After a few seasons of floods and droughts, the year 2025 is finally starting off on the right foot for the Ispica PGI New Carrot campaign, according to Massimo Pavan, president of the consortium that oversees the promotion and protection of these carrots.
Massimo Pavan
"We started the harvest at the beginning of February, in line with the production regulations," says President Pavan, "and this year we have every reason to be more than enthusiastic: the first reason is the quality of the production, which has been of the highest standard from the very beginning; the second reason is related to the volume because apart from a few parcels damaged by the rains, the areas have remained practically undamaged and we will therefore be able to meet all the requests that come in."
Mechanized harvesting
"There is another reason to be satisfied," he continues. "This year we have almost no competition in the Italian market. The harvest in Chioggia was stopped early due to bad weather and the stocks in Fiumicino are running out, while we are not yet working at full capacity. For once, the conditions seem to be in our favor."
Boxes of freshly harvested carrots that are still in the field
The branded product is marketed almost exclusively by large retailers," explains the expert, "and this is due to the work we have been doing for years to properly promote the Ispica PGI New Carrot campaign. The PGI label is now well positioned and appreciated by the end consumer, who knows it and recognizes it among the other products on the shelves. In March we will launch a strong campaign on a national radio channel, aimed directly at the end consumer, to improve our position at the point of sale."
"In terms of foreign competition and the European market," concludes Pavan, "we have seen a large presence of stored carrots from Germany, Belgium, and other countries. These batches are marketed en masse, they are stored goods that are largely introduced into the distribution channels and therefore, for a number of reasons, hinder the export of our fresh, early product, which is envied by many for its organoleptic characteristics."
PGI carrots, packaged according to specifications
In order to protect both the Consortium's member producers and the consumer, the Consortium continues to carry out checks at the point of sale wherever possible.
For more information:
Massimo Pavan
Consorzio di Tutela Carota Novella di Ispica Igp
Via B. Spadaro, 97
97014 Ispica (RG) - Italy 
[email protected]
www.carotanovellaigp.it