"The new table grapes, as part of the Fior Fiore Coop range, feature all the qualities consumers look for in a grape bunch - sweetness (with up to over 20° Brix), elegance, straw yellow color and large grapes - with the added bonus of being seedless," explains Claudio Mazzini, director of freschi freschissimi Coop Italia while presenting the Pristine variety.
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"Feedback has been great so far and this is a product that generates a profit for both distributors and producers. Despite the higher price point compared to traditional varieties, in fact, consumers are not in doubt."
The elements of strength of this new product are precisely the guarantees of stability and quality control, together with the pleasant flavor.
The new entry was made possible thanks to an exclusive agreement Coop Italia reached with the holder of varietal rights Polar Fruit International, which in turn granted exclusive production rights to OP Giuliano.
"Our Fior Fiore brand is managed with the utmost rigor: quality must be high and must be guaranteed with continuity, otherwise we're willing to skip the entire campaign. Retail is willing to invest, but only in a value that is truly perceived by final consumers."
"We're pleased to work with OP Giuliano, as it's a business that has managed to grow - it went from being a trader to a producer and has become a true innovator."
Nicola Giuliano explains that, "We introduced the Pristine variety three years ago on 20 hectares. It's crunchy, has an excellent shelf-life at room temperatures and it's perfect for long transfers. Through our San Lucar group, we're aiming for it to reach Austria and Germany too."
In reply to some of the issues discussed during BEFE, the Business event expert of Nunhems Italia, Claudio Mazzini, stressed that innovation is essential for retailers. "If only because the room available in stores is not infinite and therefore a product earns its place only when it can produce enough income, which in turn depends on consumers liking it and purchasing it. Genetics alone is not enough, nor is being a large producer or a big brand - the three elements must go hand in hand."
"I'd like the productive world to understand that retailers don't only lower prices, there are also those that come up with projects that generate value for the whole chain as they put the needs, tastes and expectations of consumers at the center. Just think that, when I gave my colleagues one punnet of Fior Fiore seedless grapes to try, not one single grape was left."