Viviana, a new brand for Italian table grapes

Jessika Pini

351 winemakers of Puglia, Sicily, Basilicata, the Italian regions which result to be the most suitable ones for the production of table grapes, beginning from 2015 campaign (as of the end of June) present themselves united under the brand ‘Viviana l’uva italiana (Viviana, Italian grapes)’. They boast 120,000 tonnes of different varieties of grapes, both seedless and not. The wine growers involved in this project adhere to 12 producer organizations which are part of ‘Unione Italia Ortofrutta (Italian Fruit and Vegetables Union)’. This consortium is a reference for the sector in Italy.

At present, trade relationships are managed by the individual producers, who formed a consortium in order to level out both selling price and packaging. Half of the estimated 119 million Euros will be realized in foreign large-scale retail trade, where these producers are already marketing half of their productions. Viviana is proposed in boxes whose weight is kg 1, 2, and 5 respectively, with folders containing indications which concern the quality of the purchased grapes (seasonality, properties, variety, etc.). Each cluster is coupled to a small pendant with the brand ‘Viviana’, on which manufacturer's name is written and, on its back, a curiosity concerning grapes, such as, for instance, suggestions for an optimal consumption.

‘Viviana Italian grapes’ is manufactured and marketed by: A.Bio.Med , Agricola Hortoitalia, Agritalia, Apoc Salerno , Assofruit Italia, Eredi Pietro Di Donna , Frutta più , Pugliaviva , Ecofarm , Consorzio Fonteverde , Opi Sicula , Tarulli

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