RH Amar, the UK’s leading fine food importer and distributor, adds Monini, the No. 1 brand of Extra Virgin Olive Oil in Italy**, to its portfolio of fine foods. Under the terms of the agreement, RH Amar will exclusively represent Monini to key retail, convenience, independent and foodservice accounts in the UK.
Monini is investing heavily in the UK market, and as the No. 1 brand of extra virgin olive oil** in the discerning Italian market, it offers strong, authentic credentials. RH Amar will execute a substantial media campaign to ensure a serious and sustained UK presence for Monini.
“RH Amar demonstrated an unmatched level of knowledge and experience of the UK olive oil retail environment. It delivered a compelling, insight-led strategy with a heavyweight team of sales, marketing and distribution professionals under the one roof to fulfill it. We’re delighted to be working with RH Amar, and have full confidence in them to deliver our sales objectives for the UK Market,” comments Luca Conti, Export Manager, Monini.
Founded in 1920 in Spoleto Italy, the company is 100% owned by the Monini family with Zefferino Monini personally selecting, tasting and approving each olive oil variant produced to ensure taste integrity.
RH Amar will offer 3 high quality Monini olive oil variants, in sizes from 250ml to 3 litres.
Monini Extra Virgin Olive Oil the No. 1 choice in Italy** which is made from olives picked at the right maturation grade and perfect for use in homemade salad dressings, drizzling over pasta dishes or as a dip for bread.
Monini Mild and Light Olive Oil which has a very gentle and mild taste and is perfect for all types of frying, roasting and baking.
Monini Olive Oil is versatile and suitable for all types of cooking, including sautéing, grilling and roasting.
“We see substantial opportunity for Monini’s quality olive oil portfolio. Extra virgin olive oil is the powerhouse of the olive oil category contributing 43% of all value growth in olive oil.* As Italy’s no 1 brand of extra virgin olive oil, Monini offers UK consumers a genuine Italian brand.”
“As a business we have worked hard to develop robust category solutions and Monini fortifies our oils category proposition. As a distributor we offer retailers a single point of purchase, streamlined business processes and the ability to better co-ordinate on category products and promotions,” ends Samantha Higgins, Senior Brand Manager, RH Amar.
* Source IRI Major Multiples 52 w. e. 04.01.14
** Source: Independent Research Company, Quantitative Analysis, September 2013