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Italy: Divano's persimmon production

The Divano company, located in Caserta, is a leading persimmon producer on the Italian market with 2,000 tons each year.

Divano has a long experience in all stages, from production to commercialisation, which is particularly important as persimmons need special port-harvesting attention to remove tannins before they can be enjoyed by final consumers.

As explained by Domenica "Mimma" Divano, CEO, " we have been working with retailers for a few years so we have developed various packaging solutions to guarantee the hygienic and practicality conditions required. In addition, we can track all the fruit thanks to the codes on the packets."

"At the moment, we are delivering soft-pulp Tipo persimmons packaged in PET or polystyrene (see side photo) trays. We are also studying a new type of packaging to make it easier for consumers to take the fruit home without the fear of damaging it."

Autumn sun
Persimmons are the perfect fruit for autumn, when their colour almost becomes an emblem for the sun. This is why the company has developed a marketing campaign using the slogan "Il sole d'autunno" (Autumn sun). This name originates from traditional medicine, as people believed that persimmons held the energy of the dying summer sun.

"We work with the Tipo cultivar, which is very popular and can be eaten sliced or with a spoon. There is not much competition during this season because the Rojo Brillante variety, which we also produce, appeals to different consumers."

Divano suggests eating the fruit for breakfast too - "just consider it as a natural fruit mousse. We are working with a few food bloggers to develop new recipes to provide alternatives on how to eat them."

A campaign lasting until February
"Especially at the beginning of the campaign, our clients are interested in the quantity and quality available and expect healthy produce that is delivered on time. The investments made over the past few years mean we can be a reliable supplier for retailers," explains Lino Basilicata, crop and facility director.

"Prices are always good at the beginning of a campaign. This year, they seem to be quite stable thanks to the excellent quality and grades of the Tipo variety."

"Persimmons responds well to weather changes, but we hope it will remain good until the end of the campaign. Tipo persimmons will be available until mid December, whereas the Rojo Brillante variety will be available until mid February."

Divano Srl

Via San Girolamo,
81037 Sessa Aurunca (CE) - Italy
Amministratrice e vendite:
Domenica Divano
Tel.: (+39) 0823 604052
Fax: (+39) 0823 604921

Author: Rossella Gigli

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