"This year, quality will determine prices"

In Southern Italy, temperatures are still above average for this time of year and there are difficulties with the ripening of citrus fruits. At the same time, the first clementines are being sold in supermarkets, but they are not yet ready for commercialization.

"This is damaging the sector," say Tiziano and Biagio Porretta of Arpo Distribuzioni. They grow several varieties of citrus on about 25 hectares in the Rosarno/Gioia Tauro plain. "Those who have commitments to fulfill plans with large retailers, for obvious reasons, cannot withdraw. But in the long run, this is only a disincentive to repeat purchases on the part of the end consumer.”

The Calabrian company's citrus campaign will begin in 10 to 15 days, with the first shipments going abroad and partly to the Italian market. "We are waiting for our Clementine (Sra. 63), sold with or without leaves, to reach the visual and organoleptic qualities that it deserves. The quest for the absolute quality of the product is our commercial priority, as well as the building of the loyalty of the customers and the final consumers and the granting of a profit margin to the producers who trust us."

Tiziano and Biagio Porretta in the field

"The forced timing of a citrus campaign that still does not seem to want to start is counterproductive," continue the Porretta brothers, "this year there is an average of 30% less production, but there is no lack of quality. The drop in production is not only due to the climate. Many producers in our area are abandoning their land because of the rise in costs," explains Tiziano Porretta. "Since we are mainly focused on exports, we cannot afford to risk sending unsuitable citrus or devaluing the product.

In fact, Arpo Distributions exports 80 percent of the products it sells. Most of these are the company's own products, but there are also volumes from some producers in the region. "We specialize in exporting mainly to Eastern Europe, to general markets and to supermarkets. Our clementines also reach other European markets: Switzerland, Austria, Germany and France," adds Biagio Porretta.

In spite of the climatic difficulties that other producing countries, such as Spain, are experiencing, the demand does not seem to be as brisk at the moment. "The demand for the product is not very lively at the moment. The market is quiet. Orders are being placed with caution. At the moment, there is not much supply of the other varieties on the foreign markets and the consumption is not taking off." A turnaround is hoped for by 20-25 November. "One thing is certain: quality will determine prices this year.”

The volume of oranges is also on the decline. "We should have the campaign from December to February," the Porretta brothers stress.

New projects
In business, it is necessary to reinvent and study the market, from production to sales, not only in the specialty area. Tiziano and Biagio, though young, are well aware that this is the way to go.

"We are expecting a short season for our citrus. Therefore, we are thinking of importing from other origins once the domestic supply ends. Our main focus will be on Greece, Spain, Egypt and Turkey. The aim is to offer commercial continuity to our customers and to take advantage of our proximity to the port of Gioia Tauro."

New Lempso Tarocco oranges planted

In order to extend the marketing calendar, the Calabrian company has already invested in blood oranges in recent years and the fruit will be in production from February/March. "We have planted both Doppio Moro and Tarocco Lempso, two late varieties that we hope will be satisfactory at a profitable level," conclude Tiziano and Biagio Porretta.