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La Grande Bellezza Italiana is looking to expand its market by integrating fresh and frozen products

First harvesting of one hundred hectares of cauliflower in Apulia

In Apulia, the cauliflower season of La Grande Bellezza Italiana has started. There is an area of 100 hectares with cabbage varieties, including, in addition to cauliflower, broccoli and savoy cabbage. "If all the right strategies are pursued, the supply chain can be controlled down to the last stage, which is that of selling prices. In the case of cauliflower, we have succeeded in our plan," said Leonardo Odorizzi.

The problem in the fruit and vegetable sector is the frequent inability to manage surpluses. In this case, La Grande Bellezza Italiana struck a deal with an industrial company to sell part of the production to be processed into cauliflower florets, which is a product that requires high-quality. "We might also look at developing an LGBI brand for processed/ fresh-cut and/or frozen crops in the future."

"We therefore have a double sales channel, namely fresh and processed. When there is a greater need for quantity in one channel than in the other, we modulate sales to ensure that growers always receive the right compensation. In this way, we don't suffer from market downturns, but neither do we suffer from peaks, because the commercial deals are made in advance, with agreed prices."

The packaging of La Grande Bellezza Italiana is proving to be an excellent business card, to the point that several retailers have recorded an increase in purchases. "Obviously the packaging has an impact, but purchases are being repeated also because consumers are aware of the high quality of our cauliflower. It's about being well organized and bringing the crops from the field to the shelves as quickly as possible."

For more information: 
La Grande Bellezza Italiana 
Rete di imprese Milano 36/A – 37138 Verona

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