Innovative packaging and in-store tastings

Italy: AOP Armonia launches DolceClementina

AOP Armonia is among the most active Italian operators producing and distributing clementines. In addition to promoting varietal innovation, it also tried to update packaging. It has in fact launched an new yet traditional fruit basket which was much appreciated by final consumers.

We asked Marco Eleuteri, Sales Manager for AOP Armonia, for a comment on the general citrus fruit trend and on the new products on the market.

"The citrus fruit campaign did not start very well, as warm temperatures between the end of October and the beginning of November complicated an already stagnant market in Central-Northern Italy and Europe. In the South, high temperatures followed by heavy rains damaged the quality of fruit, favouring diseases especially for early production."

New packaging and in-store initiatives
"I believe that we must be innovative in such a difficult market. I am not talking only about varieties, but also packaging. We did it with our Premium DolceClementina line, as we co-branded it with 5 Colori del Benessere and therefore strengthened the message conveyed by packaging, which combines taste and health."

"We have also created an innovative Traditional Fruit Basket, a small cardboard basket with 1.5 kilos of fruit. We can therefore use appealing graphics and provide final consumers with more information."

DolceClementina tastings on 15th and 16th November.

"We have also organised various tastings in cooperation with some distributors in Northern Italy to promote this new product on the market. I would say that the feedback was promising, despite the 'apathetic' market."

DolceClementina pallets in the refrigerated warehouse ready for shipping.

AOP Armonia


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