"The harvest of summer fruit in 2016 was pretty good. In 2015, on the other hand, production from Emilia-Romagna was not so satisfactory, especially for peaches and nectarines. Despite the good outcome in 2016, the revenues of companies have significantly decreased over a 5-year period. We hope that the result in 2016 will mark the start of the recovery of this type of production", Mirco Zanotti, President of Apofruit Italia, explains. FreshPlaza interviewed him after the convention arranged by the cooperative at the Macfrut exhibition (see FreshPlaza 9th September 2016).
FreshPlaza (FP): Revenues have decreased over the last few years, how can we increase them?
Mirco Zanotti (MZ): "In order to increase income we need to innovate and provide our partners with new varieties. Apofruit has been carrying out this project for years and now we are signing contracts with other international partners. We also have to provide consumers with products which are not only eye-catching but also good to eat, especially for dry matter and Brix, which cannot be evaluated when buying the product but only later when it is eaten".
Mirco Zanotti (on the left), president of Apofruit, together with Gianluca Casado (on the right), marketing manager.
FP: What does Apofruit offer to achieve this goal?
MZ: "We try to have high-quality products, especially the Solarelli brand, which is the top of the range. This way consumers are guaranteed that they will find a product which is good to eat in the sales areas".
FP: Is Solarelli brand successful?
MZ: "Yes, it is. Once consumers have found a range of products that have a great taste and are ready to eat, they will buy these products again. Also, consumers take home a product which can be eaten immediately, not 5 or 6 days later. This is really rewarding for us".
FP: What are the trends on an international scale?
MZ: "The market is saturated in Italy and Europe. Partnership projects we have been carrying out have been important to make farms feel satisfied. However, we need to address expanding to markets, such as China (kiwifrut) or North Africa which may be even better for our partners"
Solarelli products at the latest edition of Macfrut.
FP: How can you overcome the economic crisis?
MZ: "We should pay more attention to the fruit and vegetable sector. We are facing problems due to productions costs and issues because of transport, energy and infrastructure in the European context. All these factors are important for competitiveness. Unfortunately, in Italy they are not as good as in other European competitor countries such as Spain, Greece and North European countries".
FP: Transport, energy and infrastructure are external factors of production...
MZ: "Yes, they are external factors but their costs are so huge that they have a consequence for income".
FP: Can the Italian fruit and vegetable sector overcome the crisis?
MZ: "Yes, it can. Especially through innovation. If the companies adapt themselves to the variety and structure of innovation, starting with the harvest, and provide consumers with eye-catching packaged products, their future will surely be bright".
FreshPlaza (FP): Revenues have decreased over the last few years, how can we increase them?
Mirco Zanotti (MZ): "In order to increase income we need to innovate and provide our partners with new varieties. Apofruit has been carrying out this project for years and now we are signing contracts with other international partners. We also have to provide consumers with products which are not only eye-catching but also good to eat, especially for dry matter and Brix, which cannot be evaluated when buying the product but only later when it is eaten".
Mirco Zanotti (on the left), president of Apofruit, together with Gianluca Casado (on the right), marketing manager.
FP: What does Apofruit offer to achieve this goal?
MZ: "We try to have high-quality products, especially the Solarelli brand, which is the top of the range. This way consumers are guaranteed that they will find a product which is good to eat in the sales areas".
FP: Is Solarelli brand successful?
MZ: "Yes, it is. Once consumers have found a range of products that have a great taste and are ready to eat, they will buy these products again. Also, consumers take home a product which can be eaten immediately, not 5 or 6 days later. This is really rewarding for us".
FP: What are the trends on an international scale?
MZ: "The market is saturated in Italy and Europe. Partnership projects we have been carrying out have been important to make farms feel satisfied. However, we need to address expanding to markets, such as China (kiwifrut) or North Africa which may be even better for our partners"
Solarelli products at the latest edition of Macfrut.
FP: How can you overcome the economic crisis?
MZ: "We should pay more attention to the fruit and vegetable sector. We are facing problems due to productions costs and issues because of transport, energy and infrastructure in the European context. All these factors are important for competitiveness. Unfortunately, in Italy they are not as good as in other European competitor countries such as Spain, Greece and North European countries".
FP: Transport, energy and infrastructure are external factors of production...
MZ: "Yes, they are external factors but their costs are so huge that they have a consequence for income".
FP: Can the Italian fruit and vegetable sector overcome the crisis?
MZ: "Yes, it can. Especially through innovation. If the companies adapt themselves to the variety and structure of innovation, starting with the harvest, and provide consumers with eye-catching packaged products, their future will surely be bright".