The artichoke segment is pretty fragmented and that is why Apofruit Italia, Cericola and La Mongolfiera have combined their strengths to create the Violì project from hybrids selected by Nunhems. The initiative was presented on 19th September 2018 at FICO in Bologna. The purpose is to create a high-end product that is homogeneous and available 10 months a year as it is grown in Puglia, Sicily and central-northern Italy.
"We're starting with 200 hectares and are looking to reach at least one thousand in a short time," explained Claudio Bartolini (Apofruit), Vito Cifarelli (Cericola) and Silvio Giardina (La Mongolfiera). "We want our product to stand out. Thanks to the brand and packaging, consumers will immediately identify our Violì artichokes and look for them because they are fresh and tender."
One of the limits for this type of vegetables is the rather limited range of ways it can be prepared. This is why the business network will promote new recipes and preparation options.
"We've opted for tender hybrids with an easily-identifiable purplish color," explained Stefano Carducci, manager at Nunhems.
"We're aiming at reaching zero residue over the next three years, so as to stand out from other artichoke productions and maybe reach foreign markets," added Giardina.
"Not all artichokes will be suitable for the brand, only the best heads. The produce will be highly identifiable and uniform. The top of the range," stressed Bartolini.
Left to right: Vito Cifarelli, Stefano Carducci, Silvio Giardina, Claudio Bartolini Michele Cericola
"If we manage to get people to appreciate the quality of our produce, they will look for Violì and prices will be in line with its positioning. One of the purposes of the project is to give structure to a rather disorganized segment. Our production specifications are quite strict and our technical, agronomic and marketing commissions are discussing the details," reported Cifarelli.
"Aggregation is a value and we're ready to welcome other businesses, even well-organised companies, that can produce high-quality artichokes."