Red Co.P PO:
Italy: Blood oranges available until the end of March
"At a commercial level, the campaign was fairly good, even though we were expecting higher numbers. Unfortunately, markets have been slow because of the economic crisis and all of the various problems connected to it. Families have less money to spend so those who are still spending have obviously reduced quantities."
Talking about prices, there are a number of dynamics to keep in mind. "With respect to the previous campaign, there is a 10-15% increase, whereas sold quantities have decreased by 15% since last year and 50% compared to 5 years ago."
According to Leonardo, low sales depend on the crisis and on the fact that people buy fruit only when they actually have money. "Fruit is important, but it is not considered essential. We are now at a stage where we divide fruits in half because we only buy two or three. In the past, we used to buy ten."
"I do hope this ends, so sales can increase once again. This would in turn help the Italian economy recover."
In order to promote consumption, the Red Co.P. PO has organised competitions. The prizes will be trips to Sicily to get to know the region.
"These initiatives proved successful and we are thinking of repeating them next year. At a European level however, we would need programmes gathering all of the producers under the PGI mark to promote initiatives and involve other European countries."
The main markets for Red Co.P PO are Italy and Germany. "We are trying to enter other markets, but Spain is not giving us room. We should lower our prices quite a lot and we can't do that."
"The German market is satisfactory as, despite Spanish competition, the Sicilian product is much more appreciated. As regards the Italian market, there is a slight competition with the Spanish produce."
The Red Co.P PO is currently renewing its citrus groves by introducing new cultivars destined to mass retailing. Michele Leonardo hopes for a bright future for these new varieties: "We hope that they will represent a good quality/price combination to be able to enter new markets."
For more information:
O.P. Red Co.P
Sede legale
Via Palermo 251/D
95046 – Palagonia (CT)
Centro confezionamento
S.S. 417 Km.38,4
Tel.: (+39) 095 7945044
Fax: (+39) 095 7955769
Email: [email protected]
Web: www.redcop.it
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