In the past few days, in an Aldi supermarket in Great Britain, the Enrosadira raspberries of Molari Berries were sold directly under a registered varietal name and now some Gdo chains are finally starting to do the same. This marks a milestone for the nurseryman and breeder Gilberto Molari.
"The variety shown on the label, a practice already widespread in several countries, has been a long-lasting battle of our father Gilberto," said Matteo Molari. "We have made it our daily goal to connect every player in the supply chain, in order to provide farmers with the best varieties and the best plants, supply large-scale retailers with excellent quality and shelf life and, finally, offer consumers the best delicious fruits".
This should be extended to all fruit and vegetable references, even if non-branded. The stone fruit case is the most emblematic. The consumers, over the years, have shown a lack of interest in peaches and nectarines because of no guarantee on the purchase. Not a safety guarantee, but an organoleptic one. In supermarkets the variety is rarely indicated, which means it is not possible to choose the preferred type of product, or to avoid it when it is not to your liking.
In this case, the distributor's brand or the various tracking guarantees are useless. The varieties have intrinsic characteristics that can amplify, either positively or negatively, depending on the time of harvesting and the post-harvest processing.
Contacts
Molari Società Agricola
Via Cerchia di Martorano, 891
47521 Cesena (FC)
Phone.: (+39) 0547 630540
Email: [email protected]
Web: www.vivaimolari.it