Strengthen ties to the big chains and export markets is at the top of Fruit System’s agenda. The core strategy is promoting product quality. Set up as a cooperative based at Alberone di Cento in a merger of a grower’s group and a produce wholesaler in 1987, Sistema Frutta now has ten member growers in the provinces of Ferrara, Modena and Bologna.
“Some 45% of our business is in exports -tells Sistema Frutta president Paolo Poletti-, 25% with wholesalers, 20% with the big retailers and 10% goes to processors. We want to expand supplies to chain locations and export markets”.
Export trials to the US and Canada: “We’re still a niche supplier to the big retailers. You’ll find most of our exports in France now that Russia closed the doors with its embargo. Recently we tried the route to the US. It turned out pretty well, but all the Customs paper work and other red tape make it a hard sell. Canada seems to work better”.