In today's fruit and vegetable sector, companies are increasingly using original initiatives to differentiate themselves, not only to promote their products but also to create an emotional bond with consumers.
"February is not only the month of Fruit Logistica, the international fruit and vegetable trade fair but also the month associated with love. With this in mind, fruit and vegetables will be used to express the concept of romance, as in the case of Italian fennel. The theme of love will be at the heart of the graphics on the company's stand in Berlin and its packaging, reflecting the deep commitment to daily work and the values and principles handed down by our parents," says Mariapia Paolillo, who, together with her brothers Ciro and Gennaro, is a founding partner of the Italian company Paolillo, based in the Campania region and specializing in fennel, with an annual supply of almost 160,000 tonnes. The company's extensive production, which involves more than 40 farms throughout Italy, is proof of the high demand for its products.
Mariapia and Ciro Paolillo at Fruit Logistica 2024
"In Berlin, we will be presenting our two-piece tray of Paolillo fresh fennel, themed for Valentine's Day, which will be available for 15 days," says Ciro Paolillo. "This is an extension of the range: two fennels in a 500g tray in cardboard, not plastic, which we have been promoting since last year, with a good response from supermarkets." The transition to carton packaging has been underway since March 2024 and is a pillar of the company's strategy.
The decision to use carton packaging, despite its higher cost compared to plastic, reflects the company's deep commitment to sustainability and to reducing its environmental impact. "The cardboard tray costs three times more than the plastic one, but we decided to make this eco-friendly choice in order to offer added value to the consumer. The cardboard packaging provides all the necessary information, including details about the product and the producer, thus enhancing the shopping experience."
On the Paolillo fennel, there is also a QR code that links to a section of the www.buonoinognimomento.it website with detailed information about the field and the production line.
A 2024 marked by climate change
Although 2024 was a challenging year due to weather conditions and resulting production instability, there was a remarkable ability to adapt. The high average prices recorded during the year reflect the resilience of a market that responded positively even in an uncertain environment, highlighting the importance of flexible strategies and a proactive approach to the challenges posed by climate change.
"The year 2024 proved to be a rollercoaster ride for fennel, with a turbulent start due to a series of adverse weather conditions that characterized the months of January to March. An unusually mild winter in 2023 led to overproduction and problems with excessive humidity, starting a problematic annual cycle," explains Ciro Paolillo. "From April, the effects of climate change continued to be felt, with temperatures and weather conditions that made crop planning and management extremely difficult. The summer, one of the hottest in recent years, was a harbinger of the difficulties farmers would face in the months to come. The water shortage, which lasted from June to October, severely limited production, particularly in Fucino, with knock-on effects throughout the sector. The drought affected not only the quantities of product available but also prices, which rose to excessive levels because there was little movement of product," he says.
But it was not all bad news. "In November, the weather in the Foggia area was colder than it had been in the last ten years. This change made it possible to obtain healthy, high-quality products," says Paolillo. "Despite the challenges posed by adverse weather conditions and the difficulties encountered during the year, 2024 surprisingly recorded medium-high prices. This was the case for all 12 months, from January to December, highlighting the resilience of the market, partly due to the scarcity of products available during the campaign."
There will be no shortage of surprises at Fruit Logistica
On the occasion of the three-day event in Berlin, Paolillo has created a limited edition Box-Cadeaux, with packaging and graphics designed by Maria Giannattasio (AgruMarmé). It will contain chocolate dragées made with fennel candied fruit (the latter created by Domenico Cuofano of AgruMarmé, while the chocolate and candied fruit coating is the work of Francesco Boccia, Ampi Master and World Champion in Pastry and Chocolate Confectionery), soft heart-shaped jellies made with the juice of fresh Paolillo fennel, sesame, honey, almond and fennel crispies and a mini bottle of fennel liqueur made from the stalk of the company's product. The jelly, crispies, and liqueur were created by AgruMarmè's Domenico Cuofano.
"We have created an attractive packaging and inside there is also a Valentine's Day card," explains Mariapia Paolillo. This initiative confirms the company's desire to explore new ways of appreciating fennel, combining Italian agricultural tradition with culinary creativity.
During the fair, visitors to the Paolillo stand will also have the opportunity to take part in a unique tasting event curated by chef Domenico Esposito. "It will take place in the Italian Fruit Village," says the businessman, "an original proposal for the Veggie Hour that will take place in the afternoon. The tasting will be accompanied by a special fennel liqueur. All to highlight and enhance the refined taste of a healthy and fragrant vegetable."
Paolillo is committed to the Made in Italy concept and to promoting fennel as a symbol of love and quality. "It will be a Fruit Logistica dedicated to lovers of Italian fennel," say the Paolillo brothers, underlining the importance of promoting Italian products on international markets.
Visit Paolillo at Fruit Logistica 2025 (Berlin, 5-7 February) in Hall 4.2 / Stand A-20, within the Italian Fruit Village.
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