Promoting radicchio in the best way, focusing on its Italian origin via the PGI mark and a guaranteed chain. This is the purpose of the initiative that is about to start, created by the La Grande Bellezza Italiana business network and some big retail chains.
Cristiana Furiani from Geofur
"Radicchio is one of the leading products for LGBI and, in late September, some chains will start promoting it in their leaflets not with discounts and low prices, but as ad where every price comes from a negotiations that aim to reward all actors along the chain, from producers to retailers," reports Leonardo Odorizzi, member of the network.
This will be done on a national level, as the chains involved are located all over Italy and the islands. "We believe in this project a lot, especially during a difficult year such as this one. The high temperatures affected radicchio transplants and we have had to resort to additional irrigation. This has meant a lot of fuel was used precisely when its price skyrocketed," reported Cristiana Furiani from Geofur, a company specializing in the production and commercialization of radicchio.
Geofur is one of the leading companies on a national level when it comes to radicchio and was visited by a delegation of Swiss entrepreneurs a few days ago.
"It was an important moment. We described the cycle of radicchio and how we manage the various phases. We also export to Switzerland, though not a lot as Switzerland blocks all imports while the local produce is still available. That is why we are very proud of being their suppliers, as we were chosen as an example of entrepreneurship in our sector."