In 2007/08, Italy was the second largest producer in the Mediterranean (3.5 million tons) behind Spain (5.3 million tons). Eight years later, in 2014/15, it occupied the fourth position with 2.3 million tons (-35% in 7 years), while Spain grew by 20% reaching 6.5 million tons.
Spain up, Italy down
"In the last 10 years, the Spanish citrus fruit sector expanded a lot and strengthened its leadership among Mediterranean producers. At the same time, Italy reduced its exports and increased its imports, mainly from Spain."
"As Spanish companies are rather big, they can spend a lot on R&D, cooperating with research centres and acquiring the rights to protected varieties. There are multi-million dollar legal disputes going on between the owners of the rights (varieties were developed thanks to international research) and operators - a perfect example of the importance of these varieties."
For example, Nadorcott is a variety of Moroccan origin which, in the past ten years, has generated a turnover of €195 million each year. Orri is an Israeli variety that will generate around €31 million every year, plus €2 million in royalties.
Making produce cool
The Sales Director then went on to stress how, in the past few years, retailers, marketing experts and specialised journalists have all focused on making fruit and vegetables cool to stimulate consumption. "Produce that is more appealing, not low prices, is what drives consumption. Pushing prices down in the hope of selling more does nothing but compromise operator profits."
A good marketing strategy is needed to make products more appealing, starting with packaging. Consumers tend to be more careful about the origin of certain products and are looking to reduce waste.
We need to stop copying our Spanish competitors
"Our clementine cultivation needs to change. It may seem as though we will never be able to catch up with our Spanish cousins, but we need to change and find our place on the international market. To do so, companies must invest in R&D to create high-quality products with a longer ripening calendar. First of all, though, we need to stop copying our Spanish competitors."
According to Eleuteri, in fact, the Spaniards are very good - they are professionally advanced, financially stable and their production is efficient. In addition, they have a lot of land that can be dedicated to citrus cultivation, as well as an aggressive marketing policy.
"Why would buyers want to replace them with us? That is why we need to be different. We should focus on research to develop new varieties with a great flavour that can extend the current calendar and preserve the distinctive characteristics of our domestic production."
Last but not least - communication
"We could link the productions with their territory of origin and use famous chefs as ambassadors. In addition, we must work with our retailer clients to organise showcooking and tasting sessions and develop flyers and catalogues."
"We must also focus on the Internet world. We have a dynamic website as well as a blog and we are also available on all social networks."