Leading marketing expert played an instrumental role in developing a strong international reputation for Italy’s fresh fruit and vegetables
Claudio Scalise, founder of Bologna-based agency SGMarketing and a leading light in Italian fresh produce marketing, has died suddenly at the age of 66.
A Calabrian by birth, Scalise was renowned for his decades of work dedicated to the promotion of Italy’s fresh produce across international markets.
That contribution was made initially as director of Emilia Romagna-based consortium Covoer – later to become CSO Italy – and then subsequently as founder and managing partner of his own agrifood promotion business.
During more than three decades, he was responsible for countless promotional campaigns designed to boost consumption of fresh fruits and vegetables, focusing especially on the best products Italy had to offer.
His sudden death on Monday 19 August was reportedly due to complications following a recent operation.
Writing for Italian trade paper the Corriere Ortofrutticolo, Lorenzo Frassoldati described Scalise as “a valued collaborator… a serious, decent person, whom you could trust”.
He went on: “The esteem and credibility that Claudio enjoyed in the world of fruit and vegetable businesses were his calling card. It is no coincidence that he was behind some of the most successful marketing initiatives in the sector, from the relaunch of Po Valley apples (Consorzio MelaPiù) to the repositioning of the image of dried fruit as a healthy food.”
