Copertina-Fruitbook-15-72-dpi (2)A new, practical project geared towards the Italian fruit and vegetable sector, something above all useful and in keeping with the times: this was the idea that gave origin to Fruitbook, the annual guide to Italian top suppliers of fresh fruit. Essentially it’s a communication project with a clear objective: that of showcasing the top Italian suppliers of fresh fruit to worldwide buyers in a clear-cut and impartial manner. The various companies’ specializations and decades of experience gained in the field are taken into account just as much as the volume of marketed produce. And given that it’s an up-to-the-minute enterprise, it naturally follows that it should have two different facets: the one you’re looking at now is the “printed” publication, out once a year. The same information can be had on this website, which also features constant updates.
The first printed version of Fruitbook was unveiled four years ago at Fruit Logistica, the benchmark fair at a global level for the fruit and vegetable sector, and has since been presented at various international exhibitions and events such as World Fruit in Moscow, Asia Fruit Logistica in Hong Kong, Fruit Attraction in Madrid. Since then Fruitbook has been sent all around the world to supermarkets buyers, to importers and to those companies who import into Europe’s biggest wholesale markets such as Rungis (Paris), Mercabarna (Barcelona), and Markthallen (Munich). And this is where one of the project’s most distinguishing characteristics comes in: in order to guarantee the most thorough distribution possible, Fruitbook was released as a free press publication, with the result that it has no cover price, and there are no distribution costs for the buyer.
Similar publications with the same objectives and more or less analogous content are already available in other countries. As Europe’s largest producer, and second largest exporter of fruit and vegetables, Italy certainly couldn’t afford to fall behind the times in this sense. It is true: there are already a few publications out there, and some of them have been around for a while. However, in our opinion, these periodicals are missing something. Something new and fresh. While they supply abrupt, limited information such as addresses and telephone numbers of countless companies of all sizes, Fruitbook aims to provide detailed information on a limited number of businesses, guiding the buyer with an easier, more meticulous analysis of Italy’s best fruit suppliers. And in order to make consultation even easier, Fruitbook dedicates a chapter to each type of fruit, thus avoiding the old system of cataloguing and dividing businesses by geographical area – a practice which in our view is obsolete. So if a buyer wishes to try out a new Italian kiwi supplier, they need only consult the appropriate chapter. The guide contains the most important types of fruit in terms of exports: apples, pears, kiwis, stonefruits, citrus, table grape and berries. New from the 2011 edition is a chapter dedicated to those companies specialized in mixed loads, a service which is garnering more and more attention from foreign markets. Besides, this online version of Fruitbook contains three more chapters, for melons, organic fruit and nuts / dried fruits.
The fact that you’re consulting Fruitbook is a result of a commitment undertaken by the firms of the fruit and vegetable sector, who from the beginning had faith in this new communication project. Our thanks go to all those businesses, not only those who took it upon themselves to invest in the project with advertising space, but also those firms who were willing to supply all the information you’ll find in the following profiles. Let’s make things clear: Fruitbook isn’t an advertising catalogue. It’s a guide, edited by journalists, with the sole aim of providing useful information for buyers, irrespective of the advertising aspect. The task is not an easy one, and only with time and hard work will we be able to provide an ever more complete and refined product.
This communication project represents a new meeting point between supply and demand, essentially giving more choice to worldwide buyers for distribution on the one hand, and to Italian fruit and vegetable companies on the other, the latter often being too absorbed in their own core business to consider secondary – but nonetheless vital – aspects such as communication and the promotion of both their produce and the business itself. One need only look at the various companies’ presence on the internet. Amongst those to be found in Fruitbook, some don’t have an active website, other websites have incomplete or out-of-date information, whilst others are practically impossible to find with search engines. This is something we kept firmly in mind when we decided to make Fruitbook a reality. And it’s for this same reason that Fruitbook exists online, too, proposing more exiting content than the printed version, with periodical updates.

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