Fabrizio Oderda (Trybeca)
Italy: Nashi pears sold out at the end of January
"The campaign was positive. As Nashi pears are normally resistant to cold temperatures, there were no problems linked to the weather," explained Fabrizio Oderda, owner of the company.
"This year we have harvested approximately 5,000 quintals and the product was sold out by the end of January. As there are plantings that will start producing this year, we should reach 7,000 quintals in the 2013 season."
"Prices depended on the markets, which haven't been constant but we would like them to be in the future. Though there was a €0.20 increase compared to the previous campaign." The main market for Nashi pears has remained the North of Italy, only small quantities have been sent abroad (Belgium).
Talking about consumer appreciation, Oderda said: "there is a sticker on the product with the Trybeca brand and website, and many have written us to show their appreciation. The only problem is that they have difficulty finding it, as it's not easy to distribute.
"Some retailers don't really want it as it doesn't sell as much as other varieties, they don't really know the product and they don't want to promote it."
"I do collaborate with a smaller company run by Franco Romanisio, which takes part in all of the trade fairs in Liguria and Piedmont with tastings and direct sales. Its entire production (400 quintals) is sold over-the-counter. Consumers can really appreciate the product thanks to direct relations with them."
Stickered Nashi pears are hand-packed in boxes depending on the size. "This year, upon request of one of our big clients, we have created a 4-fruit tray which has proved really successful."
As Trybeca's owner recalls, when the fruit first arrived on the market between the end of the 80's and the beginning of the 90's, it wasn't welcomed with open arms. "There are many varieties. We started with fifteen of them and we now have three (Try, Plumpy and Deli). Our main challenge was making people appreciate the product. Thankfully, the sticker and a suitable marketing programme were both very helpful.
"We think it wasn't a problem within the market, but rather a cultural one, as this Asian pear has different characteristics from the Italian one. Now, after 20 years of experience (leaf analysis, experiments etc.) we know what the plant needs. The plant has no main disease problems, so very few treatments are required. The fruit must be harvested once it's ripe, otherwise the size is no good. The distinctive characteristic of the Nashi Trybeca is the speckles on its skin."
For more information:
Fabrizio Oderda
Trybeca
Via F.Crispi, 69
12044 Centallo (CN)
Tel.: (+39) 0171 214159
Fax: (+39) 0171 211984
Cell.: (+39) 338 4400665
Email: [email protected]
Web: www.nashitrybeca.it
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