The campaign didn't start well due to the exceptional cold front that hit southern Italy in early January, just as the Sabrosa and Sabrina varieties were being harvested. Temperatures remained below zero for days leading to a loss of flowers and fruits.
Nonetheless, the two cultivars proved rather robust and managed to re-blossom despite the thermal stresses.
Strawberry plants then started to produce at the same time, with record volumes between March 20th and May 10th. Ripening was not progressive, which affected prices.
This campaign did not go very well, but it confirmed the great potential of the strawberry sector, proving it shouldn't focus only on the domestic market. In southern Italy, the sector has grown both quantity and quality-wise. The adoption of better cultivars and introduction of increasingly sustainable techniques determined the success of this segment.
Italian strawberries can now compete on the global market and meet the needs of "evolved" consumers who choose Italian strawberries because they are tasty and healthy.
For further information:
Planitalia srl
Via Zara, 20
75025 Policoro (MT)
Tel.: (+39) 0835 902132
Fax: (+39) 0835 902133
Email: info@planitaliasrl.com
Web: www.planitaliasrl.com