Showcasing one of the most important PGIs in the Italian fruit sector, as well as the terrain that produces it, as the foundation of a sales strategy that looks beyond Italy’s borders: this is the policy of Asprofrut – Assortofrutta with regards to Cuneo PGI red apples.
“As far as the apple sector is concerned,” said president Domenico Sacchetto, “we are focusing more and more on the organoleptic properties and the higher quality of the range of varieties, because the market is currently demanding recognisable apples. Our cutting-edge quality, particularly where Cuneo PGI red apples are concerned, is their coloration, which allows us to supply very demanding markets such as those of the United Arab Emirates.”
A product of excellence, in demand in many countries but which, paradoxically, is having trouble taking off on the national market. “We export red apples all over the world, but in Italy we are having trouble making the PGI really take off. We need funding from the EU for promotion and it’s difficult these days to be able to continue ensuring excellent products at competitive prices,” Sacchetto said.
This is not a problem for other varieties, which have had great success even in foreign markets. “Aside from our traditional overseas markets, we are also approaching national and European markets. At the moment we are putting a lot of focus on apples from the Gala group, which are replacing Red Delicious on a global scale,” he said.
Assortofrutta is the Association of Consortia for the Promotion and Protection of fruit and vegetable production under the collective brand of the province of Cuneo and of Piedmont. Asprofrut, on the other hand, is a Cooperative Consortium of fruit and vegetable producers in Piedmont, Liguria and Aosta Valley which comprises over 1,200 companies and is made up of 15 consortium companies.
Formed in 1970, Piemonte Asprofrut today produces over 120,000 tons of products typical to the agriculture of Piedmont: peaches, apples, kiwis, pears, apricots, plums, strawberries, fruits of the forest, and a variety of vegetables. The associated company Asprofrut is subject to rigorous controls to ensure that the production guidelines are applied correctly.
This article appeared on page 71 of edition 145 (Sep-Oct 2016) of Eurofresh Distribution magazine. Read that issue online here.