This is a rather abnormal season for summer strawberries. The produce is lacking everywhere - Italy, Germany, Netherlands and Belgium.
Given this situation, summer strawberries from Val Martello (part of the Stelvio National Park) should do rather well. Harvesting has started and volumes available should peak between late June and the first three weeks of July.
FreshPlaza interviewed Gerhard Eberhöfer (in the photo), strawberry sales manager for VI.P-Val Venosta, the Consortium renowned for its apple production but which also produces many other fruits and vegetables.
Volumes expected should be in line with 2016, i.e. around 400 tons. "We had planned a larger production this year, but the weather in April didn't help. Anyway quantities should last until early August and start decreasing from mid-August onward. A lot will depend on the weather and temperature, hoping it won't be too hot, as strawberries need temperatures between 25 and 30°C."
99% of Val Venosta strawberries are destined to the Italian market and only small volumes are exported to Austria and the Tyrol. The produce goes mainly to retailers, though some markets are supplied so the produce can reach greengrocer shops.
Strawberries are placed mainly in 250 gram punnets. "We haven't used the 500 gram format over the past few years, as we only use it in case of excessive volumes.".
Elsanta is the main variety, covering 70% of the total production, followed by Darselect (15%) and other cultivars (15%). Elsanta strawberries have an oblong shape, light colour, good grades, unmistakable aroma and are sweet. The only defect is that the shelf-life is not very long.
Although the Laimburg experimental centre carries out tests on new varieties every year, the area has very peculiar conditions and Elsanta is the variety that has provided the best results so far.
Processing and packaging is carried out at the MEG cooperative, part of Consorzio VI.P.
"This should be a positive year, especially because there is no overproduction. Current prices are very good and forecasts remain optimistic, though we mustn't forget there are still 4-5 weeks to go. Anyway Alto Adige remains one of the main summer strawberry suppliers. While in other years there were large volumes at competitive prices coming in from the Netherlands and Belgium, this year the situation is the opposite and we are actually receiving demands from northern Europe."
"Nonetheless, we will prioritise the domestic and regional market. To us, Italian retailers remain the core of our business and we favour our historic clients. We believe correctness is the most important element in our line of trade - true partners are there in times of need."