"The Italian economy seems to have recovered after more than a year of closure, isolation and distancing. People are going on holiday; clubs are filling up and purchases in shops are increasing. Our Lome Super Fruit juice mixes, which were launched at the height of the pandemic when, unfortunately, the players were not very open to new additions to the shelves, as they were already struggling to manage and dispose of the goods in the assortment, are also making a significant upturn," said Dario De Lisi, sales manager of Masseria Fruttirossi, the Apulian agri-food plant that produces juices from its own crops.
"Now, the trend has completely reversed. Demand is coming not only from the supermarket chains, but also from the Horeca channel, a sector that has been hit particularly hard by the pandemic. Also, in view of the summer season, hotels, bars and restaurants in many Italian regions have increased their orders. Our juices are served at breakfast to guests in hotels, on hotel terraces and in wellness centers or as a non-alcoholic aperitif at the bar. These products have no added sugar or preservatives and meet the needs of consumers because they are perceived as healthy and nutraceutical, as well as being produced according to sustainability criteria.
"In supermarkets, Lome Super Fruit juices are increasingly sought after and the market penetration operation is constantly evolving. At the moment, we are not yet present in all brands, but we are working in this direction. Unfortunately, the health emergency has changed our business plans. Our marketing activities were being conducted directly at the points of sale to make people taste the product, but the restrictions have forced us to reshape our communication strategies.
"While the recovery is positive, we are also seeing an increase in the cost of raw materials and logistics, which directly impact the industrial sector, but if they continue, they will inevitably be a burden on the end consumer as well, thus risking curbing consumption.
"Statistics confirm that, during the summer months, juice consumption tends to increase, but Masseria Fruttirossi's aim is to break with seasonal habits and maintain constant sales for 12 months of the year. Customers define our juices as real fruit in a liquid state, with no added sugar or preservatives. A cure for all disease."