Presentation and point of origin are two of the key drivers for growing fresh produce consumption in Italy, according to Roberto Moncalvo, president of Italian agricultural body Coldiretti.
Speaking at the launch of Fruit Innovation in Milan this morning (20 May), Moncalvo stressed the importance of keeping up to date with developing consumer trends.
“There has been a certain level of innovation in agriculture over the last 15 years but it is important that the barriers continue to be redefined,” Moncalvo explained. “Consumers these days are very careful and want their fruit presented in a different way. Most importantly they want to know it is safe. As part of this, they also want more information on the origin of the fruit they are eating.”
Coldiretti spoke during a high-powered panel discussion, which also included Marco Salvi, president of FruitImprese, an association that promotes and develops Italian fresh produce companies involved in the import-export sector. When quizzed on the topic of innovation, Salvi’s response focused heavily on gaps within Italy’s logistics network.
“We need to generate ideas that allow us to open new markets,” Salvi said. “Italy has a long coast line but our ports are not equipped to handle large volumes. It’s sometimes easier for (Italian) exporters to transport their fruit and use ports in Germany or the Netherlands.”
Salvi said events like Fruit Innovation were important for growing Italy’s presence on the world stage. “We need to overcome parochialisms and provincialisms and ensure greater relevance for our industry to match the key role it plays in the global production landscape,” he noted. “In my opinion, our ability to present ourselves to the rest of the world as a whole system using exhibitions as a tool is a strategic asset.”
The inaugural Fruit Innovation trade show is being held at Fiera Milano in Milan from 20-22 May. The Fiera Milano trade halls are simultaneously hosting complementary shows for the packing, logistics and fresh food sectors, including IPACK-IMA, Intralogistica Italia and Dairytech.
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