year, Penny Italia allocated €75 million in capital expenditure, with an additional €150 million earmarked for investments over the next two years.
As part of its sustainability initiatives, Penny Italia has achieved a 39% reduction in CO2 emissions per square meter of sales area and a 13.5% decrease in energy consumption per square meter of sales.
