Italian fresh produce consortium Mediterranean Fruit Company (MFC) has officially opened its first representative office in the Russian capital, Moscow, as it bids to increase its standing in what is one of the world's most important emerging consumer markets.
During a gala reception at city's Ritz Carlton Hotel, at which more than 70 of Russia's leading fresh produce industry players as well as many of the Italian companies involved in the project were present, MFC president Roberto Graziani was on hand to mark the start of what is seen as a new and exciting chapter in the company's history.
The new office, known as the Casa dell'Ortofrutta (Home of Fresh Produce) will be managed by Alberto Maiorana, who will oversee the centre's data monitoring and market research operations.
The office will also offer direct support to Italian fruit and vegetable companies interested in the Russian market, as well as those from service industries such as packaging, technology and logistics, while also providing an operational base for those looking to run promotional campaigns in Russia.
It will remain in close contact with Italian marketing and research organisation CSO, which will run promotional activities for a number of Italian products on behalf of the Emilia-Romagna region, making it an important point of reference for Russian companies interested in importing high-quality, typical Italian products.
Participating in the project are several leading companies in the Italian fresh produce sector, including Alegra, Naturitalia, Apofruit, Made in Blu, Mazzoni, Terre Emerse, Granfrutta Zani, Salvi and Consorzio Kiwi Gold.
Russia represents a very important market for Italian exporters and one which continues to show strong levels of growth.
Italy exported around 100,000 tonnes of fresh fruit and vegetables worth around €70m to the country last year.
