European Commission
Italian Presidency of the Council of the European Union
TOBE 2014 – 3rd BioEconomy Stakeholders' Conference

BioEconomy Stakeholders' Conference

"From sectors to system, from concept to reality"

Vittorio Ramazza

Vittorio Ramazza
Coop Italia soc. cooperativa - Quality Dept. - Innovation Development Responsible

Vittorio Ramazza works in the Quality Assurance department of Coop Italia.
Actually he is working as Innovation Development Responsible.
The job includes the participation to some Coop projects on subjects of large interest for Coop as: allergens, environmental aspects (the “Coop for Kyoto” project, LCAs on different products, Sustainability Balance Sheet of the Coop Private Label), responsible fishing (“Dolphin Safe” and “Friend of the Sea”), the origin of the raw materials aimed to Coop food products, etc…
More than this he has relationships with some national and international organizations (mainly with Eurocoop in Bruxelles).

Previously he worked to the realization of some Coop food labelled products (pork meat products, milk and dairy products, fresh eggs, etc…).

Since 1989 to the end of the 2000 he worked in the same area but in the field of the fresh meat and fish traded under the label “Prodotti con Amore-Coop” (actually Coop labelled). In this position he contributed to the developing the Coop whole productive chain control system.
Vittorio Ramazza holds a Degree in Sciences of the animal productions (University of Bologna, Agricultural Faculty, 1987).
Bologna, 30/07/14



A retailer point of view

Dr. Vittorio Ramazza

Innovation Development Responsible – Coop Italia

COOP is the largest Italian retail chain with a turnover of 12.724 mln €.

The role of Coop is direct responsibility of in-store activities:reception, storage, processing, sale, but also an active role with respect to suppliers regarding quality and safety of purchased goods.

In such a contest, in the fish area, we particularly feel our responsibility in influencing the productive and fishing sectors in the long term.

What Coop has done with his private label:

Enhancing the seas safeguard and sustainable fishing by addressing our interest towards two trustable certification standards:

“Dolphin safe” since 2001: preservation of dolphins in the canned Tuna productive chain: Marine mammals and dolphins mortality was reduced by 95 % thanks to this initiative.

“Friend of the Sea” since 2002: the engagement for environmental and social sustainable fisheries, in the respect of the marine ecosystem.

In coherence with this policy, Coop Italia is the first retailer asking his suppliers to comply with both standards. And requires additional information on the paper  cluster (from 2013) with focus on: Adult subjects only,  Longliners forbidden,  SA8000 certification of the suppliers,  indication of FAO fishing areas.

Coop’s sustainable fish items:

16 “Dolphin Safe” tuna items (both cans and jars)

26 “Friend of the Sea” fish items (frozen and extra fresh)

Now Coop Italia, although still keeping on the Friend of the Sea certification program, is starting the new logo “Pesca Sostenibile”.

The choice originates from the will of Coop to increase the amount of fish articles obtained under voluntary schemes protecting the marine ecosystems.As a consequence, the recognition by the consumers will increase and new schemes could be accepted.

Economic figures

At Coop the role of the private label is very important, owing to the high quality of the tuna and of the olive oil used. The share of the Coop Tuna is about 41 % (in olive oil), 62 % (natural). The global share is about 43 %.

The actual picture of the market is showing polarization of consumption: premium products + private labels. In this segment, the price is the key driver of purchasing for consumers, so there is a strong use of sales promotions, also for the premium price labels.


Coop is a reference retailer about the subject of the environmental sustainability of the fish items traded under his private label.

Coop answers with facts to the demands of the consumers, making itself active part towards the fisheries, the fish industry and the other stakeholders interested to these subjects.

In designing products and processes Coop will continue to take into account the themes of sustainability in coherence to its principles and the sensibility of the consumers’ requests.

Sales figures confirm consumers’ appreciation of this approach of Global Responsibility.