Returning to the origins and valuing the territory. Ten years ago, Caprabo committed to strengthening the sale of products from small producers and agri-food cooperatives, at a time when the proximity label was not so fashionable. The distribution group launched the Proximity by Comarcas Program in 2014, a pioneering initiative that sought to recover the spirit of the neighborhood grocer that had defined the chain since its birth, with a first store on Sant Antoni Maria Claret street, open since 1959. "We were rooted in the territory, but, when you gain dimension, there is a tendency towards standardization. We wanted to be again the showcase for the production of the places where the stores are," recalls Caprabo's proximity manager, Fernando Tercero.
The program's focus was on the town or region, weaving a specific offer in accordance with the richness of its agri-food production. A new window of opportunity opened for smaller producers who could only be found in markets. This contributed to offering the best products to consumers, but also supported the development of the social and economic environment of each area. "Over the last decade, Caprabo has consolidated its commitment to sustainability, local consumption, support for small producers, and the recognition of Catalonia's agri-food wealth," defends Tercero.
The Proximity by Comarcas Program started with a pilot in Cerdanya, making yogurts, honey, and cheeses from the area available to Caprabo customers, and tests were also carried out in stores in Alt Empordà. At that time, only large Catalan producers such as La Fageda, Birba cookies, or Torrons Vicens could aspire to reach establishments throughout the territory, and the Catalan distribution group thus opened the door to new brands.
In the first year of the initiative, sales of 16 million euros were reached, a figure that has doubled ten years later, reaching 38 million euros. With a network of 300 supermarkets throughout Catalonia and some 100,000 daily shoppers, the growth in sales of proximity products has been sustained year after year, reaching 25 million euros in 2016, 30 million euros in 2018, and 36 million euros in 2022. "Proximity products have gained more strength and now the program is consolidated," remarks Tercero. Furthermore, it has not yet peaked, with sales registered this 2024 representing 5% more than a year ago.
Caprabo was a pioneer in strengthening this leg of the business and, over the years, other supermarket chains have ended up joining the same line. Even so, the Catalan distribution group, which this year celebrates its 65th anniversary, continues to be the only supermarket that has a specific program for proximity production. In addition, it has the support of the Department of Agriculture, Livestock, Fisheries and Food, the Catalan Federation DOP-IGP and the Federation of Agrarian Cooperatives of Catalonia (FCAC). On the other hand, it was the first supermarket to incorporate, in 2013, the official Proximity Sale seal, a recognition granted by the Generalitat for those products with direct origin from the field. The seal certifies agri-food products from Catalonia that, due to their proximity, minimize the intermediation process, something that results in the cost and benefit of producer and consumer, favors the viability of farms and contributes to improving the local economy. That is, freshness, quality and minimal ecological footprint.
Ten years ago, Caprabo had 1,300 references of proximity products and today it has managed to increase the references to 3,200Caprabo's commitment to proximity has not only convinced customers, as can be seen in the shopping basket of a very loyal user profile, but also producers, allowing them to find an outlet in new spaces. "It was hard for them to see us as a help, but now we are completely rooted," adds Tercero. Since its creation in 2014, the Proximity by Regions Program has experienced continuous growth in the number of references and producers.During the first year, Caprabo had 1,300 local product references and worked with 175 producers. As of today, the company has managed to increase the number of small producers and agricultural cooperatives present in its stores by almost 86%, reaching 325, and increase the references of local products available on its shelves by 146%, reaching 3,200.
"The data reflects the effectiveness of Caprabo's proximity model, which is innovative, unique, and has a great commitment to producers," emphasizes its proximity manager. Among the regions that currently have the most presence of local producers in the stores are Maresme, Segrià, Vallès Oriental, Vallès Occidental, and Baix Llobregat. An example of the success of the Proximity by Regions Program is the Falset Marçà Cooperative. The wine producing company started selling its products in Caprabo stores, and then reached other chains. It also extended its footprint throughout the territory, expanding its reach initially to Tarragona and the Barcelona metropolitan area, and currently throughout Catalonia.
Much more than having a presence in stores
The Proximity by Regions Program is one of Caprabo's main strategic axes. The initiative is supported by several actions to promote the knowledge and consumption of local products and agri-food producers from the Catalan regions. Among all the actions carried out, the promotions in supermarkets, the annual campaigns to promote the consumption of local products, the communication of initiatives linked to the proximity program to its more than one million card-holding customers, the Caprabo Local Product Fairs, and the Gastronomic Days of Local and Seasonal Products stand out.
Specifically, the supermarket chain has a Caprabo Proximity Products Fairs plan to highlight proximity products from Catalan regions, promote their knowledge and consumption, and boost the work of small producers and agri-food cooperatives. "They have positioned themselves as a direct meeting point between local producers and consumers, and also serve to highlight the gastronomic richness of each region and encourage local consumption," emphasizes Tercero.
Caprabo launched this plan with the celebration of two fairs and, over the years, has managed to organize 51 editions, attracting more than 50,000 visitors. They are held in strategic territories of the four provinces of Catalonia, encompassing in each meeting the proximity production of one or more regions. Each exhibition is a representation of the variety and quality of Catalan proximity products, ranging from cheeses and cured meats, to honey, oils, vinegars, meat and fresh produce, olives, wines, cavas, juices, beer, and even pre-cooked dishes. Vallès is the region that has hosted the most fairs in all these years, with a total of eight.
The Caprabo Proximity Products Fairs are held in strategic territories of Catalonia, encompassing one or more regions in each meetingOne of the recent additions to the Caprabo Fairs has been its own capgrossos, designed in 2022 by sculptor Ramon Aumedes, from the prestigious Sarandaca workshop. The characters, named Ona and Biel, represent Caprabo's more than 6,000 employees and are dressed in the supermarket uniform, thus uniting tradition with the brand's identity.
Finally, Caprabo Gastronomic Days of Proximity Products represent another pillar in the distribution group's proximity strategy and play an essential role in spreading the local culinary culture. Initiated in 2015, their objective is to promote the use of local and seasonal products in gastronomy. A total of 23 editions have been organized with a wide variety of local and seasonal products, as well as the participation of nationally and internationally renowned chefs such as Carme Ruscalleda, Nandu Jubany, Sergi Artizeta, Pep Nogué, Harry Wieding, and Fran López. A clear opportunity to, through their recipes, highlight local products such as calçot, rice, artichoke, tomato, EVOO, nougat, or fruits like pear and apple.