Several of Italy’s foremost fresh produce companies have formed a new commercial partnership aimed at building the country’s reputation as a key supplier of kiwifruit. The Kiwifruit of Italy consortium brings together nine firms – Spreafico, Naturitalia, Salvi-Unacoa, Granfrutta Zani, Frutta C2, Orogel Fresco, Pempacorer, Minguzzi and Consorzio Kiwigold – who, together, represent more than 100,000 tonnes of green kiwifruit production in Italy, or around 20 per cent of the country’s total crop. The companies said they would work together to establish minimum production and marketing standards that would improve the overall quality and image of Italian kiwifruit at international level.
Aimed at building links with trade customers and at generating interest among consumers, the new group is also expected to develop new commercial campaigns and promotions, particularly in new markets and in overseas countries. “All of this is aimed at boosting the value of Italian kiwifruit and maximising economic returns for growers, who are faced with an increase in global kiwifruit production and a general stagnation in terms of consumption, factors which have led to a worrying contraction in prices paid to growers,” said Alessandro Fornari, director of Consorzio Kiwigold and president of the new consortium. As well as promoting, protecting and selling Italian kiwifruit to customers at home, across Europe and further afield. The consortium said it planned to take responsibility in other areas, such as pushing forward research and development projects and publishing information about the product.
The ultimate goal, said Fornari, was to achieve rapid further growth by opening new commercial opportunities to the best of Italy’s kiwifruit producers and exporters, provided they met the necessary requirements. “Standing out among these requirements will be rigorous and efficient checks designed to ensure the fruit is of the highest quality, with a suitable stamp of approval,” he commented. “Another tool the consortium will use in new markets will be the product’s Italian origin, a guarantee of naturalness and typicality thanks to our country’s outstanding suitability to growing this type of fruit.”