The summer season is in full swing for Ortofrutticola Egnathia, an Apulian company that markets its products under the Miss Freschezza brand. Updates on the campaign are provided by Cosimo Leggiero, the sales manager, and Antonella Branio, the export manager. The company is currently offering new potatoes, courgettes, Barattieri, Caroselli striati, courgette blossoms, and aubergines.
Antonella Branio (export manager) and Cosimo Leggiero (sales manager) of Ortofrutticola Egnathia for the commercialization of the Miss Freschezza brand
"We are about two-thirds of the way through the season," Leggiero explains. "The harvest of new potatoes is now over, and we are currently marketing Barattiere and Carosello Striato, cucumber-like melons, which are two of our top products. Additionally, the white fig harvest is underway, followed shortly by the black figs, which will be available until late summer. This year's new addition to the menu is the Zucchiolo, a unique hybrid that combines the flavors of a zucchini and a cucumber to create a surprising taste sensation. We are offering it in small batches to better study its agronomic behavior and market response," Branio points out.
Climate variability is now a constant. "The main critical issues we have faced are linked to the variable weather conditions, which are increasingly difficult to predict,' adds Leggiero. 'Sudden variations in temperature and humidity affect not only the yield, but also the agronomic management of crops, requiring constant monitoring and timely interventions.
© Miss Freschezza
However, the market response has not been uniform. "Despite their excellent quality, new potatoes have performed less well than last year in terms of price," Leggiero explains. The situation is different for the Barattiere crop, which continues to show steady growth. "They are now a staple in the offerings of large-scale retailers. In fact, they are available in all of our markets thanks to our close collaboration with DISSPA at the University of Bari "Aldo Moro," which assists us in selecting and researching certain local ecotypes."
"Our summer market is predominantly Italian, accounting for about 90 percent, though we also work with some European customers. In particular, the European large-scale retail trade is showing increasing interest in the Barattiere crop," Branio emphasizes. "Demand is generally homogeneous across different markets, with one significant exception." Leggiero continues, "Distribution chains in southern Italy demand much higher volumes of this typical Apulian product, a sign of the strong cultural link with the territory."
© Miss Freschezza
The company maintains a solid position in exports. "We have not experienced any difficulties related to conflicts or logistical costs. In the summer, our exports to the EU are limited and managed through consolidated channels," Branio adds.
Consumer trends: freshness, authenticity, innovation
The numbers don't lie: There has been a 20% increase compared to 2024. "Consumers are increasingly looking for local, healthy, and authentic products," says Leggiero. Barattì meets this demand and is becoming a symbol of summer. The newcomer, Zucchiolo, is also arousing interest. It is original, intriguing, and fresh, inviting you to try it. This proves that innovation and tradition can coexist. The result is tangible growth in demand, recognition, and loyalty.
The "Barattì - Apulian Sensation" campaign is at the heart of the enhancement strategy and is dedicated to the Barattiere crop. "Our goal is to promote the product as a sensory experience - fresh and crisp, with a unique organoleptic profile," says Branio. Events such as the "Fruit Shows" showcase the product, raising its profile beyond regional borders.
The path is intertwined with participation in the Biodiverso Project, which is dedicated to rediscovering traditional Apulian fruits and vegetables. "It's a forward-thinking approach that celebrates our history," Leggiero adds. The company's growing international presence will be on display at this year's Fruit Attraction in Madrid (30 September – 2 October), where Barattì is expected to be a highlight of the Italian pavilion.
"In an increasingly challenging agricultural landscape, we are committed to capturing the essence of the Apulian summer through products that embody quality, tradition, and innovation," conclude Leggiero and Branio. "From Barattì, which represents us worldwide, to Zucchiolo, which explores new taste frontiers, we aim to blend identity with curiosity and loyalty to the land with a desire to experiment."
© Miss Freschezza
For more information:
Cosimo Leggiero - Sales Manager
+39 349 2466936
Antonella Branio - Export Manager
+39 345 7916385
Ortofrutticola Egnathia s.r.l.
C.da Losciale, 111
70043 Monopoli (BA) - Italy
+39 080 801140
www.missfreschezza.it
www.barattiapuliansensation.it
