From the IFN live broadcast, the consensus on the need to qualify the offer with local products, which are consistent in taste and easier to communicate to the consumer
During the IFN live broadcast dedicated to peaches and nectarines, which was broadcast a few days ago, the theme of promotion through Protected Geographical Indications it won approval from both production and distribution.
This was pointed out by Gianluca Sapienza, Ergon fruit and veg purchasing manager“The flavour must be as close as possible to the consumer's needs and, above all, it must remain stable throughout the season. It is not simple, considering the number of varieties currently on the market. In this sense, the role of PGIs is very important, because it makes it possible to meet this need with a recognisable product linked to the region. The figures prove us right: consumption in this category is growing.”.
A view also shared by the manufacturing sector, starting with Leonardo Odorizzi, sales manager of La Grande Bellezza Italiana and president of the Consorzio Pesca di Verona IGP. The strategy of enhancing production through PGI is yielding tangible results in the Verona area, a region that has come through difficult years and progressive abandonment. After successfully getting the system moving again, partly thanks to the satisfaction of distribution chains, there has also been a major shift in gear on the part of producers.
The current campaign, however, will not be without its obstacles. This year will certainly be more complex, amidst rising volumes, climate issues and increasing costs. But we have already gathered the interest of retail chains, confirming the fact that this product is desired and is considered strategic. We must offer supermarkets products that are useful for their sales mission and capable of satisfying the consumer.
According to Odorizzi, the value of the PGI is not limited to the brand, but is primarily about the method. “Following a set of product specifications means defining consistent organoleptic characteristics, identifying precise varieties and guaranteeing continuity of taste throughout the season. Consumers cannot find a sweet peach today and an acidic one tomorrow: every purchase must offer a consistent experience. Product specifications really help to bring order to these aspects.”.
The Consortium's work has also had an impact in terms of investments and of the protection of crops. “Together with the Verona IGP Fisheries Consortium, we are working with the Region on the Rural Development Programmes (RDPs) and have reinstated the grant for anti-hail nets under the 65% scheme, after it had been scrapped. Today Around 70% of IGP production is connected to the grid. ”It’s an achievement we’re proud of.”.
From this perspective, the PGI becomes a supply chain tool, capable of meeting the needs of a mass-market retail sector increasingly focused on guarantees, continuity and a qualified range. “As well as being a brand, the PGI helps to build a supply chain along modern market lines, where identifiable, monitored and consistent products are required.”.
Finally, Odorizzi brought up the theme of international competition. If we continue to compete with foreign production, I think of Greece or Spain, hoping to win solely on their difficulties, we will always struggle. Instead, we must build a strong identity for Italian fishing, just as for other products of our country. There are various projects for the reorganising of stone fruit areas that can lead us to have a unique basket in Europe: different from, and hopefully better than, that of our competitors. (lg)
