It has been an extraordinary season for Italian table grapes thanks to varietal innovations and an effective marketing strategy, which promises to bring success to other fresh fruit segments as well.
"In 2024, the table grape sector experienced a sensational campaign, the likes of which had never been recorded in living memory. Not even my father can remember such a campaign," reports Oronzo Diomede, president/sales manager of the producer organization Puglia&Natura, based in Rutigliano (Bari). Diomede highlights both the exceptional product quality and the above-average sales prices. This success was attributed to a general drop in Italian production and a delay of significant quantities from overseas, which led to a lower aggregate supply than in previous years.
Op grapes sold in a general market in the UK
Diomede also talks about the varietal transition process that is affecting the sector. "Many growers are switching from traditional seeded and seedless grape varieties, such as Regal and Crimson, to new seedless varieties that perform better in terms of quality and yields. When a varietal change takes place, it takes at least 2-3 years before optimal production is available," says the PO president, stressing how this change is necessary, although it causes a temporary drop in supply.
Although the season was exceptional, the president noted that there was no big difference in marketing compared to previous years, with regular customers demanding similar quantities. However, there was a growing interest from new customers, particularly those who used to source from Spain, thus demonstrating the increasing attractiveness of the Italian produce and a concern about the resilience of Spanish fruit following the Dana weather phenomenon.
Left: Oronzo and Martino Diomede, respectively president and head of German markets/supplier relations. Right: Italian citrus fruits sold under the Agrilodi brand name
In addition to grapes, OP Puglia Natura started selling Italian citrus fruits towards the end of 2024, registering excellent results with lemons, oranges, and clementines. "We have done a good job and we believe we will continue next year," says Diomede, outlining a production diversification strategy involving cherries, apricots, and citrus fruits, with grapes as the main product. A key factor in the marketing success was the use of the Agrilodi and Op Puglia&Natura brands, which ensured a high-quality standard that was recognized by customers already with grapes. "This underlines the importance of brand consistency in customer loyalty," he says.
"We have also continued with citrus fruits in January," says Diomede. "Starting in May, however, we will restart with the apricot and cherry season, and then continue with grapes." This means there will be a period of preparation from February to April, during which the PO will concentrate on planning and optimizing resources for the following season."
Participation in Fruit Logistica
"The main objective of exhibiting in Berlin remains to promote our flagship product, i.e. grapes," says Diomede, emphasizing the importance of maintaining relations with historical customers and presenting them with the new varieties that the PO has marketed in 2024. "These include Late Pearl and Kelly, which were a huge success, especially at the end of the year, and thanks to which we were able to expand into new supermarkets and sales channels." These varieties, known for their resistance and late ripening, have been a strong point for the PO at a time of year when it is difficult to find fresh, quality grapes.
Left: Kelly grapes. Right: Late Pearl grapes.
"In our area, in the province of Bari, Late Pearl can be harvested with a minimum sugar content of 17-18 degrees Brix from mid/late August to early December, and can even reach 19-21 degrees Brix. Kelly, on the other hand, has shown excellent shelf-life in units, which has made it possible to meet demand over the Christmas holidays."
With its participation in the Berlin fair, the company is preparing to take a further step, strengthening its international presence and paving the way for new growth opportunities for 2025 and beyond.
Op Puglia&Natura will attend Fruit Logistica 2025 (Berlin, 5-7 February) in Hall 4.2/Stand D-18.
For more information:
Oronzo Diomede - President/Sales Manager
+39 340 2203352
diomedeoronzo94@pugliaenatura.itPasquale Parente - OCM Manager
+39 3928974418
Op Puglia&Natura
P.zza delle Regioni, 4
70018 Rutigliano (BA) - Italy
+39 0804770977
op@pugliaenatura.it
www.pugliaenatura.it