Rebranding and new automatic decoring machine for iceberg lettuce and radicchio

"We are about to officially launch our new brand (on the side) at Fruit Logistica 2022. In a way, we are returning to our origins, in terms of color by switching back to orange red, but with some important new features.

The brand consists of an ideogram, N, that will evolve in the future. Our communication claim has changed as well, becoming 'the guardians of your products'. We would like to convey the message that what is processed within our production lines is an added value to the final product. In doing so, we shift to a different perspective and skip a link in the chain, namely from our customer to our customer's customer," said Giovanni Naddeo, CEO of Naddeo Technologies of Scafati (Salerno), a company that designs and manufactures innovative, full-service, customized solutions for food companies operating in the fresh food sector, particularly for the fresh-cut sector.

"There have been important changes for our Italian competitors, and we believe that repositioning our brand at this time is the best choice."

New automatic decoring machine                                                        "We design, develop and manufacture technologically advanced machines and systems for the processing of vegetables and greens. During the fair, in Berlin, we will also be presenting the new automatic core cutter for iceberg lettuce and radicchio, which allows the removal of the core from the product and the cutting into slices."

"Among the advantages of this machine, there are the reduced overall dimensions (4.00x1.5x2.7 meters); a production capacity of 800-900 heads per hour; a reduced processing waste; low energy consumption, which with the increasing increases of the last period is a quite significant aspect; the option of interconnection with company management systems and the ability to obtain production data in real time; an ongoing yield and easy sanitization," continued Naddeo.

"The operator positions the head on a conveyor belt, which includes appropriate slots, to keep the product facing upwards. To facilitate product centering, the machine is equipped with a laser sensor that identifies the reference point for the correct positioning. Once in the core cutting area, a rotating head with a rolling blade proceeds to remove the core and eject it."

After the core is removed, the head can be cut into four segments. "Thanks to an electronic sensor positioned on the cutting head, it is possible to determine the blade motion, so as to minimize waste."

New projects are in the pipeline for Naddeo Technologies. "Because of the pandemic, things have actually moved slower, but by the end of the year or early 2023, we will be presenting more innovations."

Australia: a promising market even during the pandemic          "We are well positioned in the Australian and New Zealand markets, where the Covid-19-related outbreak seems to be handled better. These markets have responded well even during a difficult situation like the pandemic. New Zealand is a small country that thrives on tourism, and even though sales in the fresh-cut segment have been impacted by the coronavirus and lockdowns, we have been able to maintain profitable business relationships.”

The company is also regaining market share at the national scale. "Th fresh-cut is an expanding sector in Italy, but one that still remains limited. In the past, the decision to follow the Dutch trend, and therefore, the choice of developing very high-quality machinery, did not allow us to compete with our domestic competitors. But today Italian customers understand our quality and value it, placing their trust in us," explained Naddeo.

Rising costs and war in Ukraine                                                    The rising fixed costs, raw material shortages and the war on the European front are creating a feeling of global uncertainty. "We have been sending order confirmations with at least a week delay compared to the past. The negotiation phase itself has changed. Previously, we used to make an offer, negotiate the rate, set a price and then place the order. Today, once negotiated and established a price, there is the need for the supplier to confirm the costs on which we have set the offer. However, it is the delivery times of raw materials that make the difference. This is why we have longer delivery times for our systems, which also exposes us to greater risk in economic terms. There has also been a 30% increase in transport costs," concluded Giovanni Naddeo.

Finally, the company had to deal with the blockade of the Swift payment system in Belarus, which is at the core of the Russian-Ukrainian issue.

Naddeo Technologies will exhibit at Fruit Logistica, from 5 to 7 April 2022, in Hall 3.1/Stand B-12.