Italian supplier says Scandinavia and Germany are now ‘testing grounds’ for premium items like stonefruit, grapes and kiwifruit
Italian company Naturitalia says it has noted growing demand among buyers for distinctive, premium-quality produce that can be sourced with a higher level of reliability and advanced planning.
The group, wich supplies a range of Italian specialities including stonefruit, grapes, and kiwifruit, sells primarily to markets in Europe, and its core business remains the continent’s major supermarket chains.
According to marketing manager Augusto Renella, Scandinavian markets and Germany in particular are seeing growing demand for fruits and vegetables that stand out from the norm.
As he explains, these countries have become a “testing ground” for the Italian fruit and vegetable industry to demonstrate an ability to offer consistent, top-quality supply lines.
“Our recent trips to European markets have revealed a growing interest in quality products, but also an increasingly strong demand for reliability and planning,” Renella explains.
“Distributors are seeking partners capable of differentiating their offerings, ensuring continuity, and supporting the season with consistent service.”
For summer fruit, Naturitalia says it has seen renewed interest in Italian stonefruit – peaches, nectarines, apricots, and plums – and in particular its flagship product the Ondine-branded flat nectarine.
Its seedless grape exports, meanwhile, started this month. It deliberately offers a broad and segmented range of white, red and black club varieties – developed with the likes of Sun World, Bloom Fresh, and Stargrow – so that it can cover the entire Italian production season out of Puglia and Sicily.
“Quality segmentation is one of the most evident trends in European retail,” Renella adds. “Interest is growing in club products, distinctive varieties, and products capable of generating shelf value. For Naturitalia, this means building a recognizable offering, based on product quality and the ability to promptly respond to distribution needs.”
New demand
Among Naturitalia’s most exported products is Jingold-branded kiwifruit, which include red, yellow, and green varieties.
Over the summer months, it sources yellow kiwifruit from the Southern Hemisphere, particularly Chile and South Africa.
In the future, the company also expects to tap into new consumer demand by offering Jingold’s Italian-grown avocados.
“To compete on European markets, simply offering volume isn’t enough,” adds Naturitalia’s general manager, Gabriele Ferri. “We need to develop programmes, cover multiple production areas, and offer distribution services, always ensuring what producers earn is fully protected.
“It is on this basis of sustainability and supply chain integration that Naturitalia intends to grow and strengthen its international presence.”
