"Consumers nowadays are very careful: they prefer healthy food and are constantly looking for superfoods, boasting excellent nutritional properties. I have therefore started to think about a product that satisfied this need and came up with healthy, genuine, dehydrated fruit made using high-quality raw material," explains Maximilian Feulner, founder and general manager of Vitaina Italia Srl, a startup specializing in the production and processing of organic and biodynamic fresh fruit.
The company was set up in 2015 by three young entrepreneurs: Maximilian Feulner, Alexander Feulner (co-founder of Vitaina Italia S.r.l and AgricolliBio Srl) and Gabriele Farinelli (co-founder of AgricolliBio Srl).
"Our mission is to develop an innovative technology that can preserve the organoleptic and nutritional properties of fruit so as to guarantee a product that is genuine, healthy and natural. In fact, our products are additive, preservative and coloring-free."
"Our fruit is dehydrated below 40°C and boasts a high vitamin content. We have been the first to dehydrate golden and red kiwis attracting the interest of big players on an international level. So far, we have tried dehydrating around thirty different products, including vegetables and tubers such as ginger or Demeter turmeric. Our products are available in the 100-200 g and 20-30 g formats."
"Our dehydrated fruit is the result of a rigorous cold anti-oxidant dehydration process (Soft-DRY®) that we patented on an international level. We also carefully choose the right varieties and process them at the right ripening level."
"What is more, in order to obtain a product higher in nutrients such as vitamins and minerals, we are collaborating with the University of Tuscia. In addition, we are working on two other patents connected to Soft-DRY®".
Innovate to stand out
The company is focusing on high-quality with a wide range of products that can be customized and also introducing complementary products that are sustainable, fair-trade and biodynamic.
"We are mostly focusing on organic store chains but also on the big retail chains in northern Europe (Scandinavia, Germany, France), plus we are considering Italian chains. At the same time, we are selling online via our e-commerce platform, which will soon be available in five different languages."
Another objective for the medium-to-long term is the introduction of compostable packaging solutions. "We are studying and investing in 'green' packaging. We are also developing sustainable and fair-trade projects in the areas producing exotic fruit so as to drastically reduce the global impact of these products and also reduce waste."
"We are looking for valid partners that already have organic and biodynamic crops and are looking for alternative outlets for their products. Once the initial investment is made, we take care of everything: business plan, machinery and equipment, know-how and sales."