The market situation for fennel is rather stagnant at the moment, with a high availability leading to lower prices. "This scenario is not unusual for this time of year, as the weather conditions influence production. This year in particular, the mild temperatures in January and February favored abundant yields in several areas, leading to an increase in supply. Consumption remains more or less unchanged, but the increase in volumes has caused a reduction in prices. Most of the fennel we are processing at the moment comes from Calabria and some from Apulia," reported sales manager Ciro Paolillo who, together with his siblings Mariapia and Gennaro, is a founding partner of the Campania-based company Paolillo, which specializes in fennel.
"The high temperatures are affecting production in much of central and southern Italy, keeping prices low. Availability is abundant, and processing in the warehouse is running smoothly without any significant increase in production rates or waste. The quality of the product is good and satisfactory."
"Our fennel remains mainly in Italy, with a few shipments abroad. We have made some new international contacts at Fruit Logistica, although they are mostly oriented towards mutual acquaintance rather than an immediate commercial interest. The Berlin fair coincides in fact with the full campaign, allowing us to make appointments and preliminary contacts. We can say that we have sown four or five 'seeds' for future collaborations. These are contacts to be developed further."
With a supply close to 160,000 tonnes per year given the high demand, the company schedules production involving more than 40 farms in Italy.
Production Manager Gennaro Paolillo added that "thanks to a favorable climate, we are currently experiencing a phase of overproduction, with the plants growing optimally. The quality of the products remains high despite the higher temperatures, thanks to a careful and well-chosen varietal selection. Production quantities are in line with last year, if not even higher, as we have not experienced any significant losses or plant health problems. Temperatures, although generally warmer, were on average lower during the winter cycle, especially at night, allowing for balanced growth without significant temperature swings."
"We are now completing harvesting operations in Calabria, which will be over in the next 10-15 days. For the spring period, which covers April and the beginning of May, we will focus on Apulia, particularly the northern part of the region, and on Molise. Subsequently, we will move to the Nocerino-Sarnese area, between 10 May and early June."
"We are extremely satisfied with the quality and yields obtained. Fennel heads are of an adequate size thanks to a timely and well-planned harvest. An excessively large size would be problematic for marketing but, so far, the management has been efficient. We will continue to monitor the situation carefully, in order to maintain these high standards."
© Paolillo s.r.l.
Urgent promotion and communication abroad
"There is an urgent need for an international communication campaign to adequately promote fennel, possibly with the support of the institutions," explained Mariapia Paolillo, the company's product promotion manager. "During the trade fairs I attend, I notice that many visitors are not familiar with fennel but, once they discover its characteristics and potential, they are fascinated by it."
"Fennel does not receive the appreciation it deserves. Even in the academic sphere, I see that students become enthusiastic when it is presented in a new and stimulating context. The interest this vegetable can arouse when communicated in the right manner is surprising. My communication approach has proven that it can ignite enthusiasm for fennel, which shows how important it is to tell the story of this product effectively and engagingly."
On 7 March 2025, at the Department of Pharmacy of the University of Salerno, students from the courses in Herbal Techniques, Management and Enhancement of Agricultural Resources and Protected Areas, and Innovations for Mediterranean Agricultural Productions met with Mariapia, who presented her company and the Foen cosmetic line, which was developed using the active ingredients extracted from processing fennel waste.
The event was organized as part of the work orientation and job placement activities under the coordination of Professors Maria Luisa Saviano and Clara Bassano, at the suggestion of Professor Paola Montoro, coordinator of the course in Herbal Techniques.
"The company's history, innovative design ideas, and commitment to the concept of sustainability and circular economy filled the students with enthusiasm, even leading to a participatory discussion after Paolillo's speech," reported Prof. Montoro. "Paolillo Srl presented itself as a highly modern agri-food company, engaging the interest of agricultural students. The students of the course in Herbal Techniques, a three-year degree in the chemical-pharmaceutical field strongly oriented towards the study of active ingredients of plant origin, were enthusiastic to learn about the start of a cosmetics company operating with agri-food waste."
"The interaction between universities and companies always proves to be a successful and enriching option for all involved," concluded Prof. Montoro.
Photos provided by Paolillo s.r.l.
For more information
Paolillo s.r.l.
Via Stabia, 254
80057 Naples - Italy
Tel.: +39 393 9361160
Fax: +39 081 8738791
www.paolillosrl.com
www.buonoinognimomento.it