It's Bio workshop raises awareness of organic produce value in the European market

The workshop, conducted within the European project "It's Bio," co-financed by Aop Gruppo Vi.Va and key contributors like Almaverde Bio, Canova, and Apofruit, featured discussions on strategic aspects elevating the value of organics in fruit and vegetables.

Over the last decade (2012-2023), organic adoption has increased to 90% among Italian families, encompassing 13 to 23 million purchasing households. Nomisma data from the recent Marca edition reveals a €5,754 million overall market for organic products, marking a +7% in home consumption (€4,207 million) and +18% outside the home (€1,268 million as of July 23). However, in January-September 2023, CSO Italy data reports a slight dip in sales for organic fruits and vegetables, totaling just under €520 million, with a +2% in value and -7% in volume compared to 2022.

Despite a general counter-trend in food consumption, organic fruits and vegetables declined. The 2024 Coop Winter Report anticipates a positive shift, attributing 45% of consumers' choices to the selection of healthy products. Claudio Scalise (SGMARKETING) points out that well-being and environmental considerations are the primary drivers for organic produce purchases.

SGMARKETING's research on the buying behavior of Italian large-scale retail trade reveals a defensive perception, prompting a segmentation into heavy, medium, and light consumer groups. Brands are responding with strategies like reimagining display layouts, emphasizing seasonal products, refining departmental communication, developing private labels (MDD), and optimizing promotions to revitalize the category.

Apofruit Group, deeply committed to organic farming, stands out with Canova, a specialized company founded in 1997. Its success lies in four dedicated Apofruit factories and partnerships with O.P. Terra di Bari, GULLINO, COOP. SOLE, TERRE DELL'ETRURIA, ensuring high-quality, strategically grown products.

Ernesto Fornari, General Director of Apofruit, highlights a 27-year journey in organic production, supporting members in adopting new techniques and introducing innovative varieties. Fornari stresses that for Apofruit, organic is about adding value to production, supported by certifications like Naturland, Biosuisse, and Biodynamic Agriculture.

The workshop emphasizes the journey from field commitment to unique points of sale, as seen in Almaverde Bio's Islands within supermarkets. Paolo Pari, Director of Almaverde Bio, reports positive sales results, crediting the organization's ability to cater to diverse consumption approaches.

Effective communication is crucial, with the It's Bio project playing a pivotal role. Mario Tamanti, Director of Aop Gruppo Vi.Va, highlights the project's success in engaging consumers through in-store promotions, digital campaigns, and informative videos, reinforcing the values of organic products: healthiness, environmental sustainability, and certified production methods.

As a collaborative effort financed by the European Union and AOP Gruppo Vi.Va., with the participation of key players, "It's Bio" means a collective commitment to communicate the virtues of organic products to a growingly health-conscious and environmentally aware consumer base. 

To delve deeper into the project's achievements, watch the presentation by Mario Tamanti here.

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