Coop Viviverde / Fior Fiore / Coop generic products

Coop products represent the private label offering of Italy's largest retail chain. The brand's origin is deeply rooted in the Italian cooperative movement, specifically within the Etruria region (Tuscany, Umbria, and Lazio) through the Coop Unione Etruria cooperative.

Manufacturing is primarily handled in Italy by a network of local suppliers and traditional food producers selected to meet specific quality standards, such as the 'Fior Fiore' luxury line or the 'Vivi Verde' organic line.

Ownership is structured under a cooperative model rather than a traditional corporate hierarchy. Coop Unione Etruria is a member of the larger Coop Italia consortium, meaning the brand is owned by its member-customers and the central cooperative system headquartered in Casalecchio di Reno, Italy.