The General Director of Continente Modelo Madeira, João Pedro Santos, confirmed, while attending the VII Meeting of the Producers’ Club, that purchases from regional producers up until September have already exceeded one thousand tonnes. Corresponding to more than two million euros in fruit and vegetable products. “It is an incredible value that reinforces the work of the Producers’ Club with regional production,” he said, underlining the growth of 11% compared to 2024.
The official highlighted the importance of proximity to producers and the role of the Producers Club Academy, where technical knowledge and good agricultural practices are shared. Adding that, “Only with this connection can we take the best of Madeira to our 17 Regional stores,”
João Pedro Santos acknowledged that Madeiran products continue to have higher costs, but assured that Continente remains committed to investing in the region, through the opening and remodeling of stores and the enhancement of local items.
To reinforce this strategy, the brand will launch on the 18th of November a regional product identification seal, visible on store shelves. “We want customers to know that they are buying Madeira products and, through this, they are making a difference.”
The Madeira Producers Club currently includes 44 producers, a number that the company intends to increase. “We need more regional products, because demand is higher than supply,” he said. Among the most emblematic products is the Madeiran banana, which he described as iconic and a symbol of the best that is done in the region.
Samantha Gannon
info at madeira-weekly.com
