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Consumers are rediscovering Italian strawberries

According to some operators, Italian strawberries are increasingly replacing the Spanish ones. Consumers and shopkeepers are looking for them, and wholesalers are buying them up.

The wholesaler Massimo Castrogiovanni: "The market dictates the law and we operators adapt. Consumers are rediscovering the tasty Italian strawberries and asking for them. The Sabrosa variety is the most appreciated and sought after. It costs more, especially if guaranteed and branded, but customers do not have problems because they know they are buying a quality product".

"Prices vary a lot: in the last few days, a kilo of quality strawberries has been sold at wholesale for between 4 and 5 euros. We also have a cheaper product, but customers are looking for the best strawberries".

This seems to be an advantage for Italian production compared to Spanish production. The latter, although cheaper, is no longer much sought after because customers prefer a product with a high degree of sugar, balanced in the acid component and consistent pulp.

"Another very popular variety is Marisol, which has an excellent taste. For a couple of years now, I've been noticing more attention on the organoleptic aspect. In the past, this was not the case. If a variety is not good, consumers do not want it and it has to be sold at low prices".

"Until mid-December, we have Sicilian product available. Sales stop from Christmas to New Year's Eve. Then they resume slowly, but it is precisely from the beginning of March that the large sales begin".


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