A sales strategy that includes working closely with Retailers Category Managers
CIV – Consorzio Italiano Vivaisti [Italian Growers Consortium] in San Giuseppe di Comacchio (Ferrara) – will attend the next Global Berry Congress 2019 (www.berrycongress.com) taking place in Rotterdam on 25-27 March 2019.
Over the course of three days, the key international players in the small fruit industry, one of the fastest-growing categories of produce around the globe, will present their newest products and services with exhibitions and displays, all while tackling the most important and challenging topics for upcoming years. The global production-distribution supply chain will be fine-tuned, from research to production to sales and the end consumer.
CIV and its Northern Europe Partner (Idris Consulting Ltd – www.strawberries.eu.com), represented by Dr. Johan Aelterman, will be present at the event with their own stand to illustrate the increasing dedication to the research and development of new strawberry varieties designed to better meet the needs of a constantly-evolving market. From Northern Europe to the Mediterranean Basin, CIV will amplify its presence thanks to its well-known and widely commercially developed strawberry varieties (i.e.: Flaviapbr, Flaminiapbr, Muranopbr, Capripbr, Clerypbr, Jolypbr, Nabilapbr, etc.).
CIV will also present five new varieties of strawberries created for international markets: “This year”, explained CIV Variety Manager Marco Bertolazzi, “we will present new strawberry varieties that have a vegetative habitus that facilitates their harvest, organoleptic properties that respond to the needs of wholesale and thus the end consumer, and elevated, constant yields. In particular, the first two varieties are CIVRH612pbr (associated with the Ania® brand) and CIVRH621pbr (associated with the Cantus® brand). They are both everbearers with an elevated need for cold weather, perfect for Northern Europe or cool climates (such as the mountains) where temperatures drop quite low at night. Not only that, but they are characterized by excellent taste and aroma, a shelf life of about 7 days, and greater skin elasticity, allowing for prolonged handling. Both are currently being launched in Great Britain and Benelux. On the other hand, for Southern Europe, we are focusing on selections such as the CIVS906pbrElide®, a high-quality June-bearing variety with little need for cold temperatures, that adapts to Mediterranean climates and makes uniform, prolonged harvests possible. Or the CIVRL333pbrXante®, an early-variety everbearer also with little need for cold temperatures, one of the first of its kind developed by CIV. Lastly, as for June-bearing variety for the north, we must mention the CIVNB557pbrLYCIA®, which stands out for the large size and qualitative properties of the fruit”, explained Bertolazzi. As always, CIV’s commercial strategy includes working closely with all key players on the supply chain, involving Retailer Category Managers in identifying the best selections, and thus those best suited to the needs of their customers. It’s an added benefit that makes large organised distribution the main intermediary between growers and consumers, a winning technique that has already been implemented with British retailers and which now may be extended to large-scale retailers in other countries.
In Rotterdam, the most important international groups will thus be able to get to know CIV’s new selections and varieties, to then jointly evaluate and define the most appropriate varietal development methods for their markets of reference through targeted strategic/operational partnership and collaboration agreements.
“The CIV strawberry breeding programme”, concluded Mr Bertolazzi along with CIV President Pier Filippo Tagliani, “was developed in 1984 along four research lines: strawberries for temperate Mediterranean climates, continental climates, everbearers, and varieties suitable for industrial processing. The use of classic techniques and the development of new varieties that can guarantee high production of top quality fruits, along with the natural hardiness and vigour of the plants, are the CIV’s primary goals to offer the national and international markets not just quality but the best in environmental sustainability”.