Consortium reports encouraging results halfway through the season, as it focuses on premium variety strategy and year-round supply model
With Europe’s kiwifruit season at its peak, one of the continent’s leading suppliers has reported strong demand and positive results so far, despite continued pressure on production and packaging costs.
“The signs at this mid-season point are positive overall, particularly in terms of the regularity of supply and the commercial positioning of our varieties,” says Nicola Negri, president of the Italian consortium Kiwi Passion, which markets kiwifruit under two brands, Red Passion and Gold Passion.
According to Negri, a strategy focused on selected, premium varieties – combined with counter-seasonal sourcing to guarantee year-round supply – is delivering good results, both in Italy and across Europe.
“These are proving to be reliable varieties, increasingly recognised by customers and consistent with the consortium’s development path.”
The group sources its fruit from growers in Italy, France, Greece, and Spain.
Product quality and sizing this season are said to be in line expectations. Kiwi Passion’s red-fleshed variety is available until February, while yellow-fleshed kiwifruit continues until the end of March.
“The overall volume harvested in the current season shows an increase compared to the previous campaign, mainly due to the entry into production of new plants and the progressive expansion of the consortium’s production base,” Negri notes.
