What's in a name? That which we call a rose by any other name would smell as sweet.'
As fans of William Shakespeare mark the 400th anniversary of the English playwright’s death, Italian marketer Cherry Passion is raising the curtain on this year's Italian cherry season with the launch of Romeo & Juliet, a brand it says will help consumers make a clearer connection between the exporter’s fruit and the area around Verona where it is grown.
Whereas the Bard suggested in the eponymous romantic tragedy that roses smell sweet whatever they are called, the company is determined to make a name for its new trademark with the high quality of its locally grown cherries.
According to the company's commercial manager Stefano Pezzo, the name has been registered worldwide and will be used in a number of different markets. “The significance of the brand is to convey the value and quality of the product, which comes from an area known abroad thanks to the synonymous play by William Shakespeare,” he explained.
For many years, Veronese cherries have been exported to several countries in Europe. Pezzo believes that now, more than ever before, a single, clear geographical trademark is required to distinguish the product.
“We maintain that what our More [variety] cherries offer is the excellence of Verona’s production. Combined with the new, larger varieties we are testing, they can stir great emotion in the consumer thanks to their higher sugar level and their distinctive crispness.”
As for the season about to get underway, production of Bigarreaux is understood to be earlier than usual and some limited volumes of the variety have already been sold at “very high” prices ranging from €4 to €8 per kilo.
Italian Bigarreaux, because of its delicate nature, doesn’t tend to be sold outside the country. What’s more, demand this year is said to be higher than usual as a result of recent production losses in Puglia.
“Other varieties such as Duroni, More and Ferrovia are due to begin around 22 May in our region,” Pezzo adds. “There’s a big volume of fruit on the plants at the moment and, given where demand is, we’re expecting an excellent season.”
Some of the company’s product, including cherries from Puglia and the counter-seasonal supply it sources from Turkey from the last week of June onwards, will continue to be sold under the Cherry Passion brand.
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