Entering the brand new, cosy and also very beautiful facility feels like being with family. Luca and Cristian Canonici, aged 52 and 50 respectively, welcome visitors as if they were at home. And it is easy to spot their parents, as well as their spouses or children in the offices or the warehouse, all intent on pursuing a single goal, together with their permanent or seasonal collaborators: growth not only of themselves, but of an area and an entire sector.
Left to right, Enrico, Mattia, Luca and Cristian Canonici inside the new, futuristic facility. Enrico and Mattia represent the third generation
"It all started with our father Giordano, when he set up the farm here in the Forlì plain and, precisely, in Roncadello, in the 1960s. From the very beginning, he stood out as an innovator: he was among the first to supply the early supermarkets, and then moved on to wholesale markets. He was well known in Milan or at the Udine market for the high quality of his peaches and also for the innovative packaging he offered, e.g. the first 80x60 microbins. He was also among the first to switch to plastic crates," report the Canonici brothers.
Processing of Angeleno plums. Most are destined to foreign countries, even overseas to America or, to a lesser extent, Asia
The 'Sapore di Romagna' cooperative was founded 21 years ago. Today, the Canonici farm covers over 130 hectares and the cooperative's members number around seventy, from Veneto to Basilicata. Peaches, nectarines, apricots, plums and kiwis are the five items grown, processed and marketed by the cooperative. 70% of production is destined to foreign countries. As of1 January, the PO (formerly Biop) will be called Sapore di Romagna.
Kiwi processing
"We focus and specialise on five products," emphasises Luca Canonici, "and our strong point is plums. We market them from June until December: for example, the Angeleno variety will be available until mid-December. For us, plums represent 45 per cent of the total."
Enrico Montaguti, a young and brilliant marketing and communication manager (first on the left), Gianni Ghirelli (post-harvest expert) and Enrico Strocchi (plant manager) are also part of the team
According to Canonici, the plum segment can still grow: "Varietal innovation is needed but, at the same time, we need to convey the characteristics of the different varieties to consumers. Plums are easy to eat, they have different flavours and a wide calendar within the summer fruit segment."
Luca Canonici shows one of the formats in which the plums are packaged
However, the focus is always on the new varieties of apricots, peaches and nectarines. "We are now working on and selling kiwifruit, which represents a good opportunity to give continuity to employees and to customers. We basically never stop."
Celebrity Fruit, the brand on the packaging destined for Great Britain
And the Canonici family knows what it means not to stop and not to give up. In 2016, a devastating fire destroyed the former warehouse overnight, wiping out decades of work. What to do then, give up or react? "We reacted, but we don't want to forget that many operators, even competitors, were close to us during that time and helped us a lot. It was a tough time, but we managed to overcome it like a big family," conclude the Canonici brothers.
The exterior of the new facility officially opened a couple of years ago (see Freshplaza of 10/05/2022). The two large windows allow plenty of light through even on gloomy days
For more information 
Coop Sapore di Romagna Soc. Agr.
Via del Canale, 20/D
47122 Forlì
+39 0543 476344
[email protected]
www.saporediromagna.it