Transforming a contingency into an opportunity is a must for the current Sicilian citrus fruit season, as grades are smaller than usual. "Fruit is actually exceptional as the aroma, flesh and juice are of superior quality," explains Aurelio Pannitteri, owner of the "Rosaria" brand.
Aurelio Pannitteri
"Sometimes, retailer logic is only functional for their own needs but, if a product must be natural, then it's Mother Nature that makes the rules. This year, the weather meant oranges are smaller, imposing a different standard while maintaining the flavour. Therefore we have chosen a line that conveyed the concept of goodness yet with a different grade: Baby Rosaria."
Above: Baby Rosaria line commercialised in 3 kg nets.
"We needed to convey a particular message to offer consumers an excellent product and assure producers a suitable revenue, especially since the campaign required more sacrifice and was more expensive than usual. We are sorry the Consorzio di Bonifica territoriale didn't manage to fully help users, as it provided water for only 40 days. Without mentioning that some received bills to pay without actually being supplied with the water."
In the photo: beehives are placed among the trees to improve pollination.
Harvesting of Sicilian blood oranges is carried out between mid-December and mid-June. Fruits are grown exclusively in the Catania plain at the foothills of Mount Etna.
"Baby Rosaria have unique health and nutritional characteristics. Just think that the vitamin C content is 40% higher than other oranges and the anthocyanin content is high as well. These characteristics are important and grades matter very little compared to these."
Contacts:
OP Rosaria - Pannitteri & C. srl
S.P. 135 - C/da Belpasso
Catania - ITALY
Tel.: +39 0957913562/3
Fax: +39 0957913564
Email: info@pannitteri.it
Web: www.aranciarosaria.eu