Producers in northern Italian region say they expect to maintain market presence into early July as new campaign begins
Despite intense competition in the market and, at times, perilous growing conditions, cherry suppliers in a small but significant enclave of northern of Italy continue to find a productive and profitable niche.
This month, cherries from Vignola, between Modena and Bologna in Emilia-Romagna, return to supermarket shelves for the start of their new season.
And according to the group responsible for marketing the fruit, this year’s estimated harvest of 4,000-5,000 tonnes represents a good haul – one that should keep the premium-quality product on the shelves until early July.
“Expectations for this season are certainly optimistic,” says Valter Monari, director of the Vignola PGI Cherry Consortium. “Despite the presence of good quantities of cherries from other Italian and European regions, our market positioning remains solid thanks to a high-quality product and a brand that is recognised and rewarded by consumers.”
The first variety to land in the market is Bigarreau Moreau, and all indications are that this year’s crop offers all the right characteristics when it comes to size and eating quality.
That’s no mean feat when you consider the risks with which growers must contend during the cherries’ production – including rain, frost, and hail.
While this year’s weather has apparently been favourable, it’s also true that adverse conditions in the past have prompted investment in protective measures. In fact, around 40 per cent of the area’s orchards are not said to be covered.
The growers also know a thing or two about protecting their reputation and consolidating their presence in the market.
To that end, the Vignola PGI brand was established in 2012 and now guarantees cultivation from a total of 28 municipalities in provinces near Modena and Bologna.
This season, a new marketing campaign aims to raise awareness of the brand. Its activities will include branded trams in Milan, as well as advertising in stores and consumer magazines, local and trade PR, and participation in television programmes that showcase Italian regions.
The consortium will also continue its collaboration with local distillery Casoni Liquori, which for the past three years has sold a special PGI Vignola Cherry version of its Tabar gin.
