{"id":199704,"date":"2021-12-13T12:38:08","date_gmt":"2021-12-13T12:38:08","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=199704"},"modified":"2021-12-13T12:38:08","modified_gmt":"2021-12-13T12:38:08","slug":"csr-2021-deschidem-vinul-romanesc","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=199704","title":{"rendered":"CSR 2021: Deschidem Vinul Rom\u00e2nesc"},"content":{"rendered":"<p>\n<span style=\"color:#ffffff;\"><strong><span style=\"background-color:#800080;\">Carrefour Rom\u00e2nia<\/span><\/strong><\/span><\/p>\n<p>\n&nbsp;<\/p>\n<p>\n&nbsp;<\/p>\n<p>\n&nbsp;<\/p>\n<p>\n<strong><img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/5853\/20382901\/62\/carrefour-3.jpg?height=334&#038;width=150\" style=\"width: 150px; height: 334px; margin: 10px; float: left;\" \/>Motiva\u0163ie: <\/strong>\u00cen 2018, Carrefour a anun\u0163at, la nivel interna\u0163ional, filosofia \u201eAct for Food\u201d, un angajament de sus\u0163inere a unei alimenta\u0163ii mai s\u0103n\u0103toase, mai gustoase \u015fi de calitate. Direc\u0163ia s-a tradus \u015fi la nivel local prin ini\u0163iative din patru arii principale: produse bio, m\u0103rci proprii, Filierele Calit\u0103\u0163ii \u015fi Cooperativa Agricol\u0103 V\u0103r\u0103\u015fti. Programul \u201eDeschidem Vinul Rom\u00e2nesc\u201d, ap\u0103rut \u00een 2019, duce mai departe filosofia Carrefour at\u00e2t prin sprijinirea pe termen lung a produc\u0103torilor locali de vinuri, c\u00e2t \u015fi prin educarea rom\u00e2nilor privind consumul de vin. Proiectul este dezvoltat local, din dorin\u0163a Carrefour de a sus\u0163ine produc\u0103torii rom\u00e2ni de vinuri care contribuie semnificativ la cre\u015fterea economic\u0103 \u015fi la bun\u0103starea comunit\u0103\u0163ilor locale. Rom\u00e2nia este pe locul 6 \u00een Europa ca produc\u0103tor de vin \u015fi pe locul 12 la nivel global, iar industria vinicol\u0103 are un impact socio-economic major \u00een comunit\u0103\u0163ile rom\u00e2ne\u015fti. Printre obiectivele ini\u0163iale ale proiectului se num\u0103r\u0103: consolidarea rela\u0163iei cu produc\u0103torii locali de vinuri, sus\u0163inerea lor pentru cre\u015fterea afacerii \u015fi a vizibilit\u0103\u0163ii; pozi\u0163ionarea Carrefour ca prima destina\u0163ie pentru vinurile rom\u00e2ne\u015fti de calitate la un pre\u0163 accesibil; educarea consumatorilor pentru o alegere informat\u0103 a vinurilor \u015fi, pe termen lung, transformarea vinului rom\u00e2nesc \u00eentr-un brand de \u0163ar\u0103.<\/p>\n<p>\n&nbsp;<\/p>\n<p>\n<strong>Descrierea proiectului: <\/strong>Cramele partenere au fost identificate de c\u0103tre echipa de exper\u0163i a programului, Marinela Ardelean, consultant independent, \u015fi Wine Expert. Produc\u0103torii locali au primit consultan\u0163\u0103 pentru intrarea \u00een retail \u015fi consolidarea afacerilor. Urm\u0103torul pas a fost promovarea vinurilor, pove\u015ftilor cramelor \u015fi a asocierilor culinare recomandate online, pe site-ul<br \/>\nwww.deschidemvinulromanesc.ro, \u00een cadrul unui video manifest, dar \u015fi \u00een cadrul unei campanii TV \u015fi outdoor. Au urmat degust\u0103ri online precum \u015fi \u00een comunit\u0103\u0163i online \u2013 pasiona\u0163i de c\u0103l\u0103torii, g\u0103tit sau fotografie au deschis vinul rom\u00e2nesc \u015fi i-au spus, mai departe, povestea.<\/p>\n<p>\n&nbsp;<\/p>\n<p>\n<strong>Rezultate: <\/strong>Un num\u0103r de 31 de crame mici \u015fi mijlocii au fost sus\u0163inute prin faptul c\u0103 au avut pia\u0163\u0103 de desfacere \u015fi au ob\u0163inut vizibilitate \u00een lan\u0163ul de magazine \u015fi 160 de vinuri au fost listate la raft \u00een urma lans\u0103rii proiectului. De asemenea, 32 etichete exclusive au fost create de 12 crame rom\u00e2ne\u015fti reputate \u00een cadrul pilonului Exclusiv la Carrefour (Aurelia Vi\u015finescu, Domeniul Bogdan, Via Viticola, Crama Davino, The Iconic Estate, Avincis, Jidvei, Domeniile Avere\u015fti, Gramofon, MaxiMarc, Villa Vinea \u015fi Rotenberg). Cu alte cuvinte, vinurile din aceast\u0103 gam\u0103 au fost create pentru Carrefour \u015fi se reg\u0103sesc doar la Carrefour. Au fost c\u00e2\u015ftigate patru premii la VINARIUM 2020 International Wine Contest, competi\u0163ie de renume interna\u0163ional, iar proiectul a avut impact direct \u00een via\u0163a a peste 800 de persoane, angaja\u0163i ai cramelor, \u015fi peste 3.000 de beneficiari indirec\u0163i. S-a \u00eenregistrat, totodat\u0103, o cre\u015ftere de 14% a v\u00e2nz\u0103rilor de vinuri rom\u00e2ne\u015fti \u00een magazinele Carrefour. \u00cen plus, peste 9 milioane de rom\u00e2ni au descoperit poten\u0163ialul vinurilor rom\u00e2ne\u015fti.<\/p>\n<p>\n<img decoding=\"async\" alt=\"\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/5853\/20382901\/61\/crf-dvr-web-800x400px-v2-200915.jpg?height=310&#038;width=620\" style=\"width: 620px; height: 310px;\" \/><\/p>\n<p>\n&nbsp;<\/p>\n<p>\n&nbsp;<\/p>\n<p>\n&nbsp;<\/p>\n<p>\n<br \/>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Carrefour Rom\u00e2nia &nbsp; &nbsp; &nbsp; Motiva\u0163ie: \u00cen 2018, Carrefour a anun\u0163at, la nivel interna\u0163ional, filosofia \u201eAct for Food\u201d, un angajament de sus\u0163inere a unei alimenta\u0163ii mai s\u0103n\u0103toase, mai gustoase \u015fi de calitate. Direc\u0163ia s-a tradus \u015fi la nivel local prin ini\u0163iative din patru arii principale: produse bio, m\u0103rci proprii, Filierele Calit\u0103\u0163ii \u015fi Cooperativa Agricol\u0103 V\u0103r\u0103\u015fti. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510,9421,7211],"tags":[8099,27156,49825,20069,48849],"class_list":["post-199704","post","type-post","status-publish","format-standard","hentry","category-actualitate","category-agricultura","category-comert","tag-bio","tag-carrefour-romania","tag-csr-2021","tag-responsabilitate","tag-vinul-romanesc"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/199704","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=199704"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/199704\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=199704"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=199704"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=199704"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}