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New brand for Sicilian prickly pears

Sicilio aiming to bring one of Italy's most unique and distinctive products into the mainstream with concerted marketing effort

New brand for Sicilian prickly pears

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This weeks’s Macfrut exhibition in Rimini, Italy, saw the launch of a major new branding initiative designed to raise the profile of prickly pears – sometimes known as Indian fig – grown in the area around Catania in Sicily.

The brand, Sicilio, is the brainchild of producer organisation La Deliziosa, which has high hopes that one of Europe’s most distinctive fruits – but also one of the least well known outside of the Mediterranean itself – can make a leap into the mainstream and thus secure its own place in the wider European fresh produce market.

“We wanted to create a project that bridged the gap historically created around a product that for too long has been considered a just a local speciality typical to southern Italy,” explained Salvatore Bua, who co-founded the project with his brothers Giovanni and Antonino.

He added: “We want anyone who comes across our prickly pears already to anticipate the flavour with their eyes.”

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