Booming sales of organic produce

"We had never experienced such a growth. On 30th September, we recorded a 47% growth compared to September 2015 and a 20% growth compared to January 1st. Should these trends continue, our group will reach the end of the year with a turnover of €85 million. And to think summer started in an entirely different way," explains Ernesto Fornari, Director of Canova, Gruppo Apofruit's company specialising in organic products and licencee of the Almaverde Bio brand.

Left to right: Ernesto Fornari, Director of Canova, and Gianluca Casadio, Apfruit's marketing manager. .

At the end of June, the growth since the beginning of the year was of 23%, but everything stopped in July. "July wasn't the perfect summer month, though we recovered a little in August (+8%). Then September was excellent, both on the domestic market and for exports."

On the domestic market, "we reintroduced apples, pears, table grapes, cauliflowers and fennel. In addition, we introduced pomegranates at the beginning of the season. Ginger consumption recovered at the end of the month after the usual drop in summer, and mangoes and avocados have been constantly growing since their introduction 2 years ago."

Almaverde Bio island in a Conad hypermarket in Modena.

"Our range now includes early and exclusive varieties, and is meeting consumer demands for a bigger choice. Just think that golden kiwis were introduced this year and have already found their space, just like Clemenrubi."

A wider range, however, is not enough to justify similar numbers, we also need to consider sales channels. "Retailers are dedicating more space to organic produce because it is a new consumer trend." The perfect example is Conad, which launched its new organic brand, Verso Natura, in September.

Foreign markets also contributed to the increased sales. "Despite the rain, our organic seedless grape campaign was excellent in the UK, Germany, Sweden and France. This product is finally becoming popular in Italy too. When people try it, they prefer it to traditional varieties."

Sales assistant in the Almaverde Bio island in a Conad hypermarket in Modena.

"The winter apple and pair campaign started well, so the season should be rather interesting, especially considering the current lack of organic apples on the European market."

Contacts:
Canova srl
Via Emilia Levante, 2750
47020 Longiano (FC)
Domestic market dept.
Tel.: (+39) 0547 53019
Fax: (+39) 0547 652266
Export dept.
Tel.: (+39) 0547 57541
Fax: (+39) 0547 652237
Email: commerciale.canova@apofruit.it
Web: www.canovaprodottibiologici.it