Apricots, Apofruit Italia and Meditteraneo Group crown an exceptional year

Excellent results particularly in Germany and England thanks to a harvest season that will run to mid-October this year and the high quality of the fruits. 200,000 kg of produce exported a week
(Rimini, 28 September) The highly successful year for the apricots of the Mediterraneo Group consortium fruit growers continues thanks to the partnership between lead company Apofruit Italia and the Guidi di Roncofreddo farm. The quality of the products bearing the Rubisole® and Solarelli® brands is unprecedented and such a long harvest season has made it possible to supply distributors through until October. A slow and protracted campaign which has made it possible to leave the apricots on the plants for longer and guarantee fruits of exceptional quality distinctive for their sweetness of between 14 and 18 degrees Brix.
The fears raised by the spring frosts, which destroyed a large part of production, melted away in the face of the concrete results in terms of quality and critical mass for the late varieties. Operating in various production areas, from Emilia-Romagna to Puglia, Basilicata and to a lesser extent Campania, Apofruit Italia (which has 3200 members across Italy) has been able to offset the negative effects of the weather. Results reflected in the ongoing activities of the distribution channels and the stimulation of consumption.

“It is the first time we have been able to extend the marketing of our excellent apricots from May through to mid-October, the last fruits are normally collected by the end of August – comments Marcello Guidi, International Market Manager at Apofruit Italia – and this already demonstrates the exceptional nature of this year. It is also the result of a calendar of varieties which has been expanded with late varietals that make it possible to extend the season. The fruits we are currently exporting are still being collected, fresh products which have not been stored but which go directly from the field to the distribution market”. “We are still recording excellent results in Germany and England – explains Marcello Guidi – where consumers appreciate and recognise the guaranteed quality of Solarelli®, the Apofruit brand and all of the other Mediterraneo Group producers. Every week trucks transport around 200,000 kg of apricots from Italy to the modern distribution points in these two countries. A completely unthinkable quantity in September/October until now. And the extremely positive response of the distribution chain is the final virtuous effect of this year. The results of the red apricots project were also very interesting. We have segmented our range and launched ongoing programmes with German, English and Norwegian chains. Sales of the red product were eye- catching. Consumers clearly appreciate the freshness and quality of our products”.