DESPAR Italia recently ran a campaign in support of Sardinian shepherds and sheep’s milk producers, highlighting its commitment towards sustainable food production and fair wages throughout the supply chain.

To highlight the importance of locally produced sheep’s milk products and the raw materials used, three premium own brand cheeses were promoted in stores across the country.

DESPAR joined a call by the Italian Retail Federation, Federdistribuzione, for locals to support products made with Sardinian milk. The appeal was launched following a wave of protests by Sardinian farmers, who demonstrated against the extremely low prices they are forced to sell their milk at.

The locally produced own brand products were promoted in all EUROSPAR and INTERSPAR stores in Italy, resulting in a 30% increase in sales in the first 10 days of the campaign, and total pecorino cheese sales of around 52 tonnes.