Inside revolutionary kiwifruit breeding program: BIG Interview with Mirco Montefiori, New Plant

New Plant is a dynamic consortium formed by three Italian agricultural cooperatives: Apofruit, Apoconerco, and Orogel Fresco. It aims to revolutionize the kiwifruit industry by breeding new varieties that blend the distinct flavors and textures of yellow and green kiwifruits.

 

Developed by New Plant in collaboration with the University of Udine and University of Bologna, Dulcis is a unique kiwifruit variety that combines the aromatic and gustatory qualities of both yellow and green kiwifruits.

 

In this special interview, Mirco Montefiori, New Plant General Manager, discusses the formation of Dulcis, the commercial strategies behind its promotion, and the future aspirations of New Plant. 

 

Fructidor: Mirco, your new plant has garnered significant interest, especially with your innovative approach to kiwifruit. Could you tell us more about the New Plant and its formation?

 

Mirco Montefiori: New Plant is a consortium formed by three prominent cooperative Italian companies: Apofruit, Apoconerco, and Orogel Fresco. For these companies, kiwifruit is a crucial part of their business, which led us to initiate a breeding program aimed at innovating within the kiwifruit sector, particularly focusing on combining the flavors and aromas of yellow and green kiwifruit into a single variety.

 

Fructidor: What was the goal behind blending these specific kiwifruit flavors?

 

Mirco Montefiori: The primary goal was to introduce a real novelty in the green kiwifruit sector, which traditionally only had the Hayward variety available. Our breeding program aimed to bring the delightful aroma and sweetness of yellow kiwifruit within the traditional green kiwifruit sector. This new variety, while not as sweet as typical yellow kiwifruits, retains a level of acidity, offering a unique taste profile that differentiates it significantly from standard offerings.

 

Fructidor: Can you elaborate on the commercial aspects, like the formation of Dulcis and your marketing strategies?

 

Mirco Montefiori: After identifying the desired characteristics in our new kiwifruit selection, we established a company named Dulcis Kiwifruit Company to handle the branding and promotion of this new variety. The commercial operations are primarily managed by shareholders such as Allegra, Apofruit and Orogel Fresco, who ensure that the quality standards—some of the strictest in the industry—are maintained. This year, we're planning to commercialize about 600 tons of this new variety, aiming for rapid growth in production in the coming years.

 

Fructidor: How has the market responded to this new variety so far?

 

Mirco Montefiori: The response has been overwhelmingly positive. We conducted extensive customer testing, with more than 2000 consumers participating, and achieved a 94% acceptance rate. This high level of customer satisfaction is a strong indicator of the market's readiness for innovative products that cater to nuanced taste preferences.

 

Fructidor: Looking ahead, what are your expansion plans, especially regarding overseas markets?

 

Mirco Montefiori: Our immediate focus is on expanding within Italy, but we're also in talks with partners in the Southern Hemisphere, like Chile, to extend our growing season and availability. This expansion would not only enhance our supply capabilities but also our presence in the premium kiwifruit market globally. Currently, the variety is licensed only through members of our cooperative, but we're exploring opportunities to grow our network and reach.

 

Fructidor: With climate change posing challenges, how is New Plant adapting its strategies to ensure sustainability and resilience in kiwifruit production?

 

Mirco Montefiori: Climate change indeed presents significant challenges, but our selection process has fortunately positioned us well. The variety was selected under the Italian warm conditions, proving to be resilient and well-adapted. Going forward, innovation and the development of new cultivars that can withstand changing conditions will be crucial. We're committed to maintaining productivity and sustainability in the face of these challenges.