Italy: Spinach represent 20% of our frozen products

"The spinach sector in Italy was affected by the weather in autumn, so much so that suppliers had to limit their promotional activities during the first four months of 2014 and consumption dropped. Then production improved again in spring, so things went more normally starting from May," explains Maurizio Zappatore, sales manager for Orogel.

Spinach: market dimensions and trend

Chart drafted according to IRI data concerning frozen spinach (discount and normal trade stores not included). Click here to enlarge.

Consumption (IRI data) concerning the year that ended on August 2014 recorded a volume decrease of 5.7% and a value decrease of 3.7%. These negative figures are due to the lack of promotional activities in early 2014.

"The retail segment is dominated by private labels, which hold 50% of the market. Orogel is the leader of branded produce with a share of 21%."

"Spinach is the main Orogel production, representing 20% of the produce frozen by our company. Cultivation is entirely mechanised and is mainly carried out in Emilia-Romagna on 700 hectares. The rest is carried out in Basilicata and Apulia on 600 hectares."

The weather and soil conditions in Emilia-Romagna are perfect for spinach, which is harvested in April-May and October-November.

For further info:
Orogel S.p.A. Consortile
Via Dismano, 2600
47522 Cesena (FC)
Tel.: +39 (0)547 3771
Fax: +39 (0)547 377016
Web: www.orogel.it