Italy: European Flavors: a positive balance for 2011/2012

The tastiness and the quality of European fruit and vegetables are conquering the world. This was demonstrated by the positive final balance of the 2011/2012 season of European Flavors, the project co-financed by the European Union, the Italian Ministry for Agriculture, Food and Forestry (Mipaaf), and CSO, the Italian Fruit & Vegetable Service Centre. This project is dedicated to the promotion of European fresh produce in various major non-European markets such as Russia, the USA, Canada and Japan.

In particular, the participation of European Flavors at the San Francisco Winter Fancy Food event – international showcase for over 80,000 wine & food specialities – has just concluded successfully, featuring an outstanding performance by the Conserve Italia company.

Meanwhile, on the other side of the world, another Italian company – Sicilian Oranfrizer, pioneering specialist in exporting citrus fruit to Japan – has this month attracted the interest of over 50 Japanese journalists from various multimedia enterprises, following a press conference announcing new commercial development plans for Japan and also offering various Sicilian products for tasting, ranging from citrus fruit to citrus juices to sorbet-type fruit ices.

Before that, the Italian companies Apofruit, Salvi, Zani, Oranfrizer, Made in Blu and Alegra showcased their products under the collective umbrella of European Flavors at the PMA in Atlanta, a key fresh foods sector event held from 14 to 17 October last.

It’s worth underlining that the US and Canadian markets are becoming increasingly important in terms of value and turnover for Italy’s fruit and vegetable exports. According to CSO statistics, in 2010 10,892 tons of Italian fruit & vegetable produce travelled to Canada, compared to 10,307 in 2009. In the US there was an even greater increase from 2009 to 2010: from 11,323 to 12,378 tons. Another transatlantic initiative saw European Flavors participating at the Canadian edition of the PMA event, which in practice inaugurated the project’s second triennial of activity: here various companies presented different top quality Italian produce, including pears, oranges, kiwis, apples and table grapes.

Last but not least, European Flavors was also a leading protagonist at the latest edition of the Moscow World Food event, one of the world’s most important food sector international trade fairs. The Russian market too notched up a resounding increase in Italian fruit & vegetable imports between 2009 and 2010, passing from 81,134 to 104,256 tons, a rise of 28%.

“The successes achieved on the main international markets – comments Federico Milanese, the CSO head of foreign promotion and supply chain coordination – confirm the validity of the European Flavors project, which will continue through to 2013 with various further promotion initiatives, ranging from direct retail sales-point promotion to participation in key sector trade shows.”

European Flavors is a project worth 3.6 million euros altogether, of which 50% financed by the European Union, 20% by the Italian State, and the remaining 30% by CSO member companies, in particular Apoconerpo, Apofruit, Afe, Granfrutta Zani, Lagnasco Group, Opoveneto, Pempa Corer, Cico, Made in Blu, Oranfrizer, Conserve Italia and Orogel.

For more information:
Alice Camellini
European Flavors c/o Fruitecom
Tel: +39 059-7863894
www.europeanflavors.eu