Forecasts were good at the beginning of the cherry season in Vignola, as prices were expected to be quite high. "Unfortunately though, we were wrong," explains Stefano Zocca, director of the local fresh produce market.
"Nobody expected that Spain would be so strong in the market. It is flooding markets such as Genoa and Milan with average cherries at bargain prices - €1.80-2.00/kg, practically half the price of our produce, despite the fact that they come from far away. In a time where buyers are very careful about what they spend, it is easy to see how they would prefer them over us."
In addition, "up to ten days ago, the Ferrovia variety from Apulia was also available at €1.50-1.80/kg. While it is true that their produce is processed less than ours, we are still taking about very cheap prices."
In Vignola, "prices went from €4/kg to €2.80-3.00/kg, but some varieties dropped below €2/kg. It is too little, especially if we consider production costs hover around €2/kg or €2.50 if the company has employees."
"Only the premium produce is doing well and is sold at a price above €4/kg. It is only a small part of the entire production though, maybe 15-20% of the total."
"We understand cherries are not as important as peaches or pears, but we should be establishing a minimum price based on production costs. We should do it like Spain and France, who strongly promote the consumption of domestic fruit."
The season is almost over in Vignola, with the last batches of the Lapins and Ferrovia and the first quantities of Sweet Heart.
Author: Andrea Minghelli
Copyright: www.freshplaza.it