Central Lechera Asturiana among the most empathic supermarket brands
According to the first study carried out in Spain, Top Empathic Consumer Brands 2018, by branding consultancy Summa, Central Lechera Asturiana is one of the brands with the greatest empathy in the supermarket. The dairy company ranks 5th in the Top 10 ranking of the most empathic Spanish companies for consumers. The empathy index has been measured around eight attributes mentioned by the public consulted: Authenticity, Responsibility, Understands Me, Interaction, Closeness, Relevance, Identification and Innovation. Among the 30 brands analysed, these stand out in only one or two variables, except Central Lechera Asturiana, which achieves the most balanced empathic profile, distinguished in three of the eight.
In this sense, José Armando Tellado, general manager of Central Lechera, pointed out that “the most important thing is to stand in the place of the consumer and understand what is expected of us. Central Lechera’s proposal is based on offering transparent and responsible information. Today it is the only dairy brand with an offer of 100% natural products, with no Es in 98% of its products, which it communicates through clean and clear labelling so that users can easily identify it in the supermarket”. This recognition is added to the one that Central Lechera Asturiana has just received as a Spanish company in the food sector with the best reputation, awarded by the Reputacion Institute consultancy through its annual RepTrak 2018 study.