As the start of the Italian stonefruit season approaches, the consortium responsible for promoting PGI-certified peaches and nectarines from the region of Romagna are preparing to launch a major marketing campaign.
In conjunction with marketing and research group CSO, the Romagna PGI consortium has organised a special television talk show, due to air on the 7 Gold station, during which a number of leading players involved in the production and marketing of Italian stonefruit will discuss what remains one of the most popular categories of fruit not only in Italy but across Europe during the summer months.
The entire region of Emilia-Romagna produces around 450,000 tonnes of peaches, nectarines and apricots every year, making it a key part of the European stonefruit offer. This year, forecasts suggest the total crop will be around 460,000 tonnes, including 127,400 tonnes of peaches, 332,600 tonnes of nectarines and 17,500 tonnes of clingstone varieties.
Total production across the whole of Italy, meanwhile, is expected to come in around 1.51m tonnes, comprising 716,300 tonnes of peaches, 795,600 tonnes of nectarines and 107,800 tonnes of clingstones.
In the four major production areas around Forlì-Cesena, Ravenna, Bologna and Ferrara, the recent introduction of EU-approved PGI certification for Romagna peaches and nectarines has revitalised the region's marketing and offered new opportunities to increase sales at home and abroad.
This summer, a special roadshow for the Romagna PGI fruit entitled 'é un Mare di Sapori' ('It's a Sea of Flavours') will once again bring together a huge number of seaside bars and restaurants, which will be involved in special tastings and promotional events.
The marketing campaign will also involve special promotions at wholesale markets in all of the major Italian cities and at the point of sale at leading supermarket chains.
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