A drop in production is expected for the traditional as well as for the organic produce. "This is due to the frost in late April and a 20-25% drop is expected. The frost will also have caused russeting," explains Gerhard Eberhöfer, sales manager for the organic produce at VI.P. Val Venosta.
Not all varieties were affected by this phenomenon in equal measure, in fact damage on the Pinova, Kanzi and Gala varieties is much lower. "This is due to the fact that, in the past few years, 90% of new plants belonged to these varieties."
The drop in production will be accompanied by lower grades but, while it may be seen as a negative, it actually is not, as "the market requires lower grades for organic fruit. In Italy, for example, 70/75 is the most popular. In the UK, the most popular is 60/65 and Scandinavia and Denmark require 65/75 apples."
Gerhard Eberhöfer, sales manager for the organic produce at VI.P. Val Venosta, at Sana 2016.
"Organic produce will become more popular in Eastern Europe too. In Italy, it has grown by 15% but volumes are still low. In Europe, organic apple consumption represents 7-10% of the total."
In Italy, the annual per capita consumption of organic apples is below €100, while in countries like Denmark, Austria, Switzerland and Luxembourg it is €230. "Germany has just exceeded €100, which is quite important as it has 80 million consumers."
But why is the organic sector growing so much in Italy and abroad? According to Eberhöfer, there are four main reasons.
VI.P. Val Venosta organic Gala apples.
Availability: "Even though demand is still higher than supply, availability has increased in the past few years. We went from producing 3,600 ton in 2001 to last year's 27,000 ton and a 10/20% increase of cultivated areas is expected for next year. We will soon exceed 30 thousand tons a year and, in the next 3/4 years, we will sell 40 thousand tons."
VI.P. Val Venosta organic Gala apples.
Quality: "Quality has improved enormously, even though it must be stressed that, abroad, the produce we would normally send to the processing industry can usually be found on the shelves." Storing: "Thanks to the controlled atmosphere and the improvement of storing techniques, this sector has become more professional."
VI.P. Val Venosta organic Gala apples.
While the first three reasons concern the production world, the fourth concerns the marketing world. "With respect to 10 years ago, the visibility in stores has increased. Consumers will not buy something that is not on display. We have noticed that the supermarkets with the stronger sales are those which place the organic produce next to the traditional one."
VI.P. Val Venosta organic Gala apples.
The packaged versus loose question still remains, though. "The Italian law states that, to sell loose organic produce, a store must be certified. In Germany though, it is not the supermarket that needs to be certified, but only the distribution platform."
It may seem a minor difference, but the fact is that there are supermarkets that can sell packaged products and not the loose ones. "Sales of organic produce are higher in those markets were the law is not as strict for what concerns the loose product. The Community is now working to have the same law in all European countries."
Contacts:
VI.P Coop Soc. Agricola
Via Centrale 1/c
39021 Laces (BZ)
Web: www.vip.coop