A number of Italian exporters have come together to target emerging markets under a new Macfrut International banner.
The initiative will see top Italian growers and exporters reach out to new markets, starting with Russia and India, at trade events in both countries
The project was unveiled at the Macfrut trade show, in Cesena, last week.
Macfruit International will feature four product lines -¬ citrus, apples, soft fruit and table grapes ¬- while kiwifruit, pears and peaches will be added soon.
The link-up encompasses category specialists, including, Sant’Orsola, Melinda, La Trentina, VI.P, VOG, Di Donna, Pignataro, Ermes, Pannitteri, La Maria Rosa and Terre e Sole.
Michael Grasser, marketing manager at the Val Venosta association of co-operatives, known as VI.P, told FPJ: “The idea is that we will have a platform that we can use in new markets where our brands are not yet known.
“We are going to start with Fresh Produce Russia, in Moscow, and Postharvest, in India, and see how it goes. Then we can think about taking the stand to other emerging countries.
“We have to think about how we can commercialise our products together, so that emerging markets will have one face to come to - it makes no sense for them to have to deal with five or more organisations, and we want to make it as easy for them as possible.”
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