La Timida: a new brand for the mela annurca campana

The re-launching of its brand and the design of a completely new one, the makeover of its website and the restyling of its packaging, are some of the most significant steps made in 2019 that the La Forcina Antonio company took on as a rewarding strategy for its business.

"We revamped the graphic look, with an eye on sustainable solutions, that are respectful of the environment. In addition, our core values remain the high quality of the fruit we have been producing for over 30 years. We are known for our traditional approach and for being in close collaboration with experienced producers. The delicious fruit that tastes like fruit has allowed us to grow, along with our ability to select excellence". This is according to Primo Forcina, sales manager of La Forcina Antonio, a company located in Fondi (Latina, Italy) and founded by his father Antonio in the 80s.

"We are aiming at the visibility of our recently launched new brand," said Primo. La Timida is the brand with which we will market large volumes of top quality Annurca apples from the Alto Casertano area. Consumers who buy high quality fruit do not look at the price, they look for quality. This is why it is becoming increasingly important to focus on recognition, trust and visibility of the brand in the consumer buying behavior.”

The goal is to reach new consumers of this precious but still little known fruit, thanks to a brand designed to high quality standards and supported by marketing and communication strategies.

The company operates on national and international markets all year long and is renowned for the processing and marketing of a variety of products including: apricots, Navel and Tarocco oranges, Roman broccoli, cauliflower, cherries, clementines, strawberries, lemons, loti, melannurca, Miyagawa mandarins, nectarines, peaches and plums.

The warehouse extends over 7000 square meters, 3000 of which are indoors and 4000 external; it has about 40 specialized employees and has its own vehicles for the transportation of products.

The company is equipped with advanced devices and machinery that allow the processing and storage of products in specific refrigerated plants of newest technology, such as the ones that use an ozone system for purification and sanitization.

The marketing campaign of the melannurca of the Alto Casertano area has highlighted positive market requests, with increased prices, compared to 2018. This is due to the lower availability of the product. It is a valuable product which, compared to standard apples, has high production costs and techniques.

The melannurca from Campania region is the only apple grown and originated in the South, 80% of which corresponds to the total production of apples in region Campania, and 4% to that of the national production. The processing of the fruit and the post-harvest treatment is a real art: the apple, in fact, does not ripen on the tree but is picked still unripe in autumn, then it is aged on special supports, known as "melai", for about 15 days, during which time it is manually rotated to let it redden on all sides.

The company provides the products to the Wholesale Agri-Food Centre of Fondi, M.O.F., which operates on a national and international level, especially with France, Spain, Poland, Germany, Malta and England.

Contact & information:
La Forcina Antonio
Via della Torre, 91
Fondi (LT) - Italy
Phone.: (+39) 0771 513800
Cell.: (+39) 335 7730696

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