Summer is an important time for many of Italy’s leading fruit suppliers, as they come up with new ways to sell key products like cherries, peaches, nectarines, apricots and peaches.
This year, the country’s largest fresh produce company, Alegra, has put plenty of its marketing budget into a white-fleshed, flat nectarine that typifies its new commercial strategy.
If you happen to be in the country in July and August, you might even spot one of them atop an ice cream cone. But what’s the story behind this unusual product?
Mauro Laghi is the company’s general manager. In this short video, he explains how the company has invested in premium-quality, licensed varieties in categories like nectarines, kiwifruit and peppers in order to distinguish its products from those of its competitors at home and abroad.
He also discusses some big changes in the European fresh produce business, challenges that Alegra and its member growers face, and the new opportunities he sees for them to secure better commercial results in the international market.
