The melon supply chain will be the focus of discussion at the First Melone Mantovano PGI Symposium, scheduled for 23 July at the Palazzo Ducale in Mantua, Italy. Organised by the Consortium for the Promotion and Protection of Melone Mantovano PGI, the event will bring together key stakeholders in the Italian and European melon sector to examine issues related to production, consumption, and market trends.
© Consortium for the Promotion and Protection of Melone Mantovano PGI
The three-day event will include field visits, expert panels, and networking sessions. The central conference, hosted by SG Marketing, will take place on 23 July at 5 p.m. and aims to explore how climate change and shifting consumer behaviour are impacting the sector. Discussions will address new production dynamics, purchasing habits across Italy and the Mediterranean, and the role of origin and provenance in consumer decision-making.
© Consortium for the Promotion and Protection of Melone Mantovano PGI
The conference will feature insights from Elisa Macchi, Director of CSO Italy, who will provide an overview of production trends in Italy and Europe. Andrea Giuliacci, a physicist and meteorologist, will present on the impact of global warming on agriculture. Research agency YouGov will share findings on current food trends, followed by SG Marketing's newly commissioned consumer study, "Melon perceptions: purchase and consumption experiences," which surveys 2,600 shoppers across Italy, France, and Spain. The study will examine category perception, in-store behaviour, and the influence of product origin. The event will close with updates on the current harvest and marketing strategies from the Consortium's members.
For more information:
Consortium for the Promotion and Protection of Melone Mantovano PGI
