Italian kiwi growers shift focus

Italy has had its ups and downs as a supplier of kiwifruit since the product burst onto the market some 20 years ago. Since then, the country has emerged as the world’s largest producer, even ahead of New Zealand. Gary Harrison, commercial manager at UK importer Worldwide Fruit believes a change of focus has been instrumental to Italy’s fortunes. "The quality and image of Italian kiwifruit has changed dramatically over the past few years," said Harrison. "The Italians have become far more customer-driven as they have had to be with their increased volumes. They have also listened to what the UK retail trade requires and changed growing and packing standards accordingly. Technically, EurepGap and British Retail Consortium requirements were achieved in a short time frame and this too makes them very competitive in the marketplace."

Greece and France are certainly Italy’s biggest competitors in the UK market, Harrison confirmed. "Both produce good fruit and Greece has the early season advantage commencing supply some three to four weeks before Italy," he said. "What Italian kiwifruit can provide is continuity of quality and volume for a good four months from January to April and then into May as required."

In the medium term however, Italian growers are facing challenges to alter these timings and improve their position in the UK. "They need to ensure they enter the market early," said Harrison. "This will require competing with traditionally lower Greek pricing levels." He also points out that sales levels must be kept buoyant throughout the crucial January to April period with effective pricing and promotional activities. "And in order to avoid a clash with new season Chilean product, Italian producers need to ensure that most sales are completed by mid-May," he said.

Meanwhile, production in Italy is on the increase and this trend will continue, but a reduced pace, said Harrison. "Production is increasing but not at the rate we have seen over the last few years. We expect total production levels to plateau within three years."