The supermarket belongs to Conad (the National retailers' cooperative, comprising eight cooperatives) and is owned by Filippo Lorenzini and his wife, Claudia Amodio.

Lorenzo' grew up in a family of retailers – his mother and brother manage a Conad store in Cesena, while his father works in another store. 

The store is completely new, so it was possible to organise its floor space according to Conad guidelines. Gabriele Motta is the supervisor of all fresh produce sections for Cia-Conad in central-northern Italy. "The current trend is to dedicate 10% of the total area to fresh produce. In this case, the area is actually larger and the arrangement makes the section seem even bigger."

The vegetable section covers over 120 metres, i.e. 10% of the total. The space includes areas dedicated to dried fruit, vegan products and processed products.

Valentino Colantuono, sales manager for Cia-Conad supervising stores in Emilia-Romagna, San Marino, Veneto and Friuli-Venezia Giulia, explains that this choice has been made for a reason. "Every time we open a new supermarket, we give more importance to the fresh produce section. In case a store is renovated, we try to adapt the old structure to new trends, i.e. wide areas that are well-lit, welcoming and well-stocked. There must be a lot of choice to satisfy all types of clients. In addition, there must be special offer sections as well as those dedicated to Conad-branded products and to local produce."

According to Colantuono, the sales of dried fruit and fresh-cut and ready-to-eat products are increasing, and that is why a lot of room is dedicated to these products. "These type of sales are on the up, while consumption is constant for fresh produce. We focus on captivating displays and a wide range of products available to push people to buy fruit and vegetables. Conad products are the majority, but we also reserve some room to local producers that comply with our quality parameters."

Vegan products are displayed adjacent to the fresh produce section. "Demand is continuously increasing. Our new stores will have a vegan section from now on and we will also try to adapt the old ones."