The first two months of the 2017 season, i.e. August and September, recorded a 10% increase in the sales of Patata di Bologna Dop. This was due to the higher demand from retailers, which introduced this product in their ranges.
"We are very pleased with how the campaign started. Compared to last year, we've already sold 10% more. It will be a great year for us and we want all consumers to get to know our product," explains President Alberto Zambon.
To achieve this objective, a TV and social media promotional campaign is about to start. The investment amounts to €300 thousand and will be partly covered by Emilia-Romagna's regional development plan. The ads will start on 22nd October and will be broadcast for 4 non-consecutive weeks. The slogan is "La bontà di questa terra" (What's good from our land) so as to highlight the link to the local territory and traditions.
Alberto Zambon, President of the consortium that combines 70 producers, 3 coops and 6 packagers
The potato variety is Primura, cultivated on 336.45 hectares. Eleven thousand tons were cultivated in 2017. The objectives for the future are to increase production by 20% in 2018 and to double it by 2020.
In 2016, the turnover was €5 million. Potatoes are sold to the domestic retail chain: 30% is under the Patata di Bologna Dop mark, while the remaining 70% is private labels. The products are mainly sold in 1.5, 2 and 2.5 kg sacks, often co-branded with the chain.
Italy produces fewer potatoes than it needs. Consumption is approximately 2 million while production reaches 1.4 million. 40% of the produce is absorbed by the processing industry.
Contacts:
Consorzio di tutela patata di Bologna DOP
via Tosarelli 155
40050 Villanova di Castenaso (BO)
Tel.: (+39) 051 7821709
Fax: (+39) 051 782356
Web: www.patatadibologna.it