Growing consumption, complex logistics, and a still limited distribution segmentation in Italy - these are some of the distinctive traits of the exotic and counter-seasonal sector according to Giorgio Mancuso, sole director of Viento Tropical, a company based in the Marche region of Italy specialising in the import and distribution of products such as pineapples, oranges, avocados, ginger, limes, lemons, mangoes, pomegranates, yellow melons, papayas, passion fruit and grapefruits, with a focus on maintaining quality throughout the entire supply chain.
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Giorgio Mancuso
Exotic fruit: Mature market but with room for growth, especially in Italy
The demand for exotic fruit continues to grow in Europe, with a slower pace in Italy. "The French and German markets have now integrated fruits such as avocados and mangoes among their usual products, with ample exposure and product segmentation (ripe, green, netted, pre-packed). In Italy, on the other hand, we are still struggling, with reduced display space and a limited offer."
In the case of papayas, for example, consumption remains marginal and linked almost exclusively to specialised channels. "The most interesting variety remains the Brazilian Formosa, but it is a demanding product in terms of size and shelf-life, and therefore not very manageable in general retail."
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Avocados, on the contrary, are an exotic fruit with the highest potential. "Italy still lags behind the big European players, but the presence of ready-to-eat avocados in the big retail trade is increasing".
According to Mancuso, the evolution of the exotic sector in Italy passes through a crucial point: the education of consumers and the distribution chain. "We need to work not only on imports and logistics, but also on consumer culture. Wider assortments, more accurate information, and investments in controlled ripening are needed. Exotic products are not just a fad: It is an expanding sector which, though it requires expertise and careful management."
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Limes: seasonality, logistic issues, and quality standards
As far as limes are concerned, annual consumption has now stabilised, with a summer peak mainly linked to the beverage sector. "Limes are consumed all year round, but it is the summer period that drives sales thanks to the mixology channel (the art of cocktail preparation, ed.), while they do not benefit from holiday peaks like pineapples or mangoes."
The European offer is now dominated by Brazil, with smaller volumes coming from Colombia, Peru, Vietnam, and some production from the Mediterranean basin (Spain, Egypt, and Italy). However, Brazilian limes suffer from climatic instability: "Rain and drought alternate availability and have a direct impact on quality and size. Peru is growing, but still limited by small sizes, which are not very suitable for the European market."
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When it comes to logistics, limes suffer from shipping delays, lack of refrigerated space, and poor flow regularity, just like other exotic products. "Most volumes arrive via Dutch ports, and today the market in Northern Europe is particularly strong with wholesale prices reaching €9-10 per 4.5 kg crate."
One of the critical aspects remains the market's perception of quality. "Italian consumers, as well as many buyers, expect a bright green product which, however, is not synonymous with high-quality. In producer countries, limes are consumed when they have a light yellow colour, as they are riper and juicier. Over here, however, there are complaints if the limes are not green. The same thing happened years ago with hard avocados, as consumption remained marginal until the ripe product was introduced."
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This cultural resistance translates into management difficulties and a high rate of complaints for produce that is simply riper, but better from an organoleptic point of view. "The problem is upstream: as long as supply adapts to the logic of long shelf-life and not to that of immediate consumption, the potential will remain unexpressed."
Short- to medium-term forecast
Expectations for limes remain stable with possible increases. "The hot summer drives consumption, and supply is not excessive."
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The situation for avocados is more uncertain due to the multiple origins (South Africa, Peru, Mexico, to name a few) and varieties in circulation. "It is a product that, it goes without saying, is difficult to standardise. The Hass variety dominates, but there are still many different types that cause confusion at the commercial level."
Sicilian mangoes, expected at the end of August, should also find a good market due to the scarcity of local produce. "If quality is up to scratch, national mangoes may play an important role at the top end of the European market."
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For more information:
Giorgio Mancuso
Viento Tropical srl
Via G. Marconi, 41
63078 Spinetoli (AP) - Italy
+39 389 1659450
[email protected]
www.vientotropical.eu
