It is not an easy moment for the winter radicchio segment, as production is high but consumption is stationary, there is a lot of undifferentiated product and the markets are not responding as they should. The only positive note comes from Radicchio di Verona IGP.
Cristiana Furiani in an archive photo
"At the moment, Radicchio di Verona IGP is the most demanded product and manages to stand out on the market. The reason is simple: thanks to the high-quality guaranteed by a specification and the communication campaign of the past few years, buyers are aware they are purchasing a product that will not disappoint them. In this case, the PGI mark truly makes the produce stand out," explains Cristiana Furiani from Geofur.
Radicchio di Verona IGP is mostly purchased in the north of the country, but its popularity is increasing in central and southern Italy as well. Abroad, Austria is a market of reference and so is Germany, although quantities are still not very high.
"This positive sign makes me optimistic as regards this approach. If we think clients just appear, we are wrong. Only by conveying the characteristics of a territory, the production method and the finish products, it is possible to obtain a good feedback, which is what we have been trying to do."
"The PGI mark, in this case, truly reflects what lies behind the care producers put into their work every day. Planning does the rest."