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Italian blueberries: investments and innovations
Thomas Drahorad
GLOBAL BERRY CONGRESS – MARCH 27, 2019
Italian
blueberrie
900
hectare
75%
Duk
75%
Piemon
75%
Expo
Piemonte
517 hectares
1021 farms
In soil
Verona
Hectares 120
Out of soil
Trento Bolzano
Hectares 150
Minor areas
Central I...
Early Mid Late Storage
Feb – May
Southern
Italy
Jun – Jul
Piemonte
Verona Trento
Aug – Sep
Late varieties
from North
SEASO...
VARIETIES
Duke®
Draper®
Ozark Blue®
Aurora®
Huron®
Blue Ribbon®
Top Shelf®
Cargo®
Last Call®
Ventura®
Rabbit Eye®
many oth...
Standard
Taste
Shelf life
Consistency
Premium
Large size
Machine grade
Organic 25%
SEGMENTS
MARKETS Local 10-40%
DWS 10%
Domestic Supermarkets 10-40%
Export 10-85%
PLAYERS
Growers Traders
STRATEGIESexport
window
premium
for export
italian
focus
calendar
extension
ITALY • Focus on the category
• Packaging strategy
• Price strategy
• Margins
• Refrigerated shelf space
• Communication
•...
Thank you
Thomas Drahorad
Italian blueberries production and export - Global Berry Congress 2019 - Thomas Drahorad
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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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