It’s Bio campaign sees strong demand growth among consumers who are concerned about health and sustainability
Organic yellow kiwifruit continues to gain in popularity in Italy, Belgium, and Greece, according to the backers of It’s Bio, a marketing project funded by the European Union and Italian association AOP Gruppo Vi.Va.
“Thanks to its sweet taste and exceptional nutritional value, organic yellow kiwifruit is gaining popularity among consumers in Italy, Belgium, and Greece, who are increasingly focused on a healthy and sustainable diet,” the campaign declared in a statement.
In Italy, yellow-fleshed kiwifruit is harvested between October and November, when it has reached perfect ripeness, and is stored until spring to maintain its optimal quality.
Suppliers that collaborate with the It’s Bio project – including Almaverde Bio, Apofruit, Codma OP, Canova, Coop Sole, AOP La Mongolfiera, OrtoRomi, and OP Terre di Bari – say their organic offer can combine taste, health, and sustainability in a single product.
In Italy, organic yellow kiwifruit is seen as a premium choice for those seeking tasty and nutritious fruit, a spokesperson for the project noted.
“Italian consumers, who are health-conscious and concerned about well-being, are increasingly drawn to organic products, associating them with food safety and sustainability.”
In Belgium, meanwhile, demand for organic products is constantly growing, driven by increasing environmental awareness, it said.
“Organic yellow kiwi has established itself as an exotic treat, appreciated both for its taste and health benefits.”
And in Greece, where more and more kiwifruit is grown each year, consumers are said to be more focused on balanced diets, and therefore view organic yellow kiwifruit as a trendy option, thanks to its nutritional value and the sustainability efforts made by its producers.
