When Sicilian blood orange meets Scandinavian Coops
Salvo Laudani, marketing manager of Oranfrizer affirms to FreshPlaza: "The first commercial trials for the supply of blood oranges Moro and Tarocco started in the season 2009/10, were so successful to involve the interest of the other Scandinavian Coop towards Sicilian goods".
Since then, Oranfrizer has established increasing strong relationships with these retailers, especially with Coop Norge. "Prior to 2009 - Laudani remembers - in Norway, the market of blood oranges lasted only few weeks. Blood oranges varieties were not sufficiently distinguished from the common ones and were not perceived neither as excellence nor as typical Sicilian products. Finally, the quality of fruit, both aesthetic and organoleptic, were often underestimated. Therefore Coop Norge together with Oranfrizer worked over time to change radically the market of red oranges in Norway."
The steps to achieve this radical transformation were, at first place, the introduction of a standard product characterized by a superior quality and the extension of the offer from December to May / June. "The results arrived soon - adds Sara Grasso, the export sales manager of Oranfrizer- processing much more significant volumes of Moro and Tarocco oranges than in the past.
From its side, Coop Norge supported sales through focused marketing activities, shared with Oranfrizer, in which members and shops of the cooperative have become the exclusive addressees of messages promoting the unique characteristics of the red orange and its organoleptic and nutritional properties."
During the season 2010/11, for example, the blood orange is placed together with the Washington Navel in displays of the stores ("one of the most delicious oranges ever tried", according to the staff in charge of quality control at the sample arrival of Sicilian Washington Navel in Coop). The conventional and blood oranges are packed with the chain brand because they are considered special products; they are first citrus Coop Norge decided to offer under its own brand: "Taste the difference".
In addition to the fresh product, in October 2010, Coop Norge also decided to inaugurate the first 100% Fresh citrus Juices line with its own Private Label. "Coop - explains Mrs Grasso-introduced two items produced by Oranfrizer: the blood orange juice and a mix of oranges and mandarins. Therefore, even in this occasion, the partnership is successful, allowing Coop to introduce in the Norwegian market two new items with its own brand, not present before on the shelf. "
In November 2012, a group of Norwegian sommeliers organizes a tasting among 37 juices purchased in various supermarkets located in the territory. The juice of blood oranges branded Coop Norge won the first place for the taste above all the juices in the competition!
In April, 2013, VG - first newspaper in Norway - publishes an article in which it is claimed that some Norwegian nutritionists have identified the juice of Coop blood oranges as the one with the highest content of vitamin C; recognizing to the product an important role for the daily diet.
The season 2012/13 turns out to be doubtless the best of all (for perceived quality and volumes); so Oranfrizer and Coop Norge decide to bring in Sicily, in 2014, the main managers in charge of citrus in Coop supermarkets to deepen their knowledge about territory, the goods in field, plants, organization and people who work in Oranfrizer. "A full immersion into the world of blood oranges - Laudani explains - with special attention to the products management at all stages of the supply chain supervised by Oranfrizer, the new varieties that allowed us to extend the timetable for harvest and sales, and the creative use of the oranges and any its part in the kitchen. "
As a consequent of this visit, important new projects arise for the future, such as the introduction of new products among the new varieties grown in Sicily by Oranfrizer; further investments in communication about blood oranges varieties focusing on end users’ education about their strengths; the proposal to link the consumption of these citrus with special celebrations in Norwegian calendar (eg Easter).
"New proposals and projects to improve - ends Nello Alba, CEO of Oranfrizer-using the benefits of the market and focusing also on the diffusion of values carried by Oranfrizer's products: in fact, oranges and other Sicilian citrus fruit, fresh or squeezed, are precious ambassadors of culture and economy of the island, whose image is often disadvantaged both by stupid prejudices, and inability of local companies to adapt their selves to the needs of foreign markets in terms of organization, range of supply and competitiveness.
But, what is the point of view of Coop Norge about the experience with Oranfrizer?
"Coop has always been highly focused on food safety - affirms Rune Ellefsrud, Product Manager of Coop Norge - and every single producer are working on strict and signed contracts involving everything from pesticide control, hygiene and workers condition etc. We expect all of our suppliers to follow our product specifications and the EU regulations."
"After many trials and errors in the past- ends Ellefsrud - Coop chose Oranfrizer as their sole supplier of this special product to be sure that all aspects of safe and premium quality deliveries are secured. Many years have passed and many years will come as long this business relation is based on understanding, developing, quality and trust."
Contacts:
Oranfrizer
Salvo Laudani
C.da Gagliola S.P. 28/I Km. 1,300
95048 Scordia (CT)
Ph.: (+39) 095 7937111
Fax: (+39) 095 7937192
Email: salvo.laudani@oranfrizer.it
Web: www.oranfrizer.it