IT Valfrutta Francescon Sorma melon pack

Francescon has developed a new packaging format for melons in collaboration with Sorma Group

Italian fresh produce marketer Valfrutta Fresco has formed a strategic partnership with Francescon, one of the country’s leading melon marketers, to push sales of the fruit by combining strong branding with innovative packaging.

Francescon will supply a range of round melons to be sold under the Valfrutta brand, including its signature line, the PGI Mantua melon, of which it remains the leading producer in Italy.

It has also developed a new two-melon packaging format especially for Valfrutta, one that has been designed to boost demand, starting with the PGI-certified fruit.

The new twin-pack, developed in collaboration with Cessna-Based Sorma Group, comprises a cardboard tray with a net covering that can hold two melons weighing between 2.5kg and 3kg, with a Sorma Ecopunnet handle.

The packs, which are fully recyclable, can be transported in cartons in groups of three or four, with pricing information placed prominently on the handle.

According to Valfrutta, the product is expected to have a major impact in convenience stores and offer great flexibility for all distribution channels.

The agreement will see Valfrutta develop new marketing programmes for premium-quality melons in traditional sales channels such as wholesale and retail markets, as well as independent, specialist greengrocers.

While Francescon should benefit from a broader sales network and a higher-profile brand, Valfrutta will be able to count on a reliable supply of high-quality melons, something that the company’s commercial director Stefano Soli appreciates.

“Francescon represents the ideal partner for Valfrutta by virtue of the consistent, high-quality supply it can guarantee, thanks to the production capacity and full sales calendar it has at its disposal,” he commented.

The melon supplier’s president, Bruno Francescon, welcomed the opportunity to work closely with one of Italy's best-know fresh produce trademarks.

“From our point of view,” he said, “Valfrutta Fresco is an important player in terms of branding strategy within the traditional market segment and the premium area, thanks to the brand’s reputation and value on the national market.”

He added: “These perfectly complement our leadership in melon production, sales and the application of varietal innovation.”