Following the good results obtained in testing during the last season, the 2023 sales campaign for the exclusive all-Italian green kiwifruit has kicked off with a focus on innovation. Dulcis™ is the new variety offered by New Plant, in collaboration with the Universities of Udine and Bologna, produced and marketed by Alegra, Apofruit Italia and Orogel Fresco, designed to win over consumers.
The fruit is notable for the flavour and aroma more typical of yellow kiwifruit, but in a version with green pulp. The typical acidity of green kiwifruit is balanced by a high brix level and dry matter content, resulting in a mix and balance that have appealed to the taste of operators and consumers alike.
Mirco Montefiori, Chairman of Dulcis Kiwifruit Company, “Starting from the need to innovate the green pulp segment we wanted to create a total, integrated project in which we could control every aspect of the supply chain, from production to storage, packaging and sales. We started envisioning this project in the early 2000s when the genetic improvement programme of New Plant, the University of Udine and the University of Bologna, and the tests in the following years identified and developed the Ac 459 011 variety. In October this year, we established the ‘Dulcis Kiwifruit Company’, which brings together, on an equal footing, in addition to the aforementioned New Plant, three top players in the fruit and vegetable sector, Alegra, Apofruit Italia and Orogel Fresco, which are responsible for producing and marketing Dulcis both in Italy and abroad.”
There are encouraging prospects from a sales standpoint. The first pallets headed for the normal trade and Italian and European large-scale distribution circuits, where Dulcis is being very well received, have already left in recent weeks.
For the domestic market, Mirco Zanelli, Sales Director at Apofruit: “We have observed great interest and attention towards this project. This confirms that we are on the right track, tapping into an unprecedented opportunity in the segmentation of the green kiwifruit."
While Italy is the main market, Dulcis is also aiming at the European markets with a very precise strategy, as Mauro Laghi, CEO of Alegra, explains: “The volumes destined for foreign markets are still limited, which is why we have chosen to focus on certain chains that recognise the project’s value. For each Northwestern European country, we have identified a representative chain in terms of supply-side innovation to lead the way. We have decided to accommodate our customers’ different needs with larger sizes for Spain and medium sizes for the UK and Belgium, though never less than 30-33."
“The variety is very productive and adapts well to different regions,” comments Vincenzo Finelli, CEO of Orogel Fresco. “In general, it seems to exhibit a good tolerance to summer heat, especially considering recent years, as well as a lower sensitivity to spring frost."
For more information:
Michela Dongi
Dulcis
Tel: +39 348 4074079
Email: [email protected]