Italy: Pannitteri introduces Tarocco Meli to extend the commercial calendar

The 2016/17 pigmented orange season ended early in Sicily due to various reasons, but there are already some who are thinking about counter-measures.

It's precisely the case of OP Rosaria: President Aurelio Pannitteri displayed a few rather large Tarocco oranges during Macfrut 2017. "They are of the Meli variety which, over the next 2-3 years, will enable us to extend the calendar until June 10th-12th."

Tarocco Meli oranges

"We chose this new variety as grades are rather large." Meli is an Italian cultivar with an oval shape, thin peel, lots of juice and practically no seeds.

Pannitteri is convinced that the recognisiability of a product is the secret behind its success. "Often consumers are not capable of distinguishing Navel blonde oranges from pigmented oranges. We simplify things for them with our Rosaria brand."

The company stand

At Macfrut, we met the company's new recruits: Aurelio's nephew Giuseppe and son Davide.

Aurelio (at the centre) with Giuseppe and Davide

Davide has just started his fifth year with the company and reveals: "I didn't expect our Rosaria brand to be so well-known and recognised. It's important to give names to products, just like it's important to invest in varietal innovation. We are preparing for our future. This year, over 50% of the produce wasn't available due to the weather, but we are gearing up by planting thousands of new late Tarocco trees."

Contacts:
OP Rosaria - Pannitteri & C. srl
S.P. 135 - C/da Belpasso
Catania
Tel.: (+39) 095 7913562/3
Fax: (+39) 095 7913564
Email: info@pannitteri.it
Web: www.aranciarosaria.eu