MEG strawberries Val Martello

Producers in the Val Martello region of north-east Italy have revealed plans to continue making investments and taking risks in order expand their facilities and convert existing vegetable-growing areas to production of strawberries and other soft fruits.

'The decision has been taken because strawberries and summer fruit allow higher margins, even up to 15-20 per cent higher, compared with those guaranteed for vegetables,' explained Peter Gamper, director of the MEG cooperative, which brings together several producers in the region and which belongs to the Association of Val Venosta Fruit & Vegetable Cooperatives (VI.P).

MEG produces an average of 1,300 tonnes of summer fruits – including cherries, strawberries and other soft fruits – each year across a total planted area of 7-ha, generating a combined annual turnover of €5m through sales mainly (90 per cent) within Italy.

Following recent expansion of planted area for summer fruit, at the expense of vegetable production, the cooperative foresees a 20 per cent increase in strawberry production this year to around 1,200 tonnes, compared with 1,000 tonnes in 2009.

An even bigger increase is anticipated for raspberries, production of which is expected to be up 60 per cent to 100 tonnes in 2010.

For other fruits, mainly redcurrants, blueberries and blackberries, overall growth is set to be approximately 70 per cent to some 150 tonnes, compared with 80 tonnes last year.

The cooperative itself has also expanded in the past year to include producers from the lower part of the neighbouring Val Venosta, where the climate is milder.

This has enabled MEG to extend its commercial season for summer fruits to the autumn, whereas last year it ran from the end of June to the start of September.

As a result, the cooperative expects to be present on the market for an additional two months this year.

At the same time, investments have also been made in order to modernise the cooperative's packhouse and enable it to offer members and customers an efficient, punctual service.

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