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Italian blueberries production and export - Global Berry Congress 2019 - Thomas Drahorad

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Production, varieties, regions, seasons, marketing segments, markets, market players, strategies of the Italian blueberry industry and the opportunities and challenges of the Italian berry market.

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Italian blueberries production and export - Global Berry Congress 2019 - Thomas Drahorad

  1. 1. Italian blueberries: investments and innovations Thomas Drahorad GLOBAL BERRY CONGRESS – MARCH 27, 2019
  2. 2. Italian blueberrie 900 hectare
  3. 3. 75% Duk 75% Piemon 75% Expo
  4. 4. Piemonte 517 hectares 1021 farms In soil Verona Hectares 120 Out of soil Trento Bolzano Hectares 150 Minor areas Central Italy Sicily Calabria Puglia Lombardia Hectares 100
  5. 5. Early Mid Late Storage Feb – May Southern Italy Jun – Jul Piemonte Verona Trento Aug – Sep Late varieties from North SEASON Oct – Nov Stored mid and late
  6. 6. VARIETIES Duke® Draper® Ozark Blue® Aurora® Huron® Blue Ribbon® Top Shelf® Cargo® Last Call® Ventura® Rabbit Eye® many others
  7. 7. Standard Taste Shelf life Consistency Premium Large size Machine grade Organic 25% SEGMENTS
  8. 8. MARKETS Local 10-40% DWS 10% Domestic Supermarkets 10-40% Export 10-85%
  9. 9. PLAYERS Growers Traders
  10. 10. STRATEGIESexport window premium for export italian focus calendar extension
  11. 11. ITALY • Focus on the category • Packaging strategy • Price strategy • Margins • Refrigerated shelf space • Communication • Public relations 125g € 0,60 € 2,79
  12. 12. Thank you Thomas Drahorad

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