The strawberry campaign started off on the front foot this year and is continuing very well. "For us, this is the third year of cultivation in the upper Metaponto area, in the part closest to Matera (Basilicata - Italy). With the right know-how in the last two years, we have been able to anticipate the harvest, about two weeks earlier. We started at the beginning of February, instead of the end of the month. This was also due to transplants made two weeks earlier, in the first 10 days of October," says Giuseppe Appio, manager of Producers' organization Primo Sole in Montescaglioso (Matera), says.
"Temperatures in March were below average, especially in the last period, and this had a big impact on the daily harvest quantities, which are low. As a result, market prices are very high, around €6 for the Sabrosa-Candonga variety, which represents 90% of our strawberry crops. The market price has to be seen in relation to both the low quantities available and the high harvesting costs," Appio continues.
Sabrosa-Candonga strawberry. Photo provided by PO Primo Sole
This year, the markets have a more favourable perception of strawberries, perhaps due to the lower volumes available. "In the red areas in Italy, many traders are having more difficulties due to the closure of the Horeca channel and pastry/ice cream shops. For our part, as a producer, we have not felt this pressure, not least because for some years now, by choice, we have been mainly oriented towards retail distribution. This is our preferred sales channel for all our products, including strawberries," explains Rosangela Appio, Primo Sole sales manager.
"The consumer, but first and foremost the buyer, demands a strawberry that has a specific hold on the shelf and with flavour. It is the latter, in fact, that drives the consumer to repeated purchases. We also realized that the link with the region, Basilicata, conveys the message that this is a strawberry with flavour," continues the sales manager.
Francesca Appio, Primo Sole communication and administration manager, points out that this link with the territory is also evident in the new packaging launched with the new company brand 'Fragole made in Lucania' (Strawberries made in Lucania). "Over the last few years we have been turning our communication towards the consumer, and this also appeals to buyers. We have succeeded with sustainable packaging, attractive graphics and a communicative brand to convey our essence."
New packaging in Social Plastic. Photo provided by PO Primo Sole
The sales campaign for the strawberries made in Lucania started about 15 days ago and so far the feedback has been positive for both the single-layer pack and the 500 gram pack. "The single-layer pack has mainly conquered the north-west of Italy. Volumes are still limited at the moment, but the feedback so far is good, both in terms of the product and the packaging. Starting from 10 April we should enter the peak season, weather permitting, and the season should end around 10 June," says Rosangela Appio.
New packaging in Social Plastic®
In its search for a packaging that would satisfy the retailers, but also reflect the company's values aimed at reducing environmental impact as much as possible, PO Primo Sole chose the single-layer and 500g Social Plastic packaging, made by the Apulian company Carton Pack.
"We have chosen to support Plastic Bank's Social Plastic project, as it works to recover plastic from the beaches and environment of developing countries before it ends up in the seas and oceans, preventing water pollution that is destroying our ecosystem. Since we had to opt for plastic packaging for retail trade, it seemed the ideal solution to meet our corporate needs as well," says Francesca Appio.
New cardboard packaging with Social Plastic lid for strawberries, used for the home deliveries, a new activity of the PO. Photo provided by PO Primo Sole
Expansion of the facility
Among this year's innovations is the fact that PO Primo Sole is expanding. "Product innovation but also process innovation, which is leading us to gain both new market shares and strengthen existing ones. Work began in mid-February and should be completed in September. There are plans to extend the warehouse, with a new cell block and a new 4.0 processing plant for fennel. A technological innovation that will allow us to have more in-depth control over processing and yields, with much more data to analyse, study and process," concludes Rosangela Appio.
For more information:
Rosangela Appio
+39 3891569876
OP Primo Sole
S.S. 175 km 30,500 sc
75024 Montescaglioso (MT)
+39 0835 201993
info@opprimosole.com
Facebook: @FinocchioDolceLucano