The fervour that usually characterises the fruit and vegetable sector during the Christmas period has been unexpectedly quiet this year. In general, the vegetable market is at a standstill in terms of consumption. The broccoli category is no exception. "The quantities of product available are limited due to the weather conditions in the Capitanata area of Puglia, where we operate. The quality is not lacking, but the commercial trend is not the best. The product also tends to be overpriced at source," says Michele Riontino of AgriDaniele in Zapponeta (FG).
Commenting on the drastic change from last year, Riontino does not hide his concern: "Last year, we were very active in Germany during the Christmas period. This year is really different: orders for broccoli and vegetables in general are very low. The volatility of the market and the challenges the sector is currently facing are reflected in this significant drop in orders. Nevertheless, we are grateful that work is continuing, even if at a reduced pace."
Riontino confirms that the situation is similar when asked about market conditions in other destinations. "The uniformity of the decline in orders indicates that the problem is not specific to certain markets, but rather widespread. Such a slowdown in activity, particularly at a traditionally busy time of year such as Christmas, raises questions about the factors that have affected the industry. "Whether it is wider economic pressures, changes in consumer behaviour, or problems specific to the fruit and vegetable sector, it is clear that we as fruit and vegetable business operators are facing a period of uncertainty."
With the festive season fast approaching, according to Riontino, there is no hope of a turnaround that will bring the sector back to the hectic pace that is typical of this time of year. "We have a few days left. It is the period after the holidays that worries us because the cost of living is too high. That is why we are working with no margins. The situation is not expected to improve before April 2025, according to Riontino. "All that remains is for us to get through the autumn and winter campaigns in the best possible way."
New investment in the summer of last year
In the summer of 2024, AgriDaniele embarked on a modernisation and expansion project, driven by strong commercial growth and thanks to the proactive spirit of a new generation eager to expand its field of activity.
"We have invested in state-of-the-art machinery, added 1,000 square meters of cold storage and two 300-ton cells. We've opted for a photovoltaic system, which gives us complete energy autonomy, and tanks for recycling the water used in the process, which allows us to reduce water consumption. The intention is to meet the needs of the modern market and to pursue medium to long-term goals of a certain scale," concludes Riontino. "We are ready, despite the current less than rosy economic situation."
Article photos provided by AgriDaniele
For more information:
Michele Riontino
Tel.: +39 380 4665377
AgriDaniele
Zapponeta (FG) - Italy
Tel.: +39 0884 090327
www.agridanielesrl.it