Why shouldn't tourists be able to enjoy a pot of high-quality cherries instead of ice-creams, slushes or industrial snacks when on the beach? This is the idea behind Consorzio Ciliegia Vignola Igp's initiative to promote fresh fruit consumption.
18-pot crate (archive photo)
"Cherry pots will be sold during June weekends. We are talking about 250 gram pots with a lid that contain Pgi cherries with good grades. They will be sold in bars, lidos and on the beach. I believe it's an excellent way to promote our product," explains Director Walter Monari.
The initiative was extremely successful last year, despite the fact that two weekends were characterised by bad weather. After the cherry season is over, the Consortium will introduce a similar initiative with plums.
250 gram cherry pot (archive photo)
Last years, pots sold at around €3. An ice-cream costs more or less the same and sandwiches are even more expensive. What's important is for the public to understand the value of fruit and good products like cherries from Vignola contribute to improving the image of summer products.
And it's important for quality to have a fair price, as campaigns that distribute fruit for free often do more harm than good as consumers tend to think that what is free has no value.
Contacts:
Consorzio Ciliegia di Vignola Igp
Via dell'Agricoltura 1,
41058 Vignola (Modena)
Tel.: 059/766738
Email: [email protected]
Web: www.consorziociliegiadivignolaigp.it
