METRO Cash & Carry India (METRO), the Indian arm of the € 31.7 billion

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German wholesale company Metro Cash & Carry, is now introducing its own brands (all private labels) in the country — Mediterranean Assortments, ARO, Horeca Select and Natura Verde to tap the Indian hospitality and catering industries, a METRO spokesperson told Financial Chronicle.

The German company is linking up the rollout of these private labels with its programme of teaming up with famed chefs and food consultants across the country for reaching out to hoteliers and restaurateurs, one of their prime target groups. In Kolkata for instance, it has teamed up with chef Prasad Metrani from Taj Bengal and chef Pradeep Rozario of KK’s Fusion. “These leading chefs across the country would be demonstrating Mediterranean cooking using some of these ingredients.

This is also part of our customer contact and insight initiative for the hospitality industry. This interactive platform aims at providing complete value-added services to the customers through consultations on areas such as creating thematic cuisine, food festivals and menu merchandising,” the spokesperson said.

The leading international player in self-service wholesale with more than 600 stores in 29 countries, at present has five outlets -- in Mumbai, Hyderabad, Bangalore (two) and Kolkata. The spokesperson said that all of these METRO brands are imported. “Mediterranean Assortments for instance is imported exclusively from Italy and Spain. These include exclusive pizza flour targeted at specialty and multi-cuisine restaurants and caterers.

Another important section is the preserved vegetables such as artichokes in vegetable oil and green peppers in vinegar. The range also includes olives, both black and green, balsamic vinegars and an extensive range of olive oils and extra-virgin olive oils sourced from Italy,” the spokesperson said.

With hospitality industry being one of its main targets, the leading chefs and food consultants can best double as the brand ambassadors of METRO’s private labels.

“METRO is also planning to merchandise the exotic signature dishes.

We all have our signature dishes and thematic cuisine. If a leading company

with such a large network comes forward, this would certainly open new vistas for us,” Rozario told Financial Chronicle.