H-E-B Steps Up Italian Imports

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H-E-B Steps Up Italian Imports


About 300 of the Texas-based chain's stores will feature some 3,000 imported Italian products, including pastas, sauces, oils and cheeses, under both H-E-B's store brands and Italian food company brands. The Italian Trade Agency, in an initiative announced at last June's FMI Connect show, is partnering with H-E-B and other grocers in a campaign to increase Italian food imports in the U.S. A major focus will be a campaign against what the ITA execs called “Italian-sounding” products—foods with Italian names that are made outside of Italy.

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