sonae's “clube de produtores” signs contract with 11 madeiran farmers

MAIA, 29 OCTOBER 2009
Sonae’s “Clube de Produtores” (Producers’ Club) broadens its network in Madeira
SONAE’S “CLUBE DE PRODUTORES” SIGNS CONTRACT WITH
11 MADEIRAN FARMERS
Sonae’s “Clube de Produtores” has just signed new contracts for the supply of agricultural
products with 11 producers in Madeira, strengthening its links with regional agriculture. The
Regional Environmental and Natural Resources Secretary, Manuel António Correia, and the
Regional Agricultural Director Bernardo Araújo were present at the ceremony which took
place in the Modelo supermarket in Machico.
The Madeiran farmers joining the Sonae “Clube de Produtores” will benefit from the support of the
specialist technical services of the fruit and vegetable sector of the Regional Secretariat of the
Environment and Natural Resources through the Regional Department of Agriculture and Rural
Development. The contracts signed cover 598 tons of regional agricultural produce to be delivered
between October 2009 and March 2010. The link with production is achieved by a contract
programme with each farmer, which ensures crops of each product which will be then sold in Modelo
stores in Madeira.
During the signature ceremony, the Regional Secretary for the Environment and Natural Resources,
Manuel António Correia, praised the Modelo chain for signing these contracts with regional producers.
In his opinion, the contracts mean that on the one hand customers have access to regional products,
while on the other that the entire production by these farmers can be sold. At the same time, it also
means that a continuous supply is available for stores.
Eunice Silva, Sonae’s Perishables Commercial Manager says: “The Sonae “Clube de Produtores” in
Madeira was set up in August 2008 and its goals are to ensure that regional agricultural production is

fully sold and to give technical and commercial support to producers”. She adds: “Currently the Sonae
“Clube de Produtores” in Madeira has 11 producers, mainly of vegetables, covering 20 separate
products, which are sold in 8 Modelo stores in Madeira.”
About the Sonae Producers’ Club
Sonae’s “Clube de Produtores” was created by the company in 1998 to bring agriculture and livestock producers closer to
final consumers, offering them the “Best of Portugal”. Eleven years later and with 213 members, Sonae’s “Clube de
Produtores” today represents an important part of the food retail purchases of the company, equal to 130 million euros in
2008. Over the ten year period, the cumulative value of purchases was 780 million euros.
“Currently in the Sonae Producers’ Club, there are five product categories: (1) Butchers, (2) Charcuterie, (3) Fruit and
Vegetables, (4) Bakery and Pastry Shop and (5) Fishmonger. These products are highly competitive in quality as well as
price, and bring clear benefits to the entire supply chain, from the producer to the consumer.
The Sonae “Clube de Produtores” is based on the following principles:
Planning: allows Portuguese national production to be fully sold, optimising production capacity, technical support and
access to various protocols, and also provides fresher Portuguese products for Modelo/Continente store customers;
Certification: guarantees standards of quality and food safety of products, promotes self evaluation of production
systems, provides a forum for discussion and communication of future market challenges, and a means of product
tracking to the final consumer while promoting environmental responsibility;
Knowledge sharing: allows analysis of production systems and requirements for national production, consumer profiles,
market trends and commercial strategy, promotes product and process innovation, training and information, and fluidity
of communication, with a view to a common goal – competitiveness.
By the end of 2009, the Sonae “Clube de Produtores” aims to increase the number of producers in the various product
categories, with a special focus on the Fishmonger section (the goal is to have 40 new fishermen), and the Bakery and
Pastry Shop (the goal is to have 18 new producers and to ensure nationwide coverage of the most characteristic regional
specialities of the country), and also to make younger generations more aware of the opportunities offered by Portuguese
agriculture and food production.
For more information, please go to www.clubeprodutores.sonae.pt