Italy: No price difference between oranges with small and big grades

The 2012/13 orange campaign has been characterised by the preference of Italian consumers for fruits with smaller grades. This is also the opinion of Angelo Cuniglione, representative of Francofonte's (Sicily) Big Fru.

"What is weird is that consumers now seem to have a limit they are willing to spend. Medium garde oranges are sold at very high prices and therefore, the price of big grades is roughly the same. Proportions are gone, as there used to be a €0.70-0.80 difference between small and big grades, whereas now they are at the same level. I think it down to the economic crisis," explains Angelo.

"This year, we've seen one of the best productions of the past 10 years, as it is excellent both in terms of quality and taste. Looking at the blossoms, expectations for the future campaign are high. Of course, the weather might still pose some problems, but let's hope it doesn't play any tricks!".

Orange blossoms for the next campaign.

Angelo also complained about problems linked to the produce destined to juice production. "The industry sets too low a base price and, as us producers are not able to stand united, those with a higher bargaining power win. The biggest challenge is therefore to be able to negotiate with the processing industry."

In addition, Angelo reports that consumers are buying cheaper Spanish or South African produce. "Another challenge will be that of making people understand that Italian products undergo more checks and that Italy has strict regulations concerning food safety." According to the producer, foreign oranges are treated with anti-rotting agents in order to extend the shelf-life of fruits. 

"We are affected by competition coming from Spain and South Africa, as cheaper prices come from production costs that are generally lower than ours."

Contacts:
Angelo Cuniglione
Big Fru
Email: [email protected]

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