Italian kiwi gets boost from European Flavors project
by Christina DiMartino | March 10, 2010
A.J. Trucco is having tremendous success marketing Italian kiwi with a little
help from the European Flavors' project.
"The program is helping to make consumers aware of the great quality and
flavor of the kiwi," Nick Pacia, co-owner of the Bronx, NY-based company,
told The Produce News. "We would like the project to be extended to help
push the commodity even further."
The European Flavors project is funded by the European Union, the Italian
Ministry of Agriculture, Food & Forestry, and Centro Servizi Ortofrutticoli,
which is headquartered in Chiesuol del Fosso, Italy, and which was created to
develop synergies between operators. Its goal is to increase competition in
the fruit and vegetable sector from European Union countries.
Partners in the program include numerous major fruit and vegetable
producers and processors. Among them is Made In Blu, a distributor of a wide
range of fresh fruits, vegetables and dried fruit and nuts headquartered in the
Province of Ravenna, Italy. Other partners are Afe, Apoconerpo Alegra,
Apoconerpo Naturitalia, Apofruit, Cico, Conserve Italia, Europfruit, Granfrutta
Zani, Op Kiwisole, Oranfrizer, Orogel and Terremerse, all headquartered in
"The conventional kiwi will run through the end of April, which is longer than
usual," said Mr. Pacia. "The organic kiwi will run through May 15. This too is a
longer run than normal. The quality of the fruit this year is outstanding. It's
one of the best years we've seen for quality and taste."
Mr. Pacia explained that the nature of Italian kiwi is to have a longer shelf
life, as it is on the water for 15 to 19 days. Harvesting is done in October and
November, and under proper refrigeration, the fruit will last for six months or
J.C. Barros, U.S. marketing director for European Flavors, told The Produce
News that the promotional and marketing funding the organization provides
has made it possible to get the word out to consumers in a strong way.
Besides print ads, it is funding demos at major retailers.
"The European Flavors program is a three-year project that is now in its
second year," said Mr. Barros. "A decision will be made by the group this
summer as to whether it will be extended for another three years, and
possibly even be expanded into Canada. We are hoping that the E.U. and the
trade commission will agree that the results have been very positive so far.
These efforts are generating more exposure every year."
The fact that the euro has dropped a little from the very high exchange levels
of several months ago, when it jumped to around 1.50 euros against the U.S.
dollar, has been an advantage this year, according to Mr. Barros. Today, it is
holding around 1.36, which has taken some pressure off kiwi pricing in the
"Because of the economy, U.S. consumers are very concerned about prices,"
Mr. Barros explained. "Given the great growing and harvesting season this
year and the lower exchange rate, demand has been steady."
"Prices weren't great until about the first week of January," concurred Mr.
Pacia. "But then the market started to pick up as the dollar leveled off
somewhat. We now have the right combination, and we feel sure the season
will wrap up very successfully. This makes everyone from the growers to the
Although Italian kiwi -- the majority of which is the Hayward variety -- is
distributed predominantly in the Northeast, some is shipped to the Midwest.
Mr. Barros said that the Northeast is a great market for Italian kiwi because of
the strong third-generation Italian culture in the region. In western areas of
the United States, kiwi produced in California is more predominant.
A.J. Trucco is also handling some Italian Tarocco blood oranges, which are
promoted by the program as well.
"The Tarocco has historically been an up-and-down commodity in the U.S.,"
said Mr. Pacia. "Interest has [piqued] considerably in the past couple of years.
Consumers who taste the Tarocco usually become loyal customers. Our sales
have doubled since we started handling the item several years ago, and we're
now having good success nationwide."
Mr. Barros added that plums and pears are included in the European Flavors
project, but due to import restrictions, these items are promoted in European
"If protocol is established on these or other fresh produce items, we hope to
import them in the future," he said. "If the project is extended for another
three years, it would give us the opportunity to expose more people to
European products and the elements of the Mediterranean diet."
Mr. Barros noted that American consumers generally don't eat as much fruit
as their Italian counterparts, who typically consume fruit with every meal.
"In my opinion, Italian kiwi is sweeter and juicier than what is produced in
California," he said. "It has a unique flavor and is highly consistent. Italians
produce kiwi that are great size and quality. The industry there is huge, and
producers are very dedicated to the product. They also have highly
sophisticated export operations."
"The European Flavors' project has definitely helped the Italian kiwi market in
the U.S.," said Mr. Pacia. "The market continues to grow due to the great
exposure the item is receiving."