New plant and packaging to increase volumes within three years, alongside the introduction of the numbered stamp from the State Polygraphic Institute, linked to digital traceability systems. On 4 and 5 July, Aperipesca on the bridge connecting Bussolengo and Pescantina
It has started fourth sales campaign Della Verona IGP Peach, with an expected availability of approximately 1,000 tonnes. The quantities are broadly in line with those of last season, but the project is already looking ahead: the newly planted areas will gradually come into production within two to three years, with the aim of significantly increasing the certified supply.
Tell us about the journey Leonardo Odorizzi, President of the Consortium for the Protection and Enhancement of the PGI Verona Peach and commercial manager of The Great Italian Beauty, a network that aggregates Italian fruit and vegetable production and supports it on the modern retail market.
The campaign has just begun: with what outlook is it presenting itself?
Distribution has started and will continue until the beginning of September. This year we are forecasting about thousand tonnes, a volume largely in line with the previous campaign. The most important signal, however, comes from the plants: after years of reducing surface areas, several producers are returning to invest in peach cultivation.
The new plants take time to reach full capacity, but within two to three years we expect a significant increase in availability. The objective is to consolidate the presence of the Verona IGP Peach and build a critical mass capable of supporting more structured commercial growth.
What does PGI represent for the Verona supply chain?
L’PDO it is not merely a brand for the consumer. It is first and foremost a tool for organising production. It means having a Consortium which brings together producers, establishes common rules, protects the designation and works to guide businesses towards the future.
For a crop like peaches, the Consortium is also essential on the investment front. In recent years, it has been possible to support major interventions, such as the installation of the anti-hail nets. Today, a significant part of the certified production is protected, with concrete benefits for production continuity and harvest quality.
What are the distinguishing features of the Verona Peach PGI?
The first lever is the history. Veronese peach growing has a centuries-old tradition and represents a crop deeply linked to the local area. Added to this identity is a very precise production practice: harvesting takes place at a stage of advanced ripening, close to the ideal time for consumption.
The objective is to offer the customer a fishing experience ready to eat, with a recognisable and consistent flavour profile. The varietal selection also goes in this direction: the production rules today include 22 varieties, chosen to ensure greater consistency in perceived quality throughout the season.
What contribution does La Grande Bellezza Italiana make to the development of the project?
The Great Italian Beauty provides a ready-made commercial and distribution network, capable of communicating with the large-scale retail trade and to promote local produce that would otherwise struggle to maintain a continuous presence on the shelves.
For Pesca di Verona IGP, this means being able to enter more supply programmes supermarket chains, with an organised and recognisable proposition. The seasonal product thus benefits from a system that works year-round with buyers and can support the distribution of various Italian supply chains.
How do you develop retail presence?
The commercial project involves a presence in four major supermarket chains in northern Italy. Pesca di Verona IGP is available both loose, in the characteristic pink post boxregistered by the Consortium, either in a cardboard pack designed to strengthen the link between product, origin and quality.
Packaging thus becomes an element for enhancing value on the shelf. paper packaging, already tested in the previous campaign, is being re-proposed to support communication that is more distinctive and consistent with the positioning of the designation. The aim is to offer the retail sector a practical, recognisable tool capable of telling the product's story from the very first contact with the consumer.
Added to this is a new feature planned for the season: the Consortium aims to provide the Pesca di Verona PGI with a numbered state printing office security label, applied as an additional element of guarantee and recognisability. The seal of the Poligrafico it will be linked to digital traceability systems and will make it possible to further enhance the certified origin, offering the consumer an immediate sign of authenticity.
To what extent can the PGI status influence the promotion of fruit and vegetables at the point of sale?
L’PDO can you give the fruit and veg department a tangible differentiator. Origin, seasonality, taste and traceability make it possible to build a more qualified assortment and offer the customer a recognisable choice.
However, quality must be maintained until consumption. If the product meets expectations, the consumer will buy it again. For this reason certification, supply chain management, packaging and communication must work together, with a coherent proposal from field to shelf.
What is the role of Consortia in promotion today?
I Consortia are increasingly central to value creation for certified productions. They can support producers, develop communication projects, foster access to promotional programmes and contribute to more orderly management of supply.
Their function is not only about protecting the name. An effective Consortium works to give a future to agricultural businesses, keep a crop alive in the area and create the conditions for investment, innovation and generational handover.
Promotion also happens through events.
He 4th and 5th July it will take place Aperipesca on the Bridge 2026, initiative dedicated to Verona PGI peaches on the bridge connecting Bussolengo and Pescantina. The event will take place from 6 pm to midnight and will transform the bridge into a meeting space and a showcase for the local area.
The programme includes a peach photography exhibition, peach-based aperitifs and cocktails, gourmet street food, DJ sets, a live band and markets. The initiative involves local administrations, businesses and local stakeholders, with the aim of associating the product with a recognisable and contemporary experience.
Why can events like Aperipesca help consumption of fruit and vegetables?
Events allow fruit to be talked about in a different way, closer to the languages of new generations. It is not merely a matter of promotion, but of building an experience that unites produce, territory, conviviality and gastronomic culture.
It is important for the fruit and vegetable sector intercept young people both as consumers and as future producers and operators. Making agriculture more attractive, promoting local produce and communicating quality and taste through contemporary tools can help renew the image of the entire sector.
