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Italy: Organic avocados are still a niche product

"We have been importing and selling avocados from Frutas Montosa for ten years, especially organic ones, which are destined to the Italian, Austrian, Slovenian and Croatian market," explains Tom Fusato, sales manager of Brio S.p.A.

"The Hass variety, which is actually the most prestigious one, is still little known on the Italian market, so we believe there is room to grow."

Avocados sold under the Alce Nero brand, a premium range that only includes top quality products. Each incoming lot is packed and sold only if it complies with certain standards.

Retailers have started stocking organic avocados fairly recently. "After our entrance into the Alce Nero & Mielizia group, Brio was able to supply avocados to a few main chains in Northern and Central Italy."

Though volumes are still limited and only comparable to those of a niche product, interest has been increasing. "The tests we carried out in stores show consumers become very interested when they discover the organic Hass variety. We must make people learn about it and invest on the training of sales personnel."

Instructions on when to eat Hass avocados. Click here to enlarge

Despite the fact that the Spanish supplier could bring onto the market ready-to-eat produce, this kind of service is not required in Italy. "This kind of fruit needs to be rotated a lot in stores and we're not ready for that yet. We prefer to have almost ripe fruit that can be stored in shelves for 4-5 days and eaten within a couple of days of their purchase."

The product displayed in a store.

The fact that avocados can become trendy like in other countries is definitely possible: "during the latest edition of the Salone del Gusto in Turin I was able to taste a dish with avocados prepared by the Michelin-starred chef of the "Da Vittorio" restaurant in Bergamo. This only proved to me how interest is increasing."


Brio S.p.A.
Via Manzoni, 99
37059 Loc. Campagnola di Zevio (VE)
Tel.: (+39) 045 8951777
Fax: (+39) 045 8732318
Email: [email protected]
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