Apofruit Piraccini Treossi Solarelli launch

Renzo Piraccini (left) and Enzo Treossi (right) present the new Solarelli brand

Leading Italian fresh produce company Apofruit Italia has taken the unprecedented step of launching its own brand for its entire range of products as it seeks to capitalise on growing demand in Italy for high-quality, locally sourced fruit and vegetables.

The new trademark, Solarelli, will be used to market a range of seasonal Italian fruits and vegetables which, according to the company, have been produced to the highest possible standard, taking advantage of the latest developments in technology and production methods in order to create optimum quality, taste, ripeness, packaging, varietal innovation and traceability.

The products themselves will be sourced directly from the field, and the brand's strapline, 'Dal produttore, il meglio' ('From the producer, the best'), has been conceived in order to convey this direct link.

The first products to carry the brand are four Sicilian tomato varieties – cherry, plum, San Marzanino and Datterino – supplied from Apofruit's packhouse in Donnalucata, Ragusa.

The Solarelli name will subsequently be seen on Abate pears from Emilia, kiwifruit from Lazio and clementines from Calabria and Basilicata.

Other products set to be marketed under the new brand include raspberries, cherries, peaches, nectarines, apricots, plums, melons and a variety of mini watermelon.

According to the company's strategic plan for Solarelli, some 10,000 tonnes of fresh produce are set to be marketed under the Solarelli brand within three years, generating turnover of €15m from a year-round supply of seasonal items.

A promotional campaign designed to explain the quality characteristics of Solarelli products is also due to be rolled out through national media.

'The adoption of a brand that can present our products directly to consumers fits well with our strategy of creating a direct relationship between the producer and the market,' commented Apofruit president Enzo Treossi. 'With this range we are also aiming to market the quality of our members' production in the best way possible.'

General director Renzo Piraccini said that the company would be able to draw on its experience with developing leading Italian organics brand Almaverde Bio. 'We are looking to tell consumers about the product innovations we have seen in the last few years,' he said. 'Apofruit Italia is one of the leading players in the adoption of new varieties.'

In the past three years, Apofruit, which already participates in some of the sector's most innovative projects including Pink Lady, Mela Più, Selenella and Zespri Gold, has signed agreements with Sun World to market its seedless grape varieties, with Modì Europe to develop its apple variety and with Syngenta in order to market Duunnè tomatoes and Bibo mini seedless watermelons.