"In order to be better than our competitors, we need to supply a product with good organoleptic qualities - there is no future with a mass product. We are therefore focusing on innovative, local and sustainable varieties," explains Fra.Va srl, a group specializing in the production and commercialization of cherries and table grapes whose businesses are Op Apoc partners.
"We producers are the first who need to change our mentality: we must welcome innovations such as grassing or the application of humidity monitoring sensors. This makes agronomic choices easier and allows us to be competitive in an increasingly globalized market. Countries such as Greece, Turkey and Spain have lower production costs, and we need to aggregate to lower these expenses."
The Valenzano family (Vito, Vittorio and Simona) with the Premio internazionale Grappolo d'Argento - Città di Rutigliano 2017.
"Every year, we commercialize 2,500-3,000 tons of Bigarreaux, Giorgia and Ferrovia cherries grown locally or imported from Turkey (Napoleon) and available between May and July. In addition, we handle 13,000-15,000 tons of table grapes: Black Magic, Vittoria, Palieri, Regina, Pizzutella, Red Globe, Italia, Luisa as well as white, red and black seedless varieties. 50% of the produce comes from the family vineyards, which cover around 150 hectares in the Adelfia-Acquaviva delle fonti-Casamassima area (Bari)."
The turnover in 2018 was approximately €21 million (7.2 million for cherries and 13.8 for grapes). "Over the past few years, the total turnover has increased by around €3.5 million thanks to doubled cherry sales after investing in a technologically-advanced machinery that sorts them according to grade, color and softness thus guaranteeing uniform produce."
The 2018 season
The 2018 cherry season got off to a slow start due to frost in early March, then things picked up when the harvesting of the Ferrovia variety started. "It was a weird year, as it was cold, frosty and there were tornadoes. The bad weather and drop in demand are killing a segment that is essential to the economy of our territory. The start of the season was not one of the best as the very hot dry days alternating with heavy rainfall made our work very difficult. In addition, a windy winter caused a few problems to the facilities."
As regards grapes, rain and cold temperatures affected Brix level every since June, so costs were high and demand dropped by 20% compared to last year. "Nonetheless, there were some good bunches and we are positive about the future. We cannot deny that there have been problems but, thanks to our agronomists and experience, we can commercialize a products that meet the standards required by the market."
The table grapes produced by the family business is commercialized through Op Apoc. "The fact that we sell the produce through a single organisation means we can obtain assistance for filling in operational business plans aimed at increasingly innovative investments to manage the crops and purchase equipment."
Packaging and markets of reference
"We can meet all sorts of client needs from packaging, transportation and traceability to quality certifications. The most popular packaging is 30x40 (5kg) and 30x50 (7kg) propylene. For the most demanding customers, we also have cardboard boxes with 6 20x20 packets, cardboard boxes with 8 cells and the famous 1kg 'pitufo'."
"The term that describes us is farsightedness, as it expresses our capability of investing in process and research innovations. We try to use and invest in innovative packaging with a low environmental impact. We have also invested in new crops that improve commercialization to counter competition from other countries and reduce production costs while increasing quality and quantities."
"Our destinations are leading retail chains in Italy and abroad and especially in countries such as Belgium, Great Britain, France, Spain, the Netherlands, Austria and Germany. We are also considering China, which has already been targeted by Spain."
According to the Valenzano family, the markets tend to prefer a high-quality product with a specific taste. "Foreign consumers are increasingly preferring seedless varieties, which are therefore imported more. We are focusing on seedless cultivars so much that we have set up two consortia with other producers, research centers ad universities. The purpose is to develop research programs to obtain innovative local seedless varieties that can withstand climate change."
Luisa is a variety that stands out for its uniform deep yellow color, soft seeds, excellent shelf-life and especially for its unique flavor. It is a variety that is 100% Italian with positive feedback and that reacts well to climate-induced stress.
Future objectives
The objective is to produce and commercialize a good product that is genuine and healthy. "We would like to develop a new cultivar to stand out against competitors and be more positive about the future. In addition, we could approach Asian markets, which are notoriously careful about health. The secret to obtain this is be passionate about what you do."
Contacts: 
Fra.va
Zona Industriale via Adelfia, sn
70018 Rutigliano (BA)
Tel.: +39 348 3736245
Email: info@fravasrl.it
Website: www.fravafruit.it
OP APOC
Via R. Wagner K1 (P.co Arbostella)
84131 Salerno
Tel.: +39 (0)89 331758
Website: www.apocsalerno.it