Pear producers in the Italian region of Emilia-Romagna are reportedly considering developing a new shared brand for use in marketing the Abate Fetel variety, which is unique to the country.
The news came during a speech made this week by Tiberio Rabboni, the region's minister of agriculture, to the North Italy branch of cooperative federation Legacoop Agroalimentare.
Rabboni suggested the brand could be used to distinguish Abate Fetel pears supplied by accredited producers, forming the basis of a joint commercial, distribution and marketing campaign much in the same way that the Melinda brand has been used for apples produced in Italy's Val di Non region.
Pears from Emilia-Romagna already enjoy PGI protection under the European Union's geographical designations scheme.
The region accounts for 66 per cent of Italy's domestic pear output and almost one-third of Europe's entire crop.
No comments yet