Local events and social network management - this is how they try to conquer new markets in Fondi (Lazio)... keeping in mind foreign retailing too!
In an ideal classification of the most interesting vegetables, Torpedino tomatoes would rank at the top. It is a member of the "Mini San Marzano" variety, rich in lycopene and developed by De Ruiter (i.e. gruppo Monsanto) for the Mediterranean areas.
It is very much appreciated for its crunchiness and for its sweet and aromatic flavour. These excellent characteristics are combined with an extended shelf-life.
This type of tomato was discussed in occasion of the "Eccellenza Agroalimentari del Lazio" tasting, held at the Domus Talent in Rome and to which the "Mafalda Srl" commercial farm also took part. The company is the owner of the "Torpedino" trademark and it is the sole dealer of this type of tomato at a national level.
Introduced by Mafalda in 2007, Torpedino tomatoes underwent four years of cultivation and sales tests in ten Conad stores before being sold in 2011. At the moment, the cultivated surface in the Fondi Plane and in Sicily is 10 hectares.
This way, the produce is available the whole year round with two separate production calendars: from November to April in Sicily and from May to October in the Fondi Plain. In the latter, transplants for harvesting have been carried out every twenty days starting from February until 15th July.
For the Summer campaign 200 tons are expected - 120 of red bunch and 80 of single green Torpedinos. If expectations are met, volumes are going to be three times those of last season.
Mafalda lets us know that, at the moment, the produce is only destined to the domestic market, as volumes are not enough to cover the foreign one as well. At the same time, the company has been in contact with a well-known German retail chain interested in Torpedino tomatoes. In fact, thanks to various events held outside of Italy, the product became really appreciated. If everything goes well, next year Mafalda might start distribution abroad.
As regards packaging, red bunch Torpedino tomatoes are available in 400g transparent closed packages and single green fruits are available in 300g ones. Both types are also available in netted 1 kg trays.
70% of the produce is distributed to retail and 30% of it goes to traditional wholesalers. The price is medium-high and there is not much difference from last year, partly because of low yields and partly because of the excellent quality of the product. In addition, demand is constant and proportional to the supply.
The opportunities for processing the product are also interesting. In 2012, the test production reached 1,200 boxes, which is more or less 10 tons. This year, it should double - considering the 200 tons expected in Summer, 20 tons will be intended for processing.
Finally, communication. Mafalda prefers to contact consumers directly through events and social network communities. As regards the events, the company sponsors those that enable integrating with the community and supporting local tourism at the same time.
For further information:
Mafalda Srl
Viale Piemonte Pad. C/17
04022 - Fondi (LT)
Tel./Fax: (+39) 0771 502623
Mariano Di Vito
Cell.: (+39) 348 3109934
Email: [email protected]
Web: www.mafaldasrl.it
Author: Emanuele Mùrino
Mafalda Srl
Viale Piemonte Pad. C/17
04022 - Fondi (LT)
Tel./Fax: (+39) 0771 502623
Mariano Di Vito
Cell.: (+39) 348 3109934
Email: [email protected]
Web: www.mafaldasrl.it
Author: Emanuele Mùrino
