From the fresh market to the fresh-cut sector, from edible flowers to watermelons and melons, the Italian producers' organization, Altamura of Pontecagnano Faiano, in the province of Salerno, region of Campania, is looking forward to summer with a strategy of growth on several fronts. Following a successful winter season for baby leaf products, with rocket being a top favorite, the company is preparing for a summer campaign by introducing new products such as watermelons, mini-watermelons, and yellow melons. Concurrently, there is a growing interest in edible flowers, which are strongly expanding, especially abroad, as well as in the fresh-cut sector, where the Mama Salad brand aims to strengthen its presence in Europe. This dynamic environment is marked by a constant state of flux, merging innovation, quality, and the ability to foresee market trends.
Fabio Altamura, Vice President of the producers' organization, has provided a thorough overview of the current situation as well as the future strategies.
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Baby leaf: A resilient market despite the uncertain climate
The baby leaf sector has demonstrated its strength and dynamism, even in the face of the challenges posed by climate change. "The most recent winter campaign showed a positive trend," explains Altamura. The mild weather conditions during the winter months contributed to optimal production, and despite the fluctuations in weather patterns in March, the quality of the product remained consistently high.
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These results attest to the organizational and agronomic skills of the members, who are able to maintain high-quality standards even in conditions that are not always ideal. "In terms of variety, rocket is confirmed as the top favorite, appreciated both for its versatility in the kitchen and because it is in constant demand from the large-scale organized distribution and foreign markets." A trend that strengthens Op Altamura's market position in the ready-to-eat salad segment.
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Summer production: Focus on watermelons, mini-watermelons, and yellow melons
Op Altamura's offerings extend beyond baby leaf products. For the summer season, the company's associates will expand the offer with watermelons, mini-watermelons, and yellow melons. "In Basilicata, one of our associates specializes in the production of yellow melon, with over 150 hectares cultivated and a harvest scheduled from mid-June to the beginning of October," says Altamura. In Campania, Altamura is introducing watermelons and mini-melons, which will be distributed under the 'Altamura OP' brand. The total area allocated to these crops reaches 200 hectares, with varieties such as Melania, Sentinel, Caravan, Crimson, Nikas F1, and Nikita F1. We are in the final stages of planning with our customers."
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Edible Flowers: Increased production, variety, and exports
Edible flowers are becoming increasingly popular, especially in foreign markets, where demand is constantly growing. This positive trend has prompted us to expand our production and add new varieties to our range in order to meet the needs of the catering, restaurant, and gourmet retail sectors. The appeal of edible flowers lies in their vibrant colors, delicate flavors, and striking visual appearance, making them a strategic and rapidly expanding product. They symbolize innovative and quality-driven agricultural practices.
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Fresh-cut segment: A growing trend and the opening of new markets
While the company continues to focus on the production and commercialization of fresh baby leaf, it is developing a fresh-cut segment to further differentiate itself in the eyes of its customers, primarily foreign, who already process this type of product.
The Mama Salad brand, the first ready-to-eat line launched by the producers' organization in 2022, is strengthening its presence both in Italy and abroad. "Currently, the fresh-cut segment contributes 10% of our total turnover, but we aim to expand this share. We have a strong presence in several European markets, particularly in the Benelux region and Germany, and we are committed to further expanding our international footprint," Altamura stated.
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The ready-to-eat fruit and vegetable sector is no longer a passing trend; it is a concrete answer to the convenience needs of today's consumers.
Upcoming trade fairs: PLMA and Fruit Attraction in the spotlight
Op Altamura's strategic growth plan includes active participation in industry events. On 20 and 21 May, we will be at PLMA in Amsterdam, while in October, we will have our own stand at Fruit Attraction in Madrid," concludes Altamura.
Credits photo article: TMH Studio www.todisco.media
For more information:
Op Altamura
Via Pacinotti
Pontecagnano Faiano (SA) - Italy
info@opaltamura.com
www.opaltamura.com