Apofruit, the large Italian fruit and vegetable cooperative, continues its push towards a higher quality of product. For the 2016 campagna they focused particularly on the kiwi. “This is the sixth year of our Quality Project which has enabled us to strengthen our presence in European markets and relaunch consumption in Italy. For the forthcoming autumn-winter season we have recorded a drop in production of pears and kiwis, while the production of apples is in line with previous years. Expectations for the autumn-winter season are high since the general fall in production, the increase in consumption, and, above all, the excellent quality of our products should all benefit our production,” said Ilenio Bastoni, director general. The quality factor is critical for any market, but it is particularly crucial for products destined for the Asian markets. “For this great challenge we have created the SOLEMIO brand, a line dedicated to the premium Italian kiwi destined for Asian markets, distinguished by the vibrant, brightly-coloured packaging admired by Asian cultures. Its predominant colour is red, which the Chinese associate with good luck and joy. The packaging will also include a stylish SOLEMIO cover, which, besides spreading brand awareness within the sales outlets, will also preserve the quality of the fruit by making it more resistant to damage during pallet stacking,” Bastoni said.