Italy: Terrible year for cherries from Verona

Italian fruit exports have been struggling against competitors in the past few years due to a slow system and bureaucracy.

"Lately, it has been increasingly difficult to export cherries abroad," explains Luciano Bragantini.

Bragantini Fratelli srl works mainly with local cherries and pears. Exports represent 99% of their business and they work mainly with Germany, UK and Northern Europe. "We usually process 300-500 tons of cherries but, this year, the hailstorm in May compromised the produce almost entirely."

"All categories are at fault. Over here, we tend to discount old varieties and orchards are expensive to look after. Spain, Greece and Turkey have younger and tastier cultivars with bigger grades. Eastern European countries are also growing and they will become our new competitors soon."

"With such an abundant supply, retailers can choose what they want and impose their own conditions. Product management could also be improved - I understand that training a person in charge with the fresh produce section is expensive, but they cannot leave it unattended or leave old fruit on the shelves. Northern Europe tends to pay more attention to this."

"We are now focusing on the new pear campaign. Last year, I started importing Dutch Decana pears for the Italian market and I am very pleased with the quality and feedback. We should stop saying we are the best if we want to improve our position on the foreign markets."

Contacts:
Bragantini Flli srl asu
Via E. Torricelli 26
37136 Verona - Italy
Ph.: (+39) 045 8202501
Fax: (+39) 045 8200802
Email: bragantinifratelli@libero.it